Retail Therapy: Stem

Mention this article and receive 5% off anything in the store (in-store purchase) (1 time use only, valid until 8/31)

>> Thinking about opening a shop? Read on and find out what really goes on behind the register...

Quick Facts:
# of employees: 2 (Joel + Maxine)
Did you write a business plan? no
Opened since September 9th, 2005
Owners: Maxine Siu + Joel Bleskacek
# of locations: 1 location, but we own two other small businesses: Ruby Wine + Bell & Trunk

1. You guys met while working at the same restaurant. What compelled you to get into retail?

The thought of buying a business I knew nothing about was extremely scary.

Owning my own flower shop/gift shop was a distant dream of mine. Joel and I were both working at 42 degrees Restaurant at the time and he had told me that a flower shop that we both frequented was for sale. The thought of buying a business I knew nothing about was extremely scary. Joel encouraged me to find out more about it. One meeting led to another which led to me buying the business 9 1/2 years ago. After 7 years, not intentionally looking to open another shop, we found a location that we couldn't pass on. Stem has now been open almost 3 years.

>> click here to continue reading the interview

2. Some say that the best business partners complement each other's strengths and weaknesses. Can you illustrate this balance using 3 points?

The way we make it work is that we each have our own shop. When we did work together with our first business it was difficult. We both have a type A personality and liked being in charge. Needless to say there were a lot of arguments.

3. Your first shop Bell and Trunk Flowers was a "previously owned" shop. Can you give our readers some advice on what 5 things to look out for/to look for when considering taking over an existing retail business.

Location, gross sales, future developments in that location, other competition, reason the business is for sale.

4. I was reading an older interview and I love what you said:

"We've made the choice to incorporate work and family into all aspects of our life. Work is an extension of ourselves, and so are entertaining, dining, and our children. We've created the lifestyle for ourselves that we want."

We often try so hard to draw a clear and thick line between work life and family life and it's absolutely refreshing to see how you guys have managed to prove that practice wrong!

Can you elaborate on that and offer some insights into how you guys make that work? I know that there are lots of people out there with dreams on hold because they're currently raising children, can you offer them some advice and help convince them that it is in fact possible to have it all!

My advice to those who don't think they can do it is to have faith in yourself and believe that you can.

We truly believe in incorporating work + family. That is absolutely the best thing about owning our own business; we make decisions that work for us as a family. We wanted to be the ones to raise our own children. That's not a judgment on families that have nannies.

At the end of the day, Joel + I wanted to be there as our children grew. Of course, it was difficult at times and caused a lot of stress, but looking back we wouldn't do it any differently. Time flies. Ruby + Simon are now 7 and 6, and I bet if they had to, they could run that shop like we do (aside from counting). My advice to those who don't think they can do it is to have faith in yourself and believe that you can.

5. Owning a shop means constantly wearing different hats. Here's how Maxine ends up spending her time:



Buying 25%
Marketing & Promo 3%
Production & Operations (photos for site, hang-tags, display) 3%
Customer Service 66%
Fulfillment/Shipping 3%



6. We all have days when we throw up our hands and say "I can't do this anymore!" - what 3 things do you say to yourself or do in order to snap out of it and persevere?
7. If Oprah decided to give you $10,000 tax free for your business, but you had to spend it in one week, what would you do with it?

Pay bills

>> So you think your goods are perfect for Stem?

8. What is your process in choosing merchandise and what 3 things can artists do to stand out when submitting for your consideration?

It's important to me that our merchandise is fairly unique so that usually is the first thing I look for. Secondly, the artist should send me something I can look at either online or by mail... and thirdly, be flexible with the minimums.

>> VISIT Stem
3690 eighteenth Street, San Francisco, CA 94110 (415) 861-stem

>> LINKS
www.stemsf.com
www.rubywinesf.com

Thanks Maxine!!

Retail Therapy: Chrissy Bee

>> Thinking about opening a shop? Read on and find out what really goes on behind the register...

Quick facts:
# of employees:3
Did you write a business plan? No
Day your doors opened: August 28th 2006
Owner: Deborah Genet

1. Name one thing that completely took you by surprise when you first started Chrissy Bee - something that neither biz how-to books or any "SCORE" workshop prepared you for.

Next time I would be much more hesitant in ordering a lot of inventory up front.

Getting open! My build out time for the shop took almost double what I had anticipated. So during this time I incurred the carrying costs (ie rent) and had merchandise piling up waiting to be sold. Some of my merchandise was already 3 months old before it ever got out on display. Next time I would be much more hesitant in ordering a lot of inventory up front. I would plan on this lag time and probably try to negotiate a free month of rent or something like that into my lease (to cover this transition period).

I've definitely grown to know my customers and figured out a way to merge their needs with my taste.

2. I once heard someone say "A business that doesn't grow eventually dies..." How has Chrissy Bee evolved since you first opened your doors back in 2006?

The merchandise selection has become more fine tuned. I've definitely grown to know my customers and figured out a way to merge their needs with my taste. I've also noticed gaps in the market in terms of items I'm looking for and the the prices I want to retail them for. This has actually been the inspiration for the chrissy bee product line I'm currently working on. Everyone said manufacturing is the way to go, so I created a chrissy bee line and have started working on samples (all local production) that will eventually retail in the store. I totally agree with evolving. We've seen huge leaps in online stores in the past few years. The next big project for us is the internet. we are currently designing an e-commerce site where people will be able to buy directly from us. I hope to have it completed by the end of June 2008.

