December 21, 2011 6:22 AM
LOCAL DESIGNERS ohhh la la
Jennifer D'Angelo is the brains behind Nooworks, a San Francisco based company that sells ethically sourced trendy urban apparel and accessories. Jennifer creates and sources her fabrics and designs. Nooworks sells their designs to boutiques and also has a retail shop in the mission district of San Francisco. We are proud and excited to carry Nooworks.
still affordable and adorable, pretty penny is now offering shopping online.
Welcome back students!!!!! We hope you had a great summer. We look forward to seeing you in the store. Affordable and adorable clothing, shoes and accessories. We open: 11-7/7 days.
Edo Salon. www.edosalon.com
"My heart is full and the vision I had for my store is being made a reality". It wouldn't exist without the strong and continued support of my customers, friends and family, whom I love with all my heart. xo
Katia Barron
Professor C. Hirschkind
Anthropology 3AC/ Discussion 114
17 November 2009
Ethnographic Research Project: Pretty Penny
Nestled among a slew of small boutiques and restaurants in the Rockridge District of Oakland, California lies Pretty Penny, a small, privately-owned vintage store. On the surface, it appears that Pretty Penny is just another fashion store in Rockridge. But, in this case, it is an appropriate site for ethnographic analysis about the relationship between consumers and capitalism. In this ethnographic analysis, the main research question revolves around the nature of Pretty Penny in relation to its surrounding community, especially in comparison to the nature of corporate stores. Specifically, the following questions are asked and attempted to be answered: How is the culture of a privately-owned vintage store, like Pretty Penny different from that of a corporate store? What is Pretty Penny's role in the local community? How is this different from that of a corporate store? What is the relationship between Pretty Penny and its customers, especially in regards to the customers' appreciation of use-value fashion products?
An attempt is made to answer the aforementioned questions through five participant-observation sessions at Pretty Penny and one session at a corporate store, Urban Outfitters, for comparison purposes. The observation-participation sessions were conducted at various times during the week (Tuesday, Friday, Thursday, and Sunday) to obtain a substantial array of research data. The key actors in the observation-participation sessions were the store owner, Sarah Dunbar, the employees, and the customers. Both an employee and customers were interviewed to further enhance the research and analysis. The interviews focused on answering questions that arose during the observation-participation sessions. The six observation-participation sessions and the four interviews conducted, in addition to support from The Devil and Commodity Fetishism in South America by Michael T. Taussig and The Interpretation of Cultures by Clifford Geertz, demonstrate that the atmosphere created at a store that, like Pretty Penny, puts a greater emphasis on use-value rather than exchange-value, creates an intimate community and culture that indicates a nostalgia toward some of the characteristics of a pre-capitalist society, even though consumers ultimately remain loyal to the tenets of capitalism.
In The Interpretation of Cultures, Geertz emphasizes the need for thick description when interpreting cultures. Thus, in observing the culture of Pretty Penny, emphasis was placed on the webs of meaning pertaining to the store's atmosphere. Geertz's argument for a semiotic understanding is employed, a concept based on Max Weber's idea that "man is an animal suspended in webs of significant he himself has spun, [in which] culture [is] those webs and the analysis of it to be therefore not an experimental science in search of law but an interpretive one in search of meaning" (Geertz 5). The décor, music, and location of the store are all meaningful to the culture of Pretty Penny. Nothing is explained simply, but rather, everything is "turtles all the way down" (Geertz 29) and a quest to understand the nature of Pretty Penny customers as consumers of capitalism.
The décor of Pretty Penny is simplistic and vintage-inspired, an appropriate mixture for a store that is characterized by intimacy and uniqueness. Some of the décor includes fake antlers and flower vines hanging on the walls, aged wood flooring, worn-looking pillars used to display merchandise, mannequins, mirrors throughout, and dresses creatively hanging inside picture frames on a wall. The music playing in the background adds to a relaxed and hipster atmosphere. There is usually a range of independent alternative music playing. Some days the music is within the pop genre and other days within the rock genre, depending on the employee on duty. But, it is the volume of the music that is key to affecting the mood of the store--the louder the music, the more energetic the atmosphere. Nonetheless, it is a deeper understanding of the unique décor, combined with the use of independent and local bands under the alternative rock or pop genre, that amplify the culture of Pretty Penny. The atmosphere created by these two factors stays true to the overall Pretty Penny culture, which appears to be based on a stray away from mainstream culture. The products sold are unconventional and given importance through this characteristic rather than through their price. The music and décor used at Pretty Penny adds to this way of thinking because they are chosen for their uniqueness and uncommodified value rather than their position on a financial market.
