Wishbone Vintage Keeping Style Accessible

Walking into Wishbone Vintage in New Smyrna Beach feels less like stepping into a traditional clothing store and more like entering a haven for creativity and community. From vintage dresses and jewelry to local art and handmade goods, the store offers something different and exciting around every corner.

Owner Emily Williams opened Wishbone Vintage in Aug. 2024 with the goal of creating an affordable and welcoming space for the community.

Williams first became interested in vintage wear while selling thrifted clothing through Depop in college. She quickly fell in love with the uniqueness and sustainability of vintage fashion and eventually decided to channel her passion into running a storefront.

“I just wanted to make a fun, inclusive space,” This vision of fun and inclusivity has become the backbone of Wishbone’s identity. Williams said she wanted to create a place where people could hang out with friends, go on a date or simply browse without feeling pressured to buy anything.

The store also provides a space for local creatives to sell and display their work. Jewelry, pottery, art and other handmade products from Williams’ friends and fellow artists fill the store alongside its vintage clothing. She is also planning to host monthly craft nights at Wishbone, featuring workshops for activities such as junk journaling, pottery and cyanotype printing.

“I just like connecting with people,”  

Williams’ emphasis on connection extends beyond the store. Wishbone frequently partners with other local businesses through pop-ups and events, creating opportunities for customers to discover other small businesses in the area. The store has also hosted a local coffee cart, successfully bringing new customers to Wishbone and supporting another growing business at the same time.

Williams says she wants Wishbone to create more opportunities for younger people living in New Smyrna Beach to find community, especially in an area where many businesses cater to older generations and seasonal visitors.

Notably, Wishbone hosts an impressive collection of vintage wedding dresses. Williams offers appointments for future brides to browse the store’s catalogue of bridal gowns. These vintage wedding dresses have even drawn customers from outside Florida through the reach of Wishbone’s website and social media.

As Wishbone grows in popularity, Williams also hopes to grow the store's inventory to include a larger bridal section, a more extensive assortment of clothing and an increase in products from both independent artists and small businesses.

Whether someone comes in searching for a vintage dress, a new piece of jewelry or simply a place to hang out, Williams hopes they leave feeling like they are part of a community.

At Wishbone Vintage, style is not about following one trend. It is about finding something unique, having fun and making space for individuality.

“You can wear whatever you want,” Williams said. “You can have more fun.”