>> click here to continue reading the interview

3. If Oprah decided to give you $10,000 tax free for your business, but you had to spend it in one week, what would you do with it?

I'd pay down the credit card debt!

4. Owning a shop means constantly wearing different hats. Here's how Deborah ends up spending her time:


10% Buying
5% Marketing & Promo
20% Production & Operations (photos for site, hang-tags, display)
50% Customer Service
5% Fulfillment/Shipping
5% Accounting/Billing/Finances
5% Sourcing products/vendors

Chrissy Bee has received rave reviews on sites like citysearch and yelp. For an "upscale" shop, it definitely doesn't come across as upscale-posh and unfriendly. She even has a child-friendly corner to help moms out. It's clear that Deborah is a customer service genius, so I've asked her to give budding store owners 5 actionable tips that can make a huge impact on your bottom line... 1. Acknowledge everyone that comes through the front door immediately and politely. Even if you are working with another customer, a simple smile & "hello" always makes everyone feel more comfortable and welcome. 2. Offering to "kid sit" while mommy is shopping the store has been really helpful. If you help to occupy the child's attention, it frees mommy up to browse, try things on, and hopefully purchase distraction free. Trust me it's worth it. 3. Always offer help once the client is in the fitting room. I always offer to grab other sizes, run things to and from the fitting room, and ask what they are liking and not liking about specific things. Based on their responses I can offer up alternative items that might be more suitable. never abandon the customer in the fitting room (unless they've made it clear they don't want your help...almost everyone does!). 4. If I don't have the size, color, or specific style the customer is looking for, I always offer to "special order" it for them. It's really easy to send your vendor an inquiry about availability and it makes your clients feel important to know that you'd go out of your way to help them. 5. Always follow up! If I tell a customer I will email them when a new shipment arrives, I do. If I do a special order, I make sure the vendor will meet deadline and the customer is in the loop on the whole time-line process. I offer free hemming service, I make sure my client has their new pants back within 48 hours. The easier you make it for your customers to shop at your store the more likely they are to think of you first, come back to you first, and refer their friends to you first.

>> So you think your goods and art are perfect for Chrissy Bee?...

I travel pretty regularly between New York, LA, and Las Vegas going to markets. it's really the best part of the job.

5. Do most of the other designers you carry approach you, or do you
actively seek out new designers/crafters? If so, where?

It's kind of a mix. I travel a lot! I'm always looking for new vendors and designers to work with. I travel pretty regularly between New York, LA, and Las Vegas going to markets. it's really the best part of the job. In SF, I attend the local design fairs like Thread Lounge, Capsule, Appel & Frank, etc... looking for new lines for the shop. I hand out a lot of business cards at these things. I pretty much leave it up to the designers at that point to follow up. I am lucky because my shop has a good reputation in the area as being independent designer friendly. So I am constantly being approached by designers via email, and phone about looking at their lines. I try to look at everything but my inbox is usually over-flowing every morning.

6. What is your process in choosing merchandise and what 3 things can artists do to stand out in your mind?

I look for things that seem to be unique to each designer. I don't want 5 brands that look the same in the case.

I don't have a specific process I use in terms of selecting merchandise. I feel like I am constantly looking for new brands, whether it's at craft shows, tradeshows, online, in the shop, or out shopping myself. I look for things that seem to be unique to each designer. I don't want 5 brands that look the same in the case. Each designer must have a specific style, collection, or type of material/design that makes the line unique to them. I always consider the retail value in relation to the item. A good question to ask is "will my customer pay x amount for this item?".

With that said, I guess the three things I look for are:

a) QUALITY - Attention to detail, are the clasps hand made, are the chains they are using stock or custom, etc

b) COHESIVENESS - I want to see a collection that is well thought out, offers a lot of choices within it, and looks good grouped together for merchandising purposes.

c) VALUE - I am always looking for a good value to pass on to my customers. I often come across similar pieces from different designers. The pricing can be all over the board. I would say, be aware of your competition and try to think about retail (not wholesale) pricing when presenting a line.

7. How do you go about choosing artists to represent in the gallery?

When we first started out I just chose from all the people I already knew through the San Francisco art scene ( I used to work in fine art). The more openings we hosted, the more I was able to expand the network of artists I knew. I also get regular submissions from artists now who would like to show here. I generally invite artists whose work I feel will show well in the space. The gallery space is quite high so small pieces don't represent well in the space.

>> LINKS
www.iheartchrissybee.com

In the area? Stop by and say hello: 622 Shrader Street, San Francisco, CA Tel. 415.221.3020

Thanks Deborah!!

Retail Therapy: Exit9

Heart Handmade Reader Special: 20% off your entire online order at exit9 promocode: HEART (1 time use only, valid until 7/12)

>> Thinking about opening a shop? Read on and find out what really goes on behind the register...

1. Did you write a business plan?

I did for the first store, but never looked at the plan after we opened. At that point I felt it was important to stay flexible and make business decisions based on real data... not projected data.

