A video by a Seattle small business owner, Demi Tran, about running a shop on Aurora Avenue N, has been viral for its humorous portrayal of the street's reputation for crime and street issues. The video, which includes a disclaimer that people were warned not to open a business on the street, has received over 2 million views on social media. Tran's business, Big Whale Consignment, specializes in vintage furniture, artwork, plants, clothing, and handmade goods from about 60 different artists and vendors. Despite the street’s reputation for gun violence and visible sex work, Tran believes there is more to the area than its reputation suggests. She launched the business seven years ago after starting out selling furniture from storage units.