The culture of Pretty Penny is also dependent on the customer-employee relations of the store. The atmosphere created at Pretty Penny is an intimate and relaxed one. On the store's webpage, the owner states that Pretty Penny aims "for shoppers to feel at home and welcomed in the store. [Pretty Penny prides itself] on customer service." A certain degree of trust is noted between the customer and the store. Because Pretty Penny has only a handful of customers compared to corporate stores, customers are able to have a more personal relationship with the employees. For example, on the store's webpage, Sarah states that "when trying on clothing, you are free to take your time, as if you are looking through a good friend's closet." This statement rang true in every observation-participation session. Customers are cheerfully greeted when entering the store. This welcoming nature was present during every observation session. Although the levels of cheerfulness vary among employees, none fail to live up to Pretty Penny's friendly customer service practices.
The personalized customer service is further exemplified by the fashion and shopping advice employees offer to customers. But unlike corporate stores where sales employees attempt to coerce customers into purchasing their products, at Pretty Penny the employees appear honest. Their advice is sincere and focuses on helping the customer meet a need, rather than striving to make a profit. The observation-participation sessions demonstrate the employees offering advice because of an innate appreciation of fashion. For example, during the first observation-participation session, a young woman in her late teens asked Sarah whether a rabbit fur jacket she was trying on made her look "like a linebacker." Sarah responded that it didn't and they went on to have a conversation about the state of fur in the fashion world and the differing prices among vintage stores in the Bay area versus those in New York City. In this instance, Sarah offered her honest opinion. She didn't try to coerce the woman into buying the item so that she could make a profit. Rather, she offered and opinion of not only how the jacket looked on the customer, but of the general position of fur in the fashion world.
Additionally, conversations between employees and customers are not uncommon at Pretty Penny, and add to the intimate atmosphere. These conversations often relate to vintage fashion, but are not limited to such. This personal attendance further demonstrates the unique intimacy of a store like Pretty Penny. It is this atmosphere that draws customers to the store. Every customer interviewed stated that one of the reasons they enjoy shopping at Pretty Penny is because of the friendly employees. This kind of atmosphere is difficult to find among a corporate store. According to Ciara, a graduate student from the University of California, Berkeley, she likes that "it's less crowded [than corporate stores] and the employees are relaxed and friendly." Keeping Geertz's argument of thick description in mind, such evidence demonstrates that customers enjoy, and often prefer, the intimacy of an environment such as that of Pretty Penny. This is demonstrates a sense of nostalgia toward a pre-capitalist society, which emphasizes social human relationships (in this case, employee-customer relationships).
The location of Pretty Penny in the Rockridge District of Oakland further adds to its intimate culture, particularly contributing to the relationship of the store with its surrounding neighborhood. The Rockridge District portrays a small-town atmosphere. Some of the Pretty Penny customers are employees from the surrounding businesses. Thus, they are frequent visitors to Pretty Penny and have a close relationship with Sarah or the other employees. Not only that, but Sarah demonstrates a close relationship with neighborhood members, regardless of whether they're customers. For example, during the first observation-participation session, a young African-American boy around middle school age stopped by the store to say "Hello." The conversation between Sarah and the boy is telling of Sarah's commitment to community involvement. During the conversation, Sarah mentions the shoes she gave him for school. This is an example of one of the ways in which Sarah demonstrates the personal relationship between Pretty Penny and its surrounding community. As Sarah mentioned in her interview, she began the store to offer a public service. The store is the result of a passion for vintage fashion and a desire to make a positive contribution to the surrounding community. This can be said to provide evidence for why Pretty Penny mainly focuses on a catering to its customers rather than on making a profit--it was not created with an ultimate goal of becoming wealthy.
Another significant factor in analyzing the culture of Pretty Penny is the customer-product relations. These relations can be analyzed by employing the concepts discussed in Taussig's The Devil and Commodity Fetishism in South America. Pretty Penny demonstrates an emphasis on products of use-value rather than products of exchange-value. The products offered demonstrate a sense of a pre-capitalist society more than of a capitalist one. Pretty Penny offers fashion items that are either vintage or created by local designers. Therefore, any item bough at Pretty Penny is more than a mass produced commodity that is valued only by the economic market. Rather, the items possess a value in relation to their quality and usefulness. The vintage items at Pretty Penny are pursued by customers for their uniqueness in style and rarity in availability. While the low price of these products plays a role in the frequency of shopping among customers, the draw is mostly caused by the kind of fashions available. According to Margerie, a female customer in her mid-20s, the uniqueness of items available draws her to the store and the low prices establish her as a frequent customer. So although the exchange-value of the Pretty Penny merchandise plays a significant role in the relationship between customers and the products, the use-value is of utmost importance. Margerie mentioned that she thinks about the story behind the items she buys from a vintage store. To her, these items often trigger a memory of the era they are from or prompt ideas about how to incorporate the item into her outfits. Thus, these vintage items connect the customer with the creator more than a mass produced item does. Pretty Penny customers are often mindful of the era and the country an item is from. As a result the customers are connected to the item as more than a commodity that is perceived as a unit of monetary value on the market.