2. Name one thing that completely took you by surprise when you first started Exit9 - something that neither biz how-to books or any "SCORE" workshop prepared you for.

Surprisingly, a dreary overcast day will be substantially more busy than a sunny day....

Keep in mind that when I started Exit9, I was as green as the early spring grass, so there were a lot of things that took me by surprise. In looking back, however, one of the biggest things I neglected to prepare for was the buying cycles that we humans tend to obey. The holiday season is a given that we consume more, but there are lots of other factors that effect buying cycles as well like, the NYC school calendar, holidays, spring, fall... and of course weather. Surprisingly, a dreary overcast day will be substantially more busy than a sunny day.... I guess people like the beaches on those sunny days, I know I do. It's taken me years to learn the cycle and even to this day I still get surprised by shifts in the buying cycle.

Do not underestimate the fact that you will be needed in two places at once....

>> click here to expand & read full interview

3. You recently opened a second Exit 9 Gift Emporium location. Other than buying power, what other factors should first-time store owners look at when weighing the option of opening a second location?

Oh, that's simple. Do not underestimate the fact that you will be needed in two places at once.... oh... and it's not JUST twice the work, its more than twice the work. With just one store, you're already there, you're in one place. If there's a fire, then you're there to put it out. With two stores its vitally important to have a good staff in place. I find myself leaning on them more than ever now.

4. You've been in business since 1995 - was there a year where you felt some kind of sigh of relief and felt confident that you weren't going to be part of a statistic? They say that in the restaurant business, you shouldn't expect to see any profit until your second year - is it the same for retail in your experience? What should aspiring store owners be prepared to expect?

I didn't quite have that experience. Exit9 '95 was operating at a positive cash flow within weeks of our opening, although it did take me about 2 1/2 years to pay down the credit card debt. So I suppose you could say my big "sigh of relief" came around 1998. Keep in mind too that I opened our first store on an incredibly thin budget, so my initial debt wasn't that big to begin with.

It's a slightly different story for our second store, though. It was a much bigger renovation budget and we are operating a little more on the "up and up" from the very beginning, so our start up costs were much higher. We are operating our 2nd location at a positive cash flow as well, but I won't really breath a sigh of relief until debt is gone... about 2 years probably.

5. Owning a shop means constantly wearing different hats. Here's how Charles ends up spending his time:

For me personally...
35% Buying
25% Marketing & Promo
10% Production & Operations (photos for site, hang-tags, display) - the staff mostly does this job.
5% Customer Service - The staff is constantly helping customers.
0% Fulfillment/Shipping - again, the staff... gotta love 'em
20% Accounting/Billing/Finances
5% Other: Staff management


6. Some say that the best business partners complement each other's strengths and weaknesses. How do you guys balance each other out?

a) My buying partner, Melinda (a female), and I (a male) are able to find a great balance with our product selection while at the same time checking each others gut reactions to a product.
b) She is also someone who is well informed about fashion and trends and conversely, I am not.
c) Also my wife is incredibly in tune (practically psychic) with customers while I tend to remain on the administrative side of things. Works out well.

>> So you think your goods are perfect for exit9?...

7. Do most of the other designers you carry approach you, or do you actively seek out new designers/crafters? If so, where?

I do most of my buying at the New York Gift Show (among others), but I also might comb through neighborhood craft fairs. I particularly look forward to the Renegade Craft Fair in McCarren Park and also the Bust Craftacular - both in Brooklyn. Not surprisingly, most of these crafter/designers never make it to the big trade shows because it's so absurdly expensive to exhibit. But I also get product submission from folks I've never met.

Most of the items I choose must fill a useful purpose... and dual purposes are even better. For example.... not just an environmental sack, but one that folds up to almost nothing... not just a flask, but one that also has a cigarette compartment.... not just a ring, but one that can also open a bottle... not just a keychain, but one that has a light on it.... not just a cell phone attachment, but one that looks like an old fashioned handset. etc I could go on... 1. Make sure you can produce. In the event that buyers need more, make sure you have the ability to supply them. 2. Quality. I can't stand it when customers return items because the item was poorly made. 3. Products shouldn't look to "crafty". If a product looks too "crafty" then customers look at it and think..."Hey, I can make that myself" and they won't buy it. The truth is, customers don't actually go home and make this stuff, but it's enough to make the customer not buy it.

8. You own two shops, are parents and Christy is a drummer and plays with numerous bands - how do you guys do it all? Can you please give us 5 life-balancing tips?

Wow, you've really done your homework about us. This is a good question... and I'm still figuring it out. But here goes....

9. If Oprah decided to give you $10,000 tax free for your business, but you had to spend it in one week, what would you do with it?

Easy.. I'd renovate our first location. For gods sake, she's 13 years old and she needs a face lift.

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7. Make your own photoblocks
8. Resist Plastic Tote

>> VISIT exit9
New York City: 64 Avenue A. New York, NY 10009
Brooklyn: 127 Smith Street Brooklyn, NY 11201

>> LINKS
Not in NYC? No problem shopexit9.com!

Thanks Charles & Christy!!

Image credit: hayeon k.

Retail Therapy: Three Potato Four

>> Thinking about opening a shop? Read on and find out what really goes on behind the add to cart button...


