“[The vendor] nonchalantly mentioned to me that he operated the sole mannequin rental service in the vicinity,” shared Henderson, “and with his departure from the Bay Area, the option to rent a mannequin locally would cease to exist.”
After a brief pause, Henderson reflected, “I had been contemplating a side gig already, but most individuals fail to recognize a promising opportunity when it presents itself.” Henderson believed this could be her chance to finally venture into entrepreneurship.
Recalling her past experience, Henderson, who was in sales, reminisced, “I was employed at a startup during the nascent stages of the internet.”
“This was prior to the popularization of the term ‘girl boss’,” she remarked. Consequently, she observed her male counterparts, particularly those who were white, soar in their careers while she remained stagnant.
Instructor Hector Villacorta (center) leading a headdress workshop at Mannequin Madness in Oakland on Jan. 7, 2024. (Martin do Nascimento/KQED)
“They weren’t inherently more intelligent than I was,” Henderson remarked, “but they exuded confidence, resilience, and had access to resources.”
Upon encountering the mannequin vendor on Craigslist, Henderson recognized the opportunity before her. “I took the plunge and purchased all 50 mannequins from him,” Henderson disclosed, “thus commencing the Mannequin Madness Rental Company from my residence.”
Reducing Mannequin Waste
“Learning that department stores discarded mannequins was a turning point for me,” Henderson revealed. Conducting further research, she was startled by the extent of waste generated by the mannequin industry. Outdated mannequins were simply disposed of when stores sought to update their displays.
“Mannequins are crafted from non-biodegradable materials such as fiberglass and styrofoam,” she explained, gesturing towards the diverse mannequin collection. “I was adamant that these should not end up in landfills.”
Motivated to both protect the environment and grow her business, Henderson devised a strategy.
Mannequins stored in the Mannequin Madness warehouse on Dec. 13, 2023. (Martin do Nascimento/KQED)
“I devised an irresistible proposition for retailers,” Henderson proudly stated. “I offered to recycle their mannequins at no cost, saving them disposal expenses.” Henderson arranged for a truck to collect the old mannequins from retailers free of charge.
“This not only bolstered my inventory but also enabled me to expand from 50 to 500 mannequins within six months,” she elaborated, “allowing me to offer both rental and sales services.”
Diving into Mannequin Madness
In the aftermath of the 9⁄11 attacks in New York and Washington, D.C. in 2001, Henderson suddenly found herself jobless. With the closure of the dot-com she worked for, she was left without income but surrounded by mannequins.
Judi Henderson, the president of Mannequin Madness, inspecting a child-sized sewing form in the warehouse on Dec. 13, 2023. (Martin do Nascimento/KQED)
“I made the decision to turn Mannequin Madness into my full-time pursuit,” Henderson revealed. She began the quest for a more suitable location for her growing inventory, eventually settling on a 3,200-square-foot warehouse in Oakland (1031 Cotton Street) that now welcomes the public three days a week.
Visitors, many of whom are first-time mannequin buyers, visit in search of mannequins for art projects or simply to admire Henderson’s collection. Additionally, she offers classes on mannequin art, such as crafting fantasy headdresses.
“Previously owned or used items do not necessarily signify wear and tear or poor quality,” Henderson emphasized. “I like to think that we are breathing new life into something old, much like myself.”