Most would refer to Jinxed as a vintage decor shop but when owner Mike Supermodel is asked about how to reference the store, his answer is a simple “I don’t know.”
“We sell antiques but we don’t just sell antiques,” Supermodel said. “We sell T-shirts but we don’t just sell T-shirts. We sell books but we don’t just sell books. Everything has a thread that runs through it that is interesting or unique or handmade.”
Jinxed, with products such as vintage toys, furniture, clothing, books and knick-knacks, has three locations — Fishtown, the Piazza and Tucker Digs near South Street. And they've employed a brilliant marketing scheme — posting select goods for their 17,000 Instagram followers.
You can see photos and read descriptions of the items, call the store, buy it and pick it up within two days. They'll comment with "SOLD" once the item has been purchased.
Jinxed started utilizing Instagram, Supermodel said, to give customers the immediacy of viewing a product while on the go as opposed to going through a flea market and digging through boxes.
“We took the highlights and put them right on your phone, right in front of your face,” he added.
Supermodel's first Jinxed store on South Street opened in 2004 but closed during the recession. He opened a store at the Piazza in 2008. Later on, Supermodel thought the Piazza's new owners would shut him down so he opened the location on 611 Fourth Street in March 2013.
That same year, he opened the store’s Fishtown location. The Piazza renewed his lease.
“It was never a master expansion plan [to open so many stores],” Supermodel said. “We just kind of kept trying to cover our behinds and then we wound up with three stores.”
Last year, Supermodel saw that his friend’s hair salon was honored with the Best Salon title in Philadelphia Magazine. This year, Supermodel looked through the magazine to see if the salon won for a second year and did not expect to see his own store recognized as Best Vintage Décor. “It was a very pleasant surprise.”
Supermodel said the business received the title as the result of hard work.
"The staff does work endlessly — tirelessly,” he added.
Why do the customers love it?
Upon going to any of the stores' Yelp pages, you will see several reasons why people love the store.Some people enjoy the wide range of items and their affordable prices.
"I'm impressed with the oddities they offer and often find myself saying "wow they only want $__ for that ?!?" said Yelp user Kelly C. of Feasterville-Trevose.
Others, such as Yelp user Prosperity X of Philadelphia, enjoy the uniqueness of each individual trip.
"You never know what you are going to find here," the Yelp user said. "Been here twice. Both times were a unique experience each."
Yelp user Samantha S. of Philadelphia is proud to say that most of her home has been decorated with Jinxed inventory. She says she receives tons of compliments on the items in her home.
"I can proudly say that a lot of my home has been outfitted by the wonderful inventory at Jinxed," she said. "Mike [Supermodel] and Kelli [Waldron, the store manager] have a great eye for what people are currently looking for and re-sell these items at FAIR and REASONABLE prices."