1. Name one thing that completely took you by surprise when you first started Three Potato Four - something that neither biz how-to books or any "SCORE" workshop prepared you for.

Probably how frequently the business evolves and how fast and flexible we need to be to just go with it. Stu spent a lot of time on our business plan and we did a ton of upfront research and planning, but a lot of that just couldn't prepare us for what would happen once we opened the doors.

We actually have not looked back at our business plan since we opened - I bet a lot of the things we wrote would seem funny to us now on how wrong our assumptions were.

We actually have not looked back at our business plan since we opened - I bet a lot of the things we wrote would seem funny to us now on how wrong our assumptions were. One example is the balance of vintage and new items we keep in the shop. When we first started we were really taken by surprise how fast the vintage items went. We didn't anticipate this demand and had to quickly develop a plan to heavily stock up on vintage as much and as often we can. This means that we are always going on several vintage shopping trips a month. It's one of our favorite parts of having the shop so we love it. But on the flipside, it comes with a ton of legwork: driving, finding, photoshoots, copywriting and just the constant updating and maintaining of these items in the shop.

The hardest part of having our business in our home is being able to turn work off and to stop thinking about it, talking about it, or checking our email constantly...

2. How many hours a week do you each work?

We try to maintain a constant balance between work and family life. Usually one of us will be working and the other taking care and playing with our daughter Holly. The flexibility of having the shop in our home is nice since we can take a break and go to the park or out for ice cream anytime we want. But on the flipside, it's just as tough, if not tougher to try and maintain a consistent schedule that doesn't leave us working until 2am (which happens to Stu at least a few days a week). I'd say that usually our combined work week is about 60-80 hours a week. The hardest part of having our business in our home is being able to turn work off and to stop thinking about it, talking about it, or checking our email constantly...but it still always happens.

3. Owning a shop means constantly wearing different hats. Here's how Stu and Janet end up spending their time:



30% Buying
10% Marketing & Promo
20% Production & Operations (photos for site, hang-tags, display)
5% Customer Service
30% Fulfillment/Shipping
5% Accounting/Billing/Finances


4. If Oprah decided to give you $10,000 tax free for your business, but you had to spend it in one week, what would you do with it?

This was tough to boil down, but if we had to use it all in one week, we'd probably go on a buying/procurement trip overseas. A few dollars for airfare and hotel and spend the rest on inventory and costs to ship it back. Any remaining money would go to additional marketing/advertising efforts.

>> A rock solid partnership
Some say that the best business partners complement each other's strengths and weaknesses. Let's see how they balance each other out...

Stu	Janet
1. Stu is meticulously organized and loves to make lists.	Janet is a confessed procrastinator, doesn't mind chaos and does best working under pressure.
2. Stu is good with numbers, financials, spreadsheets and very business-minded.	Janet stays away from the numbers as much as she can, does the creative side, photography, design, etc.
3. Stu is an expert packer and shipper. Does not have gift-wrap skills or have good handwriting, therefore does not wrap or write notes for customers.	Janet is the expert gift wrapper and writes all the hand-written notes for customers. Does not know how to pack an item correctly or what sizes shipping boxes to re-order.

>> So you think your goods are perfect for Three Potato Four?...

5. Do most of the other designers you carry come to you or do you actively seek out new designers/crafters? If so, where?

We actively seek new artists/designers and crafters through things like etsy, craft fairs, friend's recommendations, obscure magazines or work we see on other blogs. Often we get submissions from designers, but mostly it's us seeking out great work.

We really stick to only buying items that we, personally, would buy for our own home and that would blend well in any modern or vintage interior environment. We're still a very young shop and still figuring out what works and what doesn't - I would think that this is the perpetual question for any store - "what will sell?". As for submitting artwork, I would say: 1 - Include as much upfront information as you can in the first contact (pictures, pricing, press, story) 2 - Sell it. Do a little research into the shop you're submitting to and maybe try and pitch exactly why you think your work would do well in our shop. Is it because you feel you have a similar audience base or maybe we've both been featured on the same blog... something like that. 3. Please be understanding. Stores get a lot of people that submit work and believe me that we feel horrible having to turn people down - a lot of times we do really like the work on a personal level, but just have a feeling that it's not a right fit for our shop or for our customers.

6. Janet and Stu are originally from NYC so I thought I'd ask them to... Name 3 things that you miss about the Big Apple and 3 things about Virginia that makes up for it.

We miss the food, the people watching, and how no matter what time of day it is NYC always feels so alive. The things that make up for it living in the suburbs of Virginia are being able to run around, play and garden in our own yard, barbecues in the summertime on our deck, having our shop and doing what we both love in the comforts of our home.

1. Xylophone Playing Wood Dog
2. Collection of Turkish Pots
3. Henry Road Panama Tote - Fleur Sage
4. Ceramic Pigeon Vase by J. Mendicino
5. Glass Chickadee Vase


6. "Bird Survey" by Matt Cipov
7. Fabric Journal in Tangerine by Henry Road
8. 1950's Royal Typewriter (Restored) - Turquoise
9. "Field Car" by Elizabeth Soule

>> LINKS
threepotatofourshop.com
threepotatofourshop.com/blog

Thanks Stu & Janet!!

Retail Therapy: Conspiracy Showroom

>> Thinking about opening a shop? Read on and find out what really goes on behind the register...

