Retailer Profiles

A Natural Niche

By Maggie Ginsberg-Schutz — Mon, 17 Jun 2013 21:56:00 GMT

The best part of Ellen Zibell’s day is in the early morning hours when she steps into her two side-by-side stores, The Perennial Gardener and Sense of Place. “I feel like I’m entering a whole different world,” she says. “It engages all my senses, from my sight to my smell. I just love coming in.”

The Perennial Gardener, a gardening and nature-inspired gift shop, and Sense of Place, focused on home decor, span 5,000 square feet of indoor and outdoor space in historic downtown Fort Collins, Colorado. Zibell says her stores are best known for their “abundance of choice,” which also creates her biggest ongoing challenge—managing the inventory.

“We are wide,” says Zibell, who purchases from more than 750 suppliers. “I want the stores to look abundant. I don’t ever want any customers to come in here and think, ‘Wow, I wonder if they’re doing OK.’ I want this to be an escape. An entertaining experience and just a really feel-good place.”

Zibell opened The Perennial Gardener in 1995, and she recalls days of stacking boxes 5 feet high in the courtyard behind the store, covering them with a tarp overnight to protect from the elements. Eventually, she was able to purchase the building next door, a move she highly recommends.

“I’ve never been so excited to have a basement; it was like Nirvana,” says Zibell, who also uses an off-site warehouse now. “Retail is so unpredictable. If you can control your rent by owning your building, and also having that extra revenue stream coming in versus going out, it can be really key to your success.”

The purchase also left her with a big decision: Should she expand The Perennial Gardener or diversify with a second business? She chose the latter, opening Sense of Place in 1999 with hopes of widening her customer base to bolster both stores. And it worked. The courtyard that once held inventory overflow is now a backyard garden space perfect for displaying bird baths, fountains, pots and outdoor wall decor. Inside, guests peruse hats, scarves, jewelry, gardening tools, gargoyles, bird feeders, birdhouses and more.

“Both of the stores have really evolved over the years,” says Zibell. “We are all about creating an amazing experience for our customers.”

Teamwork and Mentorship
Before Zibell embarked on store ownership, she was the director of the Fort Collins Downtown Business Association. For Zibell, whose only prior retail experience was working summers at The Limited in college, the experience of collaborating as a team with local retailers proved highly influential when she set out on her own. She’d visit the proprietors of garden stores and gift shops in Denver, some 65 miles south, and ask to pick their brains.

“I’d just call them and say, ‘Would you just sit down and talk with me? I’m not in your marketplace, and if I ask you any question that’s uncomfortable, feel free to tell me you don’t want to answer it,’ ” she recalls. “And people were so open and giving, it was extraordinarily helpful.”

Zibell continues to call on her peers when she needs guidance, some 18 years later, and she’s sure to pay it forward by sharing her hard-earned knowledge with fledgling shopkeeps. “Getting information from people who are in the trenches is just invaluable,” she says.

Zibell also relies on the expertise of others when it comes to purchasing. “I really try to utilize our sales reps at market,” she says, “because they hear such amazing things that I won’t ever hear. I’ve picked up several really good lines really early on because I’ve talked with reps about what they’re experiencing out there.”

Attending the Alanta show in January is a priority for Zibell. There, she does the bulk of her Christmas buying and then freshens both of her stores for spring. In the summer, she alternates between the Dallas and Las Vegas markets, where she tends to be a “little bit more laid back” and her mind “more open to what’s out there.” Additionally, Zibell heads down to the Denver Mart every month, partially to stay abreast of new product lines and partially to keep in close personal contact with her sales reps. She buys in volume as much as possible to keep her margins strong in hopes of surprising shoppers with quality merchandise at lower-than-expected prices.

“I think a lot of times, because we’re a specialty store, they think the merchandise is going to be expensive,” says Zibell. “Our job is to get them engaged, to pick it up and look at the price and go, ‘Wow, that is such a great value.’ To get them excited.”

Zibell’s number-one strategy here is carefully designed visual displays, positioned “kind of like a pinball machine” to avoid aisles that simply point shoppers down the store and then back out the front again. Tables are placed so that customers are constantly changing direction, which encourages a meandering flow and a slower shopping experience.

“We are in the entertainment business, and I think most people in retail really need to look at it that way,” says Zibell. “I think the store is an escape. Customers really feel like when they come in, they’re entering a whole new world.”

Reaching Out
Zibell limits customer events to four each year to preserve their perceived value. “People know that when we have an event, it’s real,” she says. “Real discounts, real savings. They know we’re going to have an incredible selection for them when they come in, and they’re going to have a good time.”

Zibell uses ValPak direct mail to alert customers to her events, a marketing strategy she says is so effective that she’s used it for a decade now.

Internet technology remains an untapped resource for the stores, although Zibell recently hired a new employee dedicated to managing social media, joined the ranks of Facebook and has high hopes for Pinterest. Website construction is also underway, but she plans to use it as an information hub rather than for soliciting sales.

She isn’t in any rush to use technology just for technology’s sake. “I don’t want to do it just to do it. I want to do it because it either provides a value to our customer or it makes money for us,” she says. “I really want to keep our focus here on our current customers and building that base.”

And at a time when many retailers have endured their most challenging years, The Perennial Gardener and Sense of Place just experienced their best Christmas season to date. Zibell credits this success to staying the course. “When the economy is soft, fear is really strong,” she says. “Retailers pull back and don’t buy as much, then talk about how sales aren’t as good. It becomes a self-fulfilling prophecy.”

On the advice of a fellow successful retailer in town (yet another mentor for Zibell), she implemented profit sharing for her staff of 18–20 people. It was an unusual move in a small-business retail setting but a tremendously successful one. Not only are there tax advantages, but the sense of ownership and motivation it instills in her employees translates to higher sales. “It’s a great benefit for staff, but it’s a really great benefit for the owner as well,” says Zibell, who encourages other retailers to think outside the box. “Don’t think, because I’m a small business, I can’t get into some of these areas. Because you can.”

5 Fun Questions

What is your most unusual display piece or prop?
“We had an old elevator from the early 1900s from an upscale department store in Kansas City. It was really cool. When Sense of Place first opened, we sold coffee out of it and called it the Java Lift. Now, we have several coffee shops in town, and I’m not

going to compete with them. So, we used the elevator for display space, but finally I thought, ‘This is just taking up so much space; I know we can get a better return on that square footage by doing other things.’ So, I took it out, and now it’s at my home.”

Knowing what you know now, what would you have done differently in your business?
“Gosh, so many things. But, there are so many things that had to happen to learn the ropes. I wish I’d tapped into my sales reps more. They have such a vast knowledge of the retail business. I didn’t use them enough as a resource. I feel like they’re this wealth of information, and you don’t have to pay for it. They can be a partner with your store. And I just didn’t look at them that way or take advantage of that at all.”

What fun things do you do for your employees?
“Last year, I kind of got a wild hair and decided to have an outing at a place called Fort Fun. It’s a local game place. They have arcade games and mini golf, and we ate pizza and—my favorite part—played laser tag. When you get a bunch of 30- to 60-year-old women playing laser tag, you connect on a whole different level.”

What one item were you unsure of when you ordered, but then it sold much better than expected?
“One of my trusted reps called me and said, ‘I have these Redneck Wine Glasses. I think you need to carry them.’ And I’m like, ‘Really?’ I told her to e-mail me a picture, and when she did, I said, ‘I’m still not getting it.’ She said, ‘These are the hottest things, trust me, just buy them.’ So, I think I did like 24. I really went out on a limb. And then we started ordering in 72s and 96s. It was just crazy. People pick these up and start laughing and telling us the best stories about how they’re going to use them. Some people are even using them for wedding parties, while going horseback riding or camping. It was just great. So, that was a fun item where I went in where they had to drag me, but it turned out well.”

