Reflecting on the Venice Zeitgeist That Transformed a Neighborhood

When Erinn Berkson opened a store on a “sleepier” Abbot Kinney in the late ’90s, she saw the potential for success. What she couldn’t have imagined was how the face of the boulevard would take over the next two decades—where people now line up around the block for an ice cream cone at nearby Salt & Straw. Not that she minds the foot traffic. Burro (which opened as Firefly in the beginning) and Burro Kids is doing a robust business and opened stores in two more SoCal locations recently. But the native Californian does wax nostalgic about those quieter days … when she could pull up a seat on the sidewalk and sneak in a game of backgammon.

Hey Erinn. You grew up in California, right?

EB: Really starting out with the tough questions here. I’m a fifth generation Californian. I grew up on the Westside of Los Angeles spending most weekends at the beach. That said, I moved about 23 times before I turned 18. My family moved up North for a few years to ski and fish, so I skipped the preteen years living in LA, which was great as I was still playing Cowboys and Indians in the woods instead of getting into trouble … but we returned.

Being exposed to both small town living and the sprawling city that exists here in LA helped shape me into the person I am today. I love a small town more than anyone, but I also love being exposed to diversity and culture that you just don’t get living in small towns. I was so lucky to go to so many museum outings when I was little. The best.

Being a native, what does the ideal California lifestyle mean to you?

EB: I think there is really something to this idea of the laid-back Californian. I call it “Shoes Are Optional.” We live near the ocean, so the notion that there may be sand in your sheets is a tell all. You can wear sweatpants and never brush your hair and you can eat lunch with your friend in her business suit and stilettos and nobody’s judging.

I also think the idea of success is finding a balance between getting outdoors—whether you are off to sail or just sitting in your backyard, you are still pursuing your dream. There are a lot of successful stories here in LA, so it’s really a choice how much effort you want to put into your work. Don’t underestimate the laid-back look. We are working hard, even if it looks like we’re just hanging out.

What attracted you to Venice—particularly Abbot Kinney—to open your first store?

EB: Venice is home to me. There were no gift stores on Abbot Kinney at the time. I just saw a “for rent” sign in a space and the idea of it just stuck with me. I brought a chair and sat for two days straight on the block to see if it was a walking street and if any potential customers were walking by. At the time, my family thought I was insane. I love Venice though. It’s full of artists, musicians, surfers, entrepreneurs and eclectic folk both young and old. Unlike other areas, it has a lot of grit and seemingly more culture than other safer neighborhoods. It’s not manicured.

How has the landscape of Venice changed since you first opened the store?

EB: I think it goes without saying that the landscape of Abbot Kinney and Venice has changed. Gone are the days of playing backgammon in the store and spending half the day sitting with friends on the stoop drinking coffee and waiting for the occasional customer. The small town feel has passed, but I believe Venice is always going to draw an eclectic crowd. There are still so many exciting things happening all around, and not a day goes past where I don’t bump into someone I know from the olden days. It’s changed, but I can still spot my people.

What was your vision for Burro?

EB: I suffer from lack of self control. Our motto is something for everyone. In the beginning, I just started buying everything I loved and truly, it was hard to narrow down. From little kid guitars and fortune fish to fancy blankets and pillows, I thought it could all work together. This makes for a very difficult job as we like to dabble in every category of product, but this really keeps it interesting. Over the years, through trial and error, what became our biggest success was to put this all together in a curated fashion. We love being able to work with artists and makers and carry goods from all over the world.

Do you carry any goods at Burro that are made here in California by local artisans or businesses?

EB: Firstly, there are a lot of wonderful artists and makers in LA so they’ve made our job really easy. We love supporting our local artisans and we carry a lot of goods made in California. Naturally, I think we gravitate toward each other being likeminded.

I see you’ve expanded to other areas in SoCal. What’s next for Burro?

EB: Yes, we expanded to Malibu and Westlake! We really liked the idea of the old Burro pioneering across Southern California, and that’s just what we are doing. We are always exploring other opportunities and areas. The expansion from two to four stores in addition to adding an online store was quite an undertaking, so we feel like we are still getting our sea legs. Stay tuned.

Here are few of Erinn’s favorite Burro items that are Made in California:

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