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We Talked to the Founder of Artists & Fleas About Building a Vintage Empire

There's no question vintage is having a moment. There are the crowds of city-dwelling women fighting over limited pairs of vintage Levi's 501s. Or the fact that flea markets have become a weekend destination for 30-somethings more than their retiree parents. And then there's Artists & Fleas, which stands firmly at the pinnacle of the movement. 

Self-described as a "multi-merchant marketplace that has been disrupting retail for over a decade," the project began humbly as a side project for Amy Abrams and her husband, Ronen, as a way to meet and support local artisans, vintage dealers, and makers. Since then, Artists & Fleas has expanded to multiple locations across New York and recently set up shop in L.A. with no signs of stopping. We caught up with Amy to talk about her unique trajectory from working in investment banking to running her own recruiting firm finding her niche in a world she built herself. Here's Amy: 


"There was a store called Heart’s Desire in the town where I grew up. There was a woman by the name of Bonnie Levin who owned the store. I would go there and I would spend hours talking to her. She had antique jewelry and buttons that I would buy and I wanted to have a store like hers. Now I think, ‘Oh my God, I do all of those things.’

So maybe you should really lay down what you want to do when you’re 10 years old.


On Following—And Creating—Opportunity

I had spent my junior year [of college] in Israel and then I picked up and moved there. Very briefly, I waitressed, which was super fun, but then I landed a job working in an investment bank and consulting firm. That job was the most formative for me. I was surrounded by entrepreneurs. I would definitely sit there and write my own business plan. It really connected me to the world of entrepreneurship. 

When I came back from Israel, I worked at a software company in a marketing role. But then the company started hiring people and I realized I’d be much better at that. So I moved into recruiting and I joined a woman with a very small recruiting firm. It was a great job for me because it was high people interaction, [emphasized] using your instincts, [and] very creative. I helped this woman build her business really rapidly—and we’re still friends to this day. But she didn’t want that big of a business, and I realized that I could just do it for myself.

I didn’t really hesitate [before starting my own recruiting company], I figured I knew enough about how to do it. I’ve always had the attitude 'Well, if things go south, I’ll get a job.’ 


From Side Hustle to Serious Business: On Starting Artists and Fleas 

While I was in graduate school, my then-boyfriend, now husband Ronen and I started Artists and Fleas. I wouldn’t say we took it very seriously as a business at first. I mean, we registered it as a business, but we saw it as a fun place to hang out and create this cool shopping experience in Williamsburg. When I was in graduate school, I worked on it, but I wasn’t working full-time in the business until about five years ago. The two of us took it back and forth a little bit. 

[But] when people who were selling with us told us that they were making enough money to quit their day job and do it full-time, we took that responsibility pretty seriously….If we were going to have this platform, if [artists] were going to depend on it, we had to be a lot more serious as well. We feel very grateful that we’ve been able to facilitate that and that we’ve been able to show so many artists and designers.


On Balancing Work and Marriage....

In working with Ronen, I’m really, really grateful. We have a pretty unique situation in that we can spend tons of time with each other and not get sick of each other... I think we also share in the upside of our success in a very unique way. But we have similar skill sets so that sometimes forces us to be very clear about where we need to fill those gaps in terms of hires.

A lot of my friends are always like, 'I don’t know how you guys work together.’ But I think that different people have different kinds of relationships. We were really good friends for a long time before we dated. And I think we just get along really well.


...And Family (And, You Know, Life) 

I think some of it has to do with personality. I definitely know people who cannot turn off work. It doesn’t matter if they work for themselves or someone else. My kids have grown up and seen us work. Sometimes on the weekends we stop at the market, or certainly at night we have to work, but we try pretty hard to say, ‘When we’re home, we’re home.’  

I think that the beauty in terms of work-life balance is that, if you have a certain type of personality and if you have your own business, it gives you a lot of flexibility. But you’re never 100 percent off, right? But if you have really good staff that you count on, they want you to be off—so when they’re on vacation, I don’t bother them either. That’s the culture in our company. But I think [work-life balance] has really shifted. Especially in the digital age where you’re like always connected. It’s tough to make a concerted effort to turn off our phones. 