Have you ever had a celebrity in your store?
“Last year, we had Vicki Lawrence. That was really fun. I think one of her kids is at Colorado State University, so she said ‘I’ll be back!’ It’s funny because you think, ‘I don’t want to dote over you because you probably get that all the time, but yet I don’t want you to feel like you’re not special.’ But she was very kind.”

>>Click here to see more photos.

Photography by Kelly Mulhern

Rolling in the Aisles

By Lynn Petrak — Wed, 17 Apr 2013 17:18:00 GMT

If there’s one thing that Mary Liz Curtin strives for as a retail proprietor, it’s fun.

Indeed, the secret to her success as owner of Leon & Lulu in Clawson, Michigan, is based on creating a fun store environment and building on that with merchandise that’s meant to be used and enjoyed and with events that draw people together to have a good time. The store motto, in fact, is “Live well. Laugh often. Shop much.”

“If you think about places that you like to shop, it’s where you have a good time and where they are glad to see you. That is the spirit we’ve had here since we opened—a spirit of fun and generosity,” explains Curtin, adding, “Our goal is if you come here and have a great time, you’ll want to come again.”

You might say that customers are rolling in the aisles at Leon & Lulu: In 2006, Mary Liz and her husband, Stephen Scannell, converted a former roller skating rink into their store. “We were looking for a space that would be large enough, and this was 15,000 square feet with a fabulous floor,” recalls Curtin, who says that they tried to maintain the character of the building while creating an effective store design. “We kept a lot of memorabilia, and on weekends, we have girls skating around with free hot cookies.”

Curtin has maintained the welcoming, entertaining vibe of the place in other ways, too, whether offering customers a free cup of coffee or bag of popcorn or by creating a name for the business that evokes whimsy and sentiment. “Leon was our cat, and Lulu was our Rottweiler dog. We were looking for a name that would mean something to our family; plus, we loved the sound of it and the graphic for it—it makes people smile,” she remarks.

Customers also smile while browsing Leon & Lulu’s artfully arranged vignettes. The store offers a mix of gifts, accessories, furniture, personal care, home care and, more recently, women’s clothing and shoes.

Commitment to Quality
While she’s known for her spirit of fun, Curtin is also a seasoned retailer. Her mother was an interior designer and shopkeeper, and Curtin’s husband owned a successful store in nearby Birmingham for 26 years.

She is unflinching in her standards. “We have a commitment to quality,” she declares. To that end, Curtin scours various shows each year to find new products (“We go to more trade shows than anyone I know,” she says with a laugh.) and is discerning when choosing original pieces from artisans, both on a local and international basis.

“We’re in the Detroit area, so ‘Buy American’ has always been a very important thing here. And beyond that, customers like handcrafted things. They like knowing that I went to Peru, for example, and met someone who made that particular piece,” she adds.

Not far from the metropolis of Detroit, Leon & Lulu is a destination for a variety of special events as well. Many of those events are for charity, as Curtin has offered the store as a location to host fund-raisers and other events for local charities and nonprofit groups.

Bringing Fun to Customers
In the beginning, when the store was new, events were a way for the couple to connect with the community and meet people. Over the years, though, becoming involved with such groups has become a true passion for Curtin, Scannell and Leon & Lulu’s employees. “It’s been very important to us,” she reports, citing swanky fund-raisers as well as pet adoptions and blood drives.

As they support local charities, Curtin and Scannell also work to promote artisans in the area. Four times a year, Leon & Lulu holds an Artists’ Market, where local artists can sell their works in the store. “It started as a girls’ night out, but we had such a great response that we do it more often and have at least 35 artists in the store each time,” Curtin says. The Artists’ Market draws at least 2,000 customers to the store on those occasions. A similar event for local book authors also is a perennially popular day.

The special events held at Leon and Lulu not only run the gamut, but they creatively highlight the business and its offerings. On the anniversary of the store’s opening, for instance, Curtin throws a party called Let Them Eat Cake, a baking event benefiting the American Diabetes Association that features diabetic recipes.

One of Curtin’s favorite store-sponsored events of the year is the Goodbye Santa party. “It’s the first Sunday of the year in January, and Santa comes to make one last visit to Leon & Lulu before he goes back to the North Pole. It’s a chance for children to bring him thank-you cards and also bring a new unwrapped gift [for charity],” she explains.

Curtin’s approach to special events is in keeping with her mission for the store. “We treat our store the way we treat our home—when we have a party, you can sit down,” she points out.

That is also her philosophy about creating shopper-friendly, eye-catching displays. “When we decorate for the holidays, we decorate the way we do our house, with things like centerpieces and garlands,” she says.

Looking ahead, the party continues, as Curtin and Scannell are renovating a former movie theater adjacent to their current roller rink turned retail emporium. They are rebuilding the marquee and transforming the lobby into a coffee shop, with espresso drinks and bakery items, as well as adding retail space.

While she plans for the future, Curtin ponders how her experiences have affected her and her view on her business. “Being an independent retailer is a wonderful thing. We are having a great time, and people like coming here,” she says. “One of the best things that happened to us was during the first year we were here. A couple of women who had lost their husbands would come into the store when they were feeling blue and told us that having a happy destination to go to meant a lot to them. I think it means a lot to a lot of people. And to us, it means that what we do is so much more than just selling a table or a bar of soap.”

5 Fun Questions

What is your most unusual display piece or prop?
“The electronic scoreboard at the back of the store. It came with the rink and dates to the roller hockey league days.”

Knowing what you know now, what would you have done differently in your business?
“I would have worried less and slept more at the beginning.”

What one item were you unsure of when you ordered, but then it sold much better than expected?
“There have been lots of these, but as soon as they start to sell, I forget I ever doubted them and pretend I knew what I was doing all along. As a category, clothing has been far better than we ever hoped.”

Have you ever had a celebrity come into your store?
“Sorry, that is a need-to-know thing. The Secret Service demands discretion.”

What is your favorite spot in the whole store?
“Standing in my office on the mezzanine looking out over everything and listening to people laughing as they shop.”

>>Click here to see more photos.

Photography by Dan Wonsch

Blooming Where Planted

By Lynn Petrak — Thu, 28 Feb 2013 20:00:00 GMT

At Orange Tree Imports in Madison, Wisconsin, shopowner Carol Schroeder holds an annual Matryoshka Contest, in which customers enter to win prizes by decorating a set of authentic Russian nesting dolls. You might say that Schroeder’s shop is somewhat like these classic wooden dolls.

When customers walk in, they immediately notice the large displays, but as they walk around, they notice that every nook and cranny holds a small gift, accessory or kitchenware piece that catches the eye. Similar to the nesting dolls, the shop is vivid in color, design and detail. And ultimately, just like the Matryoshka sets, Orange Tree Imports has continually grown into something bigger while keeping the original spirit of the store. Schroeder has expanded and improved the business while moving ahead in her path to becoming a successful proprietor, community leader, author and respected advocate for vendors and artisans.

From a Tiny Seed
The first step in that path began 38 years ago, when Schroeder opened Orange Tree Imports in a short building with a unique leaded-glass bay window. The name of her shop didn’t stem from a fresh orange tree, although that has become the store’s icon. “It’s based on my nickname, which is ‘Orange’ for my hair color,” recalls Schroeder. After the first year, her husband, Dean, joined the business. Since then, they’ve expanded the store twice, building an addition in 1980, and then in 1986, expanding into the space next door, a taller building that was a town hall a century ago. Today, the store encompasses 2,800 square feet.

