What’s Normal?

Normal New York creates movements where commerce becomes culture. We're rewriting how people discover, connect, and live through one-of-a-kind finds and the community that celebrates them.

Based between New York and Los Angeles, we've become the place where vendors launch brands, collectors find treasures, and spaces tell authentic stories. Normal is where business meets community and every interaction builds culture.

Our Values

Community First

We put people at the center of everything. The artisans we collaborate with, the spaces we create, the connections we foster. Our goal is shared success—vendors, clients, and the community we're building together.

Craft Over Mass Production

We choose pieces with stories over assembly line creation. Each choice celebrates individuals who value quality over quantity, countering retail's disposable mentality.

Authentic Storytelling

We honor the narratives behind objects and spaces. Whether curating a market or designing a home, we prioritize pieces with history and character over whatever's trending.

Cultural Impact

We're building a sustainable marketplace where independent brands can thrive. Every show, project, and collaboration creates pathways for makers to launch, find their audience, and discover communities they didn't know existed. It all contributes to a larger conversation about how we want to live and what we want to support.

Our Founder, Lale Boz

Born and raised in Istanbul within her family’s fashion retail business, Lale learned early that commerce is not transactional, but cultural, shaped by storytelling, identity, and community.

After studying Economics and Political Science at Boston University, Lale built her early career at the intersection of strategy, sustainability, and brand development. In 2020, she founded Normal from her Brooklyn apartment initially as an interior design journal that quickly evolved into a full-scale design studio and cultural movement.

Normal has since grown into a 300,000+ strong community and a fully realized ecosystem spanning interior design, modern estate sales, and large-scale retail shows. Its flagship production, the Not-A-Normal Show, has become one of the largest and most influential cultural retail gatherings in the United States. As the platform expanded, clients began turning to Lale not only to discover objects, but to design their homes and steward life transitions, leading to Normal’s full-circle approach to how objects are sourced, lived with, and ultimately passed on.

Splitting her time between New York and Los Angeles, Lale leads interior design projects, produces Not-A-Normal Show and Estate Sales, and builds durable pathways for independent brands to thrive. Her graduate studies in Strategic Communications and Sustainability Management at Columbia University ground her work in systems thinking, cultural impact, and long-term sustainability.

At the core of Lale’s practice is a singular focus: creating spaces where commerce feels human, design carries memory, and community is the point, not the byproduct.

What We Do

THE NORMAL ECOSYSTEM: We've created a full-circle approach to intentional living. Design your home through our studio, source from vendors at our shows, and when life changes, transition through an estate sale that honors your collection's story. It's sustainable, community-driven, and designed to grow with you.

  • Collaborative interior design that prioritizes your story over trends. We blend vintage finds, artist-made pieces, and sustainable choices to create homes that reflect how you actually live.

  • Thoughtful transitions that celebrate collections while creating new beginnings. We turn estate sales into curated experiences that connect pieces with people who understand their value.

  • Our flagship marketplace where 250+ vendors meet 10,000+ conscious shoppers. It's where makers launch brands, collectors discover treasures, and the future of retail happens first.

Not-A-Normal Approach

Normal New York brings together three services that create a complete approach to intentional living. Our flagship Not-A-Normal Show happens quarterly in New York with plans to expand to cities across the country, connecting makers with people who value craft over mass production. Whether you're an emerging designer testing your first collection or an established brand looking to grow, our shows provide the platform where creative vision becomes thriving business. When you're ready to transform your space, our Design Studio works with you to create homes and commercial environments filled with pieces that have meaning, not just things that look good for the moment. And when life changes call for letting go, whether you're moving, downsizing, or just ready for something new, our Modern Estate Sales ensure your thoughtfully collected pieces find people who will love them as much as you did. It's a full circle: discover at our shows, design your space with intention, and when you're ready for change, help your collection find its next chapter.