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Interview with Russh Magazine
Russh: Firstly, can you give us an overview of who and what Dear Pluto is?
Emma: Dear Pluto’s a vintage store, cinema and venue. We hold a large variety of events but we’re probably most famous for our vintage sales, which we now do every weekend and, as of only recently, every Thursday. I run the space independently but that’s not to say I don’t enlist the helping hand of a friend every now and then. Whether it be to cook up some popcorn for a screening or shoot a lookbook for me, my friends are pretty amazing.
Russh: Where did the name originate?
Emma: I made a list of about a billion names before settling on Dear Pluto. The list had all sorts of rubbish in it. Eventually I narrowed it down to four or five and put it up to a Facebook poll. Dear Pluto won by a mile. I like the idea that our customers, to whom the store is dedicated, aren’t your average kids. They’re a bit left of centre, they like to experiment with what they wear and they don’t settle for blending into the crowd.
How did you move from Hibernian House to this? What are the differences?
My vintage sales at Hibernian House quickly grew from nicely busy to absurdly so. The space simply grew too small. Here at 5a Wilshire Street, customers have room to move (still a bit of a novelty!) and having the space to myself, as opposed to at Hibernian House where it was a shared situation, means I’m able to hold all the events that I do, which is a massive plus. It’s prettier here too – the racks are lovely and neat, the place is clean without having lost the industrial vibe and there are even proper change rooms. My vintage hunting skills have only improved and prices are even lower than before (nothing's over $50).
Russh: What has been the response amongst your customers to the extra events – movie nights, speed dating events etc? What experience do you hope people take away?
Emma: I think customers are really supportive of the events we hold. I’ve had a great response to the speed dating nights and the film screenings are always good fun. That’s the main thing for me, that people just come and have fun. Often I’ll have a group of girls come to the store on a weekend and spend two or three hours hanging out on the couch, playing dress ups and catching up. That our customers feel so comfortable and at home here is something I really value and encourage. I also love the idea of offering a space for people to express their creative concepts without having to go the week without food. I’m always looking for things to do and am always open to ideas and suggestions.
Russh: How do you envisage Dear Pluto growing in the future?
Emma: I’d ideally like to get to the stage where we’ve got something exciting happening every day of the week.
Russh: What’s the oddest item you’ve had an enquiry about?
Emma: I can’t say I’ve had any odd sourcing requests, I’m afraid! They’ve all been very normal: ‘70s watches, round glasses, suitcases, fur soles, shoes… You know, the things that I’ll get in store and sell the same day.