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      Emily Henderson

      Hi. We are a design/style LA based company specializing in mixing eclectic styles on moderate budgets. Also we have a strange amount of fun blogging about all our design and style adventures. Right now I’m happy to say that I’m Target’s home spokesperson, bringing accessible/stylish design to the masses.

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Store Tour

February 15, 2016
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Reform School in Silver Lake

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In a world saturated with self-labeled artisans and online storefronts, it’s hard to find a true craftsman with something unique to offer. Owners Billie and Tootie, of Reform School in Silver Lake, have navigated through the ever-growing world of “artisanal” goods to make your search for the perfect gift so much easier. Luckily for us, these two have been kicking around the DIY scene for years, and have honed in on what’s really worth buying. Their curated selection of goods is streamlined, yet still diverse enough that there’s something for everyone . . . and by everyone I mean me, because things you buy for yourself are gifts too.
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Reform School, Silver Lake
Owners (pictured right to left): Billie Lopez and Tootie Maldonado
1. How long have you been in business and how did you get started?
This is our 10th year in business. We started out renting a small space in a friend’s boutique in Echo Park.
2. Why did you choose this location to open your business?
Silver Lake is forward-thinking, and there’s a great community feel here. We knew the customers here would appreciate what we had to offer.
3. How would you describe your store’s style/aesthetic?
A well-curated mix of fun and beautiful items.
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4. Where did you get your name from and what other names did you consider?
The shop we started out in had a rock ‘n roll, high school vibe, and back then a big focus for us were artists who were using recycled materials and “reforming” them into new and beautiful things. Reform School just seemed like a perfect fit. It’s been so long we can’t remember any other contenders.
5. What types of items are your best sellers?
P.F. candles, Blue Eagle pottery, Nikki Montoya jewelry, Chaparral Studio key rings.
6. What item do you have in the store now that you would want to have in your home?
Billie: Indigo dyed teepee, Maison Monade ceramic masks
Tootie: Heidi Anderson Totems, Sarah Kersten fermenting crock and Mitsuko Pottery
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7. What have you been inspired by lately?
Being outside always inspires us, and we find ourselves dedicating more and more space to pieces that encourage spending time outdoors.
8. Is there something you thought would sell really well but didn’t?
Of course! But over the years we’ve learned a bit more about what works and what doesn’t.
9. Where do you mainly source your items from?
Everywhere from craft fairs, to gift shows, to Instagram. Often our customers will turn us on to their favorite artists or friends who make really great stuff.
10. What was the first big lesson you learned from opening your store?
Less is more! We had a tendency to REALLY over buy in the beginning. You can tell a better story with the product when the shop isn’t filled to the brim!

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11. What would your one piece of advice you would give to small businesses?
If you have the opportunity, start out small by sharing a space or doing a few pop ups. It’s a great way to test drive your ideas and different neighborhoods.
12. What stores do you shop at?
Mostly ours (it’s one of the perks of the job!). Other than that, flea markets and vintage clothing stores.
13. Do you have any plans to expand your inventory?
We recently relaunched our website, and have plans to try some products out that will only be available online. We’ve also talked about a 2nd location but . . . we’ll see. 🙂
14. What trends, if any, are you tired of?
We’ve seen so many come and go, it’s hard to say! Anything labeled “artisanal, ” “craft, ” “indie, ” or “DIY.” Indigo is everywhere but still holding up pretty well and we can’t get enough of it!
Here are a few hand-picked favorites. Can we talk about this circus mobile with the trapeze artist and barbell-toting muscle man? So cute.
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Reform School is conveniently located in the Sunset Junction strip at 3902 Sunset Blvd, Los Angeles. Now go get schooled — and tell ’em Em sent ya.
***all photos by Jessica Isaac for EHD
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  1. Caitlin says:
    February 15, 2016 at 9:37 am

    Would you guys consider interviewing a shop outside of the LA-area? There is a beautifully curated shop near me just outside of Boston and I think you guys would love it.

    http://loyalsupplyco.com/

    1. jenna says:
      February 15, 2016 at 9:41 pm

      Top notch supplier!!

      http://www.decorify.info

  2. Sarah H. says:
    February 15, 2016 at 10:05 am

    I really love the “Hug more often” print. It’s so beautiful! Any possibility that one will be added to the Reform School site for purchase online? Gorgeous pottery collections, too.

