Beretta employee, Moses Gutierrez with a 20 gauge Silver Pigeon 1 ( $2,240)
I first bumped into the NYC Beretta Gallery about five years ago. Town-housed among Manhattan's retail townhouses; Hermès, Etro, Longchamp, Chanel, and so many others…I was actually just looking for a pair of khakis. I pushed open the Beretta door, walked past security and was slapped in the face with racks and racks of obscenely beautiful apparel.
Wool and Waxed Cotton jacket in the Maremmana style ($1,295)
Moleskin suit with side vents (Jacket $535 Trousers $165)
Luckily I stumbled onto a sale -- Even better as I had a little money back then. There was a lot I should've bought that day but didn't and learned a lesson. Much of what you see in the NYC Gallery is unique to the store. Once it's gone, you may never see it again. Of course, I was here for a pair of khakis.
Looking back, it seems a shame shopping for khakis in Beretta -- Sort of like visiting Umbria on the wagon.
It's hard to describe just how diverse the gallery is. Roaming around on my last visit, I heard a man walk in and announce, "I've been invited to a shoot in Spain." I looked down from the second floor balcony and watched as the salesman sprung into action while those words, "I've been invited to a shoot…" bounced jealously between my ears.
While outdoor retailer's, Kevin's and Cabela's offer over the top decor, Beretta manages to pull off the outdoors aesthetic with understated elegance. Chalk it up to to Beretta's hometown of Brescia 'cause this ain't meatballs and gravy.
In store Italian made checks ($155)
Much of what is in the NYC Gallery is not on line and much of what is on line is not in the NYC Gallery. Still, a past visit to the Beretta website found an olive moleskin maremmana hunting jacket, sadly long gone, for a surprising $99.
In store Suede chukka ($423)
A women's wool felt cap made by Pennsylvania's Bollman Hat Company is currently on sale for $37.50 marked down from $75...
Beretta SoleAnd a men's quilted waxed cotton biker jacket has been reduced from $595 to $279.
And at $75, they're made in the US and something of a surprise. I had mine cuffed and there was no extra charge.
That's the thing about Beretta. You can find a $20 ball cap...
Or, there's a $140 number that looks like a Vietnam boonie hat I lusted after when I was in the Army.
Field watches are reasonable…
Field Watches (Quartz $229 Automatic $389)
Women's Quilted Shooting Jacket ($875)
Women's Scarves ($895)
Carafe Gift Set ($149)
The engraved carafe and glasses are available in store and on-line...
Martini Pitcher $200
While the best looking cocktail pitcher I have ever seen is only in the store. A steal and you're only seeing it because I gave up martinis.
Ice Bucket $2,200
I haven't given up ice but the elephant foot ice bucket is a good example of Beretta's price swing.
And like the 32" barrels on the $2,000 Silver Pigeon, there's value in Beretta. It's under the radar for most NYC residents. Save those types who go shooting in Spain.