Secret Treasures Antiques & Collectibles

What Secret Treasures Antiques & Collectibles does

Secret Treasures Antiques & Collectibles is a single-location retail antique and collectibles store founded in 1993 by Dawn Okamoto and operating continuously from 605 Dempster Street in Evanston, Illinois, occupying two adjacent small storefronts. The store sells vintage housewares, jewelry, glassware, china, postcards, depression glass, small furniture, and related collectibles generally dating from the 1920s to 1950s, with inventory that turns over daily. Its core technology is minimal: a Squarespace-hosted marketing website, Instagram and Facebook storefronts used for social commerce, and an email newsletter, with no app, no proprietary platform, and no integrations.

The business makes money through two primary streams: direct retail sales to individual consumers (browsing in-store during limited hours, 24/7 window/sidewalk displays, and social media via DM/text/email) and purchasing items from sellers via a drop-off model that pays approximately 50% of expected retail price on acceptance. Pricing is per-unit, transaction-based, and varies by item type, condition, rarity, and age, with deductions for silver, linens, furniture, or items requiring repair. The go-to-market is community-led and direct-to-consumer, anchored by Chicago Magazine's 'Best of Chicago 2011: Vintage Housewares' recognition, Yelp reviews, and word-of-mouth in the Evanston and broader Chicago metro area.

The store serves individuals rather than institutional buyers, with three primary demand segments: antique and vintage collectors seeking specific items, home decorators and vintage enthusiasts, and individuals looking to sell unwanted vintage items. Ownership is founder-held with no external investment, no subsidiaries, and no parent company; Henry serves as Director of Operations and leads social media and merchandising strategy, while long-tenured staff (Donna ~25 years) provide customer relationship continuity. The firm is privately held, bootstrapped, and operates within a strictly regional Evanston/Chicago/Midwest footprint.

Name

Secret Treasures Antiques & Collectibles

Legal name

Secret Treasures Antiques & Collectibles

Website

https://secrettreasures.biz

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

1–10 employees

Short description

Secret Treasures Antiques & Collectibles is a founder-owned antique and vintage retail store in Evanston, Illinois, selling 1920s-1950s housewares, glassware, jewelry, and collectibles to individual collectors and home decorators through two storefronts, social media, and a drop-off seller service.

Ownership category

akta.pro rank

Product category

Antique & Vintage Collectibles Retail

NAICS

Used Merchandise Retailers (459510)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Vintage & Antique Collectibles Retail (CRALAGAE)

akta.pro secondary industry

Gift, Novelty & Souvenir Variety Stores (CRAGAJAG)

Keywords

• Vintage housewares
• Antique collectibles
• Mid-century retail
• Depression glass
• Costume jewelry

Headquarters

HQ city

Evanston

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Retail Sales of Antiques & Collectibles: The company operates as a retail antique and vintage store, selling items directly to consumers. Items include vintage housewares, collectibles, jewelry, china, glassware, and decorative items from the 1920s-1950s era.
2. Purchase from Sellers (Drop-Off Model): The company purchases items from sellers through a drop-off model. They offer sellers approximately 50% of retail selling price for accepted items, inspect condition, and pay outright upon acceptance. Exceptions may apply for items requiring cleaning, repair, or bulk quantities.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Secret Treasures Antiques & Collectibles is a single-location brick-and-mortar retail store that sells vintage housewares, jewelry, china, glassware, collectibles, and decorative items from the 1920s–1950s era to individual consumers. The store combines in-store shopping with 24/7 social media sales via Instagram and Facebook, 24/7 window/sidewalk browsing, and a drop-off purchasing service that pays sellers directly based on approximately 50% of expected retail selling price.

Product overview

Secret Treasures operates as a traditional antique and collectibles retail store with a single-location physical storefront combined with social media sales channels. The core offering is in-store shopping at their Evanston, IL location, supplemented by 24/7 social media shopping via Facebook and Instagram, window/sidewalk browsing, and an antiquing resources directory. The store also operates a seller drop-off service where customers can sell items directly to the store. No formal product modules or platform architecture exists—the business functions as a conventional retail operation.

