AMY DAY is the kind of store that makes you want to text three friends, buy a linen dress, and chill with a vintage soul record on repeat.
At least, that’s how I felt after walking in for the first time.
Housed in the historic 1139 First Street building in downtown Napa (RIP INTI), AMY DAY isn’t chasing clicks, urgency, or whatever TikTok Shop is pushing this week. And as owner owner Brittany Yargus tells me, that’s intentional.
“I’ve worked in retail for 20 years,” she says. “I knew what I didn’t want — fast fashion, high-pressure sales, soulless displays. I wanted something that felt like home. And felt like me.”
Mission accomplished. The AMY DAY space is light, bright, and intentionally unpolished. It smells good. The playlist is perfect. The vibes are immaculate. It’s the kind of place you want to linger, try things on for fun, and forget what time it is.
Honestly, that’s the dream for any store.
In fact, after wandering the shop and chatting with Brittany, I’d argue AMY DAY isn’t just a place to get your next favorite summer dress or vintage-style tee (though, you’ll find lots of those) — it’s a personal love letter to California, to the women who raised her, and an ode to fashion without the pressure.
And I think that, right there, will be the (not-so) secret to her success. Here’s how Brittany built a brand people feel and how your business can emulate.
1. Name It Like You Mean It.
The name “AMY DAY” didn’t stem from a branding brainstorm. It’s a tribute to Brittany’s parents, Aloha and David.
“AMY DAY is a fictitious name combining my parents’ initials and is an homage to the love, dedication and hard-working nature they instilled in me,” she says. “It invokes the free-spirited and daring nature of my father and the kindness and resilience of my mother.”
What’s in a name? Everything. Giving your business a name that means something creates a history and lore that can sparks curiosity and gravity.
Takeaway: Does your name carry meaning, or just trendy marketing?
2. Let the Space Set the Tone
As a Napa native, when Brittany saw the sign that INTI was closing up shop, something clicked.
“I just knew this was it. The building itself has such great bones and history. I knew exactly what I wanted to do with it.”
Lucky for her, the space is part of the East Napa Historic District, with structures dating back to the early 1900s so it comes with unique historical details. So she leaned into the vintage vibe and installed a 14‑foot antique mercantile counter from the 1880s, rescued from the old Princeton ferry building.
Then came the soundtrack.
“Music is one of those nostalgic things,” Brittany says. “It plays a huge role in how we feel, and even how we dress.” The sounds of the shop reflect this, effortlessly.
Example: her pre‑Bottlerock launch leaned into the festival vibes with Stevie Nicks silhouettes, earthy tones, and a soundtrack that struck all those warm, nostalgic chords.
“To curate a space that feels good to you and your customers is very important. Getting the vibe right, and taking responsibility for the energy we bring into the space was always at the forefront of the design.”
The shop is the full sensory package: the vintage counter, the century-old brick, the sunlight through old windows, and a soundtrack that makes you want to sing along as you browse.
Takeaway: Let your space talk before you do. What built-in history can you show off? And if your brand had a soundtrack, what would it sound like?
3. Curate for Joy, Not the Algorithm
“I started thrifting and going to yard sales with my mom at a young age and I’ve never shook the excitement of finding little treasures,” she says. “I think that love has shown through in AMY DAY.”
And it’s true — that ethos runs through every shelf. “I’m always looking for the next product that brings joy. I stock what I love, items that I would want to buy, and items all the amazing women in my life would want to buy,” she says. “It’s more a collection of many, inspired by the women in my life… timeless, effortless, and free-spirited with a little vintage edge.”
The result is a store that’s generational, not niche. Everyone from daughters, moms, and grandmas can all find something that fits.
Takeaway: Design for real people, not personas.
4. Listen Harder Than You Sell
This Brittany’s first brick-and-mortar, but she already knows the secret: relationships first.
“You have to observe, listen, and learn,” Brittany says. “When you really know your customers, you understand what they want, what they feel good in, what fits their lifestyle.” Then you just… keep doing that.
Takeaway: Ditch the pitch. Get to know your people.
What’s Brittany really selling?
Joy, connection, and a sense of place. And if you’re building something of your own, that’s the right energy to borrow.