    1. Laura says:
      February 15, 2016 at 11:25 am

      The artist is Gregory Beauchamp and his prints are also available on Etsy here: https://www.etsy.com/shop/beauchamping. Anne Sage also has this print in her house!

      1. Sarah H. says:
        February 15, 2016 at 12:12 pm

        Thanks for the tip, Laura! 🙂

      2. Caroline says:
        February 15, 2016 at 12:49 pm

        Thank you so much!!

    2. Reform School says:
      February 16, 2016 at 11:50 am

      Hi Sarah!

      We are currently out of stock of the “Hug More” print but we are expecting more. Once we get more stock it will be available on the website. Until then you can get from Gregory himself from the link provided by Laura. Thanks!

  3. Emily K says:
    February 15, 2016 at 10:40 am

    What are the chances a shop like this could thrive in a small not-artsy manufacturing-based Indiana city? I love all your shop posts because I dream of one-day owning one like it.

  4. Jess says:
    February 15, 2016 at 12:28 pm

    I’m curious. How does it work when you buy things from artists? Do you sell art FOR them (like a consignment situation) or do you buy from them and resell ( like wholesale/retail setting?). Just wondering how it works. 🙂

    1. Reform School says:
      February 16, 2016 at 11:53 am

      Hi Jess-

      Thanks for your question! It is usually and mostly the latter (wholesale/retail). 🙂

  5. Deirdre says:
    February 15, 2016 at 12:47 pm

    Really good looking store. I especially love the straw hats, pottery and indigo tote bags.

    1. Reform School says:
      February 16, 2016 at 11:54 am

      Thanks Deirdre!

  6. Lo says:
    February 15, 2016 at 1:22 pm

    Loved this post – especially the hand seat!

  7. Paige says:
    February 15, 2016 at 1:27 pm

    I love all the pieces in this shop! They’re all so unique!

    Paige
    http://thehappyflammily.com

  8. Embroidery Digitizing Services says:
    February 16, 2016 at 3:56 am

    I would love to get this items. Excellent

  9. Ella says:
    February 16, 2016 at 1:01 pm

    Good job, love the store and the art. The hug more poster is a piece of art everyone wants. xo

  10. Celeste says:
    February 16, 2016 at 7:15 pm

    Loved this post! So cool to see what shops are out there selling awesome stuff. Will definitely check this out online and when I come to LA next!

  11. a semester says:
    February 18, 2016 at 1:53 pm

    Dangerous Prototypes

  12. Kim says:
    February 22, 2016 at 3:58 pm

    Finally got the chance to read this post and loved it. I love learning about these unique shops and made sure to bookmark it. The Reform School ‘Exclusive’ page on the site in speaking to. Thank you for sharing this with us Emily. I may never be able to visit this store in person, but the magic of the internet will let me visit and purchase online. Keep ’em coming!!

  13. shareit for pc says:
    February 22, 2016 at 6:09 pm

    good post

Comments are closed.

Hello!

Emily is a stylist, author and T.V. host with a strong commitment to vintage inspired approachable home style for every single person. Perfection is boring; Let’s get weird. learn more

Interior Design Blog by Emily Henderson

I started this interior design blog in 2010 as a journal of my style and home projects with the belief that design should be approachable, informational and accessible no matter what budget.

As a home style expert who has a strong commitment to peeling back the intimidating layers of the world of home decor, and showing how every person can have a beautiful home that represents their personality, no matter what the budget.

After styling for magazines and catalogues for years, I started my own interior design blog, won HGTV Design Star, and have gone on to host my own hit TV show Secrets from a Stylist, Author the book STYLED, and create the design firm Emily Henderson Design.

My motto has always been to write and publish on my blog what I personally want to read about.

My interior design blog remains personal, totally transparent and honest - documenting both proud and embarrassing design moments/mistakes and giving real life pricing and expectations.

I believe that your home should look like you, that every room is soul-less without something vintage or antique. I also believe in having fun. Like, a lot of fun.

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