But as it turns out, mother-and-daughter teams can also spearhead this particular Brooklyn trend – not just sister duos. Eva Muller and her daughter, Shevy Goldman, have formed an inter-generational and artistic vision behind their popular Flatbush vintage shop, MyMothersArmoire. Opened in December 2013, it is the first to offer an actual vintage storefront to the Orthodox female community. As I sit down with Shevy, she starts to reminisce about the vintage shopping trips her mother used to take her on. “At first, I wasn’t very into it,” she says. “But then I found an absolutely gorgeous vintage dress when I was 15. And since then, I fell in love with vintage and started to wear it with pieces from mainstream stores like Zara and J.Crew.” Incidentally, Muller has not only influenced her daughter’s style, but also the name of the store. “My mother has a beautiful armoire with Hermes scarves hanging next to vintage YSL bangles and vintage Chanel-esque flower accessories. When my mother wasn’t there, my sister and I used to tiptoe around the armoire and play dress up.”
MyMothersArmoire has an exceptionally inviting feel to it. It is at once cozy and elegant with highly organized racks, chic chairs, and a table with magazines for fashion reference. Furthermore, the staff is friendly and accommodating. “How can this be more flattering to my figure?” and “How can this be tailored?” are questions I frequently overhear customers asking the saleswomen. Muller’s and Goldman’s helpful tips are further strengthened by their knowledge of high-fashion; they are very aware of trends and encourage stepping out of the proverbial box by, say, mixing one’s prints. They even tell customers to bring a blouse or skirt that’s otherwise collecting dust in a closet to MyMothersArmoire. With their trained eye, Muller and Goldman are able find the best “matching” piece for the formerly lonely blouse or skirt and create an inspired outfit.
It’s also interesting to note how each of these vintage trendsetters has her own modish flair and allows vintage to influence her in a different way. Frock Swap’s Simi likes a 1960’s Go-Go Girl style with boxy shift dresses while Chaya prefers the hip energy of the 1970s with its loose cuts and fringe detailing (regardless, both sisters were dressed fabulously when I met them). Unlike the preferred bohemian style of the Frock Swap owners, however, Shevy gravitates toward the structured femininity of the 1950s: “I am in awe of the dresses in classic movies like My Fair Lady and Breakfast at Tiffany’s.” Although their fashion preferences may differ, all these vintage stores recognize one undeniable constant: the importance of social media and marketing. The Pink Rack, Frock Swap, and MyMothersArmoire regularly post pictures of their merchandise on Instagram; follow them and you’re guaranteed eye candy and sale updates.
Lastly, in addition to the above stores, there is a fourth Jewish-owned vintage gem in Brooklyn. Known as Life Vintage, this shop is a stand-out, not only because it culls a terrific collection of antiques, but it also donates all of its proceeds to Chai Lifeline! Walk into Life Vintage (they have three locations in the Park Slope and Prospect Heights areas) and shopping becomes the antithesis of the mundane; one can easily justify otherwise self-indulgent purchases because, “Hey, my dollars are going to an extremely worthy cause!” Moreover, the interior design and merchandise of Life Vintage offers a charmingly whimsical vibe. Pink Hoover floor polishers from the 1960s, antique lamps, a collection of classic vinyls and color-coordinated clothing racks will demand an appreciative sigh from hipsters and modern shoppers alike. Runway clothes (from the likes of Valentino and Burberry) are also offered to customers at a fraction of the retail price at Life Vintage.