With a joyful spontaneity, an expert eye and a devoted following, Cheryl Howell is like a delightful curator of cool, reigning over what she calls St Pete's newest and weirdest vintage shop. And that mouthful of a name has had tongues wagging all over town.
Her recent grand opening street-style celebration was so well attended that it introduced a whole new crowd of patrons to cult favorite café Uptown Eats, who stayed open late and offered a vintage themed mac-n-cheese menu for the event. New and old friends, carrying armfuls of items, mingled with Howell and her cadre of “friendors” who she has been collecting during her many years as a staple on the local market scene. But Howell’s reach is actually international, as she has been building her successful brand for years around her laser-cut jewelry business, which features vintage and pop images, as well as her popular Etsy store and a curated collection of vintage finds available in select stores in California.
Her groovy brick-and-mortar shop, with colorful 70s inspired murals adorning the walls, is an outlet for her to also curate the wares and artwork of “other weirdos” as she puts it. So far, her brand of weird is packing them in.
What do you love about vintage?
I've always been drawn to vintage pieces. As a child, I played with my grandmother's button tin for hours imagining what garments they came from and how I could repurpose them. I made myself dresses out of her vintage pillowcases and hid away in her wardrobe for hours, trying on beaded necklaces and pretending I was Elizabeth Taylor.
I started thrifting in high school to distinguish myself and recreate iconic grunge fashion. I've always considered myself a bit of an odd duck. I like to think I created the word “quirkward,” which (in my mind) stands for slightly awkward and quirky but lovable. That's how I would describe myself, and the store is an extension of my personality. If you think of your most eccentric relative mixed with mom-energy, that's the shop—a warm hug from a weirdo you love and trust.
What is the difference between second-
hand, thrift and vintage shops?
I think many people think of vintage and antique stores as expensive, whereas thrift and second-hand shops are often cluttered and cheap. I'm a mid-point. The theme of the shop is affordable, sustainable and giftable. I've done all the thrifting for you. I've curated a collection of all the best pieces from across the country and brought them to one glorious 900-square foot space in sunny St. Pete.
Aside from clothing, what other sorts of items do you have in store?
I curate a selection of locally made artisan jewelry and other items, eclectic vintage home décor, stickers, cards, soaps and I’m always adding to the assortment. It's a smattering of everything you never knew you needed or wanted to gift someone.
I have the epic St. Pete locals Bodhi Basics Soaps and O'Berry's Succulents and a line of candles from Old Seminole Heights-native Astatula Candle Co.
I'm particularly thrilled to have Jennifer Kosharek wearable art in the shop. She's such a legend in St. Pete and I'm honored to be the only shop carrying her painted clothing and purses, as well as wall art, cards and stickers. I'm bringing in a fierce force of empowered women makers and I'm overwhelmed with gratitude for them. I plan to showcase as many local female artists and artisans throughout the walls and shelves of the shop. We've got a little something for everyone.
I Am So Not Cool Vintage is located 689 Dr. Martin Luther King Jr. St. N. Find them on Facebook and Instagram or visit iamsonotcool.net to shop the earring collection.
