It’s time to reevaluate your relationship with your mother, because this next mother-daughter duo is about to blow you out of the water. Melo and Mahro Anfield are the vintage connoisseurs behind the less-than-a-year-old shop, Mama Loves You. Melo, mother to Mahro, has been purveying vintage since she was 20, while Mahro, a recent Ryerson fashion graduate, has been working in vintage stores since she was 17. “I’ve always loved vintage. All through school, every paper or project I wrote was geared toward vintage.” Though the idea seemed so obvious, it never fully registered as a career plan. “I had never thought of opening a vintage store but there was this moment right before I graduated and it was like, ‘this is what I have to do!’ [I was] working for vintage stores and [my mom] was buying for vintage stores, it made perfect sense for us to join together and do something” Mahro explains.
So, in December of 2012, Mahro and her mother turned a special goodbye saying and their combined expertise into a new shop that now represents a little piece of themselves. “Growing up, my home in Vancouver was very bohemian and hippy. I wanted [the store] to feel like that. Very relaxed and comfortable, not pretentious or intimidating.” And a laid-back, free-spirited feel is exactly what you get when you walk into the store that is specially merchandised with orange patterned curtains, antique chandeliers, vintage wooden tables and a rug that actually came straight from Mahro’s childhood home. Though there is a bohemian aesthetic to the store, there is way more to Mama Loves You Vintage than that. Delicate, hand-beaded 1920s dresses hang on the wall behind the cash desk while rare 90s band tees hang parallel atop grunge flannels and denim shirts. Melo, who is based in Vancouver, does most of the buying, while Mahro holds down the fort in Toronto. “It’s funny because my mom and I don’t ever talk about trends, but she’ll send things that I’ve already been wearing. We’re very in sync.”
With rare items that date back as far as 1890, an amazing selection of dresses from the 1920s & 1930s, a huge collection of patterned silk blouses and a mother (daughter) knows best approach, Mama Loves You has easily set themselves apart from their competition. “I get a lot of customers that are tourists and even people who have never shopped vintage before but I want to greet every customer and I want them to be comfortable. I try not to be too pushy. It’s way more important for me to be honest than to make a sale.” Head to Mama Loves You Vintage now and shop a specially curated costume rack to prep you for your last weekend of Halloween or if you like what you see follow Mama Loves You Vintage on:
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