Stapled in Time
If you had a choice, which era do you wish you had been born into? The '60s, the '70s, or the '80s? Whichever of these three eras you have in mind, you could probably find some comfort in Collecther, a vintage boutique that is situated in Bed Stuy, Brooklyn.
If you had a choice, which era do you wish you had been born into? The ‘60s, the ‘70s, or the ‘80s? Whichever of these three eras you have in mind, you could probably find some comfort in Collecther, a vintage boutique that is situated in Bed Stuy, Brooklyn, and owned by 32-year-old entrepreneur Shana Jackson.
A Philadelphia native, Jackson had the initial concept for Collecther because of a personal love for vintage. Later, when she moved to New York, she realized that vintage was very expensive there and turned to Philadelphia for affordable but quality vintage. At the same time, Jackson was working in the art department of some feature films and for the merchandiser for Ted Baker. The experience of working on the creative side of one industry and working on the business side of another helped shape Jackson’s long-held vision in having a career in fashion.
“I just decided to combine the two,” Jackson says, “and the store is kind of the best of both worlds.”
Thus, Collecther was born three years ago. Unlike any vintage stores, which usually sell whatever you could find in random backyard or garage sales, Collecther actually specializes in fashions from the ‘60s to the early ‘80s, and for a fairly good reason — size. Jackson says that things before the ‘50s were relatively smaller; starting with the ‘50s, though, designers were designing for real women.
“You can find amazing pieces regardless of whether you’re a size 2 or you’re a size 20,” Jackson says. “… A lot of the pieces in the ‘60s and the ‘70s [fall] on a woman’s natural waist, which is more flattering.”
Yes, we are all very aware of the fact that the fashion world today, despite its effort to change the image represented by anorexic models walking down the runway, is still very much into size 0 and nothing else. Jackson’s store provides an opportunity for girls of regular sizes to shop unique but still fitting or flattering pieces. In addition to the waistline, Jackson also notes that vintage pieces actually are more well-made and last longer than a lot of contemporary clothing. (This might not turn out to be such a big surprise to many.)
“So [with] vintage, you get the quality of the detail, craftsmanship, and they’re one-of-a-kind pieces, and the fit is a bit more flattering to every woman, if you ask me,” Jackson says.
Of course, the problem with shopping at a vintage store is that you always have to rummage through piles and piles of clothes to find what you like. Jackson knows this well and tries to appeal to every customer who walks in.
“You have the girl who likes to dig, and you have the girl who already knows exactly what she wants and doesn’t want to dig,” Jackson says. “… We all have an idea in our head as to what era we should’ve been born in. I find pieces for that girl, so she can build her wardrobe based on who she thinks she is. I also buy pieces that will acclimate and work well with contemporary pieces. I think you should be able to mix and match vintage items with new items and not look dated.”
It’s this attention to shoppers that molds Jackson’s philosophy in running the store. While everyone knows the motto, “The customer is always right,” not everyone can execute it the way Jackson does.
“There are too many times that I turn people away,” Jackson says. “If I feel like they can’t find what they need, I tell them to stop looking.”
Building a good reputation does not necessarily equal to making sales, and this Jackson knows by heart. Being honest with people when things don’t look good on them or telling them not to spend any money just because they have it are often Jackson’s responses.
“I’m not just interested in making money,” she says. “I’m interested in people really enjoying what they purchase from me. It’s my integrity that’s really important.”
As an independent business owner, Jackson has been affected by the recession just like others in the industry. Regulars stopped coming in due to loss of jobs, relocation, or decrease in income. Since Collecther opened, it has always been operated on a principle — that is “to cater to the needs of the girl who is not from New York and used to find vintage for pennies on a dollar.” Now more than ever, the principle is reinforced and serves a slightly different but equally important purpose.
“If you are in a position where you need to save your money and you still like to buy something for yourself, the price point is still affordable and that you can get something cute but also pay your bills on time,” Jackson says.
However, the business is slower because of fewer customers, creating a dilemma for Jackson. How would she be able to bring in a better selection if people don’t come in and shop? And this was what spurred the idea of “Recessionista Sunday.” Because of the drop in customers’ ability to shop, Jackson decided to start an event where people can come in on Sunday, when everything in the store goes on sale. The event has proven to be wildly successful, with certain residual effects.
“[The shoppers are] so territorial; they’re just like, ‘I’m just going to come on Saturday because I can’t come on Sunday, and I don’t want anybody to get what I want,’” Jackson says.
Loyal bargain hunters’ possessiveness of Collecther makes Jackson laugh. Perhaps it is also endearing in a way, because so many people adore her fashion sensibilities and the collection she so painstakingly puts together and meticulously edits. The saying “No effort goes unnoticed” is most certainly true in Jackson’s case. Collecther has been featured in The New York Times and New York Magazine. Last year Jackson even had a chance to dress Serena Williams for Complex Magazine. And people come from other parts of the country, such as Washington, D.C., and California, to shop at Collecther, which apparently has become a little tourist attraction.
“My store is familiar,” Jackson says. “People walk in; whether it’s your first time or your 75th time, it’s like an old friend. You come in; it’s very comfortable; it’s warm; the music is great; the conversation is great. … [My customers] love the clothing, but I think they love the experience more.”
http://Collecthernews.blogspot.com/
(Photo credit: Collecther)
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