By Even among the oldest Upper West Siders, memories are receding quickly of once omnipresent dark paneled and shelved pharmacies displaying decorative apothecary jars filled with blue, green, or amber liquid and a not-just-for-display mortar and pestle for compounding prescriptions. Many pharmacies of the 40s and 50s displayed graphic prints supplied by pharmaceutical companies of surgeries and curative treatments from different cultures throughout the centuries.
Some pharmacies had soda fountains serving now quaintly vintage ice cream sodas and sundaes topped with a shiny red maraschino cherry (eventually deemed as toxic). Mostly, the big chain pharmacies took over, offering groceries as well as everything from chocolate, snacks, and soda to toys and school supplies. The paper and plastics might once have been sold at Woolworth’s and other dime stores.
So, in the realm of pharmacies, what concept would feel new, fresh and different? Brenda Lubin, Manager of Cedra, located at 2268 Broadway, says that the pharmacy as a curated boutique is the image that captures the Cedra vibe. The store’s geometric logo (abstract evergreen Cedar tree) represents strength and resilience in owner Mazon Kamaby‘s Lebanese culture. He opened the business in 2014. There are two other Cedra Pharmacies in Manhattan, one in Dallas and another in Houston. The largest “flagship” in Dallas, Brenda says, also includes a medspa.
How is Cedra different? Well, in the old days, you might sit on a folding wooden chair in a corner while you chatted with the pharmacist who offered comfort and advice about a persistent cough or lower back pain. In the big chain pharmacies, seating may be hard to locate but is nevertheless available. This might be a metal chair for use while waiting for a flu or Covid shot. In contrast, at Cedra, most likely, you would plop into a large luxurious white tufted chair to have a leisurely conversation about the difference between various brands of first aid ointment.
Generally, Cedra’s light, bright spaciousness feels something like a spa boutique at a stylish hotel, only that instead of just offering only a few over-the-counter remedies for colds and headaches and bathing caps, Cedra stocks a full range of pharmaceuticals and operates full-time pharmacy services. And there’s a Substance Vitality juice bar.
The atmosphere at Cedra evokes a pristine fashionista friend who is also surprisingly warm and huggable. Customizing service takes a top priority at Cedra. Brenda says this approach guides the way staff helps customers with inadequate insurance find a pharmaceutical company willing to adjust prices. Prescription home delivery is free. The staff also recognizes the importance of the Upper West Side’s family-friendly attitude. She proudly decorates the front windows to appeal to children and their parents. For the holidays, figures of a young girl and a life-sized, very green Grinch Who Stole Christmas attract locals who pose for photos with the window display in the background.
Should you be seated on white cushions, sipping on a mango smoothie while discussing skin care, homeopathic products, and CBD options with Brenda, your eyes might wander to fragrance options displayed in iridescent bottles. Some are available only at Bloomingdale’s and at Cedra: “We try to select goods that are special and not widely available.” She clearly enjoys making selections of merchandise, not only of body care products but also the gift cards and small, useful gifts like small, chic black leather pill cases to gift oneself or a friend.
Brenda grew up in Long Island and still commutes daily on the LIRR into the city. She graduated from CUNY about ten years ago with a major in Public Relations and Marketing. She was working as a makeup consultant and eventually became Manager at Cedra after her best friend, who had held the position, moved to LA and recommended that she take his place.
Brenda hip, engaging and articulate, is a glamorous representative of the company. Interestingly, she says, “most customers are elders ”who apparently value the conscientious service and selection of outstanding products, many from small-batch producers.”