A Hugely Creative Epicenter from a Small Office in NoMad

March 13, 2024
By Keith Dale Gordon

In the heart of one of Manhattan’s hottest neighborhoods lies a small office in NoMad that is anything but ordinary. Welcome to The Crave Collective, a gem within Kew Management’s Townsend Building. Here, Cannon Schaub has carved out a haven for creativity and collaboration, where her passion for design and artisan craftsmanship takes center stage.

Small office in NoMad
Cannon Schaub in The Crave Collective office at the Townsend building in NoMad. Photo: Rayon Richards

Crafting a Vision: From Design Industry to Entrepreneurship

Schaub’s foray into the design industry began long before she opened the doors to The Crave Collective. She began her career with renowned makeup artist Kevyn Aucoin, organizing everything from brushes to photoshoots. During a decade-long tenure at Holly Hunt New York, Schaub honed her expertise in textiles and luxury interiors. Stints at KA Design Group, Knoll Luxe, and Stephens Design Group expanded her knowledge on the intricacies of design. However, it was her entrepreneurial spirit and desire to champion artisanal craftsmanship that led her to establish The Crave Collective nine years ago.

At The Crave Collective, Schaub represents a curated selection of artisan workshops, each handpicked for their dedication to quality and craftsmanship. From textiles to rugs, Verre églomisé, and wall coverings, Schaub’s discerning eye ensures that every product embodies the essence of luxury and authenticity.

Curating Excellence: The Artisans Behind The Crave Collective

What sets The Crave Collective apart is Schaub’s commitment to fostering relationships with artisans who share her values. “I don’t take on new brands lightly,” admits Schaub. For her, it’s not only about the products; it’s about the people behind them. She gravitates toward family-owned businesses and minority and female entrepreneurs, recognizing the importance of supporting small businesses and preserving the art of handmade craftsmanship. “I represent beautiful things made by lovely people.”

In a world dominated by mass production and fast consumption, The Crave Collective stands as a testament to the enduring beauty and importance of bespoke design. Schaub’s dedication to her artisans is evident in every meticulously crafted piece, reminding us of the value of slow, intentional creation.

A Home for Creativity: The Townsend Building in NoMad

When it came to finding the perfect home for The Crave Collective, Schaub knew location was key. Starting her search around Union Square, Schaub was quickly drawn north, where she saw even more potential within the creative community of NoMad. Kew Management’s Townsend Building, with its architectural detail and high density of designers proved to be the perfect setting for Schaub’s aspirations to flourish. “There were three spaces in the Townsend that worked well, so it was hard to choose.” She adds, “Sara Story is next door and Glenn Gissler is down the hall – so many notable designers are in Kew’s buildings, there couldn’t be a better place for my business. The fact that Kew is owned and run by a woman who embraces and supports the entrepreneurial spirit is a big plus.”

Small office in NoMad
The Crave Collective’s apartment-like showroom at the Townsend building in NoMad. Photo: Rayon Richards

The Crave Collective is more than a showroom; it’s a carefully curated space designed to inspire. Schaub transformed the small office space in NoMad into an apartment-like setting, complete with a fully shoppable library. Here, designers can immerse themselves in the ambiance, envisioning how each product could elevate their own projects.

Embracing NoMad: A Neighborhood Alive with Inspiration

“The neighborhood has changed so much and continues to change. If I go away, there are more new stores and restaurants when I return. NoMad is vibrant in a way that I haven’t seen from a new neighborhood in Manhattan.” For Schaub, NoMad is an ongoing source of inspiration. From the dynamic energy of the Flower Market to the tranquility of Madison Square Park, every corner of the neighborhood offers something unique. Schaub’s favorite spots, like Iconoclast Fitness and Nest Wellness, reflect her commitment to holistic well-being and self-care, complementing the values she espouses through The Crave Collective.

Beyond The Crave Collective: Own True North

Schaub’s entrepreneurial spirit and holistic values do not stop at The Crave Collective. In the same space, she runs Own True North, a sanctuary for spiritual exploration and healing. Drawing on her training as an Akashic Record Reader and crystal healer, Schaub offers clients a journey of self-discovery and alignment. Both businesses, though seemingly different, share a common thread: a deep-rooted desire to help others and make a positive impact in their lives.

In this small, extraordinary office in NoMad, Cannon Schaub has cultivated a creative epicenter where creativity, craftsmanship, and compassion intersect. Through The Crave Collective and Own True North, Schaub continues to inspire and uplift, leaving an indelible mark on both the design industry and the human spirit.