Courtesy of Mesa Home
When walking along the historic cultural center that is Cherokee Street, visitors take in fun eateries and quirky vintage shops. One in particular, Mesa Home, is an enigma and staple of the community.
Before the stay-at-home orders, the shop's door was often open as speakers blast classic hip-hop, people laughed outside on the sidewalk, and, if the weather was nice, a DJ was onsite. Mesa Home has become a beacon for vintage lovers because of its curated collection, fresh style, and frequent collaborations with other area businesses, especially those that are Black-owned and minority-owned.
“I always had a creative outlet in my life to bring me peace. I dreamt of owning my own shop,” says owner and St. Louis native Anni Jones. With her signature bob and eclectic collection of earrings, Jones is hard to miss even in the weekend bustle of customers. A former art major and retro style lover, it’s no surprise that she opened a vintage shop. When her father passed in 2015, Jones self-reflected and decided it was time to finally open her own store that year. She named it Mesa Home after Mesa County, Colorado, where her father is buried.
Like many other businesses around the country, the Cherokee Street storefront closed its doors to help prevent the spread of the novel coronavirus. Once St. Louis’ stay-at-home order began in March, Jones had to find a new way to bring people and revenue into her store. She had already been using Instagram as a weekly newsletter and to market her wares, but outside of weekly curbside pickup and window shopping, the social media platform quickly became her main method of advertising to both old and new customers.
“We started doing bundle sales…curating 'mini lots' of cool things that you can purchase together for a much better deal than separately. Also raffles,” says Jones.
Another method was to do a QVC, Quality Vintage Collections. Arranged by Slow Moves, an organization focused on sustainable fashion events, the QVC was created to showcase sustainability and, at the same time, have fun with art and different creators. “The [Slow Moves] crew talked about doing an old-school QVC taping at a desk with models” and it soon became an Instagram Live event that highlighted not only Mesa Home’s latest offerings but those of smaller businesses as well. Hosted on Fridays, the QVC features local artists, designers, and independent brands in an ode to the almost-antiquated, buy-on-TV retail model. Jones and other Slow Moves members display clothing, accessories, and other wares while also giving styling tips. Previous QVC collaborations include NOIR USA, Ruby Francis, and Wild Iris Studio. The best part? Viewers can buy directly from Instagram.
With no current plans to reopen, Jones is continuing her Instagram events. At 6 p.m. this Friday, June 26, Mesa Home's QVC will feature pieces from Black creatives Apple Tree Chic Boutique, artist Eugenia Alexander, and designer James Coleman of Body Heat.
It's all further proof that even in a pandemic, the St. Louis community comes together through social media and the foundation of small, local businesses.
