By Cristina Poklay

Vintage Never Dies

Nuzzled between North Center and North El Dorado streets is a hidden gem for those looking to revamp their style.

Lilou of the Valley Vintage is a shop proudly owned by Shontay Rodriguez. She and her husband, Branden Rodriguez, began the business selling vintage clothing through pop-up shops and eBay.

The duo opened the storefront in Stockton, California in February 2017.

“It used to be our friend’s tattoo shop, and so we had always talked about me doing pop-ups in here,” Shontay said.

After a period of time of juggling her regular job, being the middle men for other vintage shops, and raising her three children, things fell into place for Rodriguez.

“Once he had said that he was leaving the shop it just seemed right,” she said.

Before walking into the shop you get a glimpse of the many treasures inside.

The mannequins and thoughtfully-placed window displays beckons visitors in. Once inside the store, one can be overwhelmed by the amount of clothing, accessories, artwork and novelties waiting for their new owners. However, you’re greeted by Rodriguez, who is more than welcome to help and strike up a conversation.

“It’s very eclectic,” Rodriguez said. “It’s a compilation of things that we [her and her husband] are and what we like.”

Vintage is a lifestyle for Rodriguez.

#SoHard

Contrary to popular belief, the “Lilou” in “Lilou of the Valley Vintage” is not the shop owner, but the name of Rodriguez’s daughter.

“In French, it’s the equivalent of Lilly. It’s about showing that beautiful things can happen in what people perceive to not be such a beautiful place,” said Shontay.

Stockton has seen plenty from the housing market crashing to being considered one of the most violent cities in the United States.

Today, local business owners like Rodriguez have stepped up to show that there is more to the community than the negative news. Rodriguez makes an effort to get to know whoever walks into her store.

After going out of town to do business and with a local location opening up, it felt right for Rodriguez to set up shop in her hometown. With the shop located on South Acacia Street, she created a hashtag to represent her business being in downtown Stockton.

“One of my hashtags is ‘SoHard.’ It means ‘South of Harding.’ Get out and live a little. Take a street and learn about what’s here in your community,” she said.

Boss Babes

On April 5, 2018, Shontay presented at Boss Babes, an event to highlight women empowerment and local female entrepreneurs. It was held at Uniqo Salon on 36 N. California St., and organized by Goodstock Productions and Stockton Younger Women’s Task Force.

“The idea behind Boss Babes was really just to gather all the local female entrepreneurs and connect with one another, empower each other, learn from each other, and grow ourselves and grow our city,” Amy Sieffert, co-owner of Goodstock Productions said.

Three of the guest speakers each had their unique message for the community.

Jennifer Pratt, owner of boho-chic jewelry business Her Pretty Things, spoke about balancing home and work life. Shannon Rock, owner of Preserve Studio for photo and film, expressed the importance of knowing one’s worth. Rodriguez discussed her journey from bringing her home business into a brick and mortar.

Guests were also able to enjoy the wine bar and snacks, as well as the beauty bar hosted by Uniqo’s very own stylists. Music and talking filled the air as the community came together to network and get to know each other. Sieffert hopes to host another Boss Babes event in the future.

“It seems to be successful, so hopefully we’ll do more,” she said.

The Bucket List

From pop-up shops and eBay, to owning a brick and mortar, Rodriguez continues to work towards her dream.

Officially, Lilou of the Valley is a dress shop, retail shop and art gallery.

Soon after opening the shop, Rodriguez quickly faced the challenge of maintaining those titles. It became difficult for her to make her dresses and run the business simultaneously, as she is the only one present in her shop.

The idea of hiring some help is promising for Rodriguez, as it helps her fulfill her own goals.

“I think it’s definitely a thought […] but [I’m] still working out the kinks with everything and people have to prove to be trustworthy,” Rodriguez said. “I can’t do everything. It’s time consuming. We don’t remember how much time each little thing takes.”

Rodriguez’s vision is to be a pit stop for someone interested in the fashion industry. Her shop would offer someone the ability to learn about fashion throughout the decades.

Art is a vital aspect in the lives of the Rodriguez’s. Her husband, Branden, is an artist who has some of his own pieces decorating the shop. They hope to grow their art gallery in the future not only for Branden, but for the community as well.

“For such a long time it wasn’t something that people cared about here. More recently I feel like the city has gotten more in tune with how we treat our artists. It’s definitely a direct correlation on how your community thrives,” Shontay Rodriguez said.

Patience is a virtue, and Rodriguez knows that all too well. She continues to work hard with an open mind, while understanding that it takes time to pursue her passions.

“I’m thankful for every moment that I get to ride this crazy train and do this because this was the initial part of the dream. We’re crossing things off the bucket list. I’m excited each day to see where it goes or where it doesn’t go. You have to be able to adapt and be like water and do what water does—it moves,” said Rodriguez.