The Journal
Notes from the trail.
Trends
What 2026's Color Trends Mean for Antique Shops
Every major paint company just named its 2026 color of the year. They point in the same direction — warm, earthy, patinated, brown. Which happens to describe every antique shop on the Central Coast. This isn't a color story. It's a demand signal.
July 18, 20266 min read
Digital
Why Pinterest Is the Best Platform Antique Shops Aren't Using
96% of Pinterest searches don't include a brand name. Nobody is searching for a brand of pine hutch — they're searching for a pine hutch. That's a search an antique shop can actually win.
July 17, 20266 min read
Trends
Who's Buying What: The 2026 Antique Trends Report
Brown furniture is back — but not all of it. Gen Z is loud about vintage but Gen X is quietly outspending everyone. Here's what's actually moving on the Central Coast, and who's carrying it out the door.
July 16, 20267 min read