Sarah Jessica Parker Waits on Customers as She Opens New SJP Collection Flagship Store: 'Pinch Me!'

The SJP Collection website states that only three customers will be allowed to shop in the boutique at once to prevent the spread of COVID-19. Face coverings will be required inside the shop, and retail workers will be supplying hand sanitizer as well as enforcing safe social distancing rules.

On Wednesday, Parker posted a second snap to promote the grand opening: “31 West 54th Street. Doors are open. Masks are on. Shoes are stocked. Ready to be of service. X, SJ,” she wrote alongside a photo of herself wearing a chic scarf as a face mask as she organizes extra inventory in the stock room.

The star's fans and customers shared their excitement and congratulated her in the comment section.

“Good luck Sarah Jessica,” one person wrote. While a second added, “Oh how I wish I was in NYC! Your shoes are 🔥!!”

The official SJP Collection Instagram account also teased the store opening on Tuesday, posting two photos of the chic interior alongside a message from Parker herself.

“Pinch me!!!” the Divorce star wrote in the caption, adding that the space is “charming” and “so near and dear to our hearts.”

The 1,350-square foot flagship store is located on the ground floor of a privately-owned townhouse and includes the brand’s full range of accessories, according to Footwear News. SJP Collection previously had a pop-up store located in Midtown Manhattan on 52nd street.

In addition to a brick and mortar location in the Seaport District in N.Y.C., there are other outposts in Las Vegas, Washington D.C., Canada, Dubai and Abu Dhabi.

For more information about the grand opening and a full break-down of inventory available for purchase at the flagship store, visit

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