Our Story


MERCY vintage now in Oakland is the product of co-owners Karen and Jenny. They set up shop at their current store on Piedmont Avenue back in June of 2009, and brought back much of the deco and vintage charm of this 1920s space situated next door to Oakland’s longest continually operating movie theater. It’s a space where the sleek meets the antique, where soaring white walls, gold moldings, vintage furnishings, salvaged wood shelves, a pair of old tin fire doors and a restored hexagonal tile floor combine to provide a light, airy, contemporary and sophisticated boutique. The store’s clean and modern backdrop provide a setting where their carefully curated vintage fashions take the leading role.

MERCY vintage now is the brighter, bolder, more stylized incarnation of their former store, Dolled Up Vintage, in Berkeley. Karen and Jenny’s experience in the vintage clothing business, however, dates even further back. They have a combined experience of over two decades between them, through owning and managing stores, dealing at vintage trade shows in San Francisco and Los Angeles, hosting trunk and house sales throughout the Bay Area, and running 100% positive feedback eBay stores. Their love and their eye for quality vintage clothing goes even further back to their days as the creative, fashion-foward teenagers in the 80s with a love for mixing and matching eras and styles to create inspired and individual looks. There was the thrill of discovery, and the reward of recycling, reusing and saving the hidden treasures of by-gone years. Karen and Jenny‚Äôs love for vintage clothing was borne out of the respect of quality construction, material and design imparted to them on trips tagging along with their mothers to antique and second-hand stores throughout the East Bay and Southern California. It was through those outings where their mothers, who were designers and craftswomen themselves, passed on their knowledge of vintage pieces.

Karen and Jenny still enjoy the thrill of the hunt, whether scouring estate sales, buying from the public, or taking obscure road trips their keen eye and intuition, with their knowledge of eras, designers, trends and fashions, seek out and find only the finest of vintage clothing and accessories for their store. They still believe in the power, beauty and timelessness of quality, genuine vintage fashion, and believe that the unique and the exceptional will never go out of style. MERCY vintage now is proof of that.