General Store’s Visionary New Mama, Serena Mitnik-Miller
Written by Katie Hintz-Zambrano
Photography by Photographed by Nicki Sebastian
If you’ve walked into any new, carefully “curated” indie boutique of late, chances are it’s been inspired by General Store—the pioneering California creation of artist Serena Mitnik-Miller and her husband Mason St. Peter. A complete original at the time of its 2009 launch in San Francisco’s Ocean Beach neighborhood, General Store provides a mix of clothing (both new and vintage) and home goods that oscillate between minimal and hand-crafted, bohemian aesthetics, seamlessly. After opening its second location in L.A. in 2012, the shop has become the frontrunner in all things cool. With such a forward-thinking retail operation under their belt (plus a new baby boy, 5-month-old Wild Hawk Moon), it’s no wonder Serena and Mason’s Topanga Canyon home, which they’ve restored most of themselves, is also the stuff of our dreams (that we didn’t even know existed). If you see loads of imitators on the horizon, don’t be surprised.
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