San Francisco Chronicle - 03/15/2009
Where Style + Street Meet: Haight Street
Beth Hughes, Chronicle Staff Writer
Proprietor: Graciela Ronconi
Backstory: Neda's, a flower shop, has been on Haight Street since the 1950s. Current owner Yvonne Lam, who has been in business since 2002, wanted to experiment with selling vintage clothing to coincide with her flower business and her friend, Ronconi, was selling vintage online at Buyvintageclothing.com. "About five months ago, one thing led to another," and with the addition of another friend's expertise, Neda's now sells flowers, found objects, ephemera, flowers and vintage clothes.
Vibe: Exquisite and articulate. The 100-year-old building frames the shop's selection beautifully.
The goods: The looks seen in "Mad Men" are all the rage. Ronconi has slim, clean-cut suits ($125-$175) and skinny ties ($15-$24) for men. For women, the shop's stocked with sundresses, below, and pretty '50s nipped-waist dresses with full skirts ($75-$175). A '60s Pat Sandler floral gold and copper brocade dress with matching coat is pure luxe ($350).
Clientele: "Everyone from socialites, designers (and) artists to young girls looking for a one-of-a-kind prom dress and lots of tourists in between," Ronconi says. Actress Christina Hendricks (Joan Holloway on "Mad Men") bought several items from Ronconi at the recent Santa Monica Vintage Fashion Expo.
Transition pick: Sweaters! Specifically, 1970s Bohemian-style sweaters for women and nerdy V-neck cardigans for men.
The 415: 1681 Haight St.; (415) 552-2920. 11:30 a.m.-7 p.m. daily, except noon-5 p.m. Sunday; buyvintageclothing.com.