This is not your grandma’s antique store. St. Louis-based Sugarcoat Home is filled with vintage furniture, decor, and luxury goods, and exudes an old soul and a thoroughly modern attitude. Just ask my nearly 25,000 followers on Instagram. They take a close look at the store’s eclectic yet elegant products and everyday style cues. Co-founders Jessica Conway and Kate Pohlman met when their children were classmates and quickly bonded over their shared love of home interior decorating.
“Both of our homes were constantly evolving and we always looked to each other for advice,” they say. “We couldn’t find a retail store in St. Louis that carried the type of products we were looking for, so two years ago we decided to create it ourselves.”
Currently, Sugarcoat is sharing merchandise with Subway from its booth at Wauseon Woods Antique Gallery. The sales, held several times a month at Olivet Warehouse, offer a “curated estate sale feel.” The same goes for online. In addition to vintage decor, we also offer custom lacquered furniture, new furniture, wearable accessories, and more. Motifs such as blue and white porcelain, chinoiserie, leopard print, and brass accents can be found throughout the store.
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Photo by Sugarcoat Home co-founders Jessica Conway and Kate Pohlman by Heidi Drexler Photography
“We look for special items that add a unique flair to your home,” the pair say. “For us, luxury goods are special things that bring joy to our customers. You can get the basics anywhere, but at Sugarcoat we offer unique items that you won’t find in anyone else’s home. We offer a wide range of products.
Individuality is at the heart of the maximalist aesthetic, providing space for your favorite knick-knacks that the all-white minimalist interiors of yesteryear once banished.
“It feels good to be surrounded by things that make you smile and bring back memories,” they say. “We love homes that don’t take themselves too seriously. A little bit of fun feels more authentic. …The key is to create a home that feels good to you.”
Want some inspiration from the maximalist look but don’t know where to start? At Sugarcoat, we encourage you to take your time and enjoy the process. “Start with a few colorful pillows on your neutral couch, then choose some vintage items to match your bookshelf or coffee table,” they say.
Sugarcoat also offers design services that specialize in styling small décor around the home. “If you find a quirky little accessory that makes you smile, that’s a sign to take it home,” they say. “Maximalism looks best when you take the time to be selective, so don’t be afraid to rearrange it to suit any special pieces you find.”
With the freedom to curate according to their own tastes, maximalists seem more resilient to the typically short shelf life of design trends. “We truly believe that creating a collection that reflects your life and family journey will always be timeless,” they added. “Maximalism was never out of fashion for our grandparents, and we believe it is still the same for maximalism enthusiasts today.”
Sugarcoat Home, shopsugarcoat.com
Photo by Heidi Drexler Photography
Home accents and furniture available at Sugarcoat Home
Photo by: Heidi Drexler Photography
Photo by: Heidi Drexler Photography
Photo by: Heidi Drexler Photography
What products in the store would you resist taking home yourself?
Conway: That’s tough because we don’t buy things we don’t have at home! But we’ll keep the Dorothy Draper España chest for ourselves someday!
Pohlmann: We currently have a wall of hand-selected rose medallion plates in the store, which is really beautiful. I want to take it home and set it up in my dining room.
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