When battling the forces of Amazon and fast consumer culture, hustling as a small business owner isn’t just about selling — it’s about survival. Striking the right balance between staying relevant and making sales is a constant challenge.
Mika Spence’s vintage clothing shop, Charm School Vintage, has a lot of fans both online and in her hometown of Austin, Texas. That balance — keeping people interested in the brand while maintaining strong sales — determines whether a great idea thrives in a competitive market. People worldwide visit her store searching for unique chunky heels, sheer tops, or ‘90s throwback grails. With Gen Z driving demand for vintage fashion, even Nirvana t-shirts are now big-ticket items.
Thrift stores have always been around, but as shoppers move away from fast fashion, sustainability, and individuality drive a new wave of resale culture. The shift is clear for Spence: “I think the younger generation is truly concerned about sustainability and its environmental aspects, along with them not buying into the whole capitalism, the hamster wheel of fast fashion.”
According to The New York Times, “There are over 25,000 resale stores in the United States, and secondhand apparel sales increased about 11 percent in 2023 from the year before, based on a study by Capital One. In 2023, apparel resale in the United States grew seven times the rate of the broader retail industry, and the used clothing market reached $43 billion, up from about $23 billion in 2018.”
Spence sees a generational shift in how people shop. “Fashion has stagnated since the ‘90s,” she explains. “We had a blip in the early 2000s — Paris Hilton, low-rise pants, whale tails, but beyond that, there haven’t been big changes. You don’t go to the mall to be inspired anymore because it’s the same.”
From Cybersecurity to Curated Looks
Spence didn’t start in the vintage world. She worked for an orthopedic surgeon, spent 11 years as a stay-at-home mom, and built a cybersecurity marketing and sales strategy career before realizing she wanted to do something she truly loved. “So I bought a vintage clothing store in 2021.”
While passion drives the business, she quickly realized love for fashion alone wasn’t enough. “When I bought Charm School, I realized the skill set I had from tech sales was exactly what the store needed to grow. You can’t just sit and wait for customers. Word of mouth only goes so far — you have to have a digital presence.”
More Than Just Cool Clothes — It’s Marketing
Vintage retail doesn’t operate on “build it, and they will come.” In an era where buyers can click their way to whatever they need, standing out requires intentional digital marketing.
To drive traffic, Spence leans into Google ads, Instagram content, and community engagement. And it works: “When someone comes into the store and says, ‘I saw this on Instagram’ or ‘I saw your website,’ that’s a win. I’ve had people visit from New York or LA because they loved our vibe online.”
Instagram has become the engine behind many successful resale businesses, acting as a storefront and a branding tool. “A lot of people are selling on Instagram. You have to use it not just to show what you have but to create a personality for your store.”
Scaling Up: A New Location, New Challenges
Charm School Vintage isn’t staying put. Spence is expanding into Waco, Texas, where Baylor University and the growing Joanna Gaines empire create a different retail ecosystem. Growth brings new challenges, and Spence is pragmatic: “No one cares about you. Not your landlord, not other business owners. You’re on your own.”
Still, her customers are her biggest supporters, spreading the word through repeat business and social media. That direct connection with shoppers keeps Charm School thriving, even in a competitive landscape.
Lessons from the Hustle
Running a vintage store means embracing trial and error — and tuning out the noise. “When I first started, I worried too much about making the store palatable to the masses. But that caused unnecessary stress. I realized I just need Charm School to be Charm School.”
For Spence, vintage fashion isn’t about chasing trends; it’s about self-discovery. “People who love vintage aren’t trying to look like everyone else. They take the time to figure out what makes them feel good, instead of ordering the same thing everyone else has.”
As Charm School Vintage grows, Spence proves that a good eye, smart marketing, and a love for the craft can turn a passion into a thriving business — even in an era of instant gratification.
