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50% Baby!

(That's HALF OFF!) Everything in this collection! It's warming up outside and we'd love to supply you with something new . .

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Summer Arrivals

Sunny, warm weather goods, finally!

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The Hat Edit

Sophisticated new straw pieces with a focus on timeless, minimal design— plus a Primary Exclusive Janessa Leone collab!

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Accessories Edit

Newest leather, sunnies & jewelry ripe for the picking . .

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What's New

New stuff in this week from Janessa Leone, Wolf Circus, Rachel Comey and new Korean beauty brand VVD. 

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On the blog

Style Hacks with FIGTNY

21 Mar, 2018

Style Hacks with FIGTNY

An interview I'm been dying to do for awhile! M and I finally had a moment for a proper lunch at Soho House so we could catch up - and I could get her to dish on all her style secrets behind her super cool + directional editorial website FIGTNY, and accompanying instagram @FIGTNY.   I'm also sharing the images I photographed for her winter 2018 Rag and Bone Campaigns at Primary's Brooklyn studio.  Enjoy! XXCleo
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Meet the Maker // TARIN THOMAS

15 Feb, 2018

Meet the Maker // TARIN THOMAS

It was less about jewelry and more about starting my own business and having something of my own. Before starting TT, I was a buyer/merchandiser for a boutique in Nolita. Jewelry was a huge category for the store and did amazing.  We were always looking for semi precious/precious jewelry at an accessible price point. I was so inspired by all the designers and the ability for jewelry to be used to elevate your game. I felt that I had so much to offer and started to buy diamond and precious stones. Next came the designs and creating all the initial styles and TT was born!
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Herbivore Botanical's all-natural, active ingredient list

13 Feb, 2018

Herbivore Botanical's all-natural, active ingredient list

We check the labels on the foods we put into our bodies, but when it comes to what we put on our bodies, do we ever look back at the ingredient list? 

In most skincare lines you’ll find chemicals such as, Sodium lauryl sulfate, Retinyl Palmitate, Petroleum distillates, and a great marketing and social media campaign.  It's just like the ingredients in your food, if you don't know what it is, it's not good.  As you become more conscious of this you may be surprised to find these chemicals in some of your old favorites and the media darlings. I began being choosy with my products when I was pregnant with my first child.  But it continued after, I felt like there were so many great, effective products on the market that were all natural that why use chemicals on the biggest organ of our body?  Herbivore Botanicals is one of my favorites and the first skincare product I picked up for the shop. 

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