Vivant is a French word used to describe something or someone that is lively, animated, or full of energy. Founders of the curated thrift store Vivant Vintage Justin Pomerleau and his wife Emmy Sawich chose this word to name their store to encapsulate the idea of “bringing life back into things that have once had a good life” when they first opened it in 2014. That store will soon have a much bigger space as it moves to a new location this June.
After selling pants via a house on wheels he pulled on a tricycle and working as a resident vendor at the SoWa Vintage Market, Pomeraleau decided to move his wares to the store’s current physical location on Allston’s Lincoln Street in 2014.
“I kind of saw the writing on the wall that I wanted to get out of there,” he said. “I lived around the corner from the Allston store and was just keeping an eye on this corner.”
Pomerleau has since secured a new spot on 151 Harvard Avenue that will have its grand opening on June 27. While the first location was chosen for the sake of convenience, the new space will be large enough to accommodate the secondhand clothing he currently stores in a warehouse in Brighton, a sales floor, and extra space for what he calls a “bargain basement.”
“It’s kind of serving a very unique purpose, where Newbury Street’s the high volume boutique, where you’ll find the freshest, most on-trend clothing. Then Allston will have our clearance stuff, and will have a larger variety of every type of category.”
With the new relocation to Harvard Avenue, he hopes the increase in space can serve as a way to bring people together outside of solely buying clothing.
“We could both host our own events, but we could also offer space rental,” he said. “I’m really hoping that we could do a film festival, we could do a market, we could do an art show, it opens up a lot of possibilities.”
Pomerleau said his vision for Vivant Vintage initially started out as an art project. It later dawned on him that investing in this store could help him achieve his dream of being self-employed.
“I quickly realized that I had a good knack for it, the buying, for the selling, and really got a lot of satisfaction out of it,” he said.
There have been some challenges for the couple with expanding like increasing and sourcing their inventory, taking proper care of their growing staff, all while managing their personal lives. “It all changes as you grow,” he said.
Having to balance taking care of a newborn with expanding the size of their brand and workforce, Pomerleau described 2025 as one of the hardest years of his life.
“Me and my wife are supporting, like, 20 people. Not everyone’s full time, but if somebody’s full time, their livelihood, their well being, it depends on me,” he said. “Those were the kind of things that made me the proudest and also were sometimes the most challenging with staffing.”
While Pomerleau finds there are some challenges with staffing, he has created a welcoming and caring environment for his employees.
Zoe Hopper, the full-time manager of Vivant Vintage in Allston, finds the job fulfilling because people from various backgrounds are able to come together and connect over vintage clothes.

“People seek it out, and they seek out the experience that comes with the name of it. So the fact that people come here looking for something, and I can act like a tour guide to them through the experience of the store, is really fun,” they said.
Hopper also described the role of the manager as more fun than it is work. They said their role is to act as a “vibe curator,” which helped with the creation of a close-knit community of patrons to Vivant. “It’s not a transactional experience, especially if you love clothes.”
Along with challenges that come with staffing, Pomerleau said sourcing secondhand clothing and silver for the jewelry, which Vivant makes and sells, has also been a challenge.
After being involved in the secondhand retail business for nearly 15 years, Pomerleau said has seen the rise, fall, and second rise of thrifting.
“It was super red hot during the pandemic. It got a lot more interest, and it’s kind of leveled out. It’s definitely worlds greater than it was pre-pandemic,” he said. “There are more people shopping vintage versus firsthand retail.”
Boston Magazine named Vivant the “Best Vintage Shop” in 2023, which has cemented their place as a beloved destination for vintage aficionados, according to Vivant’s website. It’s very clear that Pomerleau and Sawich take pride in their work.
“I love what I do. I love clothes, jewelry, fashion, I love buying and selling things. I like being a part of the Boston business community, and there’s so few independently owned businesses out there, so I get a lot of satisfaction and it makes me feel really good to be able to do this.”