On Supporting Other Women 

I think one of the important things for women, in particular, is to find really strong mentors within their jobs and outside of that. And by extension, I think it’s really important to connect to communities. So I encourage women to join networking groups or other types of organizations that help them meet more people outside of their friend circle. And that creates opportunities for collaboration. That brings new ideas into the mix. I think you have to really cultivate a professional identity and when you meet smart, interesting women, you should learn from them."


Photos provided by Amy Abrams.

Any advice for women who want to start their own businesses?

I’m a really huge fan of dipping your toe in the water. You can try something on the side or experiment before you up and quit your job. Financially, if you can do that, do. But if you can’t, that’s something you can start on the side or start a consulting firm and get one client before you jump ship.

I also think it’s really important to be honest with yourself. It’s really hard to start a business. It takes a while and some people are cut out for that and some people aren’t. So one thing I have always suggested to people is to talk to women who have started businesses.

Seek out women whose businesses you admire—ones like the business you want to create. A little friendly competition is fine, but many, many women want to see other women succeed. So if you want to start a bakery, find a few women that you love, or men, and see if they’ll do an informational interview or if they’ll let you stop by and see what an average day is like.

What do you think it takes to be an entrepreneur? Is there a certain personality type that's more successful?

I have a very high threshold for risk and I’m an eternal optimist—and that’s a pretty good combination if you’re an entrepreneur. But I’ve worked with so many women that are entrepreneurs and I’ve seen so many people take that plunge at different times in their lives. So I don’t know if there’s only one program.

Take us through your morning routine.

6:30isham—Our dog is our alarm clock. He comes into our room and has that adorable look on his face that makes him impossible to ignore. My husband and I get up and make coffee together and hang out. Sometimes we talk about work and sometimes we talk about life—depends on the day.

6:55am—Quick email/calendar check

7am—I wake up my two daughters. This involves a morning snuggle. 

7:15am—Girls have breakfast and we (usually my husband) make the girls' lunches.

7:30am—Encourage the girls to get dressed, make their beds, and get organized for school.

7:45-8am—I usually jump into the shower around this time. In general, I usually have about 15-20 minutes to get dressed, but I have pretty much mastered getting ready quickly. On a good day, I have thought about what I want to wear while I am in the shower. This process is often interrupted, as my girls want me to do their hair and/or weigh-in on their outfit choice of the day. Somehow, it all gets done in a relatively painless way (meaning I don’t have to repeat myself more than three times).

8:20am—Head out and walk the girls to school.

8:40am—Jump on the subway to head into our office in SoHo.

9:30am—Arrive at work!

An Interview with Amy Abrams of Artists & Fleas- Her Starting Point

The single piece of advice you'd give your younger self if you could?

Be more comfortable knowing you can't make everyone happy.

 The one person you’d like to have dinner with, alive or dead?

That would be a tie between the following: It would be more like a dinner party which would include: Isabel Marant, Tina Fey, Amy Poehler, Trevor Noah, Lorne Michaels, Gloria Steinem…the list goes on.

What's one book every woman should read in her 20s?

My Antonia by Willa Cather.

What about her 30s?

Tiny Beautiful Things by Cheryl Strayed. 

Best kept secret in New York?

Chai from Lahore Deli on Crosby.

Your best personal flea market find?

Turquoise enamel locket.

What do you collect? (You know, stamps, wooden owls, whatever it might be.)

Vintage clothing.

An Interview with Amy Abrams of Artists & Fleas- Her Big Break

Go-to breakfast?   

Coffee and oatmeal—coffee first—always.

What makes you nervous?

These days—reading the news. Normally, rollercoasters.  

Favorite “treat yourself” routine/splurge?

Organic facials.

You have two daughters—what advice would you give to a woman considering working motherhood?

Find resources to help support you to do things so that you can be your best self at home and bring your best self to work.

Biggest professional pet peeve?

People who do not take the time to say thank you.

The app on your phone you can’t do without?

Camera, Words with Friends, and Instagram.

What do you hope to accomplish in the next five years?

Continue to use my creativity to launch new projects that combine all of my interests, talents, and experience.


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