As Orange Tree Imports grew, it also evolved, along with the neighborhood itself. “When we were starting out, we were one of the first specialty shops here. The other stores mainly served the area, like a hardware store and grocery store,” Schroeder says, noting that her stretch of Monroe Street is now home to a variety of shops, eateries and businesses.

Orange Tree Imports has made a name for itself, then and now, as a shop specializing in gourmet cookware, bakeware, cutlery, coffee and tea accessories, artisan foods and candies, and home entertaining pieces. It’s still a destination for foodies throughout the region and beyond, but in addition to its culinary offerings, the store attracts customers for its unique soaps, candles, jewelry and toys (including those Russian nesting dolls, of course).

To find distinctive items for the store, Schroeder scours trade shows at the beginning of each year. “I’ve been to over 150 gift shows over the years,” she reports. “I’m always looking for new lines and a chance to see new products from existing vendors. I like to talk to people from companies about what they see coming up and what are best-sellers.”

She underscores the importance of talking face-to-face with vendors and artisans and, when that’s not possible, over the phone. “We always want to support sales reps because they are a vital source of information on what’s selling,” she declares, emphasizing that the role of sales representatives is even more important in the digital age, when some retailers have begun to think they aren’t as needed.

Branching into the Community
Given the fact that Madison—the capital of Wisconsin and home to the University of Wisconsin—is known for its thriving artistic scene and rich cultural offerings, Schroeder has long supported local artisans as well as local food purveyors. “We try to work with them to develop wholesale lines that will work in the store. We have the word ‘imports’ in our name, which seemed like a good idea back in 1975, but it’s also important for us to not only benefit from the buy-local movement but to also buy local ourselves,” she explains. Many items in the shop have a Madison or Wisconsin flair, from state-shaped gourmet cheese boards to a Madison mailbox children’s toy, among others.

As the buy-local movement has emerged in recent years, so too has a different notable trend: online merchandising. While e-commerce and online stores are typically viewed as competition for an independent retailer, Schroeder says an Internet presence can help a proprietor like her. “On the plus side, people are learning about merchandise online and coming to us to find it,” she points out, noting that she doesn’t have an online store for purchases but uses her website to showcase what’s in the actual shop. Another bonus has been Orange Tree Imports’ online wedding registry, which also guides people into the store as they pick out items for a happy couple. Information about the store’s popular series of cooking classes and other special events held throughout the year is also posted online.

Always Something Growing
As she has seen trends and merchandise come and go in her years as a storeowner, Schroeder has shared her experience through another one of her talents: writing. She is the author of the book, Specialty Shop Retailing, and also writes a blog on retailing (www.specialtyshopretailing.com).

A key to Orange Tree Imports’ success is its tight-knit staff, both in the past and now. Many employees have been with the store for several years, and Schroeder holds a reunion every five years for all store employees hired all the way back to 1975. Turnout, she says, is always strong.

She is also proud of the stores’ system of management. “It’s called a participant democracy—it’s not just one person who does displays or windows. We have a lot of different talent on the staff, and we enjoy seeing what people come up with.”

Because much of the store is seasonal—particularly in a town with four distinct seasons such as Madison—Schroeder is always thinking ahead. Not long after the holidays, and in between buying trips, she is busy planning the store’s annual egg decorating contest, a tradition for 35 years and similar to the Russian doll decorating contest. And, in the spirit of entrepreneurship and constant creativity that has driven her and the store to become a Madison “must-see,” there is hardly a dull moment in this Orange’s life. “I also write medical terminology textbooks, and I am translating articles and recipes for Danish foods for a cookbook,” she reports. Another bit of successful nesting, you might say.

5 Fun Questions

What is the most unique sale or promotion you’ve ever had?
“We did a bridal promotion that was unusual, hand-stuffing slips of paper—including a few that were gift certificates—into fortune cookies that we included with every wedding gift.”

What one item were you unsure of when you ordered but then it sold much better than expected?
“Happily, there are many items that have sold better than we expected! A recent one is kits to make globe-shaped ice lanterns from Wintercraft.”

What fun things do you do for your staff?
“Every year, we take our staff to a couple of performances at American Players Theatre, an outdoor, classical theater in nearby Spring Green, Wisconsin, with a potluck picnic beforehand. We also host a holiday party in our home that includes some enthusiastic carol singing and occasionally also charades based on store products. The pasta machine was one of my favorites!”

Have you ever had a celebrity come into your store?
“We are friends with the Canadian singer Raffi, and the British a cappella group The King’s Singers, so they come in our store when they visit Madison.”

Knowing what you know now, what would you have done differently in your business?
“We added on to our store in 1980, and I’ve often wished that we had done that a bit differently, with more outlets, wider aisles and a larger area for our Cooking School.”

>>Click here to see more photos.

Visit www.specialtyshopretailing.com for Carol's blog.

Photography by Ryan Wisniewski

Triple Play

By Maggie Ginsberg-Schutz — Tue, 22 Jan 2013 15:29:00 GMT

The Thicket, The Nest and Branches offer a powerhouse home decor trifecta and a magnetic retail destination for Springfield, Missouri, shoppers—but that was never founder Ron Johnson’s vision when he opened in 1997.

“My original intent was to have this little business where I would only open up four weekends a year and just do seasonal events,” says Johnson. At the time, he held a job with a wholesale floral company that he intended to keep. The Thicket was to be just a side business selling permanent florals. Before long, Johnson was meeting customers in the space every night and frantically fielding requests full time. “It just exploded,” he says.

Today, at 4,000 square feet, The Thicket boasts a fiercely loyal following, and Johnson, with his wife Debbie, has added two complementary retail locations: The Nest, featuring fresh flowers and garden decor, opened in 2004; Branches, offering home decor and permanent botanicals, followed in 2006. The Nest and Branches are each smaller at 1,000 square feet, and all three stores are located right next to each other in a strip-center setting in central Springfield. Each has its own look and feel and has developed its own clientele, although The Thicket is considered the main attraction, boasting new inventory daily from vendors such as K&K Interiors, Napa Home and Garden, Cody Foster, Winward Silks and Midwest-CBK.

“I wish I could say I had this brilliant idea in the beginning,” says Johnson, “but to be honest, everything has just evolved into what it is.”

‘We’re Kind of Like Cheers’
One of the hallmarks of Johnson’s stores is the staff longevity. Of all the employees, more than half have been with the shops at least a decade. New hires always train with multiple employees, and all staff members have the ability to work at whichever location they are needed. Employees greet each customer at the door with the intention of getting to know them personally. They also help carry purchases out to the car.

“Our main focus is to provide excellent service and make our customers feel appreciated for their continued support,” says staff member Melanie Braun.

Unlike most retail stores today, the Thicket and its sister shops have very little online presence—no website, no Twitter or Pinterest accounts, and they’ve only recently dipped a tentative toe into Facebook. (The Thicket currently nets around 1,100 followers.) Admittedly, Johnson is now having trouble connecting with the web-savvy 30-somethings that made up his core shoppers when he first opened for business—a group that prefers online shopping—but he isn’t anxious to change any time soon.

“The whole reason I started my shop was because I needed this creative outlet, and I wanted a fun place where people could just kind of hang,” he says, adding that for the first five or six years every sales ticket was scrawled out by hand to avoid the “impersonal” ringing of a cash register. “There are people that we see every day. We know about their lives and their kids and their husbands. You know, we’re kind of like Cheers.”

To maintain existing customers, Johnson relies on those personal relationships and the priceless word of mouth they provide. He invests heavily in direct-mail postcards five times each year; four to announce open houses and a fifth advertising an annual summer sale. He also produced a book called My Favorite Things, selling nearly 2,000 copies thus far, to help spread the word.

