A Local Girl at the Flea
When fashion merchandising student Paula Cruz-Bonde started selling her clothing on Depop, her intention was to simply earn some extra cash. “My main motivation was just figuring out a way to get rid of my own clothes that aren't my style anymore,” Cruz-Bonde said. “But a lot of the items were personal or had a lot of memories and stories behind them, and I wasn't willing to donate to a thrift store.”
She enjoyed connecting like minded fashion lovers on Depop but hated how much the app took from sellers' profit. After selling on Depop for three years, Cruz-Bonde decided she wanted more of a face-to-face connection with her customers.
“I thought it would be super cool to see people and meet them in-person and connect in that way,” Cruz-Bonde said.
Local Girl greets customers with a sign reading “local girls only.” Photo courtesy of Paula Cruz-Bonde
In 2022, she began selling at flea markets under the brand name Local Girl. Since then Cruz-Bonde has sold at popular local flea markets including the Rose Bowl, Silverlake and 562 Flea.
She instantly fell in love with the environment and the connections she was able to make. “I just love meeting random people whether it's your neighbors or other sellers that are posted up next to you,” Cruz-Bonde said. “Sometimes you run into people you know or people who are just friendly and are having a nice Sunday. You always make friends and stuff.”
She explains that sometimes selling clothing that she really loves can be difficult. “There have been so many pieces where my heart kinda broke when somebody picked it up because I was like, damnit, I have so many memories with it,” Cruz-Bonde said. During these bittersweet moments, she reminds herself why she sells her old clothes. “These items just aren't me anymore, and I've moved on from them.”
Cruz-Bonde recalls a leather jacket with Winnie the Pooh on the back that she was heartbroken to let go of. “I wasn't even there when it was sold. I was out getting lunch and then I guess some influencer bought it while I was out. But I was like, damn, I didn't even get to wish it goodbye,” she said.
As Cruz-Bonde’s flea market became more frequent, she started selling her friend's clothes as well. “I kind of became like my own mini consignment shop in a way, where I offered to sell for other people that I knew had like a big chunk of clothes that they wanted to get rid of,” Cruz-Bonde said.
Paula Cruz-Bonde decorates her canopy while at a flea market. Photo courtesy of Paula Cruz-Bonde
She believes that second-hand shopping is not only a great way to connect with others but also an easy approach to buying sustainably and ethically. Cruz-Bonde said:
“It’s great that society has that awareness now of the environmental impact of fast fashion. So I feel like now that a lot of consumers are being aware of that, they're being a lot more responsible and care more about a brand's ethics. Plus, vintage is timeless.”
She believes that selling second-hand clothing has really given her a well-rounded perspective into what it’s like to run your own business. “I had to think about buying and then I had to think about different pricing strategies and negotiating,” Cruz-Bonde said. “Then I also had to think about visual merchandising, store layout, strategies and stuff like that.”
At this point in her career, Cruz-Bonde is a well-experienced flea market vendor. However, she explains that she’s come a long way from where she began and has learned a lot in the process. Cruz-Bonde said:
Cruz-Bonde sells a variety of clothes both from her own collection as well as from others. Photo by Paula Cruz-Bonde
“You kinda start off with some ideas but then you actually begin and realize, wait, I should probably have a mirror so people can hold up the clothes or take a photo. Oh, and I should also have a dressing room so people can try the pieces on. Those are the kind of things that you kinda learn along the way.”
Her advice to others who want to start selling at the flea is that you will get back as much as you put into your business. “You control how much effort that you want to put into your brand and how much you wanna invest financially to hopefully get more of a profit in the long run,” Cruz-Bonde said.
She hopes to continue selling at flea markets in the future. Looking back, Cruz-Bonde is shocked at how much she’s accomplished. “It’s crazy because I kinda did these things on my own,” she said. “But now I'm learning the actual concepts and science behind it in class, and I'm just like, wow, I did that.”