Community Highlights: Meet Heather Caudill of Feathers

Today we’d like to introduce you to Heather Caudill.

Hi Heather, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
As a young girl I was always inspired by my home growing up. My parents restored an old historical home built in the 1900’s and much of the decor was sourced from thrift stores and antique malls. My mom used to take me thrift shopping often and I even started building my own vintage/thrifted wardrobe at the time. Never did I foresee that it would become my life’s passion. I grew up going to an art school in Cincinnati, Ohio, so I always envisioned myself doing something creative with my life. I moved to LA at the end of 2017 in pursuit of what that would be. After much exploration in many different fields such as styling, modeling, acting and of course all while maintaining a part time retail job to make ends meet, I came to a point of desperation. Desperate for purpose and meaning, I was tired of just surviving. Out of my desperation and prayers I wrote up a business plan. A plan to start curating and selling vintage. I started with local LA flea markets and it’s truly a humbling experience starting a business from the ground up with little to no experience. I feel like not enough people talk about the courage and humility it requires to show up in spaces you’ve never been before and do a job you’ve never done before. But I believe all my experiences in the entertainment industry prepared me for this season in my life. I worked the flea market scene for a year or so learning and growing along the way. When one day I stumbled upon this charming little courtyard area on Melrose with a storefront in it and for lease in the window. Nothing about my circumstances screamed “you’re ready for a brick and mortar!” But there was something special about this little shop, it spoke to me. And after viewing the space, I had a vision of what it could become and the moments that could be created there. We often ask ourselves, “are we ready?” I saw a quote recently that describes my thoughts on this exactly. It said, “Being ready is a myth. You start. You suck. You figure it out. You get better.” My journey hasn’t been the most conventional, things have moved quickly before I knew if I was ready but sometimes the best way to learn is by doing. So I’ve jumped in with faith and a willingness to fail. A little over a year and a half later and it’s been such a gift to fall even deeper in love with what I’m doing. I’m truly living in a God dream.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
The road has been far from smooth, there’s been many bumps and cracks along the way. From the very beginning, it took me much longer than the ideal timeframe to design and turn the space over to be ready to open. What was only supposed to take two months, turned into four and I found myself reinforcing racks into the wall and pricing inventory hours before opening. Of course I knew the legacy of Melrose Ave, especially when it came to vintage and secondhand shopping. I knew the tourism and foot traffic it drew. I was patron to the street before I ever imagined owning a business of my own. But despite all of these things and despite my storefront window display being the first thing you see in the courtyard, there are obvious limitations to being tucked away from the street. Learning to market myself has been a real test especially as a small business owner who wears all the hats in my business. Unfortunately unable to hire employees for now, I’m faced with sourcing the inventory for the store, running the store during operating hours, as well as building an online storefront and social media marketing for the store. Honestly, the list goes on. Dedication, sacrifice, discipline and time management, all things I’ve been tested in along the way. On the daily I have to remember my why, why I do what I do. Ultimately it’s not about me, it’s about those special moments with customers. Those conversations and those moments of joy finding pieces they love that feel like an expression of themselves that they get to go out and do this life in. I feel honored to be a part of that and I feel blessed to share my heart with people. That makes every challenge I face worth while.

Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Feathers is a boutique style vintage store with a curated selection of women’s clothing and accessories. On a street that’s saturated with vintage and secondhand clothing, what sets us apart is our selection and attention to detail. For those who are over stimulated walking into a large vintage store with racks of clothing and no clue where to start, Feathers eliminates the time and stress of sorting through chaos to find that one dream piece. I’ve spent countless hours curating our pieces as well as prepping, researching and merchandising them. I take so much pride in the process that goes into preparing these items for the floor. Every single item is washed, cleaned, steamed and cared for. I’m extremely selective and picky when it comes to the condition and wear of the items. Regardless of an item being old or used, my desire is for my customers to feel like they’re buying something new, something they could wear right out of the store if they wanted to. One of my favorite compliments is, “it smells so good in here” or “it doesn’t smell like a vintage store in here”. Our space is kept clean, fragrant and racks are well maintained and shoppable. One of the perks of our space is that it’s intimate and feels like home. Whether you enjoy shopping with headphones, prefer to spark up conversation or maybe you’re looking for suggestions and some styling assistance, you’re in the right place. We also have the perfect, most charming courtyard area with seating and coffee shops. It’s perfect for hanging out and staying a while. To top it off, we periodically utilize the courtyard space for events and pop ups with different vendors, music, snacks and vibes. We’re not just curating vintage, we’re cultivating community!

Where do you see things going in the next 5-10 years?
I think vintage and secondhand clothing is only becoming more and more desirable as time goes on. With the increase in consumerism and overproduction, I see the desire to shop sustainably continuing to grow. I could also foresee the accessibility to true vintage clothing becoming more challenging several years from now. With that in mind I think it becomes even more essential to remain unique and authentic when it comes to business and your relationships. In an industry that’s oversaturated, the key is to be set apart. Trends in fashion come and go but style is the one thing that remains. It’s a gift to have an eye and it’s important to trust your own vision.

Contact Info:

• Instagram: https://www.instagram.com/shopfeathersla