New store sells “vintage” furnishings on their way to antique
University City Review
Danila James
March 28, 2007
The sign out front is unassuming, and even boringly plain, nothing more than the word “furniture” stenciled on a board a few times. In fact, there is little that sets the storefront apart from the rest of this block of Baltimore Avenue. Inside is a completely different story.
A column of light filters in through the huge windowpane, passing stained-glass panels, crystal knick-knacks and a thin layer of dust before finally falling on the room’s centerpiece, an ancient metallic film projector. Its spool half-uncoiled, and its knobs aligned to just the right degree, the machine sits on a varnished dresser, its lens eyeing the front door for new customers.
Near the back of this elongated row-house shop, you’ll find the owner, James Malia, humming along to the radio and scraping away at an old drawer with a sharp-edged steel chisel. He’s undoubtedly working on the latest addition to this as-of-yet unnamed furniture store.
“I’ll probably call it ‘Vintage Furniture,’ Malia says. “What’s in a name anyway?”
Malia, gently aging and slightly stooped, seems to care more about desks and cabinets than names. His last store, the simply titled “Good Deal Furniture” on 9th and Christian, won “Best of Philly” last year in its category from Philadelphia Magazine, and he’s hoping to do the same in the new location.
The shop is full of objects best classified as “vintage:” pieces that are not quite new, but not quite mature enough to be called antique. Amid armoires and chaises, you may happen upon a gleaming Schwinn cruiser, a crystal prism, or a dull brass light fixture on a gaudy gold chain. Still, Malia focuses the majority of his attention on the furniture.
“I started out by picking it out of the trash when I was a kid,” Malia notes. He then moved on to a 30-year career of buying architectural pieces, like mantles and fireplaces, for houses under construction. He’d never considered opening a store until a friend suggested the idea and offered to be Malia’s partner. To this day, Malia buys and refinishes nearly all of the furniture himself. The various doo-dads in the shop are just filler for the chairs and tables, smooth with lacquer. “I want to sell what I want to sell!”
Malia has seen considerable change in the furniture world over the years. These days, people buy from Ikea, whose products are affordable, but made of heavy and easily-breakable pressed wood. Older furniture, on the other hand, is made of solid wood, and won’t chip of fall apart when moved.
The rise of Home and Garden television shows, and programs like “Antiques Roadshow” on PBS has also created new problems.
“People are too smart now,” Malia points out. “They show me a desk that was made in the 40s, and can’t be worth more than seventy dollars, then claim it’s antique and worth hundreds.” No one leaves furniture in the trash anymore.
Since the store first opened in October, Malia has sensed change in the neighborhood. Home prices are shooting up. The University of Pennsylvania has pushed back its offer of home-buying incentives to 60th Street. More affluent professionals are moving in. Even before Malia opened shop and negotiated his lease, he was required to acquire written permission from the University as part of the contract.
Malia hopes that the rise in prosperity, as well as the opening of the Dock Street Brewery at 50th and Baltimore will bring more customers into his store. For now, he’ll be there, sitting on his stool, scraping away at some recalcitrant corner of old lacquer, and humming along to the radio.
“Furniture furniture furniture” is open at 5021 Baltimore Ave. Wednesday through Saturday, 12 to 5pm. James Malia can be reached at 215-266-6636