Differentiator

Problem solved

Functional benefit

Products and services

• In-Store Shopping at Secret Treasures Antiques & Collectibles Physical retail shopping experience at the Evanston storefront offering vintage housewares, jewelry, glassware, china, small furniture, and collectibles from the 1920s–1950s, available Wed-Sat 11am-3pm and Summer Sundays 12-3pm. Targeted at individual collectors, home decorators, and gift shoppers in the Evanston and Chicago metro area.
• Social Media Shopping (Instagram & Facebook) 24/7 social commerce channel via the Secret Treasures Instagram and Facebook profiles, where new merchandise is posted and customers contact staff via DM/text/email to arrange purchase and pickup. Targeted at individual collectors and gift buyers in the Evanston, Chicago metro, and Midwest region.
• Window and Sidewalk Shopping (24/7) Around-the-clock exterior browsing of merchandise displayed in the storefront windows and on the sidewalk. Customers can call or email staff to inquire about items and arrange payment and pickup. Targets local walk-by foot traffic and Evanston community shoppers.
• Item Drop-Off Purchasing Service Direct-purchase service for sellers of antiques, collectibles, and vintage items. Sellers email or text photos for pre-approval, drop off accepted items Tuesday-Saturday 11am-3pm, and receive direct payment typically at approximately 50% of retail selling price, with exceptions for silver, linens, furniture, bulk items, or pieces needing repair. Targets estate liquidators, downsizers, and individual declutterers in the Evanston and Chicago metro area.

Quantifiable outcome

• 27+ years in business with consistent community presence

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Andersonville Antique MallminorOthersPhil, a staffer at Secret Treasures, also sells at Andersonville Antique Mall where he has his own booth. This appears to be a personal business relationship of an employee rather than an official partnership.

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• Etsy: Large online marketplace with a substantial vintage and antique category. Captures the same independent collectors and gift shoppers that Secret Treasures serves, but at massive scale and with seller-supplied rather than curated inventory.
• 1stDibs: Online marketplace for luxury vintage furniture, antiques, and fine jewelry. Overlaps with Secret Treasures on vintage and jewelry categories but targets higher-end buyers and sellers with a broader, national inventory.

Emerging players

• Chairish: Online marketplace for vintage and pre-owned furniture, decor, and home accessories. Targets the same collector and home-decorator segments as Secret Treasures but operates as a national digital platform rather than a single brick-and-mortar store.

Direct peers

• Ruby Lane: Online marketplace specializing in vintage and antique items including jewelry, collectibles, and home decor. Directly comparable assortment and customer base, with a multi-vendor model that competes with Secret Treasures' curated in-store and social-media selling.
• Andersonville Antique Mall: Multi-dealer antique mall in Chicago's Andersonville neighborhood offering vintage housewares, jewelry, and collectibles. Directly comparable geography and product mix; staff member Phil already sells there, confirming overlap in sourcing and customer base.

Regional players

• Architectural Artifacts: Large Chicago-based retailer of antiques, architectural salvage, and vintage design pieces. Serves a similar Chicago-area customer base but at a much larger scale and higher price point, with broader inventory spanning multiple categories.
• The Golden Triangle: Long-established Chicago antique store specializing in Asian antiques, furniture, and decorative arts. Comparable as a long-tenured Chicago antique retailer with curated inventory, though positioned at higher price points and more focused on formal antiques.
• Geneva Antique Mall: Suburban Chicago antique mall offering vintage housewares, jewelry, and collectibles from multiple dealers. Comparable multi-dealer format serving the greater Chicago metro, but operates in a suburban mall rather than street-front store setting.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/secrettreasures605
• Instagraminstagram.com/secrettreasuresantiques
• LinkedInlinkedin.com/company/secret-treasures-antiques-&-collectibles

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Secret Treasures Antiques & Collectibles