A shopper heads into Flashbacks Mercantile in Orange, Calif. on Dec. 2 2023.
Flashbacks Mercantile
photo essay
teagan wall
Travel through time at Flashbacks Mercantile; whether you like retro fashion, oldies music, vintage collectibles, pre-loved furniture, home goods and decor, or just love to browse, there’s probably something for you at Flashbacks.
Bright light pours through the showcase windows framing the storefront at 401 W. Chapman Ave. Step in, let your eyes adjust, and you find yourself transported into a time capsule; glance to your left and you are likely to meet the kind eyes of Pete Ruiz. The sound of a radio cuts brightly through the open air of high ceilings, in stark contrast to the organized chaos of the shop – clothing racks stuffed with bygone styles; shelves lined with delicate antique trinkets.
“Everything is 30% off!” he says; hopefully it’s one thing that won’t change with time.
above: Detailed lamps and porcelain decor on display for window-shoppers on Dec. 2 2023.
left: An eye-catching collection of colorful glassware from around the world glows in the sun on Oct. 25 2023.
below: Dusty pre-loved books line countless shelves in the center of the store on Oct. 25 2023.
above: Racks of women’s clothing on Sept. 19 2023.
Flashbacks also boasts a wide selection of clothing for men, women, and children of all ages.
Josie Ruiz, 82, of Tustin has been collecting antiques since the ‘80s. She curates and prices almost everything you’ll find in-store, and has been in the antique business for over 20 years.
below: Pete Ruiz manages daily in-store operations at Flashbacks Mercantile on Oct. 31 2023.
above: Pete and Josie Ruiz at Flashbacks Mercantile on Dec. 2, 2023.
Pete Ruiz, 81, of Tustin, is equally dedicated to Flashbacks. He watches over the shop everyday for almost 8 hours, yet attributes everything to Josie. “I’m just helping my wife,” Pete explains, “this is her store.”
Despite an extensive collection of pre-loved offerings, owner Josie Ruiz and her dedicated husband Pete have weathered the storm throughout COVID and two location changes, but even the most passionate store-owners in the ‘antique capital of Southern California’ find themselves unsure of how they can stay afloat.
The Orange Circle, located just south of Chapman University at the intersection of Glassell Street and Chapman Ave, boasts almost 15 antique stores in a 2-block radius. This condensed market is a haven for antique-lovers, it is a competitive home for mom-and-pop shops like Flashbacks Mercantile; their location on W. Chapman Ave just a block outside the Circle’s heaviest foot-traffic.
Flashbacks Mercantile is unfortunately no stranger to challenge. Since its establishment in 2016, they have already had to change locations twice due to sale by building owner, according to Josie. In 2020, they moved from their previous storefront on E. Grove Ave to Old Towne Orange.
Now, they face new obstacles.
In 2020, the City of Orange proposed a plan to rehabilitate the historic building, originally built in 1924, into a mixed-use development project. But it wasn’t until the end of 2022 when the Orange City Council approved a potentially ‘problematic’ development.
This comes alongside their existing reality: with many competitors in close proximity and inconsistent foot-traffic from the Orange Circle, they have struggled to maintain the business without dipping into retirement savings, according to Josie.
Peter Ruiz helps organize the outdoor inventory on Dec. 2, 2023. You can often find him at the store helping his parents.
Tuesday March 1, 1927 [Orange Daily News]
Flashbacks Mercantile is located within Orange’s Historic District, tucked between Old Towne Orange and the Depot Park at the corner of W. Chapman and Cypress Street. The storefront is housed in a 1924 brick building, originally constructed and utilized as a Chevrolet dealership and auto repair shop.
Due to the building’s historic significance, the approved project would entail the demolition of supporting structures and the rehabilitation of 401 W. Chapman Ave.
A vintage toy car on the outdoor patio of Flashbacks on Dec. 2 2023.
Preserve Orange County, a local nonprofit that focuses on the preservation of historic resources countywide, raised concerns regarding the plan’s compliance with the California Environmental Quality Act (CEQA).
Despite approval of the Old Town Gateway project, Pete says they have yet to receive a solid timeline on what will happen to Flashbacks. For now, they continue to serve their community with heads held high.
Pete chats with customers buying a plant on Dec. 2 2023.