Jennifer is a busy lady running two vintage stores. And I thought I was a workaholic! What interested me most was her collaboration with her husband and the rehab work they did on a historic building, which houses one of their stores. You know what they say, couples who work together, stay together! ---MSR

Getting started in vintage…
After receiving my undergrad (BFA) from the Art Institute of Milwaukee in 1992 I started my own wholesale company. I traveled between the US and Japan selling vintage clothing. This was a one woman operation for years, and in 1996 I opened my first Yellow Jacket retail operation in Milwaukee, Wisconsin. Taking the jump to retail was the next step. The Japanese economy was crashing and the US market was opening up. The early 90s was fashion friendly to vintage wearers; a new crop of young adults with style! In 2005 we purchased a historic property in Milwaukee and relocated Yellow Jacket [to its present location]. The property alone speaks volumes! Todd rehabbed the entire building setting it apart from any other shops on the street. The building is a two story wood frame Victorian built in1893. When we purchased it, it was in ruins. Todd did a complete gutting of the first floor and the entire exterior. We salvaged the window and door frames, and the hard wood floors are original.

In 2003 my husband, Todd Rau and I opened our 2nd location in Chicago. Opening a store in Chicago was a merger between my husband and me. He teaches at the Art Institute of Chicago, and loves Chicago. With a larger market, this step was a must. It is our passion. If I am not in one of my stores behind the register I'm on the road digging through thrifties looking for gems!

It was my intention to have a chain of yellow jackets, calling each one something different: Red Dress, Blue Shoe. The name Yellow Jacket is memorable and customers have the word ‘yellow’ imprinted in their memories, so I will stick with my original.

I would love to open a Yellow Jacket in Los Angeles, Silver Lake area; movie stars and such. Each of my locations attracts a ton of tourists, and some celebrities, but LA; that would be nice!  Half of my staff is ready to relocate!

Making it stand out…
What sets Yellow Jacket Milwaukee and Chicago apart from the rest? Every item in each of my stores is handpicked by me. I DO NOT purchase clothing from the public.  This is not a consignment store. Each item is selected for its quality and charm. YJ centers around 1960's, 1970's, and 1980's vintage street wear. My store's price range does not exceed $150 and that would be the price of something super rare!  My staff in each location is friendly and knowledgeable. They also share the same appreciation for clothing and are dressed head to toe in vintage every day. A huge distinction from the rest is also the building YJ Milwaukee is located in (the one my husband Todd rehabbed).

Influential people…
My favorite time periods? For furniture, the 30's. For my clothing stores, maybe the 60's. It depends on the clients’ interest because of the longevity of my stores I come across so many people all loving different decades. Their enthusiasm influences what I might search out. Presently, I am working with a collector of 70's women's clothing. His passion has reopened mine to the decade...to the point that is all I’m wearing lately!

Fabulous find...
Most money or most beautiful? I have a couple of each. Nike terminators found at a thriftie. $2 purchase price. Sold at a flea market in Tokyo for $1500! Most beautiful: early 1970's floor length dress with tiny red polka dots. Looked like a cake with so many layers. I wore it for my wedding! Weekly I find the most wonderful things, but when it's appreciated by a client then it's truly a fabulous find!