Annata Collective
Address: 362 East 900 South, Lower Level
Telephone: 801-651-9871
Website: instagram.com/annata.collective
District: Liberty Wells
“I wanted Annata to feel like a place where anyone can come in and find something without any judgment,” shares Nicole Jensen, the visionary behind Annata Collective, a thoughtfully curated vintage shop in Salt Lake City’s Central City neighborhood. On sunny days, Nicole bikes to work with her loyal dog in tow - a touch her customers love and remember.
Nicole’s journey with Annata began unexpectedly. She had always loved wearing her mother’s and grandmother’s clothing and frequently redecorated her own space with unique finds. After a series of serendipitous events, she found herself curating booths in local vintage stores, which eventually inspired her to open a shop of her own. “It just lit a spark I didn’t know I needed,” she recalls. With a background in corporate work, Nicole initially did not envision herself running a vintage shop full time, but the passion she discovered within this community changed her trajectory.
Located in a cozy basement space amidst a charming neighborhood, Annata stands out as a vintage shop with a boutique-like feel. Visitors walk down the steps with a mix of curiosity and wonder, often delightfully surprised by the beautiful layout that awaits them. “It’s all about connecting with people and creating a space that engages all the senses,” says Nicole. From carefully chosen music to intentional displays, every element at Annata is designed to elevate the shopping experience.
The shop is home to nine vendors and a selection of local artisans who contribute handmade accessories, jewelry, and home fragrances. This blend of styles adds a dynamic energy to Annata, allowing each vendor’s section to shine while still harmonizing with the overall aesthetic. Nicole rotates her own collections in the shop to showcase vintage items in a way that feels current and relevant. “The shop is planned out on a calendar,” she says, describing how she varies the displays including holiday themes and a fun “bar night” - efforts that keep the shop feeling fresh and inviting. “I want people to see that secondhand doesn’t mean outdated,” she explains. “You don’t have to sacrifice style or trends to shop sustainably.”
Nicole emphasizes the importance of inclusivity and comfort within Annata. She wants the shop to be a safe space where everyone feels valued, and where both men and women can feel a sense of flow and ease. A dedicated men's section, thoughtfully arranged, underscores that vintage fashion is not solely for women. This man cave invites men to explore and appreciate the timeless appeal of sneakers, boots, hats, denim, and fantastic sports memorabilia.
One of Annata’s distinctive features is its dedication to highlighting vintage items in pristine condition. Unlike many vintage stores, where customers must dig through crowded racks, Annata offers a refined and enjoyable browsing experience. Each item is presented with care, and the shop’s ambiance reflects Nicole’s belief that vintage shopping should be just as accessible as walking into a high-end shop. “You’re not going to feel cramped or like you’re in a thrift store."
Reflecting on her mission, Nicole shares, “I want Annata to be more than just a shop. It’s a community. A place where people come to connect, be inspired, and see the value in sustainable fashion.”
