Toronto’s retail scene continues to evolve with the growing success of The Welcome Market, a hybrid space that fuses vintage and handmade retail experiences while placing diversity and community at the heart of its mission.
Launched during the early days of pandemic recovery, founder Cindy Chau said the idea for The Welcome Market began as a personal side hustle on Instagram.
“I started the Welcome Market around 2021, October,” she said. “It was definitely a post-COVID idea that we had. I kind of started off myself as a vintage decor seller on Instagram, so that was kind of my side hustle during COVID.”
As restrictions began to ease, Chau identified a gap in the market that blended curated retail with representation and inclusivity.
“We noticed that there was a need for the markets to come back—and in a space where it combines both vintage and handmade goods,” she explained. “Before COVID, it was vintage markets or vintage clothing shows, and then there were artisanal markets and flea markets. But at the time, there wasn’t a space where it integrated both.”
That realization was the seed that grew into The Welcome Market. More than just a venue for local vendors, Chau’s initiative puts community and representation first.
“One of the things that I noticed a lot of the time was not seeing a space where I felt like I belonged,” she said. “So being able to create a market that not only sells vintage and handmade, but also has a priority for BIPOC folks to have a space as well.”
Since 2023, the market has had a semi-permanent home at 938 Queen Street West, situated in the trendy West Queen West district between Ossington and Trinity Bellwoods.
“It provides less of a barrier for folks to shop local because it’s on such a central street,” said Chau. “Even if it’s just someone noticing our market for the first time, or looking for something to do before their dinner or brunch reservation, we provide a space where they can come across a new local brand or a new favourite.”
The main-floor, 2,300-square-foot space is also fully accessible and supports up to 35 vendors at a time, with that number increasing to nearly 40 in the summer with outdoor space available.
“What’s great about this space is that it’s big, but it definitely could be bigger with the demand that we have,” Chau said. “We have an ongoing list of 4,000 applications that we have in total since we’ve started.”
The market hosts a multitude of small business vendors, swapping out for different seasons, combines a strong social media presence from owned accounts as well as other Toronto creators who frequently share vlogs/day in my life content.
Chau emphasized that the goal is to create opportunity for businesses both new and returning.
“We’re always trying to make sure we’re providing space for folks that have never done a market before, but also for those that have done it in the past and have enough customer demand.”
She acknowledged the financial challenges small businesses face in accessing space in Toronto.
“Right now, renting a short-term space in Toronto is not the most easy feat, with a lot of spaces preferring long-term leases or pricing short-term rentals so high that it’s not feasible,” said Chau. “What’s great about markets like myself and others is that we provide a more cost-effective space for businesses to pop up and interact with their customers in person.”
As part of Asian Heritage Month, The Welcome Market is also planning a special event in partnership with Councillor Lily Cheng on May 10 at Mel Lastman Square in North York.
“One of the things we do to keep things fresh and engaging is that every pop-up is different—whether it’s themed for a holiday or for Asian Heritage Month,” she said.
In addition to in-person engagement, The Welcome Market has seen significant growth through social media—especially on TikTok.
“The biggest platform we use is TikTok. A lot of the trends start there and then migrate to Instagram,” said Chau. “One of the things that we love to do is not to promote the market directly, but more so show the experience.”
She noted that their primary demographic, Gen Z, responds better to authenticity than traditional advertising.
“They don’t like to be marketed to, but want to see what to expect without overdoing it. We don’t really have to show much about the experience anymore—people want to show Canadian support and community, and they’re now actively looking for places like ours to go.”
As the demand for local, diverse, and accessible retail spaces continues to grow in Toronto, The Welcome Market is leading the charge—one pop-up at a time.
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