Swiftly Vintage, the clothing brand Castleberry Hill resident Donna Lindsay has been building through pop-ups around the area, is getting a storefront of its own. Lindsay plans to open in a 1,100-square-foot space at 241 Mitchell St. in South downtownATL this June.
The move came after Lindsay, who has collected vintage for most of her life, learned that South Downtown was bringing local brands into its lineup ahead of the World Cup this summer. For a seller who had been setting up temporary shops around the neighborhood, that push to feature local names opened the door to a space on Mitchell Street.
The arrangement starts out short-term. Swiftly Vintage will run the space as a pop-up through Sept. 15. Lindsay has said that if business is strong by September, she intends to stay and turn the shop into a more lasting part of the block.
What the shop will look like
Work on the interior has already been shared on Lindsay's social media, where a recent video showed the space being prepared. The plan is a pared-back room with white oak hardwood floors, a setting chosen to complement the old Hollywood glamour look that runs through her collection.
Three lines under one name
Lindsay is not treating Swiftly Vintage as a single store concept. She is building a family of brands under the name, each aimed at a different kind of shopper.
The Swiftly Vintage Collection will carry high-end, one-of-a-kind pieces for buyers looking for something unusual.
Swiftly Vintage itself covers the everyday side of the business, with vintage picked for regular customers.
NVY, short for Not Vintage Yet, is reserved for quality clothing that is under 20 years old and so falls just short of the vintage label.
Beyond those three lines, Lindsay has a specialty in vintage lingerie, and she is growing the part of the business devoted to vintage wedding dresses.
A neighbor moving next door
The opening keeps a Castleberry Hill entrepreneur close to home. Lindsay lives in the Castleberry Hill Historic Arts District, and the pop-ups she ran around the area came before this lease. The Mitchell Street shop gives her a fixed address for the summer and a test run for something longer.
Whether the store stays past mid-September will come down to how shoppers respond over the coming months. If business holds up, Lindsay plans to keep Swiftly Vintage in place as a more permanent fixture.
Original reporting by Emily McGinn for What Now Atlanta.
