June 23, 2017
Last Updated on September 28, 2022 by Dominique de Merteuil
Veracious Vintage Co. is a heaven for all the divas “Curating a killer vintage wardrobe” as the shop’s owner herself describes, with glamorous dresses, suits and beyond from the 1930s-1960s. Her impeccable taste and love for vintage fashion are clearly visible in all of the carefully picked garments and it doesn’t come as a surprise, that the savvy vintage shopper, clicks the “add to basket” button before you get the chance to finish the sentence “Should I or should I not buy yet another 1950s Dior inspired New Look dress?”
And if you were wondering, was it me who missed on a great opportunity of purchasing a gorgeous 1950s dress from Veracious vintage Co. you would be right. I put the dress in question, that even Morticia Addams would approve of, for a few hours in my Wish List folder before someone else snapped it up.
The moral of the story is if you fall in love with a vintage piece you see and your budget or credit card limit permits, then don’t deliberate for long over the purchase as there are many vintage-holics out there and as I’ve now learnt the hard way, will not hesitate to hit the buy now button before you!
Dominique de Merteuil: How did you start your adventure in selling vintage clothes?
Veracious Vintage Co.: I am a 4th generation dealer in antique and vintage wares. I have been hunting for treasures from a very young age with my mother, my mentor. At age 7, with a $5 winning auction bid, I acquired my first vintage wedding gown.
Thus began the curation of an extensive vintage dress-up wardrobe that would become the envy of my childhood gal pals. I continued to buy second-hand through my teens and young adult life and selling was simply second nature – genetic really. Entrepreneurship became an obvious path after years in retail and now I feel fortunate enough to call my passion my livelihood.
DDM: What can we find in your vintage shop? For example, do you specialise in a particular era or type of garment, accessory, etc?
Veracious Vintage Co.: With Veracious Vintage Co. I specialize in the 1930s to early 1960s pieces with a particular affinity for design as well as utilitarian pieces from each decade. For example, you might find a 1930’s feedsack house dress or a sweeping floor-length gown worthy of the silver screen. A 1940s dress in mint condition and a war-era dress with “Mend and Make Do” modifications. Or a 1950’s classic housewife cotton shirtwaist next to a truly inspired fit and flare frock from the height of Dior’s New Look design.
DDM: Is there a process you go through when selecting garments for your shop? Perhaps you have a list of criteria, that you use when deciding which garments will be perfect for your shop and your clients?
Veracious Vintage Co.:I curate with my own aesthetic preference in mind but, as a business, I have sharpened my scope to shop with an eye for my clients which include burlesque dancers, modern pin-up models, and vintage lifestyle fashionistas.
My shop is set up to cater to all shapes, sizes, budgets, and a commitment to true vintage. I will never pass up a good silhouette or a good print, I cannot resist Lurex or anything that sparkles and you can simply never have too much cotton in your closet.
DDM: Where do you find all those beautiful vintage clothes and accessories for your shop? (if it’s not a secret!)
Veracious Vintage Co.: Finding good vintage is no different than finding good real estate. As the Baby Boomer generation moves on to greener pastures (or Florida) you can count on finding good vintage squirrelled away at estate sales, flea markets, and sleepy small towns.
DDM: What is your favourite period in time and why?
Veracious Vintage Co.: My preference comes from a longing for a time of quality and attention to detail. Pre-war, post-war, and Mid Century pieces precede overseas mass production. However, as a student of history, I also enjoy the idea of fashion as a historical snapshot of our world during a period of major change.
All of the dynamic shifts that occurred at this time can be found represented in the fashions. When you buy vintage you are not just curating a wardrobe, you are harbouring history.
DDM: What message/advice do you have for women who have never bought vintage clothes before? For example: what are the key pieces to start building a vintage look? What to keep in mind when making a purchase?
Veracious Vintage Co.: There are no rules to a modern vintage wardrobe…follow the signs, buy what you like, do your research, find a good seamstress, and save up for those investment pieces – they will never lose value.
If you are shopping on a budget, remember that design is a game of beg, borrow, and steal – if you are a lover of the 1950s and watching your pocketbook there are some great revival pieces from the 1980s to be found at a bargain.
DDM: What are the 3 favourite items that you have ever sold and why have you chosen to name those particular ones?
Veracious Vintage Co.: 1950’s Custom Made Pink Velvet Matador Costume – a pink velvet cape….need I say more – this beauty went on to burlesque!
NRA Label Suits – National Recovery Act garments are so truly unique, dated only from 1933-1935 they are the perfect example of a socio-political influence in fashion.
1940s Custom Made Women’s Western Wear Set – Hat, Tie, Blouse, and Trousers – now that I live in Texas I am a sucker for true vintage western wear.
DDM: What are your favourite vintage brands and are they very difficult to find?
Veracious Vintage Co.: I may chant “Lilli Ann” under my breath while I comb the suit racks of a vintage shop but great vintage fashion does not have anything to do with labels. Today you can find “vintage” Tommy Hilfiger and Calvin Klein mass-produced in the 90s, covered in monograms and labels that would make or break your high school popularity status.
Some of my best pieces were handmade with care and intention – altered and adjusted over years to last a lifetime. Dressing vintage is about being true to yourself and your aesthetic.
DDM: What’s in your wardrobe? Do you personally wear vintage clothes on a daily basis?
Veracious Vintage Co.: Since starting a small business I am a white t-shirt, jeans, and red lippy kind of girl. You might meet me at a pop-up or flea market in bumper bangs and yoga pants but on special occasions, I love wearing a few choice pieces from my collection – many of which were passed down from my mother.1940's dress1950's dress1960s fashionEtsy shopits beyond my control blogVeracious Vintage Co.vintage clothing shopVintage dressvintage fashion blogvintage shop