Meet Ashley Mitchell | Vintage shop owner

We had the good fortune of connecting with Ashley Mitchell and we’ve shared our conversation below.

Hi Ashley, maybe we can start at the very start – the idea – how did you come up with the idea for your business?
I created The Yellow Morning out of my love for fashion and caring for the environment. After years of working in the fashion industry and learning more about the negative impacts of fast fashion and how it routinely has a negative impact on the environment, the economy and the people who make our clothes, I had to figure something out. I wasn’t fulfilled working retail, selling clothes I didn’t believe in and knew this was a fast-track to burnout. Luckily, I was able to pivot to a part time freelance job with my husband while I spent the next year building and refining my brand, The Yellow Morning. I quit my FT job in April 2019 and launched my business online by August 2020 after a slight delay due to the pandemic.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
The Yellow Morning is changing the way you shop for vintage and secondhand by giving you an elevated experience, with affordable prices. We hand-pick each garment based on its quality, style and wearability before it’s cleaned and organized into one of our Collections. We just opened our first location in Belmar where we can now offer in person styling services to compliment our highly curated vintage. We cater to all sizes from xxs-4x and carry a variety of gender neutral styles. Our highly curated vintage is complimented with locally and sustainably made goods like candles, skincare essentials, home decor and jewelry. The Yellow Morning wants the world to know that sustainable shopping doesn’t have to be expensive or overwhelming and that you can look good, without feeling bad when you shop with us.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
I actually had a childhood best friend visit exactly 1 year ago and I was so excited to show her all my favorite places. We went to strawberry hot springs first. So, hot springs are always a must for me. We went on Broadway and hit up all the cute little shops like La Lovely Vintage, FM, Sewn and of course the big Goodwill. Had to have some margs and queso at Lady Nomada, you can’t go wrong there! The Roxy on South Broadway has an awesome brunch happy hour with daily entertainment.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
My husband. He’s believed in me since the start, always encouraging me to do what’s fulfilling to me. He loves watching me bring my dreams to reality and I couldn’t have asked for a better support system between him and my close friends during this journey.

Website: www.theyellowmorning.com

Instagram: theyellow.morning

Facebook: The Yellow Morning