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Valentine's Shop Pops Up Against Heart Disease

By DNAinfo Staff on February 12, 2011 2:46pm  | Updated on February 13, 2011 9:54am

By Jill Colvin

DNAinfo Reporter/Producer

MIDTOWN — Procrastinating do-gooders' significant others may be in luck thanks to a new charity pop-up shop open just in time for Valentine’s Day.

The two-day "Shop for Your Heart" event opened for business Friday at 10 West 56th St., a Midtown mansion that Elizabeth Taylor and Michael Todd once called home.

The event features more than 30 vendors spanning five floors selling everything from colorful dresses and precious gems to home-made cupcakes, hot chocolate mixes and fine art, with 25 percent of proceeds going to the American Heart Association.

The effort is part of the association's Go Red for Women campaign, meant to draw attention to the fact that heart disease is the number-one killer of women, spokesman Brooks Lancaster said.

"The hope is that by people partaking in this and shopping and the proceeds going to the American Heart Association, we can put an end to that," he said.

But several hours into the pop-up's opening, there were no customers to be found on most floors. Vendors huddled in corners talking; others rearranged displays.

"I think it would be good if there were customers. But there really aren’t any," said disappointed vendor Lisa Shemesh, from Westchester, who had a selection of Valentine's Day-ready glass perfume bottles and candles as well as handsome silverware on display.

Stephanie Goldstein, 35, the owner of  the Upper West Side's whimsical Stoopher & Boots, which sells gemstone-adorned sneakers, jewelry and barrettes, said this was her second year in a row participating in a Heart Association event.

"We’re happy to support the cause," she said, adding that last year, celebrity Star Jones even stopped by her booth.

Westchester’s Mary Gullo, who serves on the board of the Heart Association, said she was excited to have time to peruse the merchandise and shop.

"I could pick myself out quite a few presents," she said.

The pop-up will be open Saturday until 8 p.m.