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trolling along the streets of downtown West Chester, a rich assortment of delights compete for the attention of holiday window shoppers. Lined with quaint buildings of colorful brick and intricate facades, the picturesque avenues are home to a diverse range of specialty shops. One store boasts the newest offerings for skateboarders while another is a music lover’s paradise. Propped along the sidewalk, chalkboards advertise the day’s sales in bright sprawling script. Contributing to the visual appeal, the surrounding restaurants fill the air with the intriguing aromas of freshly baked treats and home cooked meals. Despite the sensory overload produced by this all-American shopping district, one retailer in particular is sure to catch the eye of any passerby.
Malena’s Vintage Boutique, found on the corner of N. Church and W. Gay Streets, is a fashion lover’s dream. While there are plenty of women’s clothing shops in town, Malena’s selection sets it apart from the rest. Filled with vintage treasures, the shop is a true gem amongst the various fine retailers of the borough.
Showcased in the expansive window displays are several mannequins dressed to impress. Ranging from festive reds to springtime pinks, polished, ladylike overcoats are paired with hats, gloves, satchels, and scarves. Whether trimmed in fur or belted at the waist, each coat is uniquely beautiful and begging for attention. Appearing brand new, a second glance reveals the styles and cuts of years passed. Like the discovery of lost treasure, this rare sight, the resurrection of beloved fashions of years gone by, creates an intriguing sense of wonder. Charmingly old-fashioned yet undeniably stylish, the scene in the window is like a peek into the past, promising endless discoveries to be found inside.
Stepping through the front door, a rabbit hole to wonderland, my eyes are met with an array of trends spanning over decades of fashion. Light hardwood floors and white walls promote a crisp modern look, while art-deco style stars of blue and black create a vintage vibe. Malena’s selection is sure to impress even the most seasoned shopper. Dresses, jackets, and coats line the walls, all arranged by color. Hues range from soft ivories to vibrant greens and every color in between. Pieces are adorned with intricate laces and authentic sable furs. Kept in immaculate condition, shoes and handbags sit atop shelves lining the perimeter of the store, each item precisely placed as if on a pedestal. Fashion icons Chanel, Valentino, and Gucci, are just a few of the designers whose creations grace the store’s inventory. Most enticing are the dazzling jewels housed in a glistening glass display case that makes up the checkout counter.
Sitting behind the jewelry case is Ms. Malena Martinez herself. She looks up from her laptop to welcome me to her store. Her youth is somewhat surprising. Her fantastic success as a small business owner, in today’s times of economic difficulties, seems to be a feat only someone much older would accomplish. Just one month after her 23rd birthday, Martinez opened shop in downtown West Chester, and she has been gaining popularity for the past decade.
She has graciously agreed to an interview, but continues to click away on the laptop. “I have a jewelry vendor coming in at some point today, so we may have to work around that when they arrive,” she says. Constantly adding to her impressive inventory, visitors come unexpectedly throughout the week with new finds or family treasures, and Martinez determines whether or not she is interested in purchasing.
Her store is one of a kind, and she calls all the shots. Malena’s is not a thrift, second-hand, or consignment shop, but rather a women’s boutique filled with only the highest quality vintage items. She has achieved such notable status that vendors come directly to her with clothing and jewels, and she chooses only the best pieces to purchase for her inventory.
When asked if she has any interesting appraisal stories, she smiles and says, “I’m writing a book.” After a pause, she breaks into laughter and talks of one acquaintance in particular who owned a gown that belonged to one of the Supremes. Unaware of its potential value, the dress was the woman’s annual Halloween costume. Martinez was shocked, “Diana Ross shopped at Christie’s auctions, so the dress could be extremely valuable, or even wanted by the Hard Rock café as American music memorabilia.”
The dress would be a fine addition to the store’s collection. Martinez prides herself in offering “unique pieces to love that aren’t totally bizarre.” Frocks from the 50s and graceful wedding gowns are found among glitzy evening ensembles and prom dresses. The clothing racks are nearly overfilled, and not a single item is the same.
She certainly represents her store well. Sporting bright magenta jeans with a cropped olive jacket and a vibrant patterned scarf, she is impeccably pieced together. Her look is finished off with an array of jewelry including a shimmering gold cuff coiling up her right forearm. Martinez, who spent her childhood in Chadds Ford and Wilmington, grew up loving fashion. In addition to the inspiration of high fashion magazines, Vogue in particular; she developed a hunger for one-of-a-kind styles through her mother’s influence. Spontaneous trips to the local thrift store proved to be fun and exciting.
“I enjoyed having unique pieces that no one else had,” she says. Gradually, she became attracted to treasures of the past, items that possessed the distinctive flares of the antique.
