By sandi carpello
Staff Writer
CHRIS KELLY Amanda Covas, 17, Atlantic Highlands, considers a pair of jeans for sale at Nirvana Traders, Red Bank.
RED BANK — After months of seeing soaped-up windows, borough shoppers finally know what Nirvana looks like.
Since April 4, hipsters, socialites, teenyboppers and skater-boys have been flocking to Nirvana Traders, 21 White St.
"Business is very good," said store co-owner and designer Sunil Amatya. "Moms come with their daughters, dads come with their daughters. Even some dads have bought things for themselves. … Our goal is to make everybody happy."
Part of the reason for that could be Amatya’s retail philosophy.
At right is the floor layout of Nirvana Traders, which opened April 4 on White Street in Red Bank. The store is an offshot of Nirvana Traders in Westfield, Union County, where it has successfully sold clothes for 11 years.
"We don’t attack customers … we approach them with friendliness and let them look around," he said.
Through the store’s illuminated windows and brick exterior, clothing is clustered in mini-collections throughout the sprawling space.
Artfully packed jeans, colorful T-shirts, and cobwebby camisoles are placed at the front of the store, while an island filled with flowered flip-flops, toe rings, and lip-gloss bracelets stands alone in the center.
The more sophisticated can venture left to the more pricey land of $300 beaded dresses, $225 embroidered bags, and $75 trendy bowling bags, while men can find a large array of plain old T-shirts and jeans, khakis and cargo pants.
Originally from Nepal, Amatya, along with his wife, Anita, opened the first Nirvana Traders in downtown Westfield, Union County. After a successful 11-year run, they decided to give Red Bank a shot.
"We’ve been looking at Red Bank for a long time," said Amatya. "We felt we would mix very well with the other stores. … Our merchandise is unique to this area," he said.
Describing themselves as very "denim driven," Amatya attends fashion shows in New York, Los Angeles and Las Vegas, purchasing from Soho-style vendors such as Diesel, Von Dutch, Miss Sixty, and Fornarina.
The couple has also started their own clothing line called Katmandu knitwear — which they plan to sell with their fall merchandise.
Jeans average $60, tops range at about $20, and Diesel sweat pants cost $88.
In addition to its clothing line, the store also is offering tailoring service, and though it has been open for only a few weeks, Amatya said he is planning end-of-season sales.
The store is open Monday through Thursday from 10 a.m. to 9 p.m.; Friday and Saturday, 10 a.m. to 8 p.m.; and Sunday from noon to 6 p.m.