New vintage store opens on East Whyte Avenue as resale market grows
As the second-hand apparel market continues to grow, a new vintage store is opening on the quieter east side of Whyte Avenue.
Part-time worker Matty Gibbons (left) and manager Anise Sharp (right) in Ruby Major behind the front counter Photo credit: Orlah Moore
While the bustling intersection of Whyte Avenue and Calgary Trail is the the heart of Edmonton’s central retail scene, the quieter French Quarter to the east is beginning to flourish.
In September 2025, the east side of Whyte Avenue welcomed Ruby Major, a curated vintage clothing store run by Anise Sharp and Holden Ricks-Sharp, siblings and managers.
Part of the Maven and Grace family business, Ruby Major was a dream of Anise and Holden’s parents that the siblings were able to take over. As the store reaches its half-year milestone, there are still frequent changes taking place all the time.
“We’re able to hone our vision and our aesthetic kind of and really figure out who we are, and hopefully people can come along that journey with us,” Anise says.
The decision to open a dedicated vintage store comes at a time when the secondhand apparel industry is entering a period of rapid growth.
Future Market Insights (FMI) is an ESOMAR certified research organization and a member of the Greater New York Chamber of Commerce.
According to their 2025 report, the Canadian and American secondhand apparel market was valued at 24.8 billion USD in 2025 and is projected to reach 83.3 billion USD by 2035.
This ‘resale revolution’ is mainly driven by Millennials and Gen Z consumers who prioritize durability and ethical consumption, the report says.
Similarly, Ruby Major sees its consumer base as younger Millennials and older Gen Zers.
“You shouldn’t buy clothes because of a trend or because other people like them. You should buy things because you like them and want to keep them for a long time,” Holden says.
From the beginning, there has been a focus on practical, everyday, unisex vintage clothing. Ruby Major has carved out their own niche in heritage workwear, Western style and military chic.
“We really try to make things as accessible as we can,” says Anise, “we try to have a good variety of price points.”
Looking forward, Ruby Major has recently begun digitizing its inventory system, in hopes of launching a Canada-wide web shop and expanding its reach beyond East Whyte Avenue.
To meet the demand in-store, the store has a workforce of two part-time workers and Anise and Holden both hold full-time positions.
The storefront occupies the family’s former framing shop, and the curated space is a physical testament to the extended family business that continues to evolve alongside a flourishing market.
