Williamsburg Shops: The Mini Mall at 240 Kent Avenue

Edgy shopping on the waterfront

Williamsburg Shops at the MiniMall at 240 Kent

A happy addition to the rapidly developing Williamsburg waterfront, and a few blocks from the East River Ferry stop, this mini mall hosts a diverse collection of specialty retail and food shops. You’ll find clothing, housewares, beauty and wellness products, and critical refueling stops in Essbar Juicing and Brooklyn Cupcake. The vendors are welcoming and there is a community marketplace feel to the small selling spaces, some divided only by a curtain. Pop in for a look. Here are a few picks to get you started.


Visit this showroom of modern housewares and you’ll feel like you’ve stepped into a radically hip Brooklyn apartment. That’s because Greg Coccaro, interior designer and co-owner, has styled it as he would for a city client, minimal yet eccentric with touches of humor. Bring home this look with playful accents like the Bouche Neon Table Lamp (made from a bottle; $195), the NYC Map Dinner Plate ($30), or a pillow that reads “Be Nice or Leave” ($87). And, like a true Brooklynite pad, there are sometimes dogs—two lounging cockapoos. (http://beambk.com; 646-450-1469)

BEAM Furniture and Housewares in Williamsburg Brooklyn
Sleek and Playful Decor at BEAM


Hat-lovers, men and women alike, will swoon at Oat’s assembly of hip head wear. Look suave while fighting off the sun in a classic fedora by Bailey Hat Company, a panama hat from Ecuador, or a retro newsboy cap. To make sure your topper sits right, the shop will measure you for a custom fit. Also on hand: a nice selection of delicate, vintage-inspired jewelry by Brooklyn designers like Phillippe. Prices for hats, $40–$120. (http://oatbrooklyn.com; 347-985-0984)

Oat shop for hats and jewelry at 240 Kent Ave in Williamsburg
Hip Hats at Oat

Motif Lover

Terrisa Chen, an illustrator with a love of fashion, works with local designers like Loraimy to fill her boutique with styles that are bold, girly, and fun. This season’s rack includes summer sheers in bright hues, mod babydolls in dynamic prints, and cute sequined party dresses. She also carries some standout necklaces and rings with whimsical motifs and playful accessories like bowler hats with cat ears. Most items are under $100. (www.motiflover.com; 347-581-9767)

Motif Lover shop in Williamsburg, Brooklyn with Owner Terrisa Chen
Motif Lover with Owner Terrisa Chen


The goodies in this confectionery contain ingredients like honey, milk, and avocado—but don’t eat them; they are for your skin. Owner, Liz Santiago, who trained as a chemist and botanist, infuses her natural soaps and creams with the nutritional and healing elements from healthy oils and other organics. Try the popular Persian Olive Exfoliating Sugar Scrub ($23), Organic Daily Moisturizer with Borage & Argan Oil ($32), or Organic Guest Soap Set ($9). (http://www.celebritay.com; 718-384-0914)

CeleBritAy Organic Skin Care

The Shops at 240 Kent Avenue (at North 1st St.), Williamsburg, Brooklyn; East River Ferry to North Williamsburg or L Subway to Bedford Ave.; Website: Facebook.com/theshopsat240kentave.

Photos by Vanessa Ray, all rights reserved