San Francisco has always been a city known for thrifting, but it is only recently that the Outer Richmond block of Balboa Street between 19th and 20th avenues has become a vintage shopping destination.
During the COVID-19 pandemic, Graciela Ronconi, the owner of Love Street Vintage, relocated her popular Haight Street shop to 1801 Balboa St., in December of 2020. As a longtime Richmond District resident, Ronconi felt the “neighborhood was starving for a fun business.” While the block was quiet at first, new businesses started to move in, such as Wood Goods and Hot Sauce in 2021, and the popular Nob Hill coffee shop, Coffee Movement in 2022. These retail businesses brought foot traffic and paved the way for additional stores to open nearby.
In September 2024, Richmond resident Ashley Von Edge went on a trip to Brazil with her family, taking a break from working at the San Francisco Bicycle Coalition. She had never owned her own business but said she had always been a thrifter and loved talking to people, noticing their funky outfits. She also said she enjoyed the process of looking for unique pieces and finding good deals. While in Brazil, Von Edge started to think about having a different career, where she could make her own rules…