Located in the heart of historic downtown Chippewa Falls, Collective Charm, 16 W. Columbia St., is a delightful antique store that proudly serves the creative collectors and curious shoppers of west-central Wisconsin. With more than 12,000 square feet of space and more than 65 vendors, Collective Charm features antique, vintage, upcycled, and restored treasures that are sure to impress.

Becky and Nick Zimmerman opened Collective Charm about a year and a half ago. With a shared love of collecting antiques, there was a day when the couple realized that their hobby resulted in a garage and an attic overflowing with collectibles. They used their background in marketing, retail, sales, and small business to transform their hobby into a new career. By collaborating with thoughtful vendors from throughout the Chippewa Valley, the husband and wife team created Collective Charm.

Visitors are greeted by a massive – and coveted – Hamilton Printer cabinet. Over 100 years old and featuring 48 drawers, the cabinet is a “statement piece.”

According to the Zimmermans, The biggest draw for people has been traditional antique Victorian furniture and vintage mid-century kitchen items. “Culturally we are noticing a shift away from disposable household goods,” Becky said. “Vintage furniture and household items that are built to last are no longer put in a hutch and untouched, people are actually using them. Our generation does not want to buy things to not use them.”

In addition to the selection of antique and upcycled furniture, the shop has a variety of treasures including: military items, stoneware, silver, carnival glass, crocks, farm house décor, tributes to the local dairy industry, and texts by local authors. True to the Chippewa Valley, Collective Charm is home to the Breweriana – an area dedicated Leinenkugel collectibles. Have you ever seen M*A*S*H beer? Appropriately camouflaged, the can is an ode to the popular television show and a throwback for those of us old enough to remember characters like Hawkeye Pierce, Radar O’Reilly, and Cpl. Max Klinger.

A service unique to Collective Charm and the Chippewa Valley is the Lighting Gallery, which specializes in the restoration of antique lighting and chandeliers. Zimmerman recruited her father, Steve Cihasky – a retired master electrician who truly knows how to light up a room.

As they look towards the future, Zimmerman explains that their goal is to “build a brand and enhance antique culture.” While touring the Chippewa Valley, consider Collective Charm a destination. The marketplace is open seven days a week with an entire parking lot available for shoppers.  For more information, visit collectivecharmantiques.com.