Jane H.
Yelp
I read about La Boite and it's owner, Lior Lev Sercarz, in the NYT a couple of years ago, and finally got there a couple of weeks ago. It's in Hell's Kitchen, so the buzzing in at the door makes sense. I didn't feel unsafe walking there from Midtown, but I can understand them wanting to have the security.
The article made the place sound like a cozy emporium, and Mr. Sercarz like some kind of mystical wizard who will greet you and impart his wisdom. Neither is the case. The shop is clearly focused on shipping - the two workers behind the counter said "hello" and directed me to the spice menu and sample jars, but I was pretty much on my own. A man, who appeared to be a manager of sorts, came out after a bit and explained to me about the artwork on the wall being tied in to the tin of biscuits ($65!I sampled one kind of biscuit - definitely didn't make me want to bust out my wallet for the tin.) and gave me the rundown on the gift sets of the smaller jars etc. He was very friendly and informative, but the general vibe in there is pretty utilitarian and businesslike.
The spices are quite lovely and enticing, however they START at $15 a jar. The two I chose turned out to be $27 each. I also got a small bar of chocolate that had the spices in it - it was nice, but I wasn't blown away.
I almost think that they should just stick to mail order. If they keep the shop open as more of a PR thing, they need to bring more game on the personal connection level. The effect the place had on me was to inspire me to make interesting spice mixes at home. The spices they have there are intriguing and well done - and if your disposable income is comfy, I'd recommend them - but if you're not someone who can drop $50 or $100 on 3 or 4 jars, go for the inspiration and DIY ( :