At Klaris, we’re constantly inspired by businesses that put thought and care into every detail of their craft. WEST10WEST is one such place. We had the opportunity to sit down with Aury, one of the visionaries behind this unique West Village spot, to learn more about its journey, ethos, and how Klaris plays a role in their cocktail experience. We even got to discover our new favorite word, "symbiosis."
The Vision Behind WEST10WEST
Walking into WEST10WEST feels less like a restaurant and more like stepping into someone’s carefully curated home. That’s intentional. The concept originated with Mariquit and Ryan, and Aury played an essential role in bringing WEST10WEST to life. Serendipity during the pandemic shaped the vision, initially intended as a brunch spot, which evolved into the full-fledged restaurant that WEST10WEST is today.
Their mission? To create a space where fresh ingredients and personalized service go hand in hand. They wanted an experience that felt intimate, authentic, and true to themselves. The menu is inspired by global flavors and personal experiences, offering light, shareable plates that leave you satisfied but never weighed down.
Their approach extends to their beverage program, where every cocktail and wine is carefully selected to complement the food. Most of their wines are natural and high-end, each with a unique story behind it. Even their cocktails reflect this philosophy, focusing on lower ABV options to ensure guests can enjoy their drinks without feeling sluggish. WEST10WEST is leading the way in this space, offering lower ABV tequila that challenges industry norms and enhances the dining experience.
Emphasizing Team & Community
One of the things that sets WEST10WEST apart is their deep commitment to their team. It became abundantly clear when talking to them that they care about their people. They operate like a startup, where each staff member brings their unique personality to the space while aligning with the brand’s identity. The result? A strong, cohesive team that truly believes in what they do.
Staff retention is high because of the emphasis on personal growth, collaboration, and adaptability. Every team member plays a role in shaping the restaurant’s atmosphere, ensuring that guests enjoy the food and drinks and feel connected to the people behind the experience. Bringing in new team members is about more than just hiring—it is about creating a symbiotic relationship between the individual and the space.
Why the West Village?
The West Village was the perfect neighborhood for the team. It’s a place with high expectations for food and drink, yet they wanted to offer something different—an atmosphere that’s raw, real, and welcoming. Instead of trying to mirror the top bars in the area, they aimed to carve out their unique space, where guests feel like they’ve entered a friend’s apartment. Dishes change weekly, cocktails rotate biweekly, and the team is dedicated to making every guest feel like they belong.
Crafting the Cocktail Experience
Aury’s passion for cocktails is evident in every sip. Before WEST10WEST opened, he spent months testing and perfecting recipes. Every cocktail goes through a rigorous tasting process with the team before it makes it onto the menu.
Each drink tells a story. One standout is See You Tomorrow, a cocktail born during quarantine. It became a way for Aury and his friends to toast to life—just in case. Every element of their drink program is intentional, from flavor profiles to how the drinks interact with the food.
Discovering Klaris: A Serendipitous Partnership
Like many great collaborations, WEST10WEST’s introduction to Klaris was unexpected. With a busy summer ahead, they sought ways to optimize their purchases. Space constraints made an ice machine impractical, and spending thousands of dollars wasn’t ideal. At first, they assumed Klaris was just for home use—but after doing the math, they realized it was the perfect fit.
Now, the ice in your glass even has a story. They want guests to know where the ice comes from and who makes it. That’s why Klaris was such a natural fit. After speaking with Klaris founder Chase, they were drawn in by his passion and thoughtfulness behind the product. The team from WEST10WEST even got to meet Chase's sister, Tori, and share the experience with her—a testament to how their partnership is built on genuine connections and shared values.
The Impact of Klaris on WEST10WEST
Ice plays a huge role in shaping the guest experience, and WEST10WEST has seen firsthand how Klaris elevates its cocktails. The first time they served a Negroni with Klaris ice, people immediately started talking about the clarity of the cube. It became a conversation starter, a way to engage with guests on a deeper level.
The tactile experience of holding a Klaris glass with a crystal-clear cube enhances the drink presentation, making it more immersive and memorable.
What’s Next for WEST10WEST?
The future of WEST10WEST is all about storytelling—through food, cocktails, and wine. While they have no plans to scale just for the sake of expansion, they’re always looking for ways to enhance the personal experience they offer. Some exciting plans on the horizon include an outdoor patio, new menu items, and further refining their craft.
For first-time visitors, the perfect Klaris-paired cocktail? That depends on what speaks to you—but one thing’s for sure: whatever you choose, it will come with a story worth savoring.
WEST10WEST x Klaris is more than a partnership; it’s a shared commitment to craftsmanship, quality, and experience. We can’t wait to see what's next.
If you're in the neighborhood, stop by WEST10WEST at 242 W 10th St Front 2, New York, NY 10014. They would love to have you!
Don’t forget to follow @west10west on Instagram for more updates and inspiration!
