San Francisco Chronicle - (Sunday)
Mira Pickett wants to help you fall in love with your closet again.
Mira Pickett describes her style as “undone done.” In other words, her effortless chic comes by way of, well, a bit of effort. As owner of Mira Mira clothing boutique in the Mission, her sharp eye, nose for up-and-coming labels and warm personality earned her many fans. So when word spread in October that the 8-year-old neighborhood fixture was shuttering, local shoppers were shook. But Pickett had a plan to temper the loss: a new business called the Edit.
A styling service that centers around a woman’s closet and its contents, the Edit plays to Pickett’s strengths and passions. And devoted Mira Mira customers have wasted no time tapping the skills of their favorite (former) shopgirl. Angela Tafoya, editorial director of lifestyle and decor website Lonny, for example, reached out for a closet revamp and wardrobe refinement: “Mira is honest and direct about helping you get to the version of you you want to be, and I appreciated that,” she says. The best part, Tafoya adds, was finally being able to see what was in her closet.
The Chronicle spoke with Pickett recently about her current and former businesses, the secrets to a dream closet and the S.F. retail scene.
Q: Why did Mira Mira close?
A: I decided to close the shop in October 2018, and we officially shut the doors before Thanksgiving. It wasn’t an easy decision at all, but I started to feel less of a connection to retail and wanted to be able to transform the business to focus solely on styling women and working with them in their own closets. That has always been such a big part of Mira Mira.
Q: What’s your take on the current state of San Francisco’s brick-andmortar scene?
A: It’s definitely a challenging time for retail in S.F. and in the Mission specifically. Over the years, I noticed a large core of our community moving away from the city. While there was an influx of new customers, the cost of living in the city continued to increase to the point that there seemed to be much less money left for shopping. Priorities have also evolved: People in general are far more occupied with their work and busy schedules, and want to enjoy their free time in new and more meaningful ways. I do, however, think that small boutiques can still thrive in S.F. — but there has to be an emphasis on social media and strategic partnerships. And, yes, location is everything.
Q: What are some of your favorite Bay Area stores?
A: I have loved Dish on Hayes Street for about as long as it has been there. Le Point and Voyager on Valencia are my go-tos in the Mission. Mint is a beautifully curated store in Marin, and for vintage, I think Mercy Vintage in Oakland is one of the best in the country. We did a collaboration with them at Mira Mira. I loved showing how vintage and new can be seamlessly incorporated into a wardrobe. A lot of times, our ladies couldn’t tell which was which.
Q: How did you get from “I’m closing the store” to launching the Edit?
A: Over the years, I spent a lot of time mining my own closets for things to sell in my shop. These events turned into really fun parties where I shared the history of the pieces and the love they received in my life. They live on in the wardrobes of my friends and clients — and seeing them in a new context has been a life-changing experience for me. By cutting my wardrobe in half, I learned that less is more when it comes to a closet. It’s a lot easier to get dressed when there’s a particular flow, which comes only with massive reorganization. All this inspired me to create the Edit. I informally worked on styling my friends long before I opened a shop, and I have a sense of what looks good on women’s bodies, as well as a sympathetic understanding of the psychology behind dressing and how difficult it can be.
Q: Why do women need the Edit?
A: Everyone has a story. Sometimes women want me to pull up a chair as they try on their entire wardrobes. I weigh in on what looks great and give suggestions on items that aren’t working. Pieces can be tailored to the perfect length and fit, and I help pinpoint exactly what those are. Also, making massive cuts to a wardrobe can be hard so having a person you can trust, with an expert eye, to help make decisions is key. It’s difficult to let go of things, especially when we know that fashion is cyclical and will eventually come back around; although, trends are more amorphous these days. Truly stylish women give nods to trends but aren’t slaves to them. That being said, the Edit is more than just discarding clothing and reorganizing closets — it’s also about developing clients’ personal style and helping them recognize what looks good on them. This process is forward-looking. It’s not about where we were in the past but about where we see ourselves today, and where we want to be in the future.
Q: Where do you hope to be in a year? Think you’ll ever open another store?
A: My days in retail are over. I was so glad to have had Mira Mira, and it was such a joy in my life because it helped me figure out what my strengths are and what I want to focus on now. In a year, I hope to be exactly where I am today — just helping a lot more women (and men!) with their closets, personal styling and conscious shopping. I have a lot of fun ideas in the works. Stay tuned.