An old, formal gown hangs in a Missoula shop. From one sleeve dangles a crinkled Hello name badge. On it, a note in slanted cursive that reads, “Bridesmaid dress I wore to Darcy’s wedding.” There’s a story there. Within its thick folds of dusty-rose sateen hides whispers of a loved-one's life now gone but not forgotten.
Among an eclectic collection of vintage wear, that dress has new life in the eye of Betty V., owner of Betty Venom Vintage “It was part of a collection that was especially unique,” said Betty. “After the owner passed, her children were going through closets and discovered that she had tagged each piece with a personal note. They were so special. I had to include the notes with each piece as they sold. Many of my clothes have interesting stories like that,” she said.
Inheriting the entrepreneurial spirit from her grandmother, Betty V. has been a thrift reseller in one form or another for 14 years. Her love for collecting the uncommon came from getting lost with her sister in their grandparents’ shop. “They owned Granite Trading in Philipsburg and stored backstock in the old Mann Garage. That place was completely full of stuff—records, cars, boats, games, dust, and more dust. For my sister and me, it was like magic,” said Betty.
This spring, Betty will celebrate one year in her new location—just two doors east of the old basement shop on Main Street. This time, though, she’s got a street view. With an alcove entry flanked by two picture windows, there’s plenty of room for her time warp collection of art glass, funky kitsch, and mod fashion wear. For Betty, it's one of the best things about her new space. “The larger windows have allowed me to play with the displays more,” she said. In the last year, Betty’s interests have evolved beyond clothing and quickly outgrown the additional 600 feet she gained from the move. “At first, I thought my new store was the perfect size. It could fit everything and more! But, now I find that I wish I had more room for more furniture and art. I have great pieces at home, but where would I put them? I suppose, though, if I had a bigger store than this, then I’d want it larger still,” said Betty.
It’s a curious obsession, or maybe an obsessive form of curiosity, that imbues the life of a thrifter. Even though she runs a shop full time, Betty has never lost the thrill of a good hunt. “I still do a lot of thrifting myself. There was this 1950s Alfred Shaheen dress with Kokeshi dolls on it. I argued with myself but ended up not buying it—that’s still bugging me!” It’s this understanding of what goes on in the mind of her customers that guides the organization of inventory in her new space. Customers can take their time and not feel like they’re being scrunched between racks of disparate cast offs. That’s especially helpful, since buying vintage can be less like shopping and more like flipping through old family albums. “The collections really allow shoppers to connect with the pieces. They can enjoy each one, instead of just sifting for what size might fit,” said Betty. Over the years, her eye for what sells has become more refined. “I have higher expectations now. I look for character and personality in a piece. Personality is one thing vintage fashion is not short on. As we chatted, one customer tugged a wedding dress out from its white skirts. “This is adorable,” she remarked while looking our way. Then, all eyes plunged to the bright, red rose embroidered at the base of the gown’s open back. Everyone’s eyebrows raised in awkward silence. “It hasn’t found the right owner yet,” said Betty.
With an expanded inventory of both formal and casual wear, customers can curate their own style to remember—and it’s not just for gals and grandmas. “There’s a lot of men taking more interest in having a polished appearance,” Betty said. “They’re looking for something that’s distinctive. My ‘70s disco shirts are top sellers.” To tie a look together, she offers accessories like shoes, hats, sunglasses, pins, and even belt buckles. “I’m able to carry a lot more since the move. Items sell faster than they did in the basement, and I’ve always got buying appointments coming in.” Although those appointments are limited, Betty tries to stay flexible for anyone wanting to show her items for potential sale. Sometimes, she’ll even go to them. “I try to help out when I can. It’s overwhelming for people, having to paw through their loved-one’s things.”
At Betty Venom Vintage, you’ll find items enduring enough to carry the stories of more than one life. Whether they arrive from closets primed for spring cleaning or in the arms of children who contemplated each piece like polaroids of their parents’ lives, Betty V. wants to share those stories in the form of fashion. “However the clothes find me, I always want to honor where they came from.”