“If you walk in and we say hello, and you leave with nothing, that’s still enough for us. That’s the culture we’ve built here.” Zallzo may be a made-up name, but the business behind it is as real and rooted as they come.

“I wanted Annata to feel like a place where anyone can come in and find something without any judgment,” shares Nicole Jensen, the visionary behind Annata Collective, a thoughtfully curated vintage shop in Salt Lake City’s Central City neighborhood. On sunny days, Nicole bikes to work with her loyal dog in tow - a touch her customers love and remember.

“I’m a preservationist of history. Every piece here has a story.” Capital City Antique Mall, a cornerstone of Salt Lake’s antique scene since its opening during the summer of 1999, is more than just a store to Ralene Barton; it is a living museum. Ralene, the shop’s third owner, has been part of the store’s journey since she became a dealer in 2011.

“Good style is good style, and it doesn’t matter if it was made forty years ago or yesterday.” Adrienne Jarrett, owner of Re-finery Salt Lake City, combines her passion for fashion and her commitment to sustainability, creating a space where clothing not only tells a story but also contributes to an eco-friendlier future.

“I always felt a connection with metal people because they’re passionate about music, just like I am. And despite what people think, they’re some of the nicest folks you’ll ever meet.”

“All of them have great memories, but Utah is my favorite. I’ve been here since I was eighteen, and I don’t have a desire to leave.” Helen Wade’s journey is as dynamic and layered as the shop she owns, The Stockist, nestled in the vibrant 9th and 9th district of Salt Lake City. Born in Oregon, Helen’s life has been a whirlwind of moves - from Oregon to Connecticut, then to Utah, back to Oregon, and finally settling in Utah for good.