Open for Business
Johnson’s stores are probably best known for their epic multi-day open houses, which are held quarterly, always around the same dates. Johnson says that managing all that inventory can be “a nightmare,” but the open houses force staff to flip the entire store at least four times a year, keeping things truly fresh. “I just can’t tell you how much work it is, but that’s why we’re successful. That’s why people come. Because they know it’s going to be new and fun and different.”

The Christmas event draws the largest turnout, with an estimated 2,000 people visiting the store. (Some customers have even been known to plan their vacations around the open-house dates.) At each event, staff members award the first 400–700 customers with an $8–$14 Old World ornament.

It’s All about the Relationships
Johnson does the vast majority of purchasing himself. He reads every home decor magazine, spends “a lot of time at market” and tries to meet with vendors’ sales reps on a weekly basis.

Although the days of 18-hour shifts are long gone for Johnson, he still works seven days a week in the stores that have become so integral to his and his customers’ lives—and there’s nowhere else he’d rather be.

“Few businesses started with a smaller budget and bigger dream,” he says. “Although we dreamed big, we couldn’t have imagined it would turn into the destination shopping experience it has become.”

5 Fun Questions

What is the most unique sale or promotion you’ve ever had?
“We did a really elaborate event for the royal wedding. Our customers came wearing fancy hats. We had a royal guard at the door, a big wedding cake, and life-size cutouts of the queen and William and Kate that customers could take pictures with. A local TV crew even came to do a live broadcast.”

What item were you unsure of when you ordered but it sold better than expected?
“Faux Fur Snuggies from a company called Jubilee in New York. They’re little fur collars that have an opening in one end so the other end pushes through it, and they fit snugly around your neck. We’ve sold almost 1,000 of them in seven weeks!”

What fun things do you do for your staff?
“Our employees are all so creative, and they all live in very beautifully decorated homes. So the most fun thing we ever did was to have our own Christmas tour one year where we chartered a bus and spent several hours going from employee’s home to employee’s home and just comparing Christmas decorations. It was a really fun, fun evening that we all still talk about.”

Have you ever had a celebrity come into your store?
“Not really. In Springfield, Missouri, we don’t really have celebrities. We’re so remote here that we get excited if we see the weatherman at the grocery store; that’s a big deal.”

Which of the three stores is your favorite?
“I have to say, I love the look of Branches. It’s more of a controlled look. The Thicket is just almost overwhelming sometimes even for me. The displays can be a bit explosive, and we hang hundreds and hundreds of things from the ceiling. So when you walk in, it’s pretty visual. Sometimes, I like the calmer look in Branches.”

>>Click here to see more photos.

It’s All About the Attitude

By Megy Karydes — Thu, 29 Nov 2012 15:55:00 GMT

Walk into The Green Goddess Boutique in Chicago’s Lincoln Park neighborhood and you’ll feel transported to another part of the world. Intricately embroidered sequined hobo bags from India hang in one corner, a Buddha head used as a display features layers upon layers of bold and striking necklaces, vintage trays from Morocco lay on a shelf, a peacock, complete with its long, beautiful feathers, is propped on a nest above a mannequin wearing purple tulle.

In most stores, seeing all of these components under one roof might seem discombobulated—a bit like when you travel to a foreign country and buy a beautiful Indian kaftan only to realize it makes you look completely out of place when you wear it to Sunday brunch. But for Elyce Rembos, owner of the eco-friendly boutique with two locations (the other is in the Chicago suburb of Hinsdale), the details are what make things exciting, and she genuinely finds joy traveling all over the world and discovering those hidden treasures.

Her shops’ eschew brands, preferring to concentrate on getting that right look rather than focusing on price points.

“Finding things from around the world that you can incorporate into your own wardrobe is one of the things I enjoy most,” says Rembos, who spent time in New York working as a photo stylist with top models and celebrities. “The focus now is about creating your own individual look and less about status-seeking labels than in years past. It’s about finding unique pieces and working them into your wardrobe in new and interesting ways. Developing a long-lasting style you can call your own. It’s all in the mix.”

It’s not unusual, she says, to have customers come in and tell her that they receive compliments any time they wear something from The Green Goddess. While she loves to hear those comments, she notes that, for her, it’s not always about the products. It’s about the way we present ourselves to the world.

“The Green Goddess is every woman,” says Rembos. “It’s all about the attitude. Even if she doesn’t leave her apartment, she’s not one to concern herself with getting wrinkles. She’s ageless. She is the next generation of style makers. She is not afraid to mix it up and always game to try and learn new things.”

Rembos is so insistent that it’s not about the product that sometimes she doesn’t even place product in her front windows, anathema in the world of retail.

“There was a generation of retailers who were all about making the sale,” admits Rembos. “People today, though, don’t want to be sold. They want to hear the stories. They are shopping with a conscience. We want to create a warm and welcoming environment in our store that is more about the experience than a feeling of what can we sell to you today.

“I want to create a feeling of fantasy and intrigue,” she says. “Our displays and visuals are an extension of our merchandising. I want to create an exciting shopping environment full of ideas and inspiration.”

Toward that effort, shoppers will find information cards throughout the store that detail information about different products, including how they are made, where they are made and any important features. Other times, they might find “how to” tips, such as how to use pinecones in your holiday decorations, that have nothing to do with a product, per se, but reinforce the message of salvaging and recycling, which is a critical component of The Green Goddess’s mission.

“I don’t like to throw away anything, and the other day, I overhead one of our team members tell a new employee to make sure she asks me before she throws anything away because we might want to use it for something!” Rembos jokes.

In all sincerity, though, Rembos walks the walk of her shops’ mission. “It’s not just about carrying eco-friendly jewelry or clothing,” she says. “We try to recycle and use salvaged materials for our props, too.”

Communicating the shop’s global style and mission isn’t restricted to the shops’ physical locations. Rembos and her team use social media heavily. She hesitates to give heavier weight to one medium over another because she feels strongly that each tool feeds off of the other.

“Facebook is important to us because we use it to communicate regularly with our customers,” she says. She is quick to add that they are strategic in how they use Facebook and “don’t use it to throw coupons in your face all day.” She loves how Pinterest shows a visual storyboard featuring not only products (which, in fact, of 15 boards, only one is dedicated to new arrivals) but also ways you can wear stacked bangles, how to show off your inner goddess and bohemian home decor.

Rembos also promotes her shops’ mission through the non-profits it supports. She launched The Green Goddess Charitable Foundation, a recognized 501(c)3 charity, to benefit like-minded organizations. The foundation is funded through a portion of sales for the stores, and recent charities include Chicago-based Children’s Home & Aid and Toy Box Connection.

She also participated in a city of Chicago initiative that involved planting and harvesting wildflowers in vacant lots to create a new fragrance: Tru Blooms. The Green Goddess Boutique is among a handful of Chicago-based independent retailers to carry the perfume made from indigenous-sourced ingredients. As in everything Rembos does, she made their participation into an experience by hosting a launch party at her store and generating great press as a result.

“The world is becoming smaller and smaller,” she says. “There is no stopping it. We need to embrace it.”

She loves traveling and seeing how people in different parts of the world carry their own unique sense of style. While she prefers great design, visiting hotels and appreciates architecture in person rather than visiting websites for inspiration, this green goddess also enjoys checking out the travel websites, too. Because, in true green goddess style, it’s all about the attitude.

>>Click here to see more photos of this retailer.

Best on the Beach

By Christine Hansen — Mon, 26 Nov 2012 20:12:00 GMT

While Tuvalu enjoys an unbeatable location in downtown Laguna Beach, California, owner Laurie Alter’s passionate commitment to customers and intense focus on business strategy are essential to her store’s well being.

Local residents and vacationers alike appreciate Tuvalu’s beach-themed casual elegance. Furniture regularly commands 65 percent of the 2,800 square feet of retail space, with accessories and gifts increasing during the fall and holiday seasons. An additional 700 square feet accommodates Tuvalu’s rapidly growing high-end home design division.

