Recycling with style, Muskegon boutique gives vintage home decor items Continuity

Deborah Johnson Wood

A synonym for the word "continuity" is "connect," which is what a downtown Muskegon retailer hopes to do with shoppers looking for vintage furniture and items crafted from recycled materials.

This week's opening of Continuity, 1115 Third St., brings Muskegon a new kind of shop featuring antique and vintage chairs, lamps, tables and other home décor furnishings, as well as jewelry, handbags and art crafted from recycled or "upcycled" goods.

"In Muskegon there are some antique malls, but this is more of a boutique," says owner Jennifer Cross. "This isn't like an antiques shop that has things crammed in it. I've set up a living room, dining room, kitchen and two whimsical areas featuring things that have already had one life. I'm giving them a chance to continue their lives with a new purpose."

Continuity is in a brick storefront that was once Walt Plant Electronics. The Neighborhood Investment Corporation renovated the building into three retail spaces on the main level with apartments above.

Cross, a Muskegon native, says her parents are avid antiques collectors and that, along with a high school experience, influenced her decision to start the shop.

"The idea to start a business started in high school with my marketing teacher, Dave Walker," says owner Jennifer Cross. "He really planted the seed for me to be an entrepreneur.

"I recently worked for the Muskegon Area Chamber for five years, where we always talked about attracting young talented people to the area. I just had a baby in October, so I decided that now is the time to go for it."

"Third Street is sort of a niche vintage area and there's space for other retailers and there's a lot of foot traffic," she says. "Hopefully, my opening a new store here will really encourage other people to start businesses in this area."

Source: Jennifer Cross, Continuity

Deborah Johnson Wood is development news editor for Rapid Growth Media. She can be contacted at [email protected]. Development News tips can be sent to [email protected].