The Buildout schmuck.
Nov 19, 2025
Moe Aljaff and Juliette Larrouy, co-founders of the acclaimed Schmuck bar, share their journey from successful bars in Barcelona to establishing a new hotspot in New York City. They discuss navigating design challenges in a 'cursed' location and creating two distinct bar experiences. The duo emphasizes integrating European service styles, fostering a family-like staff environment, and adding quirky design elements like a fortune-cookie table. Their commitment to local culture and innovative operations aims to make Schmuck a lasting landmark.
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From Paris Kitchen To Cocktail Bar
- Juliette described switching from restaurant kitchens in Paris to working her first cocktail job after a trip to New York inspired her.
- She found Syndicat on her street and began learning cocktails there while continuing restaurant work.
Two Schmucks Began As A DIY Pop‑Up
- Moe and AJ launched Two Schmucks as a DIY pop-up in Barcelona, running the tiny bar themselves for six months.
- They slowly renovated, gained press, and kept the name because the buzz made changing it impossible.
Turning A Swampy Space Into A Corner Bar
- The New York space was full of junk, sewage in the basement, and an illegal kitchen when they first saw it.
- After clearing debris they realized the open corner could become the exact big, romantic bar they wanted.