In an unexpected surge of popularity, C.O. Bigelow, New York City’s historic apothecary, has become a sought-after destination for women inspired by the minimalist style of Carolyn Bessette Kennedy. The renewed interest in her aesthetic has been propelled largely by the FX series “Love Story: John F. Kennedy Jr. and Carolyn Bessette,” created by Connor Hines and produced by Ryan Murphy.
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The show’s recent debut has reignited fascination with Bessette Kennedy, a former publicist known for her iconic ’90s fashion, particularly her collection of tortoiseshell headbands. The series has captivated a new generation, blending historical interest with trendy aesthetics, resulting in an influx of visitors to C.O. Bigelow, which sells accessories that Carolyn favoured.
On a typical Saturday morning at C.O. Bigelow, customers can be seen jostling for space, drawn in by a combination of nostalgia and admiration. A cosmetics associate noted that curiosity about the sudden popularity has become a common query among patrons. Many appear to be yearning for a glimpse into the lived experience of America’s former royal couple.
Since the premiere of “Love Story,” the popularity of JFK Jr. and Carolyn has soared, drawing attention to their lives, tragically cut short by a plane crash in 1999. Despite the countless books and documentaries about them, the series’ portrayal offers fresh allure, inspiring viewers to emulate the pair’s chic and understated style.
This trend extends beyond mere clothing choices, as seen on platforms like TikTok. Men and women alike are swapping casual wear for sophisticated ensembles reminiscent of Bessette Kennedy’s style, leading to a slew of social media posts about achieving a “Kennedy Summer” or “CBK Spring.”
Alec Ginsberg, C.O. Bigelow’s current chief operating officer, explained the store’s pivotal role during these changing fashion tides. The pharmacy, which has been in operation since 1838, found renewed life under Ginsberg’s leadership. He introduced a wider range of products to compete with larger chain pharmacies, including the very hair accessories well-known among Carolyn’s followers.
Ginsberg recalled how Carolyn would visit the shop to seek refuge from the relentless attention of paparazzi. Staff members from the era remember her as polite and approachable, someone who relished the chance to be treated like an ordinary customer even amidst the chaos of fame.
In recent years, the shop has experienced a notable increase in foot traffic, particularly around the release of the show. Many customers are eager to don accessories from C.O. Bigelow, hoping to connect with Carolyn’s celebrated style—especially the tortoiseshell headbands that have become synonymous with her legacy.
The store has seen impressive financial gains, with reports of earning a five-figure sum in just one weekend during the early months of the year—a figure typically reserved for busy holiday periods. A substantial proportion of these earnings came from the sale of hair accessories from a variety of brands, with prices ranging from £12 to £72.
Interestingly, C.O. Bigelow’s recent growth has come about without any marketing boost from the series; the pharmacy was not featured in the show and even declined to allow filming on-site due to operational commitments. Ginsberg expressed his resistance to closing the store for a shoot, emphasising the importance of maintaining uninterrupted service for their patrons.
The only production to take place in the pharmacy was for the film “The Normal Heart,” directed by Ryan Murphy, in a special exception requested by Larry Kramer, a dedicated customer who lived nearby.
C.O. Bigelow’s ongoing success is marked not only by increased sales but also by the way it has become a cultural touchstone, connecting contemporary consumers with a historical narrative that remains tantalisingly relevant. As Carolyn Bessette Kennedy’s style continues to inspire, her legacy finds new life among a rising generation eager to engage with the elegance of the past.