Additionally, the emphasis on use-value at Pretty Penny is particularly noticeable in regards to the locally created items available in the store. These items, such as clothing, jewelry, and headbands created by local designers, further demonstrate the store's emphasis on use-value products. These items, although handcrafted, are priced reasonably, and thus are not valued simply on their monetary value. Rather, they are valued on their quality and utility. These items resultantly connect the customer to the creator in a way that is rarely seen in current capitalist societies. This intimacy between the customer and the products contributes to the overall intimate atmosphere that characterizes Pretty Penny. It supports Pretty Penny's philosophy of providing quality products for its customers rather than simply focusing on making a profit.
In contrast to the intimate atmosphere of Pretty Penny is the impersonal ambience found at corporate stores. In The Devil and Commodity Fetishism in South America, Taussig states, "The organic conception of society is here dissolved by two synergistic processes: communality and mutuality give way to personal self-interest, and commodities, not persons, dominate social being. The exchange ratio of commodities mediates and determines the activities of people. Hence, social relations between personal become disguised as the social relations between things" (Taussig 26). This dissolving of social relations between people is the nature of capitalist society and is a characteristic commonly found among the corporate and mainstream stores such as Urban Outfitters, Forever 21, or H&M. The Urban Outfitters located in Berkeley, California, for example, showcases a drastically impersonal atmosphere compared to the one at Pretty Penny. Urban Outfitters is generally more crowded and provides less quality customer service. There is also a dissolved degree of trust toward customers in this store. For example, customers aren't free to roam in and out of dressing rooms as they please. Also, employees are not as welcoming or friendly. Rather, they are mechanical in behavior, simply trying to get the job done rather than trying to be a part of a community.
Not only is the atmosphere at a store like Urban Outfitters drastically different from a store like Pretty Penny, but the products offered are also significantly distinct. Although Urban Outfitters fashion items are often vintage-inspired and they offer many unconventional products (for example, a telephone shaped like a hamburger), the items here are mass produced and thus generally of less quality because of a production that focuses on quantity of merchandise and profits rather than on their quality. As Sarah puts it, they are "total garbage." Although Urban Outfitters has a lot of sale items--especially at this location because it caters to the large student population of the area--the quality of these items is significantly less and their prices are only slightly more affordable. Stores like Urban Outfitters tend to dissolve the social relationships between customers and employees and between customers and the product creators. Even though Pretty Penny customers don't interact directly with the creators of the vintage or handcrafted items they purchase, there is a much closer connection between them through that kind of store than through one like Urban Outfitters. At Pretty Penny there is at least an attempt to maintain the integrity of use-value products.
The growing popularity of Pretty Penny and other vintage stores begs the question of whether consumers are beginning to favor, at least in some sense, some of the traits of pre-capitalist societies over those of capitalism. There is a growing emphasis on use-value and the pre-capitalist framework. This case study demonstrates that there is a growing return to this social mode. The Rockridge District and its surrounding area boast numerous vintage and thrift stores. This demonstrates that there exists an appreciation of this pre-capitalist form of society--at least in this area. But whether a return to pre-capitalism and a complete focus on use-value products will occur is unlikely. Although customers of stores like Pretty Penny demonstrate that they prefer the kinds of products offered at vintage stores, their relationship to these products only has traces of use-value and pre-capitalism; it does not demonstrate a complete reversal to this social mode. Ultimately, Pretty Penny customers are still partaking in the exchange-value commodities under capitalism. The vintage and handcrafted items bought at Pretty Penny are not sold directly to the customer by the creator. Although Pretty Penny offers a stronger connection between these two entities, there is always the underlying notion of capitalism. Commodities are not exchanged directly for commodities. Exchange-value is always taken into account. Its significance at Pretty Penny may be much less than its significance at Urban Outfitters, but it is still existent. Thus, it seems impossible that the current society would ever become, once again, pre-capitalist. Yet, there are options available for those consumers who do prefer use-value product. These options are places like Pretty Penny, which make an effort to emphasize quality over quantity. Resultantly, Sarah and her brainchild, Pretty Penny, are successful in accomplishing the goal of being a "socially conscious business" and providing a public service to those who appreciate use-value over exchange-value.
