One on One With Milena Sefferovich
By Gina Dostler
Milena Sefferovich settled in Newport Beach three years ago and opened a vintage shop, merchandizing with vignettes that show off her refurbished items. Since then, her wares now include a design library with paper samples, fabric books and a creative zone where she meets daily with clients bring new life to homes with items from the past.
Q: Why do you think Heirloom has been such a success?
A: I think Newport was in need for something fun, fresh and unique, so people have really embraced it. We bring another element to the décor business. We take older pieces and make them brand new one-of-a-kind décor items. Everyone is looking for that unique something to complete the look they are creating and Heirloom has them: furniture, home décor, lighting and accessories. An heirloom is something you treasure, hold on to and then pass down. We sell those old-new timeless pieces and it’s been a great success!
Q: Explain old new.
A: About 90% of our pieces are older items that we find from all over. I try to stay away from using the word vintage because our pieces are so much more. They are items from the past we have made new again. If it is a wood piece, we refinish it, usually with a lacquer. If we need to reupholster, we take it completely apart and re-fabric, yet the bones of it are still original. And with our lighting, we have rewired the insides and put on a new shade, but the lamp itself is original. What’s so special about our store is our type of inventory; once something sells, it’s gone and cannot be reordered. Our niche in the décor business allows designers to find unique pieces so their creative designs can stand alone.
Q: How did you get started in the business?
A: I have a degree in design and started with a little boost from selling at the Rose Bowl Flea Market with vintage items I had collected and refurbished. I had taught myself all the refinishing and rewiring by trial and error until I perfected my technique. I did that for a couple of years, hauling a truck filled with my collections from Phoenix to Pasadena once a month. Then I opened my Newport Beach store. I still do some refurbishing myself, but I’ve had to pass that on to my staff. We’ve grown so much I now have a full time design assistant and use local businesses around here to help.
Q: Does it require a special eye to know what is worth restoring?
A: There are classes you can take that teach you different time periods and show you the value. But honestly I just buy what I like and have a good idea what I can fit in my design projects or what people want for their homes. It really all comes down to curating a collection of furniture and lighting from pieces that I’ve hand selected. I guess you can say I’ve developed an eye for what works. But I think, for anyone, choosing something you really like just gives it that special magic that lights up the piece and makes it work.
Q: Do you feel your pieces can fit in any style?
A: We have pieces that range from art deco to mid-century modern to contemporary. The shop is full of different time periods; it’s a very eclectic mix with a variety of style. Everywhere you see designers pick pieces from the past that they use for their inspiration today. I believe most designs have always been inspired from the past. I good designer does that, collects the past into the present, combining all eras to make something new. That’s what makes a good design, curating all those pieces together.
Q: What is most popular right now?
A: Brass is very popular right now. Vintage bar ice wells and classic poolside items made with Lucite is also very popular.
Q: You set up vignettes in your store. Why?
A: I give people ideas on how the décor could be placed in their home. Like a bookend or vase, how they can use it with other objects and incorporate it their rooms. It really helps visually. When I am in the store, I help my customers pull things together they like. It’s all about helping people create spaces in their home. That is where my design business has really taken off. I go in their home, use items from our store as well as other shops to help them rework and revamp their home and freshen it up with one-of-a-kind items. I don’t latch on to just items with one specific time period, but blend all eras together.
Q: Tell me about your April 7 event.
A: It’s a fun event to get people together. Cleobella is an established clothing line that sells worldwide. We are business owners who live in this area and its fun to get our clientele together. It’s going to take place at her shop on 14th Street in Sunset Beach where I’ll have my vintage stuff set up there. We are also bringing in someone from Turkey that will have his over-dyed and vintage rugs to sell. It’s what I call a collaboration of creatives where everyone can appreciate good style all under one roof.
Q: What’s in your future?
A: I couldn’t be more excited where we are going with design. I have almost completed a renovation of an apartment in Barcelona, Spain, for a client who also has a place out here. It’s been a labor of love for the past year and a jump-start to getting our design business rolling. Now we have several exciting home interiors in Newport we are designing. We love our shop’s location in Westcliff and plan to stay. Regulars come in every week.
CONTACT INFORMATION
Milena Sefferovich
Heirloom
1729 Westcliff Drive
Newport Beach, CA 92660
www.heirloomdecor.com
949.515.2500
