From shoes and wine to the new play on Broadway, Sarah Jessica Parker is all over New York


At the age of 57, Sarah Jessica Parker has more than 40 years of career. She made her professional theater debut as a teenager in the late 1970s, along with four of her seven siblings, in a production of the musical “The Sound of Music” in Missouri.

On Broadway, at 14, she starred in “Annie”. And, since 1998, when “Sex and the City” aired, it has become the most perfect translation of the biggest North American metropolis.

A self-made woman avowedly addicted to work, she combined the fame and capital she got from the success of the character Carrie Bradshaw, passionate about fashion, and especially about shoes, and launched, in the year after the end of the program, the first perfume with her brand, Lovely.

Since then, he has created four other fragrances, Covet, SJP NYC, Stash and the recently launched Lovely You.

In 2014, he teamed up with executive George Malkemus III, who died in September 2021, aged 67. The two launched the shoe brand SJP by Sarah Jessica Parker.

The only physical store opened in March 2020 in New York, weeks before the pandemic closed the city. It is located on 54th Street, between 5th and 6th avenues, opposite the back exit of MoMA, one of the most valued addresses in Manhattan.

Her staff, very kind, says that the actress usually frequents the store on weekends, when she personally helps customers choose the shoes that best suit them. The collection is also on sale in several American department stores, or on the actress’ website, which brings together all of her businesses. There are no deliveries in Brazil.

She was not at the store during Folha’s visit, but the manager explained that it was only because she is busy rehearsing “Plaza Suite”, a play by Neil Simon that opens on Broadway alongside her husband, actor Matthew Broderick, this Friday. (25).

The plot takes place in suite 719 of the legendary Plaza Hotel, on the corner of 5th Avenue and Central Park South, in New York. It premiered for the first time in 1968, in Boston, in a production directed by Mike Nichols, and became a feature film in 1971, with Walter Mathau, Maureen Stapleton and Barbara Harris.

Sarah Jessica is now also a wine distributor. In 2019, she teamed up with the New Zealand duo Tim Lighthouse and Rob Cameron, founders of the Invivo brand, and together they created the Invivoxspj label, which refers to the way she ends her emails, notes and Instagram posts: X, SJ.

Invivoxsjp has just two wines, for sale at, and — none with delivery in Brazil.

SJP by Sarah Jessica Parker

54th Street, 31W (between 5th and 6th avenues)

Hudson Theater

44th Street, 139-141W (between Broadway and 6th Avenue)

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