Brittany Joseph, owner of Badlands Vintage
Originally published Dec 2020 | Updated February 2023
Just because you’re shopping secondhand doesn’t mean it can’t look high-end or glamorous, says Brittany Joseph, owner of Badlands Vintage. The Oceanside shop is a collection of Joseph’s favorite things—statement furniture pieces and decor from the midcentury modern and ’80s postmodern design eras. “Badlands is kind of desert-meets-city vibes,” she says. “It’s minimalist pieces that have a touch of glam.”
Step inside her brick-and-mortar and you’ll see what she means. Joseph has carefully curated the store to reflect her style and ditched the cluttered look often found in most vintage shops, making it a point to lay out the furniture as one would a home. “I wanted the space to feel warm and inviting,” she says. “I think it’s helpful for people to see how the pieces look in a completed space instead of being positioned on their own.”
Badlands Vintage / Living Space
Her inventory changes often, as she shops for new pieces nearly every day. The key to finding them is simple: She only purchases things she absolutely loves, ensuring that every item in her inventory is something easy for her to sell.
Joseph has had a knack for thrifting for most of her life. She started with vintage clothing, slowly building a closet of secondhand items, then expanded into finding vintage home goods as she started designing her own spaces and helping her friends with theirs. It felt like a natural move to turn it into a business and, when she moved to Oceanside eight years ago, decided to do just that.
She’s been running her online shop ever since, operating out of her home, warehouse, and a small pop-up in Sea Hive Marketplace. But in 2020, despite the pandemic, Joseph says her business was growing exponentially. “So many people were at home suddenly and I think they realized they wanted to make their home a really comfortable and inviting place to be,” she says.
Badlands Vintage / Candles
That spike in sales led her to scout for a more permanent home. She found her ideal location on South Coast Highway, flipped it in an impressive three weeks, and opened just in time for Small Business Saturday. And if that sounds like a crazy feat, it’s because it is. “I’m very goal driven,” she says, “so in the moment I just get to work and do what needs to be done, but I’m starting to realize just how crazy it was to do it all so fast.”
It’s a testament to her impeccable work ethic. Now, she’s been able to pursue a lifelong passion even amid a global health crisis. But that’s just one aspect of it. For Joseph, the real reward comes from opening a Black- and female-owned business. “I love living in Oceanside and I love this community,” she says. “There are only a few Black-owned businesses here, so I’m proud to help represent people of color, especially women.”
