The ins and outs of Twice as Nice

Does a fresh season awaken your desire for an updated wardrobe? Lighten the impact on your bank account and the planet by thinking twice before shopping brand new. Jana Smirnova, owner of Twice As Nice consignment at 957 Maple Ave., shared the ins and outs of her business (and life beyond) with Coastal View News in the following interview. 

CVN: Please share a brief history about your store. When did you open? 

Jana Smirnova: I purchased this business from my friend Jill Castro. She originally opened it in 2000-ish. I was her customer for four years and had been asking her to sell me the business. Eventually, she agreed, and I became an owner of Twice As Nice in November 2011.

For those who haven’t consigned their items with you before, please describe how the process works.

If someone wants to consign their items, they need to make an appointment – call (805) 684-1808 – and bring seasonal items in great (gently used) condition. 

We accept women’s clothes, shoes, bags, scarves, belts, clutches, wallets and jewelry. We prefer current styles and like to sell items that were purchased in the past five to seven years, but occasionally will make exceptions. 

Items need to be free of stains, pet hair, smells, etc. We offer check or store credit as payment. Commissions are 40% or 50% (depending on the contract) and paid after the item sells. 

What considerations do you have when selecting items to sell? When items are in good condition, are there certain brands that you always take? 

We don’t accept fast fashion brands like Forever 21, Old Navy, etc. One of the best-selling brands is Johnny Was. Our customers love our cashmere rack. Anything made from linen is very popular. In our location we do well mostly with casual, trendy clothing and sportswear sells great (Lululemon and Alo are favorites). We don’t sell business wear and shoes with high heels. 

Do you follow trends? If so, what are some current trends with your demographic of customers? 

We are trying to have a little bit of everything in different styles. Our customers are anywhere from teens to late ‘90s and they all like to shop at Twice as Nice. 

When you aren’t attending to shop business, how do you spend your time? 

I have a seven-year-old grandson, George, who lives in Los Angeles. He comes to spend a weekend with me twice a month (we go to the beach, zoo, museums) and if he’s not here, I go and visit him in LA. We like going to Universal Studios and other fun places there. 

Also, my husband and I have a lot of friends and a big family – usually we all get together and barbecue.