VENTURE: The Gift of Vintage

By Elissa Emoto, staff writer | Communication Studies major

There are some holiday shoppers that shudder at the idea of finding the perfect gifts during the Christmas season.  What do you actually get for the person who has everything?  Look no further than The Grove Vintage shop in

Claremont Village, which offers unique items for the style savvy and environmentally minded person.

The Grove hosts vintage merchandise that has been recycled mostly from the 1970’s, 80’s and 90’s—which means approximately 90 percent of the clothing was originally produced in sweatshop free environments in downtown Los Angeles.  The quirky yet fun store design is focused on a theme of owls and birdcages.

Donna Daniel, the owner and lead buyer for The Grove, had always dreamt of owning her own boutique, but what first started as a way to earn extra cash quickly turned into a full-time passion.  Daniel started selling clothing from her eBay store and about six years ago. She later realized there was a market for antiques and vintage clothing in Claremont where a lot of college students reside.

“The appeal for college students is the price point for sure,” said Daniel. “I carry a lot of merchandise that is similar to Urban Outfitters and H&M. So you can absolutely get the same vibe, but it is a unique product.”

The design of the store was such a big hit that customers began asking if they could buy the décor.  These inquiries led to the opening of The Grove Home this past summer, which can be found directly across from the original clothing store.

“The space across the street became available and we always had a lot of interest in the décor,” said Daniel. “It is just my personal collection, so I decided to start bringing in small pieces and selling them as well.”

Daniel also participates in the Pasadena Rosebowl Flea Market every month where she has an opportunity to sell merchandise that did not initially sell in store. It is not uncommon for her to meet Urban Outfitters representatives who are scoping out the vintage products as inspiration for their large corporation’s design.

She employs two different buyers, in addition to herself, who help pick out new products every season.

“I have people who come to me from all different walks [with new merchandise] and I have other antique dealers as well,” said Daniel. “I will also wholesale clothing to other dealers. I deal to people all over the world like New York, Japan, and Australia.”

Daniel and her two buyers—Rhonda Dye and Kim Gritten—are able to provide a variety of trendy vintage clothing that appeals to both the young and the old.

“I love that someone can come in, like a mom and a daughter, and they can each find something they like,” said Daniel. “I had no idea how many of my customers are over the age of 60 as well.”

Finding a good deal on a college budget is sometimes hard to come by, and especially when it comes to one-of-a-kind vintage clothing.  However, among the higher-end shops in Claremont Village, students will find a new obsession at The Grove Vintage shop as the store offers reasonably priced yet unique clothing.

“I try to appeal to a very broad customer, rather than just straight vintage,” said Daniel. “Some of these great items hang in people’s closets for 30 years. So we just dust it off and hang it on our racks to sell.”

The Grove Vintage is located on 206 West Bonita Avenue in Claremont, Calif. 91711.  The clothing store is at this exact location and The Grove Home store can be found directly across the street.  Business hours are Tuesday to Saturday, 12 pm to 6 pm and Sunday from 12 pm to 5 pm.  Have more questions? Contact the store at (909) 625-2380.