Heart Handmade Reader Special: 15% off any online purchase at Conspiracy Showroom promocode: HEARTHANDMADE (1 time use only, valid until 6/15)

>> continue reading interview

1. Name one thing that completely took you by surprise when you first started Conspiracy Showroom - something that neither biz how-to books or any 'SCORE' workshop prepared you for.

We opened Conspiracy as a co-op boutique, a concept that was not widely discussed in business books or anywhere, really, so the whole thing was a surprise. We sort of made it up as we went along, using our limited business knowledge, foolish optimism, and stubborn determination. Throughout the opening process, Suzie and Rachel kept a running list of the 'the next time we open a business' tips. It's been a great experience though - you learn by doing, not by daydreaming.

Throughout the opening process, Suzie and Rachel kept a running list of the 'the next time we open a business' tips. It's been a great experience though - you learn by doing, not by daydreaming.

2. What's the biggest misconception that people have about owning a shop?

I think the idea that you will make money that you can actually keep, especially at first. Almost all of the money that comes into the shop goes right back out, either as designer pay-outs or operating costs. It takes a while to get over that hump.

3. Owning a shop means constantly wearing different hats. Here's how Rachel, Typhaney and Suzie spend their time:


20% Marketing & Promo
20% Production & Operations (photos for site, hang-tags, display)
10% Customer Service
10% Fulfillment/Shipping
20% Accounting, Billing & Finances
20% Other: making stuff!


>> A rock solid partnership

4. Some say that the best business partners complement each other's strengths and weaknesses. How do the three of you balance each other out?

When we started brainstorming about Conspiracy we determined what each of our strengths were, and decided that we'd each stick to what we were best at. It has worked out perfectly for us since we each add a little part to the puzzle that makes the whole thing work.

Suzie handles the books and is also our idea gal - she's largely responsible for the physical appearance of the store.

Typhaney is our go-to PR and networking guru.

Rachel handles all graphics and writing for our website, online shop, and store.

>> Do you think your goods are perfect for Conspiracy Showroom?...

5. Do most of the other designers you carry come to you or do you actively seek out new designers? If so, where?

When we first opened the store we spent a lot of time and energy searching for designers to carry in the shop. We found many of them on etsy.com; that site as some amazingly talented people. After we got some press behind us and got our name out there, we reached the point where designers were seeking us out. It helped us relax a bit and focus on our own creativity - it is very easy to get so caught up in the business-end of things that you forget why you opened a store in the first place - to sell your own stuff!

Since there are three of us, we generally like to have a vote on the items we carry. We each tend to have completely different tastes, so having two of us agree usually means it will be a good fit for the store. As for standing out as a designer... 1. First and foremost, we appreciate when someone has taken the time to get to know what we're about and has read our site, including the submission policy info. We can't stress enough that walk-ins and cold calls are not the best way to go about submitting work. 2. Second, be sure the items are well-made. We love designers who are just starting up, but the quality of work is so important. It doesn't matter if you make it out of your bedroom so long as you make it to last! 3. And finally, our focus at Conspiracy is on handmade, non mass-produced items. We like to know that your work is not the product of sweatshop labor from the other side of the globe.

6. I know that all three of you are also designers and all met at the Antiquarian Market. Any Do's and Don'ts' you can share when it comes to selling at fairs?

We have one tip - open your own store so you don't have to haul your work around anymore!

7. I once heard someone say 'A business that doesn't grow eventually dies...' how has Conspiracy Showroom evolved since you first opened your doors back in 2006?

Well, our original concept was the co-op boutique. We had a high-minded idea to help our fellow designers get their work out to the public and to make everyone (but us) money. We realized that in order to keep the whole thing afloat we needed to tap into our capitalist side and focus on ourselves to generate income for the store. We also used to have monthly art openings that were really a drain on our time and resources; we've since scaled back to a few select events per year and the results have been great. Quality not quantity!

8. If Oprah decided to give you $10,000 tax free for your business, but you had to spend it in one week, what would you do with it?

We would increase our curb appeal and then have a party to celebrate!

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LINKS:
conspiracyshowroom.com
conspiracyshowroom.bigcartel.com

Thanks Rachel, Typhaney and Suzie!!

Retail Therapy: treehouse

>> Thinking about opening a shop? Read on and find out what really goes on behind the register...

1. Name one thing that completely took you by surprise when you first started treehouse - something that neither biz how-to books or any "SCORE" workshop prepared you for.

The floor! (and the amount of time we spent on refinishing it). Really...the floor. We rented our space as is and after hearing from our landlady's son that it used to be a speakeasy back in the day with a beautiful mosaic tiled floor, we couldn't resist checking it out. Long story short, 4 layers of linoleum, a heavy layer of black tar and 45 days later, we had revealed a gorgeous piece of history! It was the first of many surprises along the way that led us to our treehouse. Lesson learned: take it as it comes and look for the beauty underneath!

