Deb Foglia, the New Jersey-based blogger behind Seeking Lavender Lane, has always had a penchant for storied items. "I fell in love with vintage as a child," Foglia says. "I had always loved older homes and museums that had stories behind how people lived in homes and the tools and gadgets that they used."
Having blogged for nearly a decade, Foglia had grown accustomed to sharing her own vintage finds online with fellow design lovers. But she was beginning to find that not everyone had as much luck sourcing pieces similar to the ones she loved. "I was recognizing in my community that many of my followers were struggling with finding vintage decor in the areas that they lived," Fogia explains. So she decided to think big and take things into her own hands, launching an online store called Vintage Keepers. "After searching for online similar shops, many of them were either focused on the designer or were really expensive price points," Foglia says. "I felt with my platform, I could create a place for customers to easily shop and browse for vintage finds, while helping vintage vendors sell on an online platform."
Currently, Vintage Keepers offers products from 19 different vendors. Those who wish to sell on the website can apply to become a shopkeeper. While visiting the site, shoppers can browse items by style—grandmillennial, mid-century modern, farmhouse, and more. If they're not entirely sure which style is most reflective of their taste, they can even take a quiz, available on the site's homepage. "We chose some popular styles to help guide our customers, like European, French, shabby chic, rustic, farmhouse, eclectic, etc.," Foglia explains.
Foglia's own style leans European. "I especially love sourcing vintage artwork, copper, books, and pottery," she says. And Foglia even manages her own storefront on Vintage Keepers, featuring products similar to the ones she uses throughout her home. Titled Lavender Lane Market, Foglia's shop currently features glazed pottery, copper accessories, and other pieces that look like they came directly from her own kitchen shelves. "I personally love finding pieces that I would really add to my own home," Foglia reflects. "Coming from a blog and Instagram home decor world, I wanted to be able to source products for my readers that they would love."
As a whole, items available on Vintage Keepers range from small styling pieces, such as paperweights and candy dishes, to larger items including wooden stools and folding chairs, with all kinds of medium sized options in between, including kitchenware, art, rugs, and more.
Vintage Keepers opened in June but will continue to expand in the coming months, with a more formal launch to take place on September 6. "I love that each [vendor] can really attract a different customer and style," Foglia says.