Setting the scene for future collectors

Chloe, what do you know about the history of vintage homeware collecting?

I’ve always been so fascinated by antiques, there’s so much history, character and craftsmanship that comes with objects of the past. To me, as I always strive to be different, there’s nothing better than finding something so unique nobody else has.  A playful and eclectic mix of curiosities is really what my style is all about.

What initially enticed you to the hobby that has become a business called ‘Scene by Chloe’?

I decided to take voluntary redundancy from Harrods last July. I’d always fantasised about becoming an antiques dealer and loved brands like Abigail Bell Vintage, Resident Objects, and By Alice Home. I just thought ‘there seems to be a space here in the UK for cool curated vintage at an accessible price point’ so I used my redundo pay to start me off.

August 17th is the day you posted your first photo on Instagram. How has the industry changed since you’ve been running Scene by Chloe? 

During lockdown people thought to give vintage selling a go for various reasons; side hustles, boredom or a new career.  When I started out, so many smaller brands, like candle brands, were emerging as everyone was into candle holders to display their trendy candles. The industry has definitely become more concentrated as there are so many new accounts selling similar, or even the same items.

We often see common items (for example fruit shaped ceramics  or cloud shaped lamps) sold by online stores. Are these commonly sold items a matter of choice by the seller or a limit to what’s source-able around you?  

Just like with any trend in any industry there are going to be ‘style gurus’ who have pioneered the trends for others to follow. For the Instagram interiors gurus whose home images have gone viral, followers will be inspired and want to buy into that look. Casa Viola was definitely a pioneer of the colourful glass trend as well as the Italian Majolica pottery. Gustaf Westman was the guru of the spiral candles and Ikea Skojig cloud lamp, and Cathrine De Lichtenberg of the arcopal tea sets.  

As a vintage seller you want to facilitate sourcing those hot pieces because customers want their homes to look like their favourite influencers. It’s not about just finding what’s available in the shops but finding those key pieces that are Instagram friendly. You need to sell the lifestyle.

Could you give us a glimpse into the excitement surrounding three common vintage items found across a variety of seller’s accounts

Right, a cow theme tablescape (lol, I’ve done one of these myself), is 90s nostalgia. And to be honest, there was something about being in lockdown and all your life pleasures becoming so simple, that a mug with a silly cow face could provide so much joy.  

Staffordshire Dogs are my faves. I love dogs and when you get a special pair with cute faces and lots of character it’s hard to let them go.  They were first made around the reign of Queen Victoria, with her King Charles Spaniel, Dash, being the main copied celeb dog. You’ll see many King Charles Spaniel versions of Staffordshire ’celebrity’ dogs were popular to make at the time, hence why there’s so many now.

Hand bag vases are actually quite a hard sell!  They look great and I like them, but I always found them hard to move. I think it’s because people don’t know how to style them. I know that many Italian glass blowers made them, however they’re cool now again as they look like 90’s handbag shapes and prints that pop on Instagram.    

Do you follow trends?

In trying to make this a full time business, I can’t be dependent on trends and following them. I’ve always been a non conformist and I hate anything boring almost as much as I hate the idea of boring other people. So, I always look for different things to keep Scene By Chloe interesting. 

I don’t know what the current trends are but I know what I’m into. I like the 80s trending styles currently and I’m getting quite into the postmodern look, the travertine rock tables and wavy wrought iron.  

Why did you choose to venture out into collecting more unusual items and rare homeware and art?  

When people are shopping Scene by Chloe they’re doing so because they believe in my taste and my brand that’s authentic to me. It’s important to branch out into other categories such as art, furniture and so on as I want repeat customers, and I guess there’s only so many candle holders one needs! 

Where do you source new items?  

I go to the same places as other collectors but I’m more serious about it. As well as visiting markets, car boots, antique shops, charity shops and looking online, I check the antiques fairs calendars and car boot calendars and plan my own buying schedule. I’ve also started to build connections within the industry who in time will begin to understand my style and can send things to me that they think are of interest.

What do you believe is the future of reselling vintage homeware and decor? 

Currently interiors thrive on Instagram, a platform full of people in their late 20’s plus, now settling down and buying houses and caring more about interiors. Online shopping via Instagram is definitely an industry that’ll continue to thrive as it’s an instant way of shopping, you’re dealing with the business owner directly and it’s an easy transaction.  

Do you believe the resale of glasswork and ceramics is enough for smaller accounts to thrive in the future?

It depends on how the pandemic pans out. Ceramics and glassware go hand in hand with tablescaping. Once those who had side hustles of small collectors accounts during the pandemic can go on holiday again and go out to dinner and socialise, do they still want those side hustles? And conversely, do people want to spend their money on small things for their homes when they could go on holiday? We’ll see!

Do you believe we have seen the last of the ‘kitsch’ style for the time being? It seems to have faded slightly as the lockdown lifted here in the UK.

Noooo don’t say that! Haha I don’t want to admit it because I like the kitschy stuff, but yes I think you’re right! ‘Kitsch’ provided joy over lockdown when we needed simple pleasures. I mean, why not have a stupid mug when you’re on your zoom call? It also may have been the Kitschy stuff that appealed more to GenZ, who were buying homeware over lockdown, however as lockdown lifts they are back out spending money on clothes rather than cow shaped mugs! For me, I’ll still continue to buy some kitschy pieces because I like to have some fun elements around the home, but I probably won’t do a full cow dinner service again!      

What are two of your favourite, most unique items you have ever found?  

I love the lager teapot I found. The four packs of Yorkshire Lager together as a ceramic teapot is just so comical and unique! I took it to a physical market and everyone was taking pictures of it. I also once found a full Carlton Ware, mint green ceramic crocodile set, teapot, sugar bowl, milk jug, butter dish and salt and pepper shakers.  Everything had a croc face and I knew I’d never find a full set like it again.  

You’ve been featured in the likes of Architectural Digest and The Stylist. What does it mean to you to be featured?

I’m thrilled to be featured in these publications. The strange part of running your own business is that you no longer have a boss and you don’t get recognition from your company, so you don’t really know if you’re doing a good job. Being featured in those publications is like my new validation that I’m doing a good job!  

Your images are taken within your home where you seem to be constantly swapping items in and out. What’s the reality of selling from home? 

It can definitely get a bit overwhelming having so much stock, but I’m getting better at it! I have furniture in my bedroom, bathroom, hallway, shed... there’s bits and bobs everywhere! I try to buy stuff, shoot it and put it away, but lots of times I may decide I don’t like the photos or I want to do a styled shot so I get things back out again and I’m back to living in a mess. 

And do you hope to have a store or space of your own in the future?

Yes, I would love to have a store or space, this is my next move. I was thinking a pop up would be good to test the water as I also don’t want to commit to crazy rents especially since we still have other Covid variants still looming. If anyone wants to give me a deal on a space or go in together please get in touch!  

How will you ensure you remain current and in tune with the needs of society?  

There are loads of vintage sellers on Instagram, but the ones that have a big, eager following are those that sell a whole lifestyle. They have their own style which gives them authority and people buy into their brand because of this. It’s all about building your own personal brand and most importantly, taking risks to establish that brand to ensure repeat customers that collect as your own little community.

Risks are important to take to ensure you’re ahead of the curve and not chasing it! I’ve only really just started buying bigger pieces like furniture and I’m starting to learn what works and what doesn’t. But yes it’s about continuing to look for inspiration and following the taste makers while keeping up to date with what’s hot.