>> continue reading Retail Therapy: treehouse

2. Owning a shop means constantly wearing different hats. Here's how Rebecca and Siri spend their time:

- 15% Buying
- 15% Marketing & Promo
- 20% Production & Operations:website, hang-tags, display
- 20% Customer Service: including emails and communication
- 5% Fulfillment/Shipping
- 20% Accounting, billing & finances
- 5% Other- everything else that falls into our lap


3. What keeps you up at night?

Everything! treehouse is a full time, 24 hour occupation. It's our life, so we're working on it 24/7. Whatever the tasks of the day (or the next day) are, whether it's a craft fair, or remerchandising the shop, or new designers for the rack. It's not worrying so much as it is planning. Oh, and Rebecca's 7 month old.... he keeps her up quite a lot!

4. I once heard someone say "A business that doesn't grow eventually dies..." How has treehouse evolved since you first opened your doors back in 2006?

Our designers have grown from 15 to almost 50. We've expanded our presence in the neighborhood- more craft fairs, participation in community events, raffles, etc. We offer more products and types of things to buy (we're expanding our home goods and paper goods section as we speak...) We now offer an ever changing variety of craft classes... And constantly brainstorming how to make treehouse better...

5. If Oprah decided to give you $10,000 tax free for your business, but you had to spend it in one week, what would you do with it?

Donate $ to our designers so they can make more amazing things for treehouse, travel near and far seeking treasures for treehouse, buy a new computer (it's our command center!), more books for the reference library, sewing machines for classes, of course stock the shelves and racks with new goodies, oh and spruce up the actual shelves and upgrade our fixtures, buy our landlady Mary something amazing for her 80th birthday, expand the store to include a workshop (there's a back room that needs a lot of fixin' someday)....but most of all continue to make our treehouse a bigger and better tree-home for all to enjoy!

>> A rock solid partnership

6. Some say that the best business partners complement each other's strengths and weaknesses. Let's see how these gals balance each other out...

Rebecca	Siri
1. Siri is a social butterfly-loves to be out, can talk to anyone about anything and is always on top of the latest going ons and neighborhood gossip.	Rebecca prefers the quiet side, loves people, but likes to be home doing 50's housewife kind of things like baking and making babyfood...
2. Siri excels in finding her center within the chaos. Even if it looks like a little tornado, she knows exactly where everything is. It's like a secret kind of organization only she knows;)	Rebecca loves the organization of numbers and spreadsheets. Putting things in a row and making sure all the i's are dotted and t's are crossed makes her happy.
3. Siri prefers yellowtail.	Rebecca prefers salmon...
... and they both like eel and avocado...this is in reference to their sushi lunch special, ordered every other day at treehouse. It's the perfect combination so we can share each other's order. It kind of reflects everything we do - a little of this and a little of that make the perfect combination for both of us.

>> Do you think your goods are perfect for treehouse Brooklyn?...

7. Do most of the other designers you carry approach you, or do you actively seek out new designers/crafters? If so, where?

We started with a core group of designers , maybe 15 and have grown to more than 40. It's about 60/40. 60% approach us, 40% we find. We encourage new designers to contact us with their creations. Just please email with lo-res images or call first 718.482.TREE (8733) for an appointment.

8. What is your process in choosing merchandise and what 3 things can artists do to stand out in your mind?

We choose pieces that fit into the treehouse aesthetic. It has to be either handmade, one of a kind, or few of a kind - no mass production please. Organic & sustainable materials, recycled materials, great craftsmanship, creativity and unique-ness all stand out.

>> Rebecca and Siri are both designers and have been successfully setting themselves apart at craft fairs. Lots of you are preparing for your very first Craft Renegade fair - here are some tips from the pros...

1. DO: have enough change to make change for the customers. At least $50, but preferably $100. The more change you have the more money you make somehow. 2. DO: have levels in your display. If everything is on the same flat level people can't see the product. Lots of height and interesting display make your creations look 100 times better. 3. DO: promote at your table. Bring business cards, flyers, candies, free things for special people, a mailing list....get the word out that you are there..so people remember you after they go home. 4. DO: make as much as you can and prepare early! The more pieces you have to sell, the more you will sell. You want everyone to see you at your best, so take the time to prepare..way ahead of time. Months even (not that we don't excel in procrastination, but we always dream of having more time to do more so...). 5. DO: team up with designers and friends who complement you and your work. It's great to have a buddy sharing your space. It makes your table look interesting and lets you take a bathroom break and breeze around the fair once in a while. 6. DON'T: wait until the last minute to organize. (see #4.) 7. DON'T: forget sunscreen (if you are outside ), water, pens, a calculator and receipt books. 8. DON'T ignore anyone! Say hi to everybody who steps into your space. It makes them feel wanted and happy. 9. DON'T: get there too late! Allow plenty of time to set up your booth because you'll probably be doing it right up until the opening bell. 10. DON'T: limit your creativity. If you want to try out new products, a craft fair is a great place to test the waters. Have fun making lots of things and see what sells. Represent yourself!

