Vintage Stores: Selling the Old During the New Normal
“Everybody’s going through this; it’s not just one business,” vintage store owner Elisa (Canela) Kern said. “At the end of the day, we have to support each other so we can all get through this.” Courtesy Photo: Canela Vintage.
August 13, 2020 - San Antonio
Article By: Brigid Cooley - Staff Intern, SA Sentinel
Thrash Weave Vintage Clothing and Jewelry moved sales online after closing their storefront. Photo: Anthony Garcia (JoJoDancer Photos).
Along with many other small businesses, vintage clothing stores were greatly affected by local coronavirus quarantines. While some were forced to shut their doors, others managed to stay open, lending a helping hand to their vintage community.
Thrash Weave Vintage and Jewelry was directly affected by the coronavirus pandemic, having to permanently close its storefront after quarantine.
“When March came along and we went into quarantine, obviously I shut down just like everybody else did,” said owner Tabitha Rogers. “When we could open back up, I tried to but nobody was coming.”
Rogers began her business in April 2019, selling her vintage clothing and handmade bohemian jewelry at pop-up markets around the city. In Oct. 2019, she moved her business into a space along San Pedro.
Since her business was young, all the profit Rogers’ made on sales went directly to paying rent, leaving her without a paycheck; because of this, Rogers was unable to receive unemployment. As owner and sole employee of the business, Rogers also did not qualify for the Paycheck Protection Program.
“I was told that ... I had not been in business long enough to establish a good withstanding as far as money and profits and that my sales did not meet [program] criteria,” Rogers said, explaining her experience applying for small business aid.
Wanting to continue selling, Rogers looked to online sales platforms but found herself still facing obstacles.
“I tried to post some stuff on Etsy and on Ebay, but the monthly charges for listing weren’t benefitting me because I was not an established seller.”
Now unemployed, Rogers is looking for a job while still trying to keep her brand alive through PoshMark and social media posts.
“Moving forward, I don’t see opening another store,” Rogers said. “One day when we’re able to, I would love to do pop-up markets and sell online, but as far as my livelihood and to be able to keep a roof over my head, I need to get a real job.”
Canela Vintage was able to reopen after the national pandemic forced business closures within the city. Photo: Jorge Tamez.
Canela Vintage: Giving Back to Community
For Elisa “Canela” Kern, owner of Canela Vintage, switching to online sales was an easier transition since the business already had a website set up. Although the business continued sales remotely, Kern said she missed interacting with her customers.
“I was so heartbroken because I really enjoy interpersonal communication with my customers. I like that they come in and ask me questions directly and aren’t waiting through email or something like that; it was very heartbreaking.”
Since the store is a “one woman show”, Kern was able to focus on paying rent during the shutdown, managing to keep her storefront open. Once restrictions were eased, she decided to open for two days a week, restricting the number of customers allowed in the store at one time and requiring adults and children to wear masks inside.
Before quarantine, Kern would visit shops and markets to hand-pick products for her store. Since the coronavirus has slowed down in-person shopping, Kern has begun buying pieces from store patrons along with continuing her consignment partnership with Dress for Success, a local nonprofit dedicated to career placement for unprivileged members of the community.
“If I can help the community in any way and especially directly impact people who have helped me out in the past, I’m for it,” Kern said.
When reopening, Kern rearranged the store and closed fitting rooms to promote safe distaning. To ensure sanitization, the store has adopted a rigorous cleaning, sanitizing products, using air filters and providing hand sanitizer for customers who visit.
To support the community, Kern has invited other vendors to host a “mini pop-up” in her store. Because her storefront is divided into two large rooms, guest vendors are able to display their products in one area, keeping crowds separated while creating business for both themselves and Canela.
“Everybody’s going through this; it’s not just one business,” Kern said. “At the end of the day, we have to support each other so we can all get through this.”
Interested shoppers can reach Canela Vintage by visiting their website or messaging them on Instagram and Thrash Weave Vintage Clothing and Jewelry on Instagram or on PoshMark.
Brigid Cooley is the editor-in-chief of The Mesquite, a student publication of Texas A&M - San Antonio. E-mail her at reporter@sasentinel.com.