Cause A Frockus

Vintage Expert | Coleen with Plank and Pearl

May 12, 2014 | by Becky Oeltjenbruns

Shopping online for vintage presents certain challenges – without being able to touch and feel, you have to rely on trust. Here at Cause A Frockus we help you navigate the retro scene by connecting you with shop owners (both brick and mortar and online) that can be trusted. We’d like to introduce you to one such amazing vintage expert: Coleen of Plank and Pearl. She not only sells online but at markets throughout the Denver area as well. We had the opportunity to speak with her about her recent pop-up shop experience and get her advice on home decor, specifically how she artfully blends rustic with feminine vintage elements. Please check out our feature and add to the discussion in the comments!

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Plank and Pearl
Denver, CO

Discover more about Plank and Pearl on Facebook and at her Etsy shop

“As a creative person I find the whole process incredibly rewarding: from finding, to taking care of, and researching. I love the quality and style of vintage, especially its green aspects. Because things were artisan-designed and made with better materials, it’s different from the contemporary. It’s not a new product and it won’t be thrown out in a year. Vintage is a valuable part of a creative life.”

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What clients experience at Plank and Pearl

Coleen has always been a vintage treasure hunter and collector. What started out as a way for her to find materials for up-cycled art pieces soon became a passionate mission. Over time the collection expanded so much, Coleen decided to start selling her treasures. Plank and Pearl was born online and soon these wares found a home at local venues as well. As mentioned above, Coleen enjoys incorporating vintage into her creative lifestyle (whether that be writing books, plays, or helping with documentaries) and this love of retro is the foundation for Plank and Pearl.

The shop’s aesthetic is mainly masculine. Coleen is personally drawn to this style and describes the look as “rocky mountain rustic.” Yet she can easily fall for feminine items too and these more delicate pieces find their way into the curated collection as well. At Plank and Pearl you will find a variety of housewares and accessories from the mid-century era. Whether it be dishes or glassware or art, you’ll be sure to find the perfect new addition for your home.

How to get started with a pop-up shop

Plank and Pearl’s presence is largely digital, but recently Coleen expanded that scope to a pop-up shop. A pop-up shop is a limited engagement, allowing a shop owner to try out new areas or clientele with relatively low risk. Despite the smaller footprint, it can still be an overwhelming endeavor. Coleen shares her expert advice with us and if you’re a shop owner considering a pop-up shop – read on!

In the Denver area the average lease term is three years. That’s a daunting length of time, especially when there are so many expensive questions at hand: how do I find the right part of town, how should I decorate the shop, and how can I hire help? For Coleen, a pop-up shop was the right vehicle to start exploring these areas of concern. She started with a three month lease and was asked to stay on for an additional two (which took her into the holiday season). During those five months Coleen learned a great deal – join us as we walk through the major steps and considerations regarding these short-term venues. With her advice, you’ll soon be expertly navigating the decision making process.

The first thing to do is start exploring neighborhoods. Seek out empty spaces in different areas of town and compose a list. Weigh the positives and negatives of each location (its demographics, mix of existing retail, and geography) to choose a handful of promising areas. Reach out to the managers of these spaces until you find someone willing to work with you. Keep in mind that you may have to educate people about pop-up shops. Leasing agents might have a negative impression of them (think those tacky Halloween costume shops that sprout up every October). Be prepared to show the manager your merchandising strategy and display ideas. You want to ease their minds and show how your shop will be a valuable asset to their building.

Consider the leasing manager’s perspective as well. If they are trying to sell a space to a long-term client, it’s much more appealing to have someone occupying that spot as they show it off. We all know how bland an empty space can feel, so an occupied area makes it more desirable and attractive as they bring it to market. With that in mind you can confidently negotiate the terms of your rent, especially if you are occupying a space during the holiday months as most businesses won’t relocate during that time of year.

What you will need to run a pop-up shop

The number one consideration when establishing a pop-up shop is to have the proper insurance. Talk with your existing insurance agent and discuss temporary policy options. You need to have liability and inventory covered. When it comes to the terms of the lease you may want to consult a lawyer. He or she can help review details, making you feel more confident as you start this new adventure.

Once you have settled on your lease terms you need to communicate with your local government agency and obtain a city license. Even if it’s temporary in duration, you must have the proper retail license and as well as a complete understanding of local tax requirements. Don’t feel overwhelmed because after these hurdles are conquered you won’t find a lot of other red tape. You’re now well on your way to making your pop-up shop a reality.

Things to keep in mind as you start your pop-up shop

Pop-up shop budget items

It’s important to remember that the rent you pay won’t include any changes to existing space. You will have to live with certain things like paint, finishes, etc. Coleen advises that when you create your budget, write in an amount for out of pocket expenses. This may include lighting, signage (like a sandwich board or temporary window lettering), buffing the floor, office supplies, window washing, and moving expenses. Incidentals always have a way of growing and expanding, so be as inclusive as possible to prevent surprises later on.