1. Elyse Allen lace cashmere fingerless gloves in olive with sapphire blue swarovski crystals..$134
2. Sirius Zodiac necklaces...$36 (Scorpio available on Etsy)
3. Becky Lee butterfly and gemstone earrings...$25
4. Wolf-e jaguar tee for tots...$28
5. Screech Owl animal postcard box set...$14


6. Los Monitos "love from brooklyn" handmade card...$6
7. Sirius bamboo jersey coral kimono tie dress...$138
8. Bells one of a kind handmade tie top...$78
9. treehouse* pin pack...$4
10. Feral Childe polka dot tulle empanada skirt...$143

>> LINKS:
treehousebrooklyn.com
treehousebrooklyn.blogspot.com
treehousebrooklyn.etsy.com
myspace.com/treehousebrooklyn
renegadecraft.com

In the area? or coming for a visit?
Stop by and say hello to Rebecca and Siri:
430 Graham Avenue, Williamsburg Brooklyn, NY
Open Wednesday - Sunday 1pm - 8pm (and sometimes later!)
(take the L train to the graham ave stop. walk 5 blocks towards the BQE.
treehouse is on the right hand side between Frost and Withers.)

Thanks Rebecca & Siri!!

Retail Therapy: IDOM

ABOUT
1. Can you tell us a little about IDOM and how it all began?
I stared IDOM because I wanted to focus on designing what I really love. I used to design for other fashion houses in New York City. Working for a big company, one has to jump through so many hoops and navigate around the office politics. It was taking the joy out of what I really wanted to do, which was the actual process of designing beautiful clothing.

Bestsellers: The IDOM (Modi's own line) collection usually does the best in the shop. Demimonde from Rachael Donaldson who is a Portland jewelry designer does amazingly well. We can’t keep her pieces in stock. We definitely have a big following for her work. Our hand-loomed cotton and silk scarves do great as well.

I also did not want to be part of mass-market sweatshop production anymore. I am now able to employ 10 homemakers back in Bangkok, so these women can stay home with their families and still earn a good income. I also want to do my part to preserve the Thai textile industry. Many of my fabrics are one-of-a-kind hand loomed silks and cottons, and the money goes straight to the textile makers. I hope that these amazing weavers and tailors can stay put in their own region and pass on these amazing skills to the next generation.

>> continue reading and get Modi's tips on how to get shop owners to notice you + things to consider before opening your own shop

RUNNING A SHOP
Things to consider if you're thinking of taking the leap...

2. What's the best lesson that you've learned so far in owning your own business that you can pass on to our readers?

I am learning that my own personal favorites are not always what sell the best. The things that I truly love would sometimes just sit there, while pieces that were not quite as exciting would sell like hot cakes. I suppose I need to balance my love for interesting designs with the commercial end of it. At the end of the day, I still need to pay the rent.

Being a small business owner is full of daily challenges. Sometimes you think that you have done your homework, and then things happen that are out of your hands. We had a break-in on New Year’s Eve which was horrible and awful! Yet you just have to keep on going and hope for the best. I think that I have become a really good problem solver!

Another thing I did not anticipate was that the long winter rainy season here would keep so many people indoors. Coming from NY, so few of us had cars that we were constantly walking around the city. I figured Portlanders were a very hardy group of people, rain or shine, so I did not account for weather as an issue.

I do love my work, but I still need to find some sort of balance to also have fun. I also can’t freak out about little things or big things for that matter.

3. How has owning a business changed your life?

Oh my goodness it changed everything! I am constantly working and thinking about the business. I realized that time is something that I don’t have enough of… I barely get to see my husband and my friends. I have to try to figure out a way to spend time with him and have more fun in my life. I do love my work, but I still need to find some sort of balance to also have fun. I also can’t freak out about little things or big things for that matter. I have leaned that everyday is an opportunity to learn something new. As I mentioned before that I have become a better problem solver. I also have to remind myself to breath and to slow down. It turned my life up side down!

4. What's the biggest misconception that people have about owning a shop?

People love the idea of being their own boss. You could work less and play more and that you can make lots of money quickly. Many have said to me that it must be amazing to just design and hang out in the shop all day. Owning your own business has many benefits. If you are passionate of what you are doing. Then it is such a privileged to do what you love everyday.

The daily routines of owning your own business is overwhelming. I am an everything girl. I’m a designer, a sale person, a marketing department, a PR firm, a photographer, a web maintenance person, and of course a janitor and much more.

However, the financial risk is so much higher than working for someone else. Most of the time small business will fail within one or two years. It is very difficult to make any profit your first three years. You are lucky if you made it through your first year. I still haven’t paid myself after nine months of business. The daily routines of owning your own business is overwhelming. I am an everything girl. I’m a designer, a sale person, a marketing department, a PR firm, a photographer, a web maintenance person, and of course a janitor and much more. Life could be pretty daunting and lonely sometime. I still have many sleepless nights where I’m thinking about numbers and if I’m going to make it. I try to take some days off. Yet I would end up working from home or run errands for the business. It is a very challenging and a very hard work.

5. IDOM has received a good amount of love from the press. Do you have any marketing and promotion tips for aspiring and shop owners?

I think that sending out a short written bio along with visual material worked quite well for IDOM. Most editors do not have time to read through a long press kit. However, good photos will grab their attention. The best policy is to keep things simple and most importantly invest in good photography for your products. Also know your product of where they might fit best for certain publications.

I also do many special events such as art opening at the shop. I have different artists showing their work for each month. Other boutique owners and I have done special events together for various occasions. Sending out e-mail blast from my customer mailing list worked very well. It is great way to let people know about sales, special events, and new products. It is a great reminder for people to think of your shop and your work.

