Monday, October 24, 2016

Storefront Report: Former Atwater pot shop gives way to vintage apparel

Vela Fiera Vintage Boutique/Courtesy Vivian Fernandez

Vela Fiera Vintage Boutique/Courtesy Vivian Fernandez

A grand opening was held this weekend for Tela Fiera, a new Atwater Village vintage apparel and accessories store that has taken over a Glendale Boulevard storefront formerly occupied by a medical marijuana dispensary. Shop owner Vivian Fernandez and her husband had previously operated a vintage store in Miami’s South Beach section called Recycled Blues. After moving to California, and with their son entering kindergarten, Fernandez decided it was time to get back into business and leased the Glendale Boulevard space, located next to the Past Centuries antique store near Revere Street.

“I have more time to myself and have decided to open a second shop as a continuation to the legend we left behind,” said Fernandez, who lives in neighboring Glendale. “We love the quaint yet growing neighborhood of Atwater Village and are excited to become a part of the community.”

But with vintage stores almost as ubiquitous as pot shops, how is Tela Fiera going to set itself apartment from competitors?

“I believe that what sets me apart from my competitors are three main things: the quality and exclusivity of my merchandise, the environment of the store and the confidence of knowing that  customer service will be something, aside from the clothes, worth talking about,” she said via email. “I’m a picker, so I hand pick each and every item in the store, traveling to various cities within the country to do so. I love what I do and I love sharing it with people who have the same passion as I do.”

Tela Fiera
3425 Glendale Blvd, Atwater
Tue – Sun: 11 am-7 pm; closed Mondays

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