Ewie Dot Com
Photography by Dominic Lamora
Interview by Lana Nassir
Upon walking into Ewie Vintage, a newly opened vintage store by Avery Greey, you feel like you’ve entered the coolest Y2K bedroom: funky prints on the wall, kitsch-y lamps, fun books stacked on each shelf, and the trendiest clothing pieces you could find. And the owner herself? A sweet and charismatic person with a true love for what she does. Do yourself a favor and visit Ewie Vintage in Phoenix, AZ and make sure to check out her instagram page at ewiedotcom.
I: Okay so, a vintage store. What initially inspired the creative process towards it?
AG: I’ve always had a love for fashion and I’m particularly drawn towards vintage pieces. I knew I wanted a store eventually but didn’t know the exact steps to get there. However, I knew that it required a loyal audience that was willing to support me. So I started curating clothes and doing pop ups and flea markets. It was really important for me to form genuine connections with the people who showed up at those, rather than just treating them like a customer. I was doing really well at those events and had the idea to look for a bigger, more permanent space. I actually found my current spot as I was driving by and thought it would be perfect. It was in my price range and all the pieces fell into place. I just went for it and knew it would all work out. I knew even if the store didn’t work out it wasn’t the end of the world, it was just an opportunity I decided to jump on.
I:What does a day in the life look like for you?
AG: A regular day in life for me is like a scavenger hunt. Whether it’s looking for wholesale sellers, vintage clothes on eBay, pieces on offer up or Facebook marketplace. I’m constantly searching for pieces to add to my store’s collection.
I: Who do you look up to the most as a female in the creative community?
AG: I would say that Cass Hoverson, the owner of crummy clothes, is a female creative in the community that I look up to the most. We met at the very beginning of my journey and she helped me grow so much as a person. She is constantly helping other people shine brighter and fulfill their creative potential. I don’t know how, but she just brings out a part of people they don’t know they have. I think a ton of other women in the community look up to her for her boldness and caring nature.
I: We hear about others’ successes all the time. What does success mean to you personally? How do you make peace with it?
AG: Right now I feel very Successful with my life and my business. I know my idea of success is always changing with new goals I create but opening up a storefront was a major milestone for me. I think that will continue to make me feel successful, having a space for me to fulfill my creativity and share it with others. Whether that’s my store front or another artistic medium, I’ll be happy. My ideas of success are fluid and ever-changing, and that’s the part I have to make peace with: accepting that anything can change at any time. The way I deal with that is knowing I am capable of adapting to the unexpected.
I: We all find a corner of inspiration somewhere. What does your creative bubble usually consist of?
AG: My creative time consists of many things. Most of it is picking out clothing that I hope will make people feel good. And the other part of it is spent on random art projects. I love making little things that contribute to my store and brand like goodie bags, thank you notes, scavenger hunts, or holiday decor. Adding those artistic elements brings my personal touch to my brand, and it really gets my creative mind going. I love making even the little details fun and memorable.
I: I noticed, aside from having your own store, I see that you have your own logo. Do you have a brand as well? Or is it a fun additive to your shop?
AG: The Ewie logo is just another part of my store. I have it screen printed on tees and tank tops. I’m not sure if I’ll expand where the logo goes, but I’m happy with what I have now. Beyond that, my mom and I make cute purses and tote bags out of recycled fabrics. We tend to change up what we’re making all the time depending on what ideas pop into my head.
I: We all deal with pressures. How did you deal with opening day?
AG: I put a lot of pressure on myself to perform well at our pop-ups and flea markets. That means ensuring high engagement on social media and getting the word out. But for opening day, I felt fairly confident because of how much support the community has shown me. Generally, I try not to have specific expectations of how I want the events to go. I’ve learned to be happy with whatever the turn out is. I’ve had pop-ups where the turnout was not the best, but I still had an amazing time because at least a few people got to pick out pieces that they love. Regardless of how many people show up, I get to make real connections and that’s priceless to me.
I: Do you have anything that you’d like to add about yourself or your brand?
AG: Ewie is a community project and I love when other people give me their input or ideas. I couldn’t do it without them, and I’m really grateful to every single person who has supported me.