Alter opened Tuvalu in 2003; a year later, she opened a second location in Ladera Ranch, 30 minutes inland from Laguna Beach. The second store boosted Tuvalu’s following, but Alter closed it after five years, feeling like she was always traveling from store to store. However, Alter’s renewed focus paid off: Numbers and dollars increased for the Laguna Beach store.

Always Say ‘Yes’
Today, creating a welcoming and unique shopping experience is Alter’s primary objective. “We strive to say ‘yes’ to everything,” she says. “We ship everywhere (the shipment to Dubai the other day was a tough test for us), and we say ‘yes’ to every special order, even if it’s just one more stemless wine glass.”

Originally, Alter thought the store would be a showroom space, but that quickly changed when she realized that most people prefer instant gratification. “Many of our customers want the sofa, club chairs, and coffee table delivered tomorrow,” reveals Alter. “So, we have a warehouse in San Juan Capistrano that holds complete new collections. We’ll sell an entire collection off the floor, go to the client’s home for the installation, and bring in a whole new collection for the store. It makes the customer happy, it keeps new merchandise in the store, and I don’t lose a sale.”

Treasures Found
Tuvalu works with 700 vendors, providing the store with a huge variety of products. Judicious merchandising keeps the abundance of choices from overwhelming customers. “A particular glass only needs to be in one space in the store, not in multiple spaces,” says Alter. “We keep the collection tight so our customers see the product and so it merchandises well with other items.”

Alter frequents flea markets, auctions, antiques stores and trade shows to find Tuvalu’s distinctive offerings. “Each new product has to be something we love enough that we trust in, and also must be part of the story we’ve created, so my merchandisers can take it and just run with it,” she says.

Alter relies heavily on her three talented merchandisers, at least one of whom is always on duty when big shipments arrive. Attention-grabbing displays demand strong merchandisers and strong math skills, states Alter. “My co-buyer, Jaymi, and I look at the numbers every week. We micro-analyze every department to make sure we have the dollars on the floor to meet the numbers we had last year and to increase by 15 percent. If a category is down, we re-merchandise the entire division to make it look fresh and different.”

To ensure Tuvalu’s unique experience, Alter has employees shop competitors, checking for ambience, music levels, how customers are greeted, how products are displayed, and to confirm that Tuvalu isn’t offering similar merchandise.

Surfing to Success
Technology also plays a key role at Tuvalu. Alter says the biggest gains are forecast in the Internet and design divisions, so she’s invested money and time in restyling the store’s website and honing Tuvalu’s social profile. Besides the website, Tuvalu’s online presence is bolstered by regular e-mail newsletters and e-mail blasts, blog posts, and accounts on Pinterest, Houzz, Facebook and Twitter.

Monday Must Haves are a popular blog feature, offering a closer look at staff picks and a generous discount code for online purchases. “We take a lesser margin on that item, but what usually happens is our customers buy deeper on the site,” says Alter.

An iPad at the counter simplifies e-mail newsletter sign-ups at check out, while new products get a picture posted to Tuvalu’s Facebook page upon arrival. “I’m still shocked when someone comes in looking for a product hours after we’ve posted the picture on Facebook,” remarks Alter.

Social media might overwhelm some, but Alter’s social media specialist simplifies the task. “I inundate him with e-mails of things at all hours, and I give him carte blanche because I love what he does.”

On the Horizon
Just as Alter always says “yes” to customers, she also says “yes” to her community and beyond. Tuvalu supports the local public school and a local shelter, but the generosity doesn’t stop there. Tuvalu is named after a chain of islands off Fiji’s coast, and Alter has organized fund-raising events to benefit Tuvalu’s population, who must eventually abandon their islands due to rising sea levels.

To ensure a bright future for the business, Alter says it will take continued focus and commitment. “I can gain bigger success by keeping a clear direction, and by looking at what is successful today. I’m focusing on a really strong brick-and-mortar store and a really strong Internet site.”

5 Fun Questions

What is the first thing you do when you enter your store in the morning?
“I check the sales numbers for the day before, and then I check where we are in the month for sales.”

What is your most unusual display piece or prop?
“I love the set of three vintage bike seats that I found at an antique store outside of Atlanta.”

What’s the most unique sale or promotion you’ve ever had?
“We do a Twelve Days of Christmas event. One year, we drew a lucky winner who got a one-day shopping spree at 50 percent off. They spent seven hours in the store. They had a fairly new house, which they furnished in a day with Tuvalu.”

What item were you unsure of when you ordered, but it sold better than expected?
“Black-and-white generic-looking signs with various sayings. I tend to buy things that are more handcrafted, yet we’ve sold 1,000 of them.”

Have you ever had a celebrity in the store?
“We have them all the time! Diane Keaton, Heather Locklear, Simon Cowell, Martha Stewart. Queen Latifah came in and she started singing in the store! We usually wait a decent amount of time and then blast or blog about some of the things they purchased.”

>>Click here to see more photos of this retailer.

Every Product Is a Miracle

By Megy Karydes — Mon, 19 Nov 2012 06:00:00 GMT

It might seem strange to wear earrings made from recycled brass bullet casings, but when those earrings are in the shape of doves and made by artisans in Cambodia who are being paid a fair wage, this universal message of peace has big appeal.

Distinctive products such as this are what Ten Thousand Villages is all about. As one of the world’s largest fair-trade organizations, the company connects disadvantaged artisans and their crafts with ethically minded consumers. Founded in 1946 by Edna Byler as she sold fair-trade products out of her car, Ten Thousand Villages today works with tens of thousands of artisans in 38 countries. It has grown to include more than 80 branded stores and an active e-commerce site, in addition to contract stores and other retailers who buy its products for their own store shelves.

“I think anyone walking through our doors can immediately notice that we sell products from all over the world,” says Michele Loeper, marketing manager for Ten Thousand Villages. “By virtue of what our products look like and what they are, people will immediately realize they’ve walked into a different type of store.”

Among the worldly products that shoppers will find in a Ten Thousand Villages store are handmade gifts, jewelry, home decor, personal accessories, textiles and art representing the diverse cultures of artisans in Asia, Africa, Latin America and the Middle East. The company encourages artisan partners to use environmentally friendly processes, sustainable natural resources and recycled materials to ensure each product offered has been crafted responsibly.

Transforming Ideas into Best-Sellers

Creating designs that appeal to the western market takes months of pre-planning and on-the-ground work. “The artisans want to know what will sell here, so our designers and buyers work closely with them to help them to understand trends and designs,” notes Loeper when discussing the cycle of product development. “We monitor trends, which then will set the stage for each of our collections. We share the story boards with our artisans and we discuss colors, materials as well as esoteric things like moods.”

Once the products are designed and on store shelves, the challenge is to communicate the mission to customers in such a way that it’s interesting and informational, yet showcases the products well and helps to drive sales. Loeper and her team use a lot of imagery to show that it’s not just about the products; it’s about the people and how they make the items. Emphasis is placed on fibers, textures, the people and their stories. “Although products are what we sell, we also want to share the stories of the artisans who are making these beautiful pieces,” Loeper says. “Our brand wall, located behind the cash register, has a banner with the faces of our artisans and a quote. The banner is designed by us and sent to the stores to use.

“We also use social media tools like Facebook and Twitter to share stories of the products, our artisans and videos,” Loeper adds. “Our ‘Every Product Is A Miracle’ video shows that it can take 12 hours for a piece of pottery made in Bangladesh to move just 30 miles, and that’s because it takes a rickshaw to take the pottery to the handmade boat, which eventually makes it to a cargo ship. From then, it makes its way to store shelves. It’s an incredible journey, but it all started with someone’s hands.”

