Spitfire Girl owner and founder Kristin Schroder answers questions about just what makes SFG so great! Check it out below:
How long have you been in business and how did you get started?
Spitfire Girl was born 15 years ago. I started the company in my
garage with our trademark box cards. Fifteen years later Spitfire Girl is
a fast growing incredible beast of a company. Our goods are shipped
to stores across the world on a daily basis. We have two fabulous retail
stores in Los Angeles and a thriving online presence.
Why did you choose this location to open your business?
We chose Los Feliz because it is a eclectic, funky, family oriented
neighborhood. It has a great flow of people from all over Los Angeles
and surrounding cities. We have a clientele of famous actors too, which
make working the store always exciting! Our Melrose location is quite
different. It is our newest store only being open for ten months. I
chose Melrose for it’s iconic history. This was the place you took
everyone in the 80’s and 90’s when they came to visit LA. The street
fell off the radar during the recession and I am super excited to be a
part of bringing this famous boulevard back. It is an exciting
neighborhood, you never know who is going to walk through the door.
My favorite was Gavin, from Bush and his entire brood of kids running
through the store. It is by far my favorite store at the moment.
Because of the location and large layout, I was really able to spread
out and have fun merchandising.
How would you describe your store’s style/aesthetic?
Quirky but sheik at the same time, vintage, eclectic, handmade, and
visually entertaining. Spitfire Girl is filled with unusual and natural
curiosities that are always changing. We travel a lot in search of
oddities and antiques in addition to handmade artist goods. What
makes our stores different from other stores is a creative mind, an
artist is doing the curating. My buying style is not traditional by any
Where did you get your name from and what other names did you
There could never be any other name for my business. The name
Spitfire Girl came to me so easily. It hit me like a ton of bricks. I would
almost say it was a premonition. Anyone that knows me gets it, I am a
determined, strong willed, crazy creative lady. I love to gamble in the
sense I will walk straight into the fire every time without a thought.
It’s more exciting!
What types of items are your best sellers? (i.e. brands, specific
Our Brand Spitfire Girl is by far the best seller. After SFG wares it’s oddities I
source from all over the world. A long time favorite for our customers is
handmade naked people from Guatemala, they are tiny hand sewn dolls,
with all their bits in tact, very strange little things, but people love them.
What item do you have in the store now that you would want to
have in your home?
I love our handmade Turkish towels. They are so luxurious and functional at the same time.
What have you been inspired by lately? (colors, styles, themes,
I just got back from Paris and was able to get my hands antique
etchings from the 1800’s from the Paris flea market. I can’t wait to
use them in collages for a new SFG pillow line.
Is there something you thought would sell really well but didn’t?
Not really, I get super excited about the vintage and antique items we place in
the store thinking they are going to sell fast, but they take the longest.
I guess it takes a specific person to fall in love with each one of these pieces.
Where do you mainly source your items from?
All SFG wares are
made in the USA. Other goods are from all over the globe.
What was the first big lesson you learned from opening your store?
How to manage employees and recognize their strengths and direct them in
a way that compliments the company.
What would your one piece of advice you would give to small
Never give up! Take it one day at a time and one foot in front of the other.
My Father always says, “ If it was easy anyone would do it”
What stores do you shop at?
Antique malls and swap meets, I’m a bit of a scavenger.
Do you have any plans to expand your inventory?
Always, every day we receive new inventory!
What trends, if any, are you tired of?
Laser cut jewelry is definitely tired.