SAN FRANCISCO — To inaugurate this week’s opening of Minted’s first foray into brick-and-mortar, Minted Local founder Mariam Naficy celebrated with Bay Area native Christy Turlington Burns with a party in the downtown San Francisco new space.
Opening at 222 Grant Avenue (the same space which, until recently, housed ModCloth’s Fit Shop), Minted Local offers art, home goods and stationery, with a particular focus on California artists. Minted, founded in 2007, is a “design marketplace” that uses a crowd-sourced model to feature and produce the work of independent artists. The company began with stationery, and has since expanded into wall art, textiles, digital content and home decor. Naficy said she’ll use this first space as a laboratory of sorts before considering expanding to other permanent physical retail locations.
In a move that has become de rigueur for brands moving from online to in-person, the store will include an “experiential” angle with a Stylist Bar where customers can work with Minted designers to craft products.
Turlington Burns and Naficy have known each other for years and originally connected in part through Turlington Burns’ film, “No Woman, No Cry” and the corresponding organization she founded, Every Mother Counts, created to help maternal wellness. Naficy sits on the organization’s board, and 50 percent of the first week of sales will go to the charity. The two have traveled together with the organization to Haiti and Tanzania.
The two said the partnership — the only charitable organization with which Minted is affiliated — aligned well with Minted’s audience, both because most of the artists are women, but because the customers are well.
“These are solvable problems,” said Burns, who will be traveling with Naficy to Guatemala later this year and who regularly works on a series she created on giving birth in America. “It’s incredible what we can do.”