“There's plenty of room for everyone in the secondhand community. I want to help anyone who wants to start reselling.”
 

Emily Sova is the creator of Grandma Goose Vintage, a growing online vintage brand inspired by her love of thrift stores, yard sales, and timeless home décor. A stay-at-home mom in rural Michigan, Emily transformed a lifelong passion for secondhand shopping into a thriving business featuring an honor-system pop-up thrift stand, online vintage sales, and live Whatnot shows. Known for her cozy "grandmacore" aesthetic and engaging social media content, Emily has built a loyal community by sharing the joy of thrifting, sustainable living, and the stories behind every vintage treasure. Whether she's hunting for rare brass finds, vintage quilts, or her dream cement porch goose, Emily's mission is to inspire others to embrace the charm, creativity, and community that come with shopping secondhand.

IG: @grandmagoosevintage
TT: @emily.sova
Website: grandmagoosevintage.com

SHOW NOTES & TAKEAWAYS

• How Emily turned a front yard pop-up into a successful vintage business
• Why her honor-system shopping model keeps customers coming back
• How a viral restocking video brought new attention to her business
• Why local selling and social media can work together
• How she balances her front yard shop, Whatnot, and online sales
• What resellers can learn from creating a memorable in-person shopping experience
• Why thinking differently about where and how you sell can open new opportunities