Enter the rabbit hole of eclectic merchandise with Emily King
- Tracey Weiss
- Aug 29
- 4 min read
Written by Natalie K. Pollock
Photography by Natalie K. Pollock
At the White Rabbit shop on Park Road in West Hartford, treasure hunters can find a wide variety of often unique, formerly loved, beautifully crafted items at lower prices than their brand-new versions. Just as in “Alice in Wonderland,” visitors with an open mind and sense of adventure often stumble upon surprising antiques, artwork, clothing and giftware that will make them smile for years to come.
The local shop’s proprietor, Emily King, discovered the world of reselling clothes and household items at the age of 18, and now at 38, she has curated her own eclectic collection of secondhand items for nine years. Just out of school she benefited from on-the-job training at Goodwill stores, while also bussing tables.
King began saving her earnings and selling random items at flea markets, eventually meeting antique dealers and overseeing a business in Mansfield for four years. A car accident forced her to take time off to recover, and then a job at Easter Seals Goodwill came along so she could continue working toward her ultimate goal of owning her own consignment shop. There she stayed until her current location became available on her “dream street.”
King was living in New Britain and is now two blocks away into Hartford with a friend. Her plan is to get her own apartment soon.
“How wonderful this community is! It’s mostly small business owners and artists who sell here, like Amy Casazza who is an artist and book illustrator. It’s important to support small businesses so that all the money stays in our own town,” said King.
She consigns for women-owned businesses in her shop and has plans to produce a brochure promoting all the area’s women-owned businesses.
“We all refer each other. It’s an artists’ market. There is WEHA Vintage and More, Three Ladies Antiques, and West Hartford Second Chance Shop. Everyone is supportive of each other. I am happy here,” said King.
Casazza had known King for close to eight years. She lives in the neighborhood and one day walked into the White Rabbit after the shop’s first year in business.
“I was just getting my art business up and running. I have always painted, then I did paintings that I could turn into greeting cards, so a mix of fine art illustrations. And I have illustrated my second book, and I have greeting cards. Emily has one of my paintings on her wall,” she said.
They have begun sharing ideas on ways to best display artwork.
“Emily is great at creating collections, and creative at putting items together (for the best effect). She can see a larger vision. Her shop is unique in the area with a mix of such variety. Everything is well curated,” said Casazza.
She has a sister who lives in Park Slope in Brooklyn, and they often explore boutiques there. Casazza feels that King’s shop is “in line with Brooklyn.”
“Emily really cares about the Park Road neighborhood and businesses. She is a huge part of it. They all help each other. Shoppers go out one door and into the other. The River Bend bookstore is nearby. Emily’s shop is one of my staples in terms of income streams,” said the artist.
King does not employ a staff and therefore works 14 to sometimes 20-hour days, six to seven days a week. Family members volunteer one day a week.
“Sunday is an amazing day here, and Monday too. Three Ladies is also open every day, and the River Bend bookstore next door is also. I get customers who shop at the bookstore too,” she said.
The White Rabbit sells antiques, furniture, jewelry, unique gifts, and local art, as well as vintage and designer consignment clothing and shoes.
“I tried consignment for all the clothing, shoes and jewelry but now I only do that by appointment. I also offer items from some estate auctions, and locally made items, as well as giftware and art. I have some furniture and paint for do-it-yourself refinishing,” said King.
She learned the art of creating a pleasing display and setting a scene to attract the eye from another woman in the business.
“Thrifty shopping was appealing to me as a kid. My mom liked reusing and she made more interesting clothes that way. She was into being an entrepreneur,” she said.
When King began meeting with antique dealers at age 18, she had to get up early in the morning and hang out at antique and yard sales.
“I like collecting. I could do it forever. I fell in love with it. Working in thrift for nine years I met so many people, and I learned so much about antiques. You can go different ways with antiques. There is also eBay, but retail is romantic. People are excited when they walk through here,” she said.
King has discovered that having a store that customers can explore is more profitable than selling vintage online. To stay competitive, she makes sure to offer items that no one else has.
“Consignment shopping is a whimsical and fun way to shop, and it’s affordable, especially for middle-of-the-road shoppers. I can compete with the big box. It’s unique to the vintage business that there is no competition. And this is a perfect location. I think it’s the largest space on the Road,” said King. WHL
The White Rabbit
214 Park Road
West Hartford
860-232-5545