1 of 3
Photos courtesy of Beth Styles.
2 of 3
3 of 3
Webster Groves-native Beth Styles started her own vintage clothing business on the advice of her husband, who encouraged her to envision what would most make her happy. She came up with the name Parsimonia Vintage (which comes from the word parsimonious, meaning “frugal” or “thrifty”), started an Etsy store, and bought a 1960s-era trailer to use as a mobile shop for shows and events. In 2013, she opened a brick-and-mortar location (3194 S. Grand, 314-659-8467), which will celebrate its second anniversary on Sept. 8. Here, Styles talks style, business, and how to shop for vintage clothing.
How do you describe your personal style?
My personal style is a mixed bag. It depends on the day, and it depends on the weather, and it depends on what I have clean. In my heart of hearts, I’m kind of a 50s girl. Not only because it flatters my figure, but it has cool cuts and patterns and things you don’t see anymore. My wardrobe is 85 percent vintage.
Why did you decide to open a brick-and-mortar store?
That was always my endgame. I knew that I would be really happy having a shop where I could interact with people on a daily basis and get to know people. It’s a little more difficult with the mobile thing. I love my trailer, but it’s not easy. Mobile stores are a good incubator if you want to do brick and mortar. You can sell all over the city so you know where your customers are. That’s why I picked South Grand.
What can people expect to find in the store?
Everyone curates their shops differently. My store is mostly clothes and accessories from the 1960s and earlier. My wheelhouse is the 50s and 60s. They can expect that when they walk in, it’s not going to smell like your grandma’s clothing. We take a lot of pride in cleaning and mending things as needed before they go out on the floor. I want them to be able to take things home and wear them immediately. I’m a big believer in keeping prices reasonable. I may not remember every customer, but I remember every garment that comes through the store because they are like my kids. When I see pieces going on to people who are just in love with them, it’s like you are fostering a cute, little puppy that got adopted into the best home you can think of. Our median price is $30-40 for a dress. Skirts and blouses are a max of $30.
Where do you find the items you sell at Parsimonia?
When I started out, I used to do it through the same channels as others: thrift stores and estate sales. St. Louis is a really great city for estate sales. Now that people know we’re around, I’ve been doing most of it through private buying.
Is it tempting to take a lot of items home?
I have a strict “one in, one out” rule. If I do find something I have to give something to the store. It’s helped me pare down my wardrobe and only keep stuff that is like nothing else in my closet. I’m proud of the fact that my store has a pretty good selection of sizes. The best thing is to know what your measurements are. You can always bring [an item] to the counter and ask them to measure it to know if it’s worth trying on. The different decades also lend themselves to different body types. [Clothing] from the 50s works great for me because it’s pear-shaped. Whereas 60s stuff I don’t do well with because it’s a pretty straight cut. When [shoppers] come in, I’m happy to measure them. We’ve got tailor’s tape, and we know how to measure.
Do you have any other advice for shoppers?
Another challenge is people see the size and think it will fit them. A [vintage] size 12 is a modern-day 2/4. Vintage-wise, I’m a size 20/22. People get hung up on numbers. People will look at the tag and see large, and they won’t try it on because in their heads they have to be a medium.
Anything else our readers should know?
People shouldn’t be afraid to walk in the door. I love dressing people. I have some customers come in and say, “I need an outfit for this,” and I’ll pull stuff for them. If you want to come in and have someone personally style you like a Barbie doll, I will do it.
Shop Parsimonia’s mobile trailer, Holly, at the CWE Flea from 9 a.m. to 2 p.m. on Saturday, Sept. 5. Or, stop by the store’s second anniversary and fall preview party from 7 p.m. to 9 p.m. on Tuesday, Sept. 8 for cider, a DIY s’mores bar, and first pick of Parsimonia’s fall apparel and accessories.
