An interview about the store with the owner:

Tell me about yourself. What inspired you to start up your own business?

I fell in love with downtown Northfield when I moved to town in 2008. I dreamed of opening a store, but at the time I was a stay-at-home mom with two kids under 5. When my youngest child went to first grade I got a job in downtown Northfield at By All Means Graphics. I am a graphic designer, and I grew up in a print shop. My dad and grandpa both had print shops, so working at By All Means Graphics made me feel right at home! It wasn’t a retail store, but it was downtown and I loved having a view of the river from my desk. That was 12 years ago. Now I’m a woman with grown children, a passion for thrifting and knack for finding interesting and unique items. A year ago I turned my shopping passion into a side business when I started selling some of the treasures I collect at Vintage etc. when it reopened at 311 Division Street. In addition to vintage decor I brought in my clothing that I’d saved since the 1990s, because my own kids didn’t want it (Mom is lame, of course), and was pleasantly surprised that the college students in Northfield agreed with my assessment that my treasured pieces from the ‘90s were amazing! I went in search of more vintage clothing from the 1900s and pretty soon I was selling more clothing than antiques. When I heard that the space next door to Vintage etc. was going to be available, I jumped at the chance to expand into my own store! My favorite part about having this store is that l get to hang out with cool people, including my kids because they love being in the store and my 22-year-old actually works in the store most days. I still work my day job at By All Means Graphics so I get to be creative all day, every day, which is awesome!

I understand you curate your own collection. What do you look for when picking out pieces/what draws you to the vintage and upcycled clothing scene?

My personal style is very eclectic. One day I might have a very flowy boho style, but the next day I might dress like a 1950s housewife. I just like beautiful, well-designed clothing and accessories and nothing beats the quality of yesteryear! When I’m picking clothing for the store, whether new or used, I look for quality fabrics, interesting prints and unique designs. I view fashion as art and the human body as a canvas. When I put together an outfit, I love to mix textures and put together an interesting color palette. I’m inspired by art, nature, books and movies and I strive to create a vibe with whatever outfit I put together on any given day. I love colorful clothing with bold patterns. I adore patent leather and anything beaded. If it’s shiny I collect it. My kids call me a magpie. I know that not everyone wants to look like a peacock like I do, so I brought in some other style perspectives to the store as well. A couple of friends have their own clothing and accessories collections in the store as does my son. This really expanded the style selection to cover a wider gamut because I now have a Gen Z aesthetic in addition to my own Gen X style, and my son and my friends bring in a queer aesthetic that I love. My son and I are both on the autism spectrum so we also bring a neurodivergent flair to the business. We often select fabrics because they feel good and jewelry because it’s fun to touch and play with. Plus we bring some of our special interests to the store. I love the Renaissance Festival and dragons and peacocks and Art Nouveau so you’ll see that throughout the store. My son’s interests include anime, making jewelry out of random items like keys, erasers, pill bottles and other stuff and crocheting so you’ll see that around the store. My friend brings a North Shore aesthetic in with her clothing selections and another Gen Z friend brings in the latest trends. But essentially what I look for when selecting items for the store is something you won’t find in every other store. For my new items I buy very few, sometimes just one, of each item because I want everything here to feel unique.

You seem very dedicated to making your store a positive environment for everyone. Could you tell me a bit more about that? 

That probably stems from being neurodivergent and often feeling like the world was not designed for me and also from raising two queer children who, especially in the current political climate, often don’t feel safe in the world. My shop is a safe and welcoming space. The exposed limestone brick walls contribute to the feeling of calm and safety in the store. I think that’s why my kids like being in the store so much. It almost feels like being under a weighted blanket. Something about the limestone and the colors in here feels tranquil and inviting. I can’t take credit for that. The guys who owned Petalina Mercantile (the store that was in here before mine) chose the colors and I was just thrilled that I didn’t have to do anything to the space. It was already perfect for my store. My checkout counter is an amazing antique counter from a hardware store circa 1900/1910. It has a wonderful patina of age. I actually drove to Sioux Falls, SD with a friend to pick up this 10-foot, solid wood beast! I rented a U-Haul in Sioux Falls and drove it back home to Minnesota. My family thought that was an insane thing to do, but I love it. It’s perfect for the space. The building my store is in was built in 1910!

You mentioned loving Art Nouveou style. How does that relate to The Boho Peacock?

Well, speaking of 1910, that was near the end of the Art Nouveau style period, which is my favorite era. Art Nouveau and the Bohemian movement are both important parts of my store’s inspiration. The Bohemians were a collection of writers, artists and philosophers in the late 1800s who were the original counterculture. Bohemians sought to live a life of creative freedom outside of materialism, violence, and other aspects of society they felt were corrupt. The Bohemian style, often termed ‘Boho chic’, is a fashion and lifestyle choice characterized by its unconventional and free-spirited essence. Art Nouveau is a style of art, architecture, and applied/industrial art, especially the decorative arts. It was often inspired by natural forms such as the sinuous curves of plants and flowers. It was popular between about 1890 and 1910. It ended when World War I changed the world forever and was replaced by Art Deco which is more geometric and features straight lines. It speaks to a world that had become more interested in modern technology than nature. I love Art Deco as well and, in fact, have a great line of earrings in the store inspired by the famous Art Deco architecture of Frank Lloyd Wright. Both styles are beautiful. I just particularly love the flowing, natural lines and sort of hippie aesthetic of Art Nouveau and Boho Chic.

You’ll see Art Nouveau all over my store. The font I used for The Boho Peacock logo is a classic Art Nouveau font and any chance I get to bring Art Nouveau into the store I do, whether it’s art on the walls or a product I sell. If you haven’t guessed from everything else I’ve said, the peacock part of the store’s name refers to my love of over the top, colorful, even ostentatious style. The peacock is a natural work of art. It’s important to me to make the world a more beautiful place by any means I can, whether through graphic design, fashion or decorating. I feel better about the world and my place in it when I turn my little corner of it into something beautiful and joyful.