Diary of a vintage shop owner — The Power of Location

by Latifa Choukri

Lessons from Opening Three Stores

When you start a retail business, your passion and products are often the center of your world. You think that if what you offer is unique, people will come — no matter where you are. I used to believe that too. But after opening three different shops, I’ve learned the hard way: location really matters.

Let me tell you my story.

Shop #1: Passion in the Wrong Place - Rue des Tanneurs 

My first shop was born out of enthusiasm and love for what I do. I found a space that was affordable and available — but it was in a street that didn’t see much foot traffic. Worse still, I was the only business there. It was hard to attract new customers, and even when people found me, the surroundings didn’t inspire confidence. No matter how great the products were, the location made it an uphill battle.

Shop #2: Hidden Treasure, Hidden Too Well - The Continental

Next, I tried something different: a showroom-style space. It had a beautiful interior and a curated vibe — but it was hidden away, with zero street visibility. It felt more like a private collection than a store. Again, people who made the effort to visit loved it, but the problem was always the same: they had to know about it first. And in retail, you can’t grow if you rely only on word-of-mouth or social media.

Shop #3: The Right Place at Last - Rue Blaes 132

Then came Rue Blaes.

This street is vibrant, full of life, and most importantly, it’s known for vintage and second-hand gems. The foot traffic is constant, the neighborhood energy is magnetic, and I’m surrounded by other like-minded businesses that attract the same audience. It changed everything. Suddenly, the same products were selling better. The visibility, the vibe, the local culture — it all aligned.

Why Location Matters More Than You Think

If you're in retail — especially second-hand — the right location isn't just about rent prices or space. It's about:

  • Visibility: People need to see you to discover you.

  • Surroundings: A good neighborhood builds trust and curiosity.

  • Community Fit: Your concept needs to match the area's identity and audience.

  • Spontaneity: Walk-ins and impulse visits can become your biggest revenue source.

Final Thoughts

Passion is essential, but so is strategy. You can have the best curation, the best story, and the most beautiful space — but if no one walks past your door, it's a silent masterpiece.

Opening on Rue Blaes taught me that being in the right place amplifies everything else you do. Your brand, your energy, and your sales — they all thrive when your shop is where it’s meant to be.

If you're thinking of opening your own space, my advice is simple: love what you do, but also respect the map. The street you choose might just make — or break — your dream.

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