The store has a distinct vintage style, with many features setting it apart from your typical clothing ecommerce site.
It describes itself on its website as an “editorialized ecommerce platform of curated artisanship and contemporary values,” where exceptional pieces prevail over “mass product and generic design”.
Magazine-style imagery is used to show its pieces, which have been handpicked by the duo.
Many of the clothes and accessories have been sourced from overseas; including hand-selected vintage pieces from California.
There’s also a line of luxury basics Mitchell and Cherrie created called Paris Georgia Basics.
The site is marketed not just at Kiwis, but worldwide.
The pair told Viva they want to develop a global presence, as The Mercantile’s customers could be anywhere in the world.
The site appears similar to the US-based women’s clothing and vintage site Nastygal.
Mitchell is an AUT fashion design graduate who worked at Karen Walker for four years, and then moved to New York in 2014 to be an assistant to American Vogue’s design director.
Cherrie studied fashion marketing and communications at the European Institute Of Design in Barcelona, and then interned at Paris-based menswear designer Boris Bidjan Saberi.
She then worked at menswear label Henry 1865, before starting her collaboration with Mitchell on The Mercantile.