Maggie Solveson knows all about Milwaukee’s vintage scene. She opened her shop, Plume, six years ago in Bay View. The store is an elevated vintage boutique, with clothing organized neatly into racks labeled “seasonal,” “masculine” and “curvy babes.” Surrounding the curated collection are sprinklings of modern accessories and flare. We sat down with Maggie to ask her how she got into the vintage scene and what excites her about the community. (Plus, we ask about the birds.)
It’s time to pick your Milwaukee favorites for the year!
You’ve owned Plume for over six years, but you’ve been an online seller in the vintage scene for a while. Why was having a brick and mortar in Milwaukee important to you?
Twenty years ago, I started selling on eBay, and then I moved to Etsy. I never imagined myself having a store until it hit me like a lightning bolt. I thought, “Wow, I can curate an in-person experience to be something that people seek out.”
Personal styling and interacting with people are what I do best. Plume can feel different and fresh each time you walk in – we just added a seasonal rack for a splash of color. And (Plume curator) Alisa Chojnacki is a big part of all of this, too. Alisa and I want everywhere you look at to be engaging.
But beyond a curated space, having a home base to host the Milwaukee community has been integral to the business since day one. People want to show up for something that’s more than just shopping – and I always wanted to give people that.
As a personal stylist, how have you sharpened your skills?
I have been looking at how clothes lie on bodies for a long time. Over the years, doing photo shoots with a diverse lineup of women has helped, too.
When styling, I need to know what someone’s comfort zone is, which I can usually gather from just a small interaction. And getting someone out of that comfort zone is good because people tend to learn something about themselves they haven’t considered before. And with Plume, I want to show people how to make things look intentional.
How did you get into vintage, styling and selling?
Vintage became an addiction. It had been put in my ear that you could buy things that looked expensive or were reproductions of designer pieces – and you could buy it all in a thrift store. I started educating myself on tags, decades and the selling culture.
And when I moved to New York in my 20s, I really started pushing vintage. I challenged myself: How well could a business perform? And it turns out, it did. I gained a loyal followership on Etsy, and I started working with models.
You travel a lot – what makes Milwaukee’s vintage scene unique compared to other cities?
Milwaukee is pretty densely populated with sellers, but Milwaukee is a collaborative city. Everyone is doing a unique thing.
When I think of Milwaukee, I think of community. That word encompasses everything I’m trying to do with Plume. I want to catapult people into success. I love to give a leg up to businesses that are doing something really cool. And I am constantly seeking that out.
Truthfully, I’ve never enjoyed a curated experience much. I didn’t want to open a shop and have a dusty, crusty place. But involving the Milwaukee community has allowed me to share a space that is more than just vintage clothing.
Now let’s talk birds: the store’s name, its tagline (“Birds of All Feathers”) and the names of its different events are inspired by them. Where did this theme come from?
When I had to name the store, I thought, “I have no clue.” I was taking a run and saw all these different ducks hanging out, and ‘birds of a feather’ came to mind. And it dawned on me, “No! Birds of all feathers.” But I couldn’t brand a store with feathers. I liked Plume so much because it’s about being showy, individual and being beautiful.
Plus, who the hell doesn’t like birds? Oh, actually, I didn’t like birds! But now I love birds and have owned a bird myself – a cockatiel. I even thought about getting a bird for the store, but nobody loves bird shit.
But everything goes back to “birds of all feathers.” The basis of Plume was to create a space for everyone.
Keeping in mind a space for everyone, what’s the inspiration behind your pop-up events?
I always want an experience. I did a “Fly Away” event at the Milwaukee Public Market last summer. I had a select lineup of vendors, we opened the bar for the day and we had a DJ. I wanted to create a social event, where you could see a new face or make a new friend. And the people came out, and they dressed up!
Should people dress up more?
I like that question! I think people should do formal wear more.
Work wear is another one. We need it elevated. More blazers! More blouses! More trousers! Not just leggings and a sweater. Dressing up is a form of self-love. And you can be a little funky with it.
And across the board, men could dress better, and I wish they did! I would say most men don’t know Plume has a masculine section. Maybe it feels foreign to some men to dress nicely. Get a peacoat, get a nice pair of boots, and get some button-downs!
Where else should Milwaukeeans shop vintage besides Plume?
- Alive and Fine: It paved the way for vintage in Milwaukee.
- One Trick Pony Pop-Up Flea: An event that has generated a lot of interest in shopping.
- To Hell & Back Vintage: A new vintage, retail space that’s unique to the scene.
- House of Gaud: Think funky, art deco in the ’80s and ’90s – it’s a must-see.
- Stories of the Streets Vintage: It’s new to the Lincoln Warehouse.
For someone just starting their personal style and/or shopping vintage, what advice do you have for them?
Pinterest and Instagram are awesome for inspiration. Then, explore and look around to begin to have a better understanding of your size and your body.
How can one get a better understanding of their body size?
I always tell people, “Never look at the tags!” Sizes are branding, telling you how to feel about yourself. Tried and true is measurements. If I see anyone looking for bottoms, we’ve got to get your measurements, which I know a lot of people don’t want to do, but it’s going to help.
Having a guide is helpful, too. When you come to Plume, I can pull good options for your body. Or if you gravitate toward something, I can help select similar options. Ultimately, you should feel really comfortable with the way you look in something.
