Facing Seaside II: Generation Ave
Generation Ave fulfills a gap in fashion at large – to provide high-quality clothing in all sizes and styles to anyone, regardless of their background and budget. It is a consignment store offering luxury brands. The owner, Renée Flanders, says, “My business specialty is providing a warm, friendly, and high-end shopping experience to anyone that walks in the door regardless of their style, background, or budget.” Her beautiful items are photo-worthy and are the focal point in Uriel Chavez (6th grade, age 11) and Zach Weston’s photographs. Flanders has her store organized so that you constantly find items you have long been looking for or go well together with other pieces discovered while shopping.
While Generation Ave may be new to Seaside (est. April 2022), Flanders has strong ties and extended family history with the city and is the first in her family to own and operate a retail store. Her grandmother was in the second graduating class at Seaside High, where both her parents also graduated. Though she grew up in Pacific Grove, she spent much of her childhood in Seaside, where she has been raising her own family since 2021.
Flanders identifies Generation Ave as a “Block-Owned storefront,” something she saw was missing in Seaside. Generation Ave offers an authentic, value-added shopping experience that empowers people of all ages to express themselves through fashion.
Student Portrait Session
Behind the Scenes
Business Visit
©Zach Weston
Generation Ave Interview Questions
Name:
Renée Flanders
Name of business:
Generation Ave LLC
What your business offers the community of Seaside:
Pre-owned modern, vintage, and designer fashion for community-minded adults of all ages in Monterey County and beyond.
Are you from Monterey County, if not where are you from?
I am from Pacific Grove but Seaside has always felt more like home. I spent a lot of my childhood here. Both my parents graduated from Seaside High and my Grandma is of the second graduating class of Seaside High.
When did you move to Seaside?
I bought a house in Seaside in 2021 and have been a resident of the city ever since.
What brought you to Seaside?
My husband and I wanted to raise our children in a city where there was culture and where we could contribute in ways that mattered to us.
When was your business established in Seaside?
April 2022
What was the main reason / motivation to start your business?
Monterey County lacked an inclusive second-hand shopping experience that provided accessibility to a variety of styles, sizes, and luxury brands. There was a lack of Black-Owned store fronts. There was a major lack of fashion stores that catered to the middle-age demographic. There were no consignment stores in Seaside. I wanted to check all of those boxes.
Do you have an educational background that helped start up the business or are you self taught?
I have a Bachelor of Art degree in Sports Management; however, I am mostly self-taught in business. I have previous experience in retail and have operated my photography business for over 10 years. My entrepreneurial spirit and love for fashion is what helped me start my business.
Is this work that has been in your family for generations, or did you start this business with a vision of your own?
I began this vision on my own and am the first in my family to own and operate a retail store.
What would you say is your business specialty?
My business specialty is providing a warm, friendly, and high-end shopping experience to anyone that walks in the door regardless of their style, background, or budget.
Do you have any plans for expansion?
I do not have any plans or desire to expand in the future; however, I do plan to scale the business to operate without me working full-time.
Who is your typical customer?
This is not an easy answer! Our customers currently range in age from 16-94. People of all ages can find atleast one thing they love in the store. It’s a destination for people of generations to shop and consign. Hence the name!
Where is your business located in Seaside?
My business is located at the University Plaza Shopping Center on Fremont blvd facing Echo st
Do you have social media for your business? What platforms?
Yes. Generation Ave has a presence on Facebook and Instagram.
Do you have a current website?
Yes. Generation Ave can be found online at www.generationave.com
How are you currently marketing to potential customers?
I am currently marketing to potential customers using social media, Google ads, window advertising, and marketing materials that I provide to every customer and consignor.