Framed by 19-century brick tenements, floral cornices and graffiti walls, East Village is a home for dreamers. By the 60s, this Manhattan neighbourhood welcomed waves of hippies, artists and writers. By the 80s, it had become a hub of punk bands, dive bars and record stores. In the 2000s, an influx of Japanese businesses began to shape what would later be known as a “Little Tokyo” between 1st and 3rd Avenues.
It was here, in 2018, that Siming Vautin opened Niconeco Zakkaya—now one of Manhattan’s most iconic Japanese artisan stationery shops.
Humble Beginning
Originally an online store, Niconeco Zakkaya has since evolved to be a haven for lovers of Japanese stationery and all things feline. The name says it all: “Nico” means smiling, “neko” means cat, and “zakka” means everyday items that spark joy.
Owner Siming spent a decade living in Tokyo, Osaka and Kagoshima before moving to the U.S in 2015. In that autumn, she started her Etsy shop out of a longing for Japan’s vibrant stationery scenes. The decision was guided less by a big plan than by what she described as “blind optimism.”
“When people asked me how it all started, the truth is … I was just going with the flow, trying to find purpose in my new life here,” Siming said in an Instagram post, “I didn’t know where the path would lead. I only knew I had to keep moving forward.”
For over a year, Siming packed every order at her small kitchen counter. Late nights, endless business tasks, and moments of doubt. “On the days I felt overwhelmed, I’d sit on the kitchen floor and cry to my cat, Powpow—my emotional support.”
The business finally took off. Two years later, Siming opened a brick-and-mortar store in East Village, fulfilling a long-held dream.
A Special Boutique
Today, Niconeco Zakkaya is NYC’s beloved destination for specialised stationery. The small store, glazed in warm golden lights, is often busy with customers browsing its wooden aisles. From cat-themed items to handcrafted goods, every piece is designed to turn a journaling session into moments of joy.
- Whimsical Stickers: You can find an extensive range of stickers, from the signature “Loaf on Paper” series to cute animal illustrations and the iconic Niconeco vinyl store stickers. Designed to add a touch of personality to everything from personal planners to laptops.
- Enamel pins: The cute Pottering Cat and Daily Life pins come with shiny gold plating. Perfect companions for tote bags, crochet goodies, and denim clothing.
- PET tapes: Each tape entails a cozy storytelling magic. Every illustration is kiss-cut for easy peeling.
- Rubber stamps: The collection features delicate girl figures and botanical floral stamps that bring nostalgia to your cards and travel-style scrapbook.
The shop collaborates extensively with Japanese and other Asian brands and artists, including Yumi Kitagishi, Ranmyu, Hutt Paper, Ms Bulat, and Black Milk Project.
Another Dreamer’s Story
In 2025, Siming took it a step further by opening Loaf on Paper, extending the Niconeco world into a communal café-stationery space.
“Opening a store isn’t as glamorous as it may look,” Siming said, “behind every single day, someone has to be there, on busy days, slow days, and everything in between. And often, that someone was me.”
But the results were deeply rewarding.
“Building Niconeco gave me purpose when I felt lost, and I’m grateful every day to give it my very best—watching it grow, shine, and bring people together,” the businesswoman added.
Perhaps it’s just one of a million stories of hustlers and dreamers drawn to this corner of New York City — only this one comes with a little more cat, and a little more whimsy.
Contact Info
Website: https://www.niconeco.com/
Address: 263 East 10th Street, New York 10009
Photos: niconeco zakkaya
Words by: Nina Nguyen
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