More videos are part of Loeper’s digital strategy because they provide a great way to visually share the organization’s global mission.

The company is currently testing out a Pinterest page with its first board on Vietnam. “We were just there this spring, and we have some great photos,” says Loeper. “We’re testing it out to see how people are using it, and we’ll expand it once we get some feedback. We’re happy to use social media to get our message out if we feel the medium is relevant and will resonate with our customers.”

While it would appear that having so many stores and products from so many different parts of the world would pose insurmountable challenges, Loeper notes that the stores are part of a global network with an allegiance to the fair-trade movement. “Our stores are not ambassadors of our brand but of a movement,” she says. “They want to be a part of it because they know we are stronger as a whole than as one.”

Winning Personalities

By Lynn Petrak — Fri, 21 Sep 2012 17:24:00 GMT

What, exactly, makes a smart retailer? If you were to ask the four retailers who received Honorable Mention distinctions in this year’s Retailer of the Year awards, they likely would say that creating a distinctive—and shopper-focused—niche is a savvy move from a business standpoint and a personally rewarding decision. With a mix of merchandise, services and promotions, they have distinguished their stores from the competition and set themselves apart in the industry.

These four retailers—entrepreneurs at heart—come from different parts of the country and disparate backgrounds. Some gravitated to the retail industry from the start. Others came into store ownership from other, seemingly unrelated, experiences. What they have in common is a creative vision, a willingness to take risks, dedication to their business and employees, and, in the end, a sheer love of what they do.

Lexie’s Trading Post

When asked what sets her store apart, Karen Crook of Lexie’s Trading Post in Louisville, Kentucky, doesn’t hesitate. “We listen to our customers. It’s as simple as that,” she declares.

That answer may be general in nature, but Crook really gets specific when it comes to meeting customer needs, whether they are looking for a perfect accessory or gift or something for themselves. One area where the store excels is its homemade bath and body products, many of which have originated from shopper suggestions. “We often introduce a new product based on customer feedback. We recently came up with a new hair milk after a woman told us we should make something for hair. I did some research on it, and 10 recipes later, we had it,” recalls Crook, citing another example of a man who came in and told her he liked the scent of cloves, then was surprised and pleased when Crook later developed a special clove-fragranced soap.

Recently, the bath and body products at her shop have garnered attention in other ways. “This area is big in recycling, and the local councilwomen even started a program called The Green Triangle to get residents thinking about ways they can recycle better. We listened, and we started our refill section,” says Crook.

Through that program, customers can keep their containers and simply bring them back to be refilled, helping reduce waste and save money, since refills cost less than new containers. “Our customers save $2–$4 on every refill, depending on the size and product. We even have one guy come in with a mason jar for his pet wash,” she remarks.

Crook’s previous life skills have prepared her well for her current role as a retailer. She spent time in the military, including an assignment at a nuclear facility, which taught her important lessons about fortitude, responsibility and how to successfully work with and for others. In college, she studied biology and chemistry, disciplines that she has come to use when formulating so many different bath and body products. “People will ask me how I make things like lotions, lip balms and soaps. I always relate it back to having the right combination of ingredients in the right proportion and having it all come together.”

Like, one might say, owning a unique retail business.

The Weathervane Museum Store at Landis Valley Village and Farm Museum

As any retailer can attest, supporting the local economy has taken on greater importance in recent years. That underlying approach to doing business has defined The Weathervane Museum Store in Lancaster, Pennsylvania, and, along the way, its incredibly dedicated and canny manager, Mary Parelli.

For example, when the economy plummeted in 2008, Parelli and others at the museum store looked for opportunities that worked for both the shop and the community at large. “We started taking in more merchandise on consignment. We pay the consignor once it is sold, so we were able to completely fill a two-story Victorian with merchandise without paying up front,” she explains.

It was evident right away that the shop had hit on something successful. “It works for everyone—our customer, the consignor and us,” Parelli says.

The store also supports the local economy in another pivotal way by showcasing the works of artisans in and near the community. “People in this area know these artisans now personally or at least know them by name,” Parelli points out. Recent examples include potters who specialize in redware pieces and fabric artists who create custom textiles, including a line that features hand-dyed yarn crafted from the wool of sheep on a nearby farm.

Carrying products from nearby artisans also draws the attention of the many tourists that pass through Lancaster each year. While on their travels, those tourists are looking for something unique that will serve as a reminder of their trip or as a thoughtful gift for someone back home. The products at The Weathervane provide that, says Parelli.

Earrings crafted by a local tinsmith, for example, tend to fly off the shelf when tourist groups composed of seniors visit the shop because they are both unique and affordable at $6 a pair. “We need to keep things small and meaningful for these types of customers, and the earrings are one way to do that. Broaches are another, as are scarves and mittens—all of those personal items really do well,” says Parelli.

Parelli, who owned her own store for 15 years before lending her talent to The Weathervane Museum Store four years ago, says that the focus on consignment and artisan-made pieces has served the shop well. “I’m happy to say that business has been good,” she notes.

45th Parallel

Britani Holloway-Pascarella and Philip Pascarella’s shop is in a geographically distinctive location: halfway between the equator and the north pole in Perry, Maine. And just as this site is a point of interest and significance, so, too, is the store they have created together over the past 14 years.

It was on a vacation to Maine that Chicago natives Britani Holloway-Pascarella and Phillip Pascarella fell in love with the area and decided to follow their dreams, naming their shop after the notable 45th parallel locale. “Our tiny town is well known for this auspicious fact. An official stone marker that dates back to the 1880s is located just yards from our store,” notes Holloway-Pascarella.

Befitting its map-worthy name, 45th Parallel includes merchandise that the couple has sourced internationally. “By shopping around the globe, we try to make the shopping experience fun for everyone,” explains Holloway-Pascarella.

With its eclectic offerings that include furniture and home accents, accessories, gifts and jewelry, and with eye-catching and often bold displays, the shop reflects the artistic talent of the proprietors. If it seems like the surroundings have been thoughtfully fashioned with various materials to create a work that looks different from every perspective, the fact that Pascarella has a background in sculpture has something to do with it.

A graduate of the Art Institute of Chicago, he has lent his sculptural artistry to the shop in many ways, such as transforming two 6-foot iron buoy balls into “earths” that flank the store, complete with copper continents. A true artist, he is continually creating, according to his wife. “This winter, Philip is completing a project that includes over 10 wood life-size tree silhouettes that will adorn the porch,” she says.

Also setting this shop apart is its owners’ absolute presence. They set up a cash/wrap area at the front of the store so they can greet everyone who walks in and out. “Another unique feature of our store is that we still hand-write all receipts. This gives us time to talk with each customer and give them the attention they deserve,” explains Holloway-Pascarella.

They are able to keep an eye on the store at all times because they actually live in the building, too. And, ultimately, their own relationship has helped fuel the shop’s success. “Being a husband-and-wife team adds to our strength,” notes Holloway-Pascarella.

Santoro & Company

What do you get when you combine antiques, gifts and home furnishings; a hair salon; a yoga room and a psychology practice—all under one roof? A highly successful, award-winning retail venture.

Joseph Santoro, who founded Santoro & Company in Bridgeton, New Jersey, in 1996, didn’t just carve out a niche for his shop, he carefully and creatively whittled that niche into something truly special. Although Santoro recently closed the doors of his beloved shop in order to move across the country, the business will always be known for its distinctive identity.

“They called us an oasis in the middle of nowhere,” Santoro says, adding that the eclectic business shared the rural landscape’s rolling hills with grazing cows.

In all seriousness, though, Santoro says he is proud that he, along with his trusted manager, Michael Bohannon, had built something so different and well received. “When you had color in your hair, you could go shop,” he points out, noting that shoppers appreciated the chance to be pampered and served.

