A 24-year-old Latina woman from Queens opened up an indigenous Mexican clothing store during the pandemic to honor her grandmother. While highlighting her Hispanic culture, she is also helping uplift a community of women-owned businesses in Astoria.
Anoria, Vanessa Gonzalez’ shop on 24th Avenue, is named after and inspired by Gonzalez’ 84-year-old grandmother, who taught her how to appreciate art and her Mexican heritage. The store features a collection of cultural and temporary pieces of indigenous Mexican clothing made by local artists, many of whom who live in Astoria.
Gonzalez was born in Veracruz, Mexico and came to Astoria with her older brother to join her mother when she was 6.
She got her first job – busing tables at a local eatery – when she was 16.
We lived with my grandmother in Mexico until she had enough money to send for us.”
After graduating from P.S. 85, I.S. 141 and the Academy for Careers in Television & Film, Vanessa enrolled at the University of Hawaii Maui College with the idea of pursuing a career in the hospitality industry.
Paying her way through school “was really hard. I worked two retail jobs – at Macy’s and at Guess,” she says.
After two years, she returned to Astoria, taking a retail job with the military aviation-inspired apparel brand Top Gun at Queens Center.
The goal, even at that time, was to open her own clothing store.
“I love to see how clothes make people feel good,” she says, taking a frilly and flamboyant orange gown from the rack and holding it up to the mirror. “This is particularly important as we come out of the pandemic; women can come in here and find a pretty dress and face the world again.”
Anoria – the word is a combination of her mother’s and her grandmother’s first names and just happens to sound like and rhyme with Astoria – is a pandemic baby.
A detail of a custom hand-painted shawl
“Like a lot of people, I lost my job during covid,” Vanessa says. “So I started selling clothing my family made. We also began making face masks, which were in short supply at the time.”
Later, she expanded her sales items to include clothing made by Mexican artisans working in traditional styles.
Vanessa decided to find a way to help Mexican artisans.
“The idea of opening a store seemed so out of reach, especially during covid,” she says. “But I figured that I’d already lost everything, what more could I have to lose?”
The shop also carries some brand-name items
The space practically fell into her hands – she spotted a “for rent” sign in the window, adding that her mother and brother have moved into the apartment upstairs.
Detail of a colorful fringed poncho
Her original concept was to stock Anoria exclusively with one-of-a-kind handmade items, everything from beaded jewelry, handwoven dresses and painted shawls to dolls and ceramic vases, from Mexico.
“I believe in fair trade and sharing art,” she says. “But I don’t make a profit on the handmade items, so I’ve added brand-name items to the shop. Anoria is not about getting rich; it’s about connecting with people.”
Vanessa studied at the University of Hawaii.
Sourcing the items was simple: Her mother and grandmother, who are artisans, have an extensive network of peers who are seeking buyers.
“I’m also doing this because I want to keep the local traditions alive,” Vanessa says. “Many of these skills are being lost.”
Anoria has proved more successful than Vanessa envisioned.
Even the hats are colorful
Hand-beaded necklaces from Mexico
She now uses her store to try to uplift artists and authors in Queens. She stocks books from local authors.
Anoria Boutique is at 28-03 24th Ave
Vanessa, who opened Anoria in April last year, runs the seven-day-a-week boutique all by herself.
“I do it with love,” the 24-year-old says. “And when you do it with love, it’s not a burden. I wake up eager to start each day.”
Even, she adds, when those days don’t end until 11:30 p.m.
Vanessa Gonzalez is in the front window of her new shop, Anoria Boutique, dressing a couple of mannequins
“I will, of course, always carry the handmade Mexican works because they represent my heritage,” she says.
She smiles and gets ready to greet the first customer of the day.
https://anoriaboutique.com/