HOW TO GRAB A SHOP OWNER'S ATTENTION
Modi is constantly looking for interesting collections and new innovative designs. She receives lots of e-mails for products and daily walk-ins from crafters. So what can you do to get her attention?

The top three things that I’m always looking for are design, construction, and presentation. 1. I am attracted to something unique and things that I haven’t really seen in the market before. Good design with well made construction is so important. 2. I pay close attention to details and quality of material and how they were made. Will these great pieces last for a long time and will it be a good investment? Quality is everything! 3. Another element is presentation. It is very interesting to hear story of designers or crafters. Who they are and what inspired them to create. It makes the clothes or whatever the objects more precious and more interesting. Good clear prices and line sheets and delivery time line are very helpful as well. It allows me to see that these artists are serious about their business and took time to be organized. Often time many crafters just come through the door. They haven’t done their research weather their work will work well with a shop aesthetic. The way they presented their pieces are sometime unprofessional. It would help if they would shoot me an email first with photos and make an appointment with me. I have limited amount of time to get things done daily.

IDOM also carries other hard to find indie labels from around the globe. IRO from Paris, Aoyama Itchome from Tokyo/Paris, Baum Und Pferdgarten from Copenhagen, Rassta from Madrid, Plastic Island from LA, Dolce Vita from NY, and Jenny Yuen handbags from NY. We also carry jewelry, handbags, small home décor items, and toys.

Thanks Modi!!

Retail Therapy: Paper Boat Boutique & Gallery

This one needs no introductions...

ABOUT

1. I've read reviews of Paper Boat Boutique and Gallery describing it as "a fusion of old school meets new". What makes Paper Boat Boutique & Gallery different from other similar shops?
When picking work to sell at Paper Boat we try to keep in mind what people in Milwaukee will respond to, on top of our own personal aesthetics's. Since Milwaukee isn't overrun with hundreds of hipsters, we tend to show a wide spectrum of independently produced work from extremely innovative to more traditional work.

2. You opened your doors back in June 2005, almost 3 years later - what's one thing that has remained exactly the same and what has significantly changed?
I think that one thing that has remained the same is our vision, which has been getting new work to the Milwaukee public, in a physical space, opposed to an on-line shop. Our "upgrade" to a larger space two years ago has been the most significant change since it has allowed us to double our inventory and have larger art shows.

>> continue reading interview - Faythe shares her tips on how to get noticed and get your stuff out there

3. What are your top three best sellers?
Erica Weiner Jewelry, Emily Kircher Recycling Artist, Supermaggie!

4. How has owning a business changed your life?
Owning a business is my ball and chain, I can't call in sick, I have to pre-plan all trips, I am always broke.... However, I get the gratification of knowing that I am making a huge impact on my local community by bringing in work to a city that otherwise wouldn't get exposed to a lot of what is going on in other major metropolitan cities. Kim and I get to know that we are supporting an international creativity community. I've got to meet a lot of the artists we work with- personally, my life will never be the same and I am so thankful for the experience.

AN EXPERT'S ADVICE...

5. How do you go about choosing artists to represent in the gallery?
Our submission guidelines for showing in the gallery have changed over the past 3 years. Initially, we had an "open call" for submissions where artists would send us images online. However, we have grown and we no longer accept unsolicited submissions since we book so far in advance (we are currently booked through early 2009). When choosing artists for the shop I am looking at their body of work including design, form and work ethics.

6. Do most of the artists you carry come to you or do you actively seek out new designers/crafters? If so, where? And what are the top three things artists can do to stand out in your mind?
At this point in our business (keep in mind we have a roster of over 200 designers) we solicit most of our new designers. But, we still received up to 30 or so submissions a month for new work to be considered in the boutique. Since we already have so much work in the shop, it is a lot harder to work with us than it was when we started.

1. Read all of the information on a web site before emailing your work or asking any questions (make sure you know what they want). 2. Have good photos of your work, bad photos = no attention. If you are not a good photographer, just photograph your work outside in natural light, if you make clothes, have someone model for you or use a mannequin. I will often just look at photos and if they don't capture my attention, then I never give it a second thought. 3. Be original in your work content- keep in mind that there are a lot of stationary companies who make cards with owls- so how will you take it to the next level and make a unique, quality product and find a way for the viewer to see those qualities in your work.

I am always looking for new work, and since I do a lot of traveling for Handmade Nation, I'm super lucky because I get to see a lot of other boutiques like ours and often find new work that way. But indie craft fairs are the biggest source for us as well as Etsy.com and Flickr.com.... Myspace.com is terrible because there are too many ad's and it's difficult to communicate.

GOING INTO BUSINESS Most people advise against going into business with a partner if you can help it. Can you give us a few tips on how you guys make it work? That's really funny because I don't think Kim or I could imagine having this space with out one another- our partnership is such vital part of our shop. We both fill rolls that support our strong points, however, all major business decisions are decided between the both of us. We communicate about all aspects of our business, often this is done via email since we both work second jobs it is difficult to find time to meet outside of our regular shop hours. Paper Boat Boutique and Gallery has received lots of love from the press. Do you have any marketing and promotion tips for aspiring and shop owners? Well, I guess the above answers are applicable. But, I think a big part of having a successful art space is just making sure people know you exist and sticking with it. And, building a solid reputation by curating what is available in the shop so people know that they