As a hairdresser, Santoro trained at Vidal Sassoon in London and at another academy in Italy. His creativity naturally flowed from hairstyles to retail displays. At his store, he would often create memorable settings with a wide range of merchandise, thanks, in part, to his lifelong interest in antiques and home decor.

Through the years, Santoro & Company was able to survive the ups and downs by finding new ways to build business and meet local consumers’ needs. “When I started feeling it, I learned to be more Internet savvy, and I started on eBay, doing it after work,” Santoro says. He also expanded his work helping local residents liquidate their estates.

Although Santoro and his partner, the psychologist whose practice was an integral part of the business, are moving west to Arizona, he is likely to stay in the home decor environment that he loves. “I am not retiring. I want to rep a line,” he declares. He says that he is looking for an opportunity to sell home furnishings in a way that, again, combines his knack for finding a niche and taking it to the next level.

Nevertheless, closing Santoro & Company after more than 15 years is emotional, not only for its owner but its customers as well. “It was a thriving store, and there was nothing like it,” says Santoro.

It Takes a Village

By Lisa Sloan — Fri, 21 Sep 2012 17:13:00 GMT

As a college student in the early 1970s, Bill Sutton ventured into retail by selling homemade candles and furniture out of his parents’ garage. Today, his business, The Village Shoppes, Inc., has grown to encompass six buildings in the heart of downtown New Carlisle, Indiana, offering shoppers from near and far a wide selection of gifts, collectibles, home decor and more in a setting brimming with historic charm.

Sutton’s dedication to customer service, willingness to embrace change in terms of marketing and merchandise, and ability to cultivate a sense of community among shoppers and staff alike have turned The Village Shoppes into a unique destination shopping experience and garnered him recognition as Smart Retailer’s Retailer of the Year for 2012.

Homegrown Business

“I’ve always been interested in doing things with my hands,” says Sutton, who, as a teen, began crafting furniture, making scented candles and cultivating plants in his backyard greenhouse. In college, he studied botany before settling on business.

Discerning that his hometown was in need of a florist, he convinced his family to purchase a vacant 1800s dry goods store, which they renovated and opened as The Village Florist in 1975. Specializing in gifts, fresh flowers and home decor, the shop quickly outgrew its original 2,000-square-foot space and expanded upstairs and into an adjacent building.

Over the years, Sutton has purchased three more adjacent buildings as well as a former variety store across the street, bringing the total display space up to 27,000 square feet. Although doorways were cut through the interior walls to combine the five neighboring buildings into one large store, Sutton left the facades intact (apart from updating them with fresh paint) to preserve the look of the streetscape. “Each space has its own flavor and different lines, but they all blend together,” says Sutton.

Changing It Up

Though continuing to offer florist services, The Village Shoppes no longer carries Sutton’s homemade wares. Today, the merchandise includes a variety of home fragrance products, furniture, silk floral arrangements, gifts, home decor, gourmet treats, seasonal items, collectible lines, jewelry, bath and body products and more.

Across the street, The Collection houses the largest selection of Vera Bradley in northwestern Indiana as well as furniture, candles, garden items and by-the-stem silk blooms.

The shops used to carry 50 different collectible lines, but, as consumers’ interests have changed, so has Sutton’s inventory, which now includes more home decor and fashion. “You have to evolve, especially in this economy, or you won’t survive,” he observes.

Keeping up with the changing economy has been a challenge, but one that The Village Shoppes has always met, as proven by consistent annual growth in sales. Sutton credits listening to customers’ needs and then seeking out vendors that can meet those needs in terms of both quality and pricing. He also feels that having a variety of price points is important. “We try to show, good, better and best in every category,” he says.

The sales floor is constantly being rearranged with the arrival and departure of merchandise. Although Sutton reorders items in his staple lines, he tries not to for most home decor, which helps displays look fresh even to weekly customers. “People who have shopped here for a while know they need to buy what they like when they see it, rather than wait, because it might not be here next time.”

Making Connections

From the start, Sutton had the support of his small town, but he quickly realized he’d have to cast a wider net in order to grow the business, something he accomplished through marketing and special events.

These days, The Village Shoppes attracts customers from throughout the region, some of them driving more than an hour to get there. Early on, Sutton relied on traditional advertising channels, such as newspaper ads and mailings. Today, though, print and television ads and postcards are added to the lineup on occasion. The store website, e-newsletters and postings on Facebook, Twitter and Pinterest keep The Village Shoppes and customers connected. These are managed by an employee who has the bulk of her time allocated to online tasks.

The e-newsletter reaches a list of 5,000 and includes images of seasonal vignettes, decorating tips and event updates. Pinterest is a new marketing tool, but it seems to be paying off. After the social media specialist took an online Pinterest course, she put up 10 boards in one day. One of them featured a huge bunny, priced at $500. Before long, a customer saw the board and came in to buy the bunny. The store also won a vendor contest for pinning a display showcasing the vendor’s product, netting a $300 merchandise credit.

Energy-Building Events

The Village Shoppes has gained many followers from the annual Christmas open house, held two weekends every October. “We are known for Christmas—we carry more than almost everywhere,” says Sutton, noting that the stores bring out some 50 full-size trees decked out in different colors and themes.

Beyond Christmas, The Village Shoppes holds events nearly every weekend, including a spring open house, decorating seminars, and designer or vendor visits. The stores have hosted Vera Bradley’s daughter and Santa and angel designer Pipka Ulvilden, among others.

Birthdays are also cause to celebrate—customers are rewarded with gift certificates both on Sutton’s birthday and that of Bella, a 4-year-old Shih Tzu that has become the company mascot.

Other promotions, including gifts with purchase and games such as “Hot and Cold” (customers search for hidden gift certificates) and “Pick a Prize” (customers look on the bottom of a free gift to see whether they’ve won an additional prize), create excitement as well. “It creates a bit of a frenzy,” Sutton says. “Winners are so excited that it puts everyone in the store in a great mood and makes them want to spend money.”

Sutton, who often picks up special items at gift shows for customer giveaways, says this form of promotion is well worth the expense. “If you think about it, a large newspaper ad could cost you $500 to $1,000. This doesn’t cost much more, and it leads to more sales.”

Catering to Customers

In addition to giveaways and promotions, The Village Shoppes offers a frequent-shopper program, called “Golden Rewards.” For a one-time fee of $5, members receive several benefits, including earning 10 percent back on their regular-price purchases, distributed monthly in the form of a gift certificate that never expires.

Customers love the old-fashioned customer service, especially the complimentary gift-wrapping. “They will come back here time after time because of it,” says Sutton, noting that one couple drove 50 miles to buy wedding gifts because of the free wrap.

Although the shop has become a retail destination on its own, Sutton realizes a vibrant community and downtown are a boon to sales, so he is eager to partner with local organizations and businesses to promote the town or support a good cause. He has contributed to the restoration of a historic home and helped fund several charities that benefit animals and is working with a group of local business owners to start a MainStreet program.

All in the Family

Sutton’s mother still works as one of the company’s bookkeepers, but Sutton says all of the employees are like family.

The staff includes 14 full-time and 13 to 14 part-time workers, many who have been with the company 10 years or longer (some as long as 28). Perks of the job include a discount, holiday bonus, paid holidays and vacations, and $150 in free merchandise each year.

Sutton makes a point of finding a niche that suits each team member’s skills. For example, he has designated “home accent specialists” to help customers with home decor selections, design custom florals and create vignettes. He has also assigned “collections specialists” to work with specialty lines.

While a top-notch team helps ensure a great shopping experience, Sutton also feels his personal involvement is reassuring to customers. “They like to shop in a place where the owner is there all the time, and they like to see that you are excited about your business.”