We have been shopping, buying, slinging and dealing with some AMAZING VINTAGE.
b.ella
Tiny Assembly: jewelry from found objects, fabricated metal work,
vintage glass and chains, and fine gemstones. Julia Booz Ullrey is a
jewelry artist from the east bay who has been a maker since she was a
small girl. She learned beadwork from books and went on to work at
Baubles & Beads where she learned wire work, metal smithing, and all
about gemstones. She now works there as an instructor. She loves to
work with a lot of different colors and metals, and is inspired by the
punk aesthetic and recycled or found materials.
Alana Douvros is a jewelry artist and sculptor from Los Angeles California. She moved to Oakland in 2004 to study at the California College of Arts and Crafts where she received her BFA in ceramics. She began making jewelry in 2006. Her designs are inspired byplants and animals. When looking at Alana's pieces you will see she uses a wide variety of materials. Anything from discarded hardware, bones, porcelain, to feathers are used in her work. These irregular mediums are always paired with gold filled or sterling silver components.
We had a great time during this photo shoot.
Chun-Mui is a growing brand label that specializes in
women's leather handbags, jewelry, and accessories. The CHUN-MUI woman
appreciates the art of fashion and interprets the fashion trends through her
own original and personal style. The label is inspired by modern art and
design, vintage fashion, and soulful music. Every piece has a story to tell, a
rhythm that flows, and a beautifully stylish woman who will make it her
own. CHUN-MUI is all about living
life creatively, defining your style and doing it your own unique way. Chun-Mui Miller founded her company in
2005 in Oakland, CA. The company vision has been highly influenced by her professional experience
in the fashion industry. She has
worked in commercial and editorial wardrobe styling, high-end retail
merchandising, designer brand sales, fashion event management, and a decade
long exploration of the art form of apparel design. She has an exquisite
eye for style, anticipates cutting edge trends come, and knows how to
personalize those trends for the CHUN-MUI woman. She is passionate about design, and is constantly learning
what is going on in the fashion world. Chun-MUi is an art
lover and it is from here that she draws her greatest inspiration.. She has received formal training at
Alameda College in Alameda, CA developing her technical skills resulting in the
craftsmanship that is a CHUN-MUI signature. Chun-MUI
wants its customer to love what
they buy, and is committed to building close and satisfying relationship with
its customers. CHUN-MUI is a soulful
line of accessories that express a woman's unique style and vision. CHUN-MUI - handbags and accessories.
You can find CHUN-MUI at Pretty Penny.
50% off
opheliaolive.blogspot.com
thesartorialist.blogspot.com
www.notjustalabel.com
www.shopseen.com
stylebubbletypepad.com
www.chictopia.com
www.facehunterblogspot.com
www.garancedore.fr/en/
www.remixvintageshoes.com
fatfashionassistant.blogspot.com
www.thevintagesociety.com
www.shopnastygal.com
wearepowerhaus.com
no6store.com
photo and vision courtesy of: stylebubble.typepad.com
WE HAVE ADDED 2 NEW RACKS TO THE FLOOR.
Huge Earrings - gold, ethnic beading, nature influence.
Polka Dots - always a good idea, small with solid color
accents
JumpSuits and Rompers - 70's, flowing crepe, belt it, wear
a fitted shirt underneath
Leggings - good with long shirts, shorts and dresses
Intricate Tailoring - tailored clothing is something you
can be proud of
Jade Green - classic and goes with most other colors
80's - aspects of the 80's are out, some are still in.....THINK
Desperately Seeking Susan.
Corsages and flowers - real flowers, floral print, floral
brooches, flowers in your hair.
Harem Pants - some people can pull these off, some can't..
if you can wear them with roman sandals or heels.
DIY - It is always nice to have a one of a kind hand made
item. It is sheik.
Cut Outs - cut outs from blouses, shoes, skirts, dresses.....cut
above the rest.
Fringing - fringe purses, fringe dresses, fringe hair....FRINGE
Feathers - you can wear them in your hair or to accent
the neckline of a dress.
Colour Blocking - Wear a solid pink shirt with a solid
yellow skirt and a red purse with red shoes.... Do it!!!!!!
