There are actually two “Two Becas,” the flagship store in Woodside, at 63-07 39th Avenue, which has been open for three years, and one in Astoria which has been open for three months. The Astoria location at 38-01C Broadway, which features high-fashion denim and other brand name clothing and accessories, is actually located three doors north of Broadway, on 38th Street.
Owner Henry Gonzalez is combining the idea of a “mom and pop” store with the low-markup business model of the volume discounters. Indeed, the stores derive their names from his mother and oldest daughter, both named Rebecca, and the family works in them. The stores are chock-full of merchandise, right up to the ceiling.
The Astoria outlet highlights fashion denim as well as business suits, decorated T-shirts, tops, outerwear, shoes, and accessories. Clothing brands include Caffeine, Artisan, Ed Hardy, DKNY, Affliction, North Face outerwear and Kenneth Cole shoes. They also stock a wide selection of wristwatches, sunglasses and fragrances for men and women, to round out their ability to fully outfit the customer.
“Each store is different,” Gonzalez says, “and we tailor the selection to the neighborhood. We have the hot brands and no one can beat our prices.”
Apparently, the Gonzalez plan is working. They recently opened a third shop, this time called “Zarra Fashion” after another family member, at 87-42 Britton Avenue, just south of Roosevelt Avenue in Elmhurst. Several customers were shopping there, even though the shop's awning is bare. “There was a problem with the sign so I sent it back,” Gonzalez shrugs. “It's the prices that bring the people in.”
