Bluemercury Coming To Greenvale

The interior of a Bluemercury store
The interior of a Bluemercury store

The latest business to move to Roslyn is Bluemercury, a makeup, skincare and spa destination.

Next month, the beauty retailer will be offering its multitude of services at 320 Wheatley Place in Greenvale. Barry Beck, the co-founder, said that the store is set to open on Thursday, Feb. 5. A ribbon-cutting ceremony will take place later in the month.

The Roslyn store is the 60th such Bluemercury franchise in the United States. By the end of the year, the company hopes to have over 80 locations nationwide. Bluemercury has locations in 19 states, including those in New York at the Americana Mall in Manhasset, Woodbury Common in Woodbury and on 1208 Madison Ave., 865 Broadway in Union Square, 1311 Third Ave. and 2305 Broadway on the Upper West Side.

Marla Malcolm Beck
Marla Malcolm Beck

“We’ve been looking at the Wheatley Plaza site for three to four years,” Beck told The Roslyn News. “We love the clients. We love the friendly neighborhood feel of the center,” he added, noting the Starbucks, a jewelry store and a French bistro as Bluemercury’s new neighbors.

“The site compliments the Bluemercury philosophy,” Beck continued. “We are a Mom and Pop business. We want to be a friendly neighbor. We want to be a friendly neighborhood store where we know your name.”

Beck also noted that Bluemercury has a store nearby in The Americana Mall in Manhasset. But that proximity of the two franchises, he said, does not pose any competition problems. Bluemercury, Beck added, also has two stores in such similar markets as Westport, CT, Bethesda, MD and the Dupont Circle neighborhood in Washington, DC, not to mention the Manhattan stores.

In fact, having two or more stores in a single location can help Bluemercury serve their clients better, Beck said. He used two Manhattan stores, one on 83rd and Broadway and another at 92nd and Broadway
as an example.

“Eighty five percent of our clients shop in a five-block radius,” he said. “Fifty percent shop in a one block radius. For us, the same word keeps coming up, ‘neighborhood.’” Beck compared Bluemercury franchises to the corner drugstore of previous times. They are places where neighbors can meet and shop.

Bluemercury, Beck said, combines 90-plus brands of personal care products with expert advice. The Wheatley Plaza location, he added, will include Bobbi Brown, Laura Mercer, NARS and Trish Convoy makeup stations. The 1,800 sq.-ft. store in The Wheatley Plaza will also house a full service spa, offering treatments that include waxing, glycolic peels, microdermabrasion and oxygen facials.

The Bluemercury franchise was founded in 1999 with Beck and his wife, Marla Malcolm Beck, with their first store in the Georgetown neighborhood in Washington, DC. Since then, Bluemercury has received extensive press coverage, with profiles in The New York Times, The Washington Post, In Style, New York, Elle, Good Housekeeping, Vanity Fair and Town & Country, among numerous other publications.
The Wheatley Place location will be open seven days a week, Monday through Saturday, from 10 a.m. to
6 p.m. and Sunday, from 11 a.m. to 6 p.m.

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Joe Scotchie is the editor of both The Roslyn News and New Hyde Park Illustrated News. In 2009, he won a New York State Press Association award for a sports feature. Joseph Scotchie’s past publications include biographies of Thomas Wolfe and Richard Weaver and a comprehensive history of the city of Asheville, North Carolina.


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