In 2005, Johanna Bialkin moved to San Francisco, seeking solace from the bustle of New York City and her sojourn in digital media. While the allure of SF's tech industry didn't captivate her, the promise of a tight-knit community did. She longed for connections forged in genuine conversations, for friendships nurtured over shared experiences.
It was in this pursuit that Aldea was born—a sanctuary amidst the city's clamor, where stylish home essentials met the warmth of human connection. Inspired by the cozy elegance of "The Apartment" in NYC, Johanna envisioned a space where shopping felt like strolling through a cherished village, where every purchase added a touch of life to one's living space.
The name "Aldea'' ("village" in Spanish) came to Johanna in a dream during my honeymoon in Spain. It spoke of community, of shared bonds, and of a place where strangers become neighbors. With this vision in mind, she set out to bring Aldea to life. Over the years, Aldea evolved into more than just a store — it became a hub of connection, a place of lively parties and with intimate gatherings. Through
recessions, pandemics, and personal tragedies, it's stood as a beacon of resilience, offering solace and inspiration to people who wanted to brighten their homes.
Behind the scenes, Johanna’s journey was one of constant learning and growth. From navigating the intricacies of retail to weathering the storms of entrepreneurship, she embraced the challenges with open arms, knowing that each obstacle was a steppingstone towards Aldea's success. Now, as Johanna and her team stand on the cusp of expansion, they're looking for like-minded people to help their village grow.
Here, Johanna shares the incredible story of how Aldea was brought to life. She shares all the details of the design and fixturing of her store as well as her ongoing plans for growth and expansion. Johanna and Michelle also discuss how she changes windows and displays, how Johanna created her own franchise, her favorite vendors, and how she weathered the pandemic.
What’s Inside:
How Johanna started Aldea and created her own franchise
Johanna’s plans for growth and expansion
Johanna’s favorite vendors
