Aretha Franklin music wafts into the ears of customers as they walk into Gilda Designer Thrift Boutique, while the aroma perfume and warm gold lighting fills the air. Customers search through the colorful garments of bright blues and pinks and dark purples, one-of-a-kind outfits in polka dots and cheetah patterns at affordable prices. Friends walk over to shop owner, Gilda Norris, at the cash register asking for advice on more than just fashion, but also family issues and their love life.
A customer of Ms. Norris’ told her years ago at her first location that her shop is “where community meets fashion,” and this is a memory she still holds close to her and tries to uphold.
Gilda’s is not just a boutique, but a home. Through unique fashion and a warm spirit, Ms. Norris brings community alive in her shop, effectively creating a safe and welcoming space for all.
Ms. Norris began her thrift boutique, now located on 1746 E 55th St., in 2016 after coming to Chicago and not being able to find the uniqueness in fashion she was looking for. She wanted non-cookie cutter, quality clothes, while upholding herself to fairness and integrity for the customer through affordable prices and service.
“I’ve gone into boutiques here in Chicago and they don’t even say hello. They don’t acknowledge me, but they want me to spend my money,” she said. “When a customer comes from here, I want them to feel like it’s worth it for them to spend their money because I want them to have an experience, not just buying clothes, but to have the experience of being welcomed, appreciated, and have the experience of wanting to spend their money here.”
People from all over have come into Ms. Norris’ shop not just buying clothes, but also networking for apartments and jobs, falling asleep in soft armchairs, and hanging out with friends. Customers meet eyes, have the accidental warm touch of hands leading to eventual dates and relationships.
“I really am fortunate because every nationality shops here, every gender shops here, every age group shops here,” Ms. Norris said. “Every single group because people have asked me, ‘Who’s your target base?’ I don’t have one. I don’t have a demographic, a target base that I gear my clothing toward. Everyone is welcoming here and there’s something for everybody, and because of that I have such a wide range of customers of different types of people, and I love, love, love it.”
Ms. Norris creates a space for everyone where they can talk, complain and relax. She has customers come to her about their love lives to financial situations just to be able to feel seen.
“Once somebody sits down in a chair at the bar, it’s gonna be a long one. My friends call me a psychologist, they said this is a boutique/a psychology clinic,” she said.
Kids come to her to talk about the many changes they’re going through in her life, things they may be afraid to tell their parents so they go to Ms. Norris first.
“They come to me when they’re not being accepted elsewhere and they talk to me about it because they know I’m going to accept them no matter what,” she said.
One of Ms. Norris’ prior locations was across the street from Kenwood Academy High School. Students would come in after school to try on clothing and take pictures, hang out with their friends, or simply have somewhere and someone safe to go to.
“I’ve had kids come into my store when they needed to feel safe. They were afraid. You know, one instance there was some kind of disturbance at Kenwood and all the kids were let out, but one girl was having an anxiety attack. She comes into the store and I helped her get through it. They would come by just to feel safe,” she said.
With every customer that walks into her shop, every dress that’s tried on, every first kiss that is shared, every tear that is shed and just as quickly wiped away — Ms. Norris dedicates herself to not only quality and affordable fashion, but also a safe and welcoming home for all in her community.