Jasmine Montanaro is the owner of The Vintage Cellar East in Easthampton.

Jasmine Montanaro, owner, The Vintage Cellar East, 64 Cottage St. Easthampton

Years in business: Three What do you offer and to whom? We are a multi-vendor shop that offers an eclectic selection of vintage and new finds from all over Western Mass. We cater to people looking for a fun, unique shopping experience. We started as a co-op type shop in Northampton and moved to Easthampton to bring that vision to this town. Our former shop, The Vintage Cellar, is now owned by Dan Egan at 11 Bridge St. in Northampton, down in the cellar.

Why? What motivates you? Our vendors have a passion for finding just the right treasure to bring to the shop in hopes that it finds new life again. One of the best things in this job is seeing how happy people are when they leave with a new piece for their home or a gift for a loved one.

What sets you apart? We are different from other shops because our selection is so very diverse. Our items run the gamut from the standard antique to retro funky items to classic mid-century pieces. We also have some strange and unusual one-of-a-kind discoveries, Some interesting finds have been, circus posters, mid century nesting tables, funky lighting, and fun small items such as beakers, Pyrex and jewelry. This creates a fun environment to shop in and to revisit again and again.

What mark do you hope to make on your community? We hope to bring new faces in and introduce and reinforce the idea that vintage is more durable and quality choice. You can bring old pieces to life again by repurposing them in a new and refreshing way! We want to bring new traffic into town and work together as a community to embolden the downtown area.

How people can contact you: Jasmine@thevintagecellareast.com Voices of the Valley is compiled by Janice Beetle of Beetle Press in Easthampton, a PR and communications firm. www.beetlepress.com. To suggest a subject for this feature, email Beetle at janice@beetlepress.com.

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