As you embark on your journey at Tufts, be sure to stop by Vivant Vintage at its new location on Newbury Street.
From operating a unique mobile boutique — a tricycle-pulled cart named “Le Pants King and The Traveling Spectacular” — Justin Pomerleau and his wife, Emmy Sawich, transformed their vision into reality with the opening of Vivant Vintage on Newbury Street on March 1. After spending several years preparing for this high-profile second location, their hard work has finally paid off.
“I put every ounce of effort I could back into it over the past 10 years, and now we’re a team of 18 people with three locations — two retail spacing and one warehouse location,” Pomerleau shared.
When Johnny Cupcakes, the previous owner of the storefront, approached Pomerleau about taking over the location, he immediately envisioned an Art Deco, 1920s, theater-inspired shop design.
The interior of Vivant Vintage is pictured.
Remarkably, Pomerleau and Sawich prepared the new store in just 28 days — a feat that had never been accomplished before, according to a landlord who has managed properties on Newbury Street for decades.
For the past two years, the couple has been transitioning Vivant Vintage toward an Art Deco design. They’ve introduced new bag tags and incorporated a photo booth at their Newbury location. Inside, the cash register and jewelry counter mimic the concessions area of a theater, while a granite-top bar evokes the charm of a speakeasy. The dressing room attendant is set up like a ticket booth, and the changing rooms are complete with crushed red velvet curtains and arched doorways. At the center of the shop, a painted Renaissance-esque ceiling adds a grand touch, creating a luxurious and elegant atmosphere that balances both masculine and feminine elements.
Building on this Art Deco theme, Pomerleau and Sawich crafted the catchphrase “It’s Showtime” for their Newbury location, wanting to switch up from the traditional “grand opening” signage to better reflect the shop’s character. A striking marquee sign at the back of the shop prominently displays the word “Showtime.”
Since the launch of their Newbury location, the couple has taken a break from the market scene, having previously participated in around 60 markets each year, collaborating with the mayor’s office, Orchard Skateshop, Boston Main Streets and more.
The interior of Vivant Vintage is pictured.
Opening this storefront has required significant sacrifices. Pomerleau invested nearly his entire life savings into the venture while managing the challenges of having a 4-month-old baby in the Neonatal Intensive Care Unit and a 4-year-old son at home.
Looking ahead, their primary focus remains on the Newbury Street location, particularly as Open Newbury Street begins in early June, allowing them to set up shop outside on Sundays and host fun activities with neighboring stores.
However, the couple is also trying to bring back interest to the Allston location by offering 10% student discounts every weekday. Both locations offer the same products, but the Allston location has a larger inventory of denim and pants. They plan to relocate the Allston location to a larger space, which will serve as both a warehouse and an expanded storefront, while keeping Newbury Street as their high-traffic tourist destination.
“Vivant brings a volume of clothing that is curated to a level that transcends vintage stores into more of a retail clothing setting,” Pomerleau explained.
Every piece in the store is handpicked, guaranteeing customers find unique, high-quality pieces.
Additionally, Pomerleau and Sawich aspire to produce their own clothing, jewelry and sunglasses, transitioning from a vintage store to a brand. They hope to introduce an in-house designed silver ring within the next 12 months.
Vivant Vintage stands out as one of the few independently owned vintage stores in Boston. Be sure to also explore other vintage and thrift spots in the area, such as Found and The Attic Cambridge, and keep an eye out for on-campus thrift pop-ups from Past On Vintage.
