Specialty Shops

When you ask a non-Greek outside of the community about Greek Culture, the first thing that comes to mind is food. Most people don’t think to associate or know about the specialty shops. A specialty shop is a term for a store that sells specific keepsakes, entertainment products, gifts and accessories. When we visited Astoria, the Hellenic Gifts store and the Greek Superstore, were two shops that proved themselves an integral part of the Greek society. They play a significant role in preserving culture while leaving room for necessary adjustments.

Hellenic Gifts

On our trip to Astoria in New York, the first shop that we visited was the Hellenic Gifts shop on 23^rd Avenue. The store does not have a website but according to a source, the store was established in 1987 and it is privately owned (Manta) ¹⁷. Hellenic Gifts is specialty shop that sells lambades, gift cards, invitations and many other beautiful gifts for special social events. If you’ve seen My Big Fat Greek Wedding, you would grasp the idea that weddings and baptisms as well as Easter are such an important part of the Greek Culture because of its involvement with the Greek Orthodox Church. These Stores preserve the cultural identity because they take part in selling products that are of such great value and tradition. Because people’s idea of style and décor evolves over time the Hellenic gift shop must leave room for that change but the tradition and symbolism remains which is something important to pass on.

Lambades and the Significance 

As I stated before, family, religion, and special social events are some of the many aspects identify the Greek culture. Since their emigration from Greece, the population has worked hard to maintain and preserve their societal ways. The most significant are the Weddings, Baptisms and Greek Orthodox Easter; events in which family members are very much involved in. These events can be lavish, grandiose and ceremonious with many traditions. One of the major cultural practices involves the Lambades, beautiful candles decorated with lace or mesh material, flowers, toys, or jewels. These lambades have very special meanings and are symbolic. According to Portara Gallery¹⁸, during a Greek Orthodox wedding, two large candles are placed on the alter table and two smaller candles are given to the bride and groom by the priest at the end of the wedding. These candles symbolize that they will “light the way of their new life.” During Greek Orthodox Baptisms, one large and decorated candle is used for the ceremony and it symbolizes the light that enters the child’s life (Christ). It is the Godparents job to  “reject the world of darkness and follow a way of life that reflects goodness and light, and shares this light with others” (Portara Gallery)¹⁸_.

Greek Superstore Significance

The second specialty shop that we visited was Greek Superstore. It began 20 years ago and has turned into an online success providing authentic Greek entertainment and accessories to customers worldwide at affordable prices. According to the online website, Greek SuperStore.com, their goal is to “keep Greek culture alive for those not living in Greece and for those that hold the country near and dear to their hearts”¹⁹. When we visited the store, the sense of pride and identity was noticeably present. Some of the products included Greek storybooks, music, DVDs, and many portable trinkets. It is almost obvious that a store like this is extremely significant and popular among the community in Astoria. In her article, “Business Competition and Community in Astoria” Maria Sereti states “…people will continue to cling to ethnic identities despite their acculturation, which is to a large extent connected to their successful (economic) assimilation to the mainstream economy” (243)²⁰. In other words, people in this Greek community no matter, the status or level of assimilation, will try to hold on to their ethnic culture and stay connected to their motherland. That is why this store is so important to the community because it keeps the people living in New York connected to the culture back at home. They can introduce their kids to the culture and keep the generations educated. There isn’t much room for change because the goal is to preserve and accommodate.

Products vs. Culture

What better place to find Greek costumes flags and other parade material than at the Greek Superstore. The Greek Independence day Parade according to Papaposolou “has become a New York City traditional event. Since 1938, it has attracted a vast number of New York participants, and since 1951 it has been taking place on Manhattan’s Fifth Avenue” (1)²¹. The types of products that they sell can be controlled by public demand, but the change only allows for authentic Greek demand, which works hand in hand in preserving the culture. Music, books, and movies can help parents preserve the Greek language among their children. If you go on the website¹⁹, you can see the vast array of products, jewelry, clothing, and costumes, all of which can also take part of preserving the culture. Based on my experience, seeing the Flags, and Greek Army Costumes for the Greek Independence Day Parade really struck me as significant because it instilled the idea that parents still try to involve their kids in the crisis for identity.

-Michelle Pedreros