Memo 1: Soobaak’s Identity – Clean and Energetic Vintage Shop
Soobaak is about being clean, vibrant, and approachable, with products ranging from $10 to $10,000. For context, there are shops that deal in items priced from $1 to $1,000,000, but our identity is more about balance and range.
Memo 2: Soobaak – Like the Easygoing Older Brother
Soobaak takes the role of a laid-back older brother—not overly serious, but still able to offer guidance. There are other "big brothers" in the industry, but we’re here to help when we can. While we can’t be everyone’s best friend, forming a solid "neighborhood" around shared values is our aim.
Memo 3: From My Small Shop to a Company
For Soobaak to grow from a small shop to a thriving business, I need people, systems, and a simple yet effective philosophy. Growth needs to happen at the right pace, ensuring that as we expand, we don’t overextend.
Memo 4: Store = Space + Goods + People
A store is a balance of space, products, and people (skill, style, friendliness). Here in Manhattan, I’ve seen a lot of great spaces filled with average products. Soobaak aims to keep all three aspects in balance.
Memo 5: Have We Properly Communicated Our Curation?
While I’ve done well in curating native brands and styles that I love, have we really communicated this passion to the broader public? Maybe it’s been like asking them to lift weights that are too heavy. But still, I ended up buying more of what I love today.
Memo 6: Brands That Keep Repeating Themselves
I visited stores like Filson, J.Crew, Orvis, and Muji—all brands I admire. Their common trait is that they keep selling the same items as if they’re always new, and somehow, they manage to keep selling them well.
Memo 7: The Jeweler with 31 Years of Experience
I met a Jewish jeweler who has been in the same spot for 31 years. When we shook hands and exchanged a brief hug, I could feel his strength—standing tall at around 190 cm, energetic, and loud. Even though I didn’t immediately buy the watch he recommended, the price kept dropping the more I hesitated. My pride wouldn’t let me ask for more discounts, though. I just kept tapping on my calculator
Memo 8: Exhaustion from the Day
By 7 p.m., I was completely wiped out and went back to my accommodation without eating dinner. I slept until midnight. Now it’s 2 a.m., and I’ll do a bit more reflecting before going back to bed.
Memo 9: Manhattan – Expensive and Dirty
Manhattan is dirty and expensive. It’s absurd how pricey everything is, yet I still end up taking taxis and buying meals. It’s chaotic, but it’s got a certain charm.
Memo 10: Walking with Silent Prayers
As I walk, I silently pray for strength, for good people and good products to come my way, for clarity, and for the ability to appreciate even the smallest details.