Joy Gallery is Heather Rosner's passion project. As the gallery-shop hybrid's owner and sole employee, she chooses all the vintage clothing by hand, and curates each art exhibit.
Like many other vintage shops throughout the city, customers can come in to Joy Gallery to buy items or sell on consignment. But they often stick around to check out one of the art exhibits.
Heather Rosner. (Photo: Meaghan M. Mitchell/Hoodline)
Rosner first relocated to San Francisco from Miami over 20 years ago, settling in the Western Addition. She originally wanted to open Joy Gallery on Divisadero, but was unable to find a space.
Eventually, she found her way to Third Street, where she assisted an artist in his studio. Two years in, he decided to give up his lease, and she took over, undertaking extensive renovations to turn it into Joy Gallery. "It was so exciting at first," she said. "I put all my money, energy and heart into that space."
Inside Joy Gallery. (Photo: Joy Gallery/Facebook)
But the space didn't last—the artist demanded it back. "I spent the next five months fighting him for it, but I ended up giving in," she said. "In retrospect, taking on his lease was just a naive thing for me to do. But there was nothing I could do about it.”
As she fought to keep her original space, Rosner saw a "For Rent" sign go up in a window just down the street. The landlord approached her, and they struck up a deal that would give her incentives for fixing up and activating his space. Rosner gave up her job as manager of the now-closed Vapor Room in the Lower Haight, and four months later, Joy Gallery was reborn.
Joy Gallery after renovation. (Photo: Joy Gallery/Facebook)
Opening a combination shop and gallery wasn't always Rosner's plan, but it helps Joy Gallery stay afloat. “I know that I like to do clothing and art, but I feel like I’m not sure which one would be more successful of the two," she admits. "As an artist myself, I wouldn’t be so excited to show in a vintage shop. I would rather be in a gallery. I’d like to do both separately at some point, but right now, they work best together. I will say that the gallery is more fulfilling.”
Heather Rosner displays a vintage dress. (Photo: Meaghan M. Mitchell/Hoodline)
Since reopening a year and a half ago, Joy Gallery has hosted numerous art exhibitions. One memorable exhibit, held last February, was titled “LEWD,” and featured erotic art from 17 different artists. "We had our display windows covered for that one, but it was a great event," she said.
LEWD at Joy Gallery. (Photo: Joy Gallery/Facebook)
Joy Gallery’s new exhibition “SHOW!” features shots of live bands across numerous eras, captured by 20 photographers. The musicians captured in the exhibit include Janis Joplin, the Grateful Dead, Iggy Pop, Madonna, Ramones, Neil Young, Pharoah Sanders and many more. The opening party for SHOW! is this Saturday, May 21st, from 7pm to midnight.
A photo of The Stooges from SHOW! (Photo: Robert Sheffield)
Running Joy Gallery completely solo isn't always easy for Rosner. "I love being here, but I don’t like sitting here waiting for customers. It’s boring. I don’t know what to do with myself sometimes."
Financial stress is another factor. "I would love to hire a teenager from the community, when I'm able to afford it. But in the meantime, I will always find a way to adapt," Rosner said. "Ever since I moved to San Francisco, I have been living a thrifty life at the poverty level ... I may be on EBT and do freelance to pay for this place, but I’m happy. I wouldn’t change it."
With more and more empty storefronts along the Third Street corridor becoming activated, it’s hard to tell whether or not Joy Gallery will be able to keep its doors open. Rosner says she'll try to keep the gallery going until at least the end of the year. "The art shows have been really good," she said. "Each show builds a strong momentum for Joy Gallery and keeps the place running."
Rosner is sensitive to the ongoing issue of gentrification on Third Street, and makes it a point to stand up for people who live in the Bayview community.
"I love the culture of the neighborhood. I love the kids on dirt bikes; I freak out because they don’t wear helmets, and I always talk to them about that. I love all the restaurants, and the old-timers that come in to say hi to me. It’s cute, because they think my name is 'Joy.' I just roll with it."
"I don’t think the neighborhood is going to change drastically anytime soon, but I kind of don’t want it to change. I want to make to help make it better for the people who are here now."
Joy Gallery (4921 3rd St.) is open Saturdays from 12-5pm, and weekdays by appointment only.
