Sushi Counter: A Spotlight on the Woman-Led Sushi Shop in NYC

By: Caroline Stefanak

New York City has been coined as the “concrete jungle where dreams are made of,” and is often the place many people go to achieve their dreams. NYC is not only one of the biggest cities with endless opportunities for innovation and entrepreneurship, but it’s also one of the world’s best breeding grounds for female-led businesses. From fashion to finance, women across the boroughs of New York are making their mark and carving out spaces for themselves in traditionally male-dominated fields. 

A female-led business in New York is not hard to find, but often enough, many do not get the appreciation they deserve. Female entrepreneurs serve as role models and sources of inspiration for future generations. As a young woman in college, I am constantly looking for new role models who can inspire the endless opportunities given to us by having access to the New York environment. When women see other women succeeding in turning their passions into businesses, this sparks the confidence in them to do the same. 

In the heart of the bustling West Village in New York City lies the little gem known as Sushi Counter. Here, one Australian native made the jump to tackle her dreams and open an Australian hand-roll sushi shop in the West Village. Alex Marks moved to NYC just a few years ago, and this past October, she rented a West Village space to open her very own sushi shop. 

Growing up in Australia in a multicultural household, Marks was exposed to an array of different cuisines from an early age. However, she was excited about the idea of following her passions and turning her everyday lunch (sushi rolls) into a business venture. This Melbourne native moved to New York, leaving her job as a lawyer at a big law firm in the past. Marks envisioned a place that would not only avoid breaking the bank for good sushi but also create a new culinary destination for the bustling city and hungry New Yorkers.

Sushi Counter is located in the heart of the West Village on 119 Christopher Street. They specialize in Australian hand rolls, and all of the hand rolls offered are 100% gluten-free. Although there are a handful of gluten-free options in the area, a full menu of gluten-free sushi options is a true gem for the West Village. As someone who didn’t know exactly what Australian hand rolls were at first, I decided to give Sushi Counter a try. For those who don’t know, “Australian sushi is a thick hand roll made from half a standard sheet of nori” according to The Sydney Morning Herald.

Her current menu has six different roll options, two being completely vegan. Sushi Counter sells every roll for only $5, a bargain for good NYC sushi. Her current options include Spicy Tuna, Cooked Tuna, Teriyaki Chicken, Salmon and Avocado, Spicy Shrimp, Miso Eggplant, and Avocado and Cucumber (which are her two vegan options). Marks also has Miso Soup now on the menu, a new addition!

When I stumbled upon Sushi Counter, I recognized the little shop from TikTok. As an avid sushi lover, I was excited not just by the options, but also the price. I have tried every roll, and am amazed by them all. If I had to pick a favorite, it would be Spicy Tuna. The rolls are always fresh, as Marks is open until she sells out from 12 to 9 p.m. on Tuesdays through Sundays. I recommend trying out the Avocado and Cucumber if you aren’t the biggest sushi fan. 

Marks offers her roles in unique brown paper bag packaging, which makes Sushi Counter a great option for an on-the-go meal—something many New Yorkers appreciate. Her soy sauce sold in a plastic fish container is a fan favorite—something that stood out to me the first time I visited Sushi Counter. It’s all in the little things.

The quaint sushi shop has received a lot of feedback from social media. Many Instagram users, like @im.busy.eating, have shared Sushi Counter on their feed. Marks’ unique style of packaging excites the users, and the reviews on social media speak for themselves. Isabelle B. from New York wrote in her Yelp review, “Overall amazing spot that is a cute hole in the wall with two tables for outdoor seating and window seating inside. The owner is super kind and thankful to everyone who orders so show support for this spot.” It’s clear that sushi isn’t the only thing drawing customers to Sushi Counter. I can attest to the great service and kind and wonderful environment Sushi Counter fosters. 

Marks is just one of the many female entrepreneurs located in the diverse city of Manhattan. Alex Marks’ journey from Australia to the West Village is a testament to the influence of passion. Through her vision and dedication, Marks has not only created a business that celebrates her own passions, but also an inspiration for other women to take the jump on working towards their dream. Sushi Counter is a real West Village gem, not only for the good sushi at an amazing price point but for the chance to support a female-led business.