Virtu Marks 25 Years of Joy in Bucktown with Community Celebration

Virtu, a beloved gift and jewelry store in Bucktown, is set to celebrate its 25th anniversary on Saturday, March 15, 2024. Owned by Julie Horowitz, the shop has become a cornerstone of the community since it opened its doors in January 2001. The event will feature tarot readings, live jazz music, and refreshments from local eateries, starting at 11:00 a.m.

Horowitz, who has been a resident of Bucktown since 1997, expressed her passion for the business, stating, “It’s the smiles. It’s the joy. I wouldn’t do this if I didn’t love it.” Originally launched as a craft gallery, Virtu has evolved into a vibrant gift shop known for its handcrafted gifts, jewelry, and artwork.

Community-Centric Philosophy

Over the years, Horowitz has been dedicated to nurturing a sense of community at Virtu and throughout Bucktown. Her support for local nonprofits and small businesses reflects her commitment to the neighborhood. “It’s important to me that when you’re giving a gift, you’re as thoughtful about the gift as you are to the relationship of the person you’re giving to,” she noted.

Virtu’s inventory is carefully curated, with an emphasis on items primarily made by women in the United States. Horowitz remarked, “I have to love it and have it be something that’s going to have longevity and not add to the clutter.” Her discerning taste, combined with strong relationships with artists and designers, ensures that the shop continually offers unique and meaningful treasures.

Horowitz started Virtu in a smaller location across from its current address, which was formerly the studio of the late artist Tony Fitzpatrick. In 2014, Virtu moved to its present location at 2035 N. Damen Ave., where it has thrived amid the changes in the neighborhood.

Adapting to Change

Being the sole proprietor has presented challenges, particularly as Bucktown has transformed over the years. Yet, Horowitz sees her independence as a blessing that allows her to adapt quickly. During the pandemic, she pivoted her offerings, selling hundreds of puzzles and introducing new jewelry from emerging artists.

“To be a small business, you have to be flexible,” Horowitz stated. “I don’t have a board of directors that I have to go through. I can make a decision in a week’s time.” This adaptability has played a crucial role in the longevity of Virtu.

Horowitz’s love for Bucktown is evident in her product selection, which includes items branded with local themes and collaborations with nearby artists. Recently, she released a set of holiday cards designed by Fitzpatrick and ornaments inspired by local dining spots, such as a martini ornament for Club Lucky and a French onion soup ornament for Le Bouchon.

She described Virtu as more than just a retail space. “To some people, it’s community. To a lot of people, it’s coming to sit on my couch when they’re not feeling so great and just having someone listen,” Horowitz explained. “I always love that people leave with a smile on their face. That’s really important to me, especially now.”

Virtu operates from 11:00 a.m. to 6:00 p.m. Tuesday to Saturday, and from 11:00 a.m. to 5:00 p.m. on Sundays. As the anniversary celebration approaches, the store continues to embody the spirit of joy, connection, and community that Horowitz has cultivated over the past quarter-century.