Five Fun Questions

What’s your most unusual display piece or prop?

“Our home accent specialists put together a beautiful garden display. Nestled in the display, used for effect only, were mossy bricks that we found in the alley behind our building. Our customers just went crazy for those bricks. We had numerous requests to purchase them.”

What is one item you were unsure of when you ordered but sold much better than expected?

“The item that sold much better than I anticipated were Kissing Krystals from Transpac. Last Christmas we sold over 700 regular-sized Kissing Krystals and a few hundred smaller ones. Some of the staff thought I was crazy when I first ordered them!”

Have you ever had a celebrity in your store?

“Oprah Winfrey previously owned a beautiful farm/estate near our stores, and we would regularly make deliveries to her. If Oprah was accepting her own deliveries, we would personally encourage her to stop into The Village Shoppes. Although she has not visited our stores, she always seemed grateful and pleased with the products that were delivered to her.”

What fun things do you do for your employees?

“I think the most fun-filled activity we do for the staff is honoring them on their birthday with a decorated cake of their choice. Also, during the Christmas season, we provide lunch on Saturday for the entire staff. Saturday is our busiest day and it’s hard for everyone to make time for lunch, so they especially appreciate having their lunch brought to them!”

What is your favorite spot in the store?

“Although over the last 37 years we have expanded five times over, the original building that I started with is my favorite spot and holds a special place in my heart.”

>>Click here to see more photos of this retailer.

>>Click here to watch video tips from Bill Sutton.

Earth-Friendly Ambition

By Lynn Petrak — Tue, 26 Jun 2012 14:13:00 GMT

It’s fitting that Earth & State is located in the town of Media, Pennsylvania. After all, the store is teeming with mixed media, not only from artists who live in or near this quaint suburb of Philadelphia, but from artists all over the world.

The shop is known for its extensive collection of handmade pottery, earthenware and porcelain pieces, fashioned by a variety of potters with different styles. Several other artistic mediums are represented here as well, from glass to wood to textiles. In all, Earth & State carries works from more than 200 artists.

The store’s name is also apt, denoting both its location—along State Street, in the state of Pennsylvania, on the planet Earth—and its use of materials from the earth itself. According to co-owner Drew Arata, some of the materials used to make earthenware are about as locally sourced as it gets. “Some of the clay used is from the creek here in Media,” he reports, adding that the close-to-home clay makes for particularly beautiful pottery.

That local-global focus has served Arata and his wife, Heather, well since they opened the store a decade ago. Despite continual ups and downs in the overall economy during that time, the Aratas have been successful by staying true to their commitment and vision for the shop.

A significant part of that vision has been to showcase the works of a diverse group of artists. For one thing, having local and regional artists as vendors allows the store to carry truly unique merchandise. “People realize that they are purchasing things made by a person who cares about the community and also cares about the products they are selling. That is why they are special,” says Arata, adding that he and Heather work closely with the artists whose works grace their shelves and displays. “We do our best to get to know them. Whenever we have a chance to visit one of our artists, we do. It’s important to know where they are coming from.”

In addition, by supporting such works, the Aratas are helping talented individuals find a platform and an audience for their works. That’s something that the couple understands well, since they have a similar background and skill. “We are artists and actually met in art school,” notes Arata, who still fires up the kiln for his own works.

Doing Good
While they work with a plethora of local and regional artists, the owners also think globally in many ways and that, too, is part of their vision for the shop. They constantly strive to be earth-friendly, using simple boxes with raffia ribbon and recycling boxes whenever possible. “We won’t throw away bubble wrap or peanuts. Knock wood, we’ve never had to buy bubble wrap in 10 years. We try to keep it as sustainable as possible,” Arata explains.

Meanwhile, since its doors first opened, Earth & State has carried fair-trade items, especially since Media was one of the first fair-trade cities in the country. That has allowed the Aratas to discover artists from all over the world, from those who create beautiful bracelets to those who make their own chocolates. Carrying such works improves the livelihood of otherwise-struggling artists, and again brings new meaning to the store name Earth & State.

Because community outreach is such an important priority for these artists/merchants, Arata often shares information about his store’s fair-trade artists to nearby residents. “When we can bring a person who is directly affected by fair trade and able to have a living wage into the schools to talk to third graders, that is important,” notes Arata.

Talking to third graders—and seniors, for that matter—is something that the Aratas enjoy doing, both as residents of Media and as business owners. “We get heavily involved in our community as a whole,” says Arata.

Reaching Out
In addition to town events such as summer street festivals and holiday celebrations, Earth & State has become an integral part of several arts-oriented programs in Media. During the community’s annual arts and crafts fair, for instance, the shop hosts pottery demonstrations on several pottery wheels. “We will come out and bring out local creek clay and allow kids and adults to play with it. It doesn’t get fired, but it’s a way to have fun and get your hands dirty, and another artist and I are also there and work on collaborative pieces together,” says Arata. In recent years, the couple also has helped found a local arts council and has started a monthly visiting artist event that is held in town.

The Aratas are longtime supporters of nonprofit organizations in the area, too, including several cancer fund-raising organizations and schools. Indeed, being a visible and generous part of the community is like a form of goodwill-generated marketing. “That is really where we do a lot of advertising, through fund-raisers and making donations of pieces. We always give items to local fund-raisers, whether it’s a bake sale or someone working to eliminate poverty in Kenya,” he notes, adding, “That is how things get better.”

The Aratas are certainly social people, but they also have been canny about the use of social media, both to educate their shoppers about their store and its artists and to connect with people about upcoming events and new products. They started using social media sites such as Facebook, Twitter and MySpace early and often. “Social media was a big development. It happened right when the economy tanked on us, too, so it works out well for small businesses like us. It is essentially free and accessible in reaching out to your community and customers,” Arata says.

As with their other community outreach programs, the shop’s social media postings (usually written by Heather) are often framed around the bigger picture. “Instead of the over-the-top kind of sell, we try to tell people to come to town, based on the events we have here in Media, for example,” Arata says.

Before the couple starts ordering handmade pieces from artisans in August for the holidays (and for their 10-year-anniversary celebration in November), the Aratas will spend part of the summer leading the clay classes that they offer for kids. This year, they are focusing on how to make mud sculptures. “We have a lot of fun here,” Arata declares. “And we are always trying to juggle the retail life that comes with it.

Five Fun Questions

What’s the most unique event or promotion you’ve ever had?
“Our signature event is the Mysterious Days of Clay. It runs various times, and you never know what we’re going to do. We have one coming up, actually, and it will be our Pottery Throwdown that we position as an epic contest. It is a lot of fun doing demos like this.”

Knowing what you know now, what would you have done differently in your business?
“I would have gotten on a computer from the get-go. We started out with a hand ledger, which is honestly much faster. But when it comes down to the business end of it, the computer should do the work, and we artists should be free to do displays and unpack boxes and things like that.”

What fun things do you do for your staff?
“All of our employees, honestly, are family to us. Even if you are not related to us, you become family. We give great opportunities for fund-raisers, such as the Susan G. Komen 3-Day walk to support breast-cancer research and education. If our employees want to walk the three days, then we raise the money. We also offer first dibs on anything you unwrap. And those hold piles can become rather cumbersome!”

What is your favorite spot in the whole store?
“I’d say our main display cases. Everything is divided by color. We have a purple section, a green section and an earthy section, with all different artists mixed together in the same palette. We are able to bring things in from all around the world, but we can put them in one place and make it look cohesive.”

What is the first thing you do when you enter your store in the morning?
“Flip the ‘open’ sign! Our process is turning on lights and all that stuff, dragging the big planters and metal sculptures outside. There is a little bit of dragging and rearranging going on.”

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