Hyde Park gem: Ms. Gilda Boutique
Owner of Gilda's Vintage Boutique, Ms.Gilda, poses in front of her original logo. Photo Courtesy Faith Hennig
When I first visited Chicago in the summer of 2020, the year had already been rough and I knew I needed to see something that would uplift my spirits. Plus, I was making my move to live in the Lincoln Park neighborhood while attending school; I just had to see what the city had to offer. However, nothing really excited me like I thought it would. It wasn’t until I traveled to the South and West Sides of the city did I feel something familiar. These communities still felt like my neighborhoods back in Louisville even though I was visiting for the first time. I visited the Douglas Park and Bronzeville neighborhoods where I saw kids playing around, families on the porch or doorsteps, even in a pandemic it gave a sense of hope. I ended my tour with a visit to the Hyde Park neighborhood.While walking around I stumbled upon this little shop in a basement. The windows to the quaint bunker were painted with golden colors spelling Ms. Gilda’s Vintage Boutique; the entrance was aligned with beautiful satin scarves and patterned shirts, all pieces very noticeably had history to them. The inside of the store was even better, full off color and amazing vintage items. At the front of it all was a beautiful woman with a smile that could radiate a room, Ms. Gilda.
When I actually moved to Chicago I had to make time and stop by the boutique again. It has since moved locations and is now located at 1553 E. Hyde Park Blvd.
In a sitdown conversation with Ms. Gilda we talked about her life, the shop, how she became involved in the community back in late March, and more. As soon as I entered the store I was greeted with a loud, yet comforting, “Hello!” right at the door. It was Ms. Gilda who was happy to speak with me while ever present with the customers still shopping in the boutique.
A customer requests Ms. Gilda's fashion expertise
In the midst of our exchange, a sweet customer politely asked for Ms. Gilda’s help to try things on, Ms.Gilda was quick and accepting to help. And even when the woman came back out with the outfit she just tried on, Ms.Gilda praised her on her outfit choice. Exclaiming it fit perfectly and what other things could go with it, standing by and watching their interaction felt like I was watching two friends gush with each other on a shopping spree. But they didn’t know each other, the only connection they had was the expressive clothes placed in the shop, and Ms. Gilda’s charm tying their conversation together. She does this with anyone who walks in her boutique, she makes every customer feel like family.
Ms. Gilda is so charismatic and relatable that she then goes on a three minute story of her boyfriend at the time and his connection with Chicago as well as her sister and the many annoying dogs she had. There was just something about the atmosphere and Ms. Gilda’s energy that had me hooked, and I didn’t want her story to end...but I had questions.
Hennig: Alright, I’m gonna get started, okay?
Ms. Gilda: I’m sorry it’s so messy here, we’re currently transitioning over toward the Spring. The next week is when everything will be out.
So what do you do with all the winter clothing you don’t sell or use?
MG: Right now this is the last week I’m having a sale for the season (March 10th), I keep some because they never really go outta style and the rest I donate. I like to find women’s shelters and churches, it’s a shame to waste it. That’s the whole point of the resell, the thrifting, is that it’s sustainable and you’re recycling so you really don’t want to throw it away.
How do you as a Black woman feel about opening and moving your shop from one address to another within Hyde Park during the pandemic, and still doing so well?
Shoppers are able to see and purchase from a wide array of fashion trends along time. All hand picked by Gilda.
MG: Because I’m very old fashioned, okay? I market myself old school, I hit the pavement, I go to other store owners, organizations! I introduce myself, I make friends with them, I hang up signs at the bus stops, y’know, over in the viaducts, the grocery stores, I make myself known! The reason is, when I first opened, I joined social media, Facebook, but the people who were seeing my things weren’t necessarily the people who were going to buy from me. I joined Instagram and that has become good for me but it takes time to build that up. And it takes a lot of time to engage in it. I'm the only one working here, I woke up and got here early this morning just so I could get some photos and post. Makes your day longer, but it gets the people in the community to be supportive by introducing myself and welcoming them!
When people come in, I really make them feel comfortable, even when they’re not buying anything, no pressure! One young lady described my boutique as a place where “fashion meets community,” and that’s exactly what I wanted to accomplish. Plus I know a lot about fashion, I’ve learned alot about fabrics, construction, designers and their history, that helps me out alot with why people keep wanting to come back and come in.
Are you from Chicago?
MG: I’m originally from New York but I moved here from Washington, D.C.
How did you know Chicago was the place to start your business here?
MG: Well, what was weird is I didn’t know. A friend of mine I hadn’t talked to in like fifteen years visits Chicago, and she comes back and finds me. She says “Gilda I just visited Chicago, it reminded me so much of you!” I kept hearing this. Then I got a tarot read, and the teller says “you’re gonna end up in Chicago”...So I came here to visit, I went to Hyde Park and I fell in love with it. I said I can get here in Hyde Park what I want in Brooklyn for an eighth of the price. Now I’m walking around Hyde Park and I realize I need a boutique here. I said to myself, “I can have a boutique here,” it had the whole aesthetic that I liked, where I wanted to be at. I called my sister and said “it’s crazy to leave a business when you just started”, she said to me, “if you think it’s gonna be better, then go for it!”
We finished discussing very casual things after the summer of 2020, her old shop on 55th, and her progression on gaining relationships with other black women in business on the South & West side of Chicago. Our conversation was seamless, and her shop is beautiful in a great location in Hyde Park, her boutique is open and full of great items.
If you would like to see more of Ms. Gilda and her products:
Shop address: 1553 E. Hyde Park Blvd.
Instagram: @gilda.designerthriftboutique