As she grew up, her love of style continued to blossom. She relocated to New York City to study fashion design and business at the Pratt Institute, the Fashion Institute of Technology, and Parsons School of Design. After graduating, she worked as a buyer in Brooklyn, New York with Olive’s Very Vintage and Patina, a vintage furniture store. She also worked in jewelry at the very high end ABC Carpet & Home, a pricey and wonderfully stylish home and gift store. However, she soon realized that working in one of the most fashionable cities in the world was not as fulfilling as she had imagined. After discovering her yearning for self-employment, she returned home to southeast Pennsylvania with a dream to open her own vintage boutique.
In the summer of 2003, Malena’s was leading the way in fashion, and slightly ahead of current styles. The vintage trend was on the brink of popularity, but not quite mainstream. Business boomed when celebrities began sporting vintage styles. Uninformed shoppers, who may have simply dismissed the trend as “used clothing,” realized that part of the look requires high quality items in excellent condition. She promises that she doesn’t sell cheap, synthetic material clothing, but rather high quality, designer fashion. She points out a plum and cream colored jacket hanging on display next to the counter. It’s Saks Fifth Avenue.
“Vintage is a niche market. You either love it or hate it,” says Martinez. Thanks to strong business planning and marketing techniques, Malena’s has obviously acquired many loyal customers and has undoubtedly become an established attraction of downtown West Chester. The boutique has gained fame as the prime spot for quality vintage finds, which has led to several awards, most recently voted Best of Philly for Vintage Clothing by Philadelphia Magazine in 2012.
Thanks to the growth in popularity and increasing sales, last spring, Malena’s made an exceptionally beneficial move just 300 feet down the road. Swapping its place next to the old Kooma’s for an expansive corner lot at 101 West Gay Street, the store doubled in size and provided Martinez with the platform to create her impressive window displays.
The grand reopening was a huge event, true to Martinez’s remarkable sense of style. Pairing with the bakers of Dia Doce cupcakes, live musicians, and a videographer, the celebration kicked off the new phase of the shop’s success. In fact, Martinez has become somewhat of a style icon in West Chester. Her fabulous September 2010 wedding was featured in the “Matrimonial Flair” section of Main Line Today Magazine showcasing stunning photographs of the event. Twinkling white lights strung over the outdoor reception at Terrain at Styer’s in Glen Mills created a romantic glow. Of course the wedding was heavy on vintage details as well as rustic charm, and Martinez looked exquisite in her gown. Forgoing traditional flowers for a more dazzling effect, her one-of-a-kind bouquet, composed entirely of vintage brooches, was covered in a special story by Philadelphia Magazine.
Her work as a business owner has gained her a strong following of customers not only seeking items to add to their closets, but overall fashion advice as well. A couple years ago, Martinez began private wardrobe consulting in her spare time. On a recent visit earlier this fall, as I tried on a lovely light blue embroidered dress dating back into the 1950’s, she instantly offered me advice as to the perfect pairings to transform the springtime frock into an option for the coming cooler weather. I was amazed how perfectly the dress fit my slender frame, and on sale for only $30, who could resist?
Just as online shopping was gaining popularity, Martinez began selling merchandise online a few years after opening her store. She decided to open up shop in West Chester because the territory was familiar, yet she originally hoped to relocate her business back to New York where she knew customers would be potentially more abundant. However, she found that the internet provided her with the exposure she needed in order to reach shoppers near and far. Social media has also contributed to her popularity, as she uses Facebook to post pictures of new items to the constantly updated album of inventory. Customers can even inquire after size, price, and availability. Martinez also makes use of Instagram, Pinterest, and YouTube. Currently, she has about 300 pieces for sale on her website, as well as on eBay and Ruby Lane, a classy online community for vintage enthusiasts.
While the internet exposes her business to shoppers nationwide, nothing can replace the in-store sales. “The 300 pieces I have online could make up just one rack of clothing in the store,” she says. The new location not only expanded display areas, but also provided Martinez with much needed storage room for upcoming seasons and online merchandise.
She pauses when asked if she has a favorite piece from her current inventory. Given the incredible selection, she struggles to set her mind on a single item. She mentions a new stock of funky 1960s dresses all priced at $30. She brings out a clear plastic storage box filled with turquoise rings of seemingly endless variations of size and shape. Then, she remembers a recent purchase.
“This is solid gold. Made in the twenties,” she says. She carefully removes a necklace from its storage sleeve. Hung upon an intricate chain, a stunning light green jewel glistens within a gold frame. As she shows me the details of the piece, I catch a glimpse of her lovely wedding ring sparkling on her left hand. Unsurprisingly, its delicate and unique setting instantly suggests the qualities of a vintage beauty. One of a kind, just like her.
Hilary Pyo is a third-year student majoring in English. She can be reached at HP815477@wcupa.edu.