What to think about as you prepare for your pop-up shop’s opening day

As your opening date approaches, you’ll naturally focus on getting things arranged in your new space. Coleen put some brown paper up on the windows and took about a week to get everything set up. As you are arranging the shop don’t assume you know your clients. Men don’t just buy masculine pieces and women don’t solely focus on feminine items. By juxtaposing your collection a conversation is born and people will feel comfortable meandering through your space. Coleen challenges us to think of it like this: if you segregate merchandise you lose opportunities. Don’t be worried if you find yourself tweaking displays last minute – as you take off the window dressings you might even be inspired by the natural light! Be comfortable with these impromptu adjustments.

As you are taking time to get the physical aspects in order, be sure to keep your marketing going strong. As Coleen describes it, “I went crazy on self marketing with social media.” Get people excited and make sure the grand opening date is well publicized. The fact that it’s a limited engagement is enticing enough to draw people in so play off that mystique.

Another great way to get the word out and generate extra buzz is to meet your retail neighbors. Personally introduce yourself, tell them what you’re selling, find out what they sell, and leave your business card. It’s particularly important to communicate if you are not the only retro shop around. For example, Coleen doesn’t sell clothing and so she made a special point to talk with the vintage clothing shop owners to assure them Plank and Pearl wasn’t direct competition. Other small business owners are very supportive and by fostering a social environment you’ll create mutually-beneficial relationships.

When you host your grand opening do it up big. Budget for an exciting event – include food, balloons, and maybe even a band. The point is to generate excitement and make a splash! To this end, if your building has a merchant association be sure to join it. Just because you are there temporarily doesn’t mean you can’t forge relationships that will have lasting, positive impacts on your business.

Common challenges with pop-up shops

This can-do attitude carries over to customer service and flexibility. Understand your neighborhood and traffic flow. Adjust hours according to patterns and be open to learning as you go. As you optimize your presence don’t be surprised if your merchandise sells quicker than you anticipated. Coleen thought she opened with a lot of inventory but soon found herself calling in for reinforcements. It’s good to have some friends or an employee that can help you during these inevitable binds. Don’t be concerned and go with the flow. If you do hire a new part-time person you need to write a shop policy and a vintage guide. Remember you have a limited amount of time to make an impression on your clients, so you want to ensure everyone knows the inventory and can help clients make educated purchases.

Be sure to track your progress and obstacles. Keep in mind that opening a pop-up shop is meant to be an intensely fun experience. It may feel like you’re sprinting a marathon, but remember that the data you collect during these few months will greatly inform your future business decisions. Keep a journal close by so you can jot down observations or even comments clients share with you. Don’t be worried if you discover after your lease is up that you were in the wrong spot or maybe your customer service technique needs some polishing – this is all about growth.

Perhaps one of the most important pieces of information to collect are email addresses. Capturing your customer’s emails means you can continue that rapport long after your pop-up shop has closed. Send these customers periodic newsletters or updates regarding sales or new items. Be respectful of their trust in giving you their contact information. Don’t spam or flood their inbox. Think of this as another way to showcase your ongoing commitment to their positive vintage experience.

Some of the lessons Coleen learned during her pop-up shop lease: look at what’s selling (if people don’t have a lot of disposable income they’re less likely to spend it on bigger ticket items like furniture), a busy street life doesn’t equate to sales, interacting with people as they make their purchase is immensely rewarding, and if a city doesn’t have a strong vintage scene you may have to drop your price point. While Coleen knows her pop-up shop considerations like the back of her hand there is another area she excels at: combining rustic with refined pieces. Next we share her insights on creating a meaningful vintage environment.

How to decorate with rustic and refined vintage

One of the amazing things about decorating with vintage is how well pieces go together. Like we’ve mentioned in earlier posts about retro decorating, having an eclectic flair goes a long way toward making a special space. Coleen has mastered this technique and shares some ideas with us.

Consider how beautifully masculine and mid-century items pair. Don’t be afraid to set your stoneware on embroidered linen table runners, the balance of the textures will be an instant conversation starter. In fact, contrasting textures is one of the most effective ways to make this look work. Coleen likes showcasing her delicate items in old tool boxes. Open the box, drape handkerchiefs within it and place porcelain items inside for an instant centerpiece.

Other materials lend themselves to this approach – rough metal or wood combined with china or glassware really stands out. Hard mixed with delicate helps the eye travel and makes the details really pop. As with all things vintage, the key is to enjoy and find the combinations that make you happy. When your space reflects your own joy that energy will be contagious to anyone who comes to visit!

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Cause A Frockus would like to thank their tremendous resource: Coleen with Plank and Pearl.

For our readers: Do you have any questions you’d like Coleen to answer? Ask away! Are you a shop owner with pop-up experience? If so, please share your thoughts with us. Do you like contrasts in vintage or do you prefer a consistent look? Sound off below!

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