On a sunny Saturday in early October, I returned to Madison Avenue, eager to show friends Tuckernuck’s Upper East Side location—which had opened just weeks earlier. It was clear word had spread quickly about the shop’s charm, as excitement materialized in the form of a short line to enter. After all, isn’t that the true mark of a successful business in NYC?
The popular online retailer—launched in 2012 by sisters Jocelyn Gailliot and Maddy Grayson with Grayson’s friend from college, September Votta—opened its first brick-and-mortar store in Washington, D.C. in 2016. “From the start, Tuckernuck has been about making our customer’s life easier. Opening stores felt like a natural extension of that mission,” Gailliot says. The Madison Avenue flagship is the brand’s second in-person location, bringing its preppy aesthetic to the Upper East Side.
We waited in the shop’s foyer, wrapped in de Gournay’s Wild Grasses pattern—which is perhaps the first signal that this isn’t your ordinary store. Interior designer CeCe Barfield Thompson brought the shop to life. Each room feels comfortable and elevated, just like so many of the residences in the uptown neighborhood. There’s a foyer; a front parlor with frequently updated new collections; a family room complete with shoes, handbags, and plenty of seating; the scullery is equipped with hostess gifts galore (the store also offers on-site monogramming); the conservatory has latticework on the walls and ceiling; the boudoir, near the dressing rooms, houses staples and essentials including denim and cashmere.
“We wanted the Madison Avenue store to feel like a chic friend’s home—one where you’re as inspired by the setting as you are comfortable spending time there,” Gailliot says. “The Upper East Side has a strong sense of tradition and sophistication, but we balanced that with the ease and warmth that define Tuckernuck’s DNA. It’s elegant without being too serious, lived-in yet aspirational.”
Read on for a Q&A with co-founder Jocelyn Gailliot.
Why did you decide to bring Tuckernuck to life, in the form of a brick-and-mortar shop on Madison Avenue?
Our stores act as “test kitchens,” giving us real-time insight into what our customer is looking for while allowing her to experience our products in a more personal way. New York was an obvious next step. It’s one of our top-performing markets and a city that embodies the lifestyle of our customer—she’s busy, social, and constantly on the go. Opening on Madison Avenue, among brands we’ve long admired and carried, felt like a true milestone.
How does Tuckernuck’s identity shine through in the store’s design?
Every design decision tells a piece of our story. We wanted the space to feel quintessentially Tuckernuck—inviting, layered, and full of character. The de Gournay wallpaper in the foyer, the classic latticework, the collected art and furnishings—all reflect our belief in mixing timeless design with unexpected, joyful details. Just like our assortment, the space is curated and personal rather than formulaic.
The store is a one-stop shop for a night out: You can buy your outfit and a thoughtful hostess gift. Was this part of the vision from the start?
Absolutely. From day one, our goal has been to make our customer’s lives easier. We design with her lifestyle in mind—pieces she can wear from work to dinner to a weekend getaway—and our in-store assortment reflects that. We wanted her to be able to pick up a gift, refresh her wardrobe, and leave feeling inspired and prepared for whatever’s next.
How do the in-store offerings differ than what is sold online?
Our stores let us tailor each assortment to its neighborhood. In New York, you’ll find a curated mix that reflects how our customer lives—more event dressing, unique gifts, and special home finds. The Madison Avenue store features vintage accents like crystal ice buckets, hand-carved oak shells, shagreen boxes, and sculptural vases, all chosen to complement its sophisticated, discovery-driven feel.
What’s next for Tuckernuck?
We’re focused on thoughtful growth—rolling out more locations across the country while staying true to our mission of making shopping fun and approachable. You’ll see us continue to build on the success of our private label and expand specialty shopping experiences that blend the best of online convenience with the warmth of in-person connection.
