A Women-Led Shop in Shaw Offers Goods for Thoughtful Living
Tucked away on 39th Street, Seta is a mashup retail space led by a trio of women who have married their experience with secondhand clothing, plants and interior design to add to the already budding Shaw neighborhood.
Combined, the owners of Seta—Laura Dooley, Christina Weaver and Amy Kuntz—have more than 18 years of experience in retail, with Weaver having operated a storefront in Columbia, Missouri, formerly known as Mustard Seed Fair Trade; Dooley having experience stocking her brand LoKey Designs in retailers across St. Louis; and Kuntz having completed design work in homes, for businesses and at events.
The three met via The Women’s Creative, a community that supports women-owned small businesses in the St. Louis area, and the collaboration that followed was an organic one. Weaver’s newly named brand Route offers customers ethically made clothing and jewelry, as well as a thoughtfully curated selection of secondhand clothing. Dooley’s LoKey designs sells succulent plants and house plants. And, through her nascent brand Oh Hey Aim, Kuntz curates secondhand furniture and home goods, as well as new art, gifts and home items.
These brands come together seamlessly on the wonderfully designed Seta sales floor, providing goods catered toward thoughtful living. “Our intention was to create a space that feels less like a retail store and more like a room in your home,” Kuntz says. “A place where the neighborhood feels welcome and free to either quickly pop in or linger for a while.”
Since opening the shop in October 2019, the three women have accomplished just that, and they have felt an overwhelming support from the community. In addition to offering a well-curated shopping experience, Seta also hosts monthly clothing swaps and succulent planting classes. Still in the goal-setting mood, the owners of Seta plan to center relationship building as they continue to foster connections in their community.
2207 S. 39th St.
Images courtesy of Seta.