Name: Jenny Velte

Hood: Golden Gate in North Oakland

Gig: Owner

Tell us more about Mercy Vintage Now.
"Mercy could be likened to a museum of beautiful, rare, and unique things from here and anywhere, while simultaneously being a house party of women and men of all ages just having fun with clothes. It's truly a unique experience being here. Something you have to see for yourself.

"

What’s your all-time favorite score from the store?
"A '20s hand-embroidered metallic-thread vest."

How did the shop come to be?
"Karen had a vintage shop in Berkeley called Dolled Up Vintage, and I used to sell to her regularly. One day, out of the blue, she called and asked if I wanted to buy it — she thought I'd be the perfect person to take over. I thought about it, but frankly, I was terrified. I had been managing a vintage shop for a few years, and had just quit ... but I knew I still wanted to be in vintage. Dolled Up Vintage was an amazing place, but the location was off-the-beaten path.

So, instead I proposed we partner, but re-open somewhere where people could really see us. About a month later, we found the space on Piedmont Avenue and literally drafted a partnership agreement overnight. It was crazy, trial by fire. We had every member of our families pitch in, from scraping paint to hanging the racks, and managed to put the shop together in a month. A serious labor of love. But it happened so organically, we knew we'd done something great." 


Jenny hangs out in one of her fave Piedmont Avenue haunts (besides her own shop), Good Stock, in a Jess Feury dress, necklace made by a friend, another necklace by Jacqueline Rose, and a vintage bracelet.

Photographed by Maria del Rio