Bows - They never went out, and they aren't just for
little girls. If you are shy about
wearing bows on your clothes or in your hair...tie a huge bow on the side of your
bag out of a scarve.
Tribal/Ethnic textiles: Tie Dye, Arabian Nights, African
Colors, Persian Rugs, Hand Dyed Thai design, Middle Eastern textiles. I WANT TO TRAVEL...
Bright colors: Think "Charlie And The Chocolate Factory" "Fantasia"
A pack of rainbow skittles"
Scarves: Light Weight Scarves
They go perfect with a tank dress or t-shirt.
THIS IS JUST THE START OF A BEAUTIFUL ADVENTURE TOGETHER.....KEEP CHECKING FOR MORE FASHION TIPS AND PHOTOS.
THE PEOPLE WHO SHOP AT THE PRETTY PENNY MAKE ME SO HAPPY.
PLEASE JOIN US FOR OUR MEGA EVENT OF THE YEAR:
ROCKRIDGE OUT AND ABOUT FESTIVAL IS A CELEBRATION OF ARTISANS, FOOD AND COMMUNITY.
I want to thank my wonderful friends and temporary staff for being the most amazing people in the world and making the Pretty Penny wonderful.
FRIDAY AUGUST 8TH
Yves Henri Donat Mathieu Saint Laurent
WE'VE GOT LOTS OF SUMMER GOODIES:
SARA LINDSEY IS GOING OFF TO SCHOOL:
SAY GOODBYE MAY 31ST.
Sara Lindsey has made the decision to go off to school to study sustainable living at a college in Iowa. She has been with the Pretty Penny since the beginning of the new store and has made great contributions to the growth and success of this business. We wish her luck and thank her for all she has done for the Pretty penny.
NEW STAFF:
WELCOME TAMAR TO THE PRETTY PENNY: She will be starting her new position at the Pretty Penny on June 4th. She is a seasoned buyer of vintage and contemporary fashions. She is also a graduate of CCA and a freelance illustrator. 
ALTERATIONS AT THE PRETTY PENNY:
WELCOME ABI TO THE PRETTY PENNY FAMILY: Starting June 1st she will be doing alterations for customers and walk in's. Her price list and services will be available on the website and myspace page. Abi has years of experience creating her own designs and working on projects such as creating pants, skirts...you name it. Her seams are perfect and her vision for her work is professional and creative.
FOR THE FUTURE:
ABI AND THE PRETTY PENNY MERGE: In six months Abi and I hope to create a Pretty Penny by Abi line of clothing. Our vision is to recreate the best pieces of vintage fashions by following the flattering lines of dresses, bathing suits, jackets and tops. We will keep you posted.
SATURN RECORDS:
Saturn staff continue to put out amazing vinyl daily and have included video, record players and sheet music into their inventory. Run don't walk because the sheet music is selling out.
WEBSITE:
The website is almost finished thanks to all the hard work of Nicole. The website will include a blog, photo gallery, list of events and information on buying and selling. I hope that the website will be a great source for information on events in the Bay Area.
www.prettypennyclothing.com
PHOTOGRAPHY:
Talented photographer Steve loewinsohn is the Pretty Penny's resident Photographer. We have been working a few creative photo shoots and are looking forward to working together in the future. www.stephenloewinsohn.com
NEW STUFF IN THE STORE:
We are also starting to carry some new merchandise. We have a variety of footless tights, dresses, tank tops and shorts. This stuff is worth checking out. The price point is 14-26 dollars.
ALL THE CLOTHING, SHOES AND ACCESSORIES SHOWN IN THESE PHOTOS ARE CURRENLY FOR SALE:
ALL PHOTOS BY STEVE LOWENSON
<img src="http://img.photobucket.com/albums/v201/gnomesevent/l_7505df45d2a7f46f562bf7417911ccdf.jpg" border="0" alt="Photobucket">
5488 COLLEGE AVENUE
OAKLAND, CA. 94618
(ROCKRIDGE DISTRICT)
2 BLOCKS FROM ROCKRIDGE BART
PHONE: 510-326-7527
WEBSITE: WWW.PRETTYPENNYCLOTHING.COM
HOURS:
MONDAY-SATURDAY
11-7
SUNDAYS
12-5
BUYING HOURS:
SATURDAY AND SUNDAY DURING BUSINESS HOURS
NEXT NEWS LETTER WILL INCLUDE ALL THE WONDERFUL LOCAL TALENT IN THE STORE....CLOTHING, JEWELRY AND ART.....
STAY TUNED AND REMEMBER.........THE PRETTY PENNY LOVES YOU
