Is Totokaelo located in an area like Maiden Lane? The stores on Maiden Lane are all big luxury brands like Hermes, Montblanc, Prada, etc.
Opening a store in NYC doesn't seem that crazy to me. Or at least, if it is, everyone is making the same mistake. It seems like any time someone opens a new shop in the US, it's in NYC.
I don't think that there is an NYC equivalent to Maiden Lane. There is Madison Avenue, which is similar in that it is relatively isolated along with other luxury stores but close to major pedestrian thoroughfares.
That said, Totokaelo is right in the thick of the neighborhood with the most boutiques in lower Manhattan.
Very possibly many people are making the same mistake, imo.