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Dorothy Finell "The Specialty Shop: How to Create Your Own Unique and Profitable Retail Business"

At some point in their lives, many people fantasize about running a shop of their own. But while many of them actually do open their own shop, only about a quarter of them will succeed. Every year, nearly two million small specialty shops open in the U.S. alone, and more than 500,000 go out of business. The Specialty Shop shows readers how they can establish a business that they are passionate about and that will also be profitable for years to come.

Dorothy Finell has traveled the world in search of fascinating, creative, and successful shops. In The Specialty Shop, she describes more than 37 of them, including bakeries, gift shops, toy stores, book shops, tea houses, clothing boutiques, and even unique shops like Papier-Maché, a mask shop in Venice, Italy and The Carmel Doll Shop in Carmel, California. Based on interviews with shop owners, Finell offers advice on everything new shopowners need to know, from pre-planning, décor and display, finance, and customer service to marketing and community relations. She also includes appendices on trade and gift shows where shop owners can find the merchandise they need. Filled with lively vignettes and beautiful photographs, The Specialty Shop will show prospective owners how to open the shop of their dreams and nurture their business into a success.

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Contents

A Stone-Faced Customer xi

Introduction 1

1 Planning Your Business 5

Finding Your Niche 6

Furnishings and Apparel 10

Trade Shows and Gift Fairs 11

Financial Planning 15

Success Stories: 17

The Tea House, Teas & Accessories 17

Every Little Thing, Miniatures & Collectibles 20

Whittaker’s, Gifts 20

2 Ambience, De´cor, and Display 23

Ambience 23

Interior Decor 25

Establishing a Theme 26

Exterior De´cor 28

Merchandise Display 30

Vignettes 33

Display Windows 34

Success Stories: 35

La Conversation, Bakery & Cafe 35

Buosi, Men’s Apparel 40

Jan de Luz, Linens & Furniture 43

Papier Mache´, Masks 45

3 Location, Location, Location 49

Demographics 50

What Not to Look For 52

Carmel, California 52

Success Stories: 56

Helia’s, Women’s Apparel 56

Candlesticks of Carmel, Candles 59

Bittner, Pens & Accoutrements 61

Cottage of Sweets, Candies 61

Nature’s Bounty by the Sea, Gems & Minerals 64

4 Creating Mini-Boutiques 65

Success Stories: 65

Landis General Store, Mini-Boutiques & Gifts 65

Why Not, Children’s Apparel & Toys 72

KRML, Radio Station, Retail, Concert Venue 74

5 Finances 77

SCORE Advice 77

Inventory Control 81

Licenses, Trademarks, Zoning, and Insurance 82

Taxes 82

Gaspar Cardinale: Consultant 84

Success Stories: 89

The Carmel Hat Company, Hats 89

Henning’s, Cakes & Party Goods 92

6 Customer Service and Hiring and Training

Personnel 97

The Primary Principles of Retailing 98

Learning the Ropes 99

Are You In the left Business? 99

Hiring 101

Training 104

Return Policies 110

Success Stories: 113

Husk, Women’s Apparel, Arts & Crafts 113

Felloni, Fabric, Men’s Apparel 117

Coffee and The Works, Kitchenware 120

Velo Pro and Trailhead, Bicycles, Camping, Hiking 123

7 Marketing, Advertising, and Promoting 127

Defining Marketing 127

Paid Advertising 129

Newspapers 129

Special-Interest Publications 130

Cable TV 132

Phone Books 133

Put Yourself in the Movies 133

Websites: Individual, Co-op, and E-Commerce 134

Public Relations 138

Newsletters 138

E-Mail Promotions 139

Press Releases 139

Flyers 140

Writing Feature Articles 141

Customized Logos 142

Promotions 142

In-Store Promotions 144

Theater and Other Event Advertising 144

Charity Benefits 145

Gift Wrapping 145

The Best Marketing 146

Success Stories: 147

Scabass, Women’s Apparel 147

The Book Den, Secondhand Books 151

L’Atelier, Knitting 154

The Carmel Doll Shop, Dolls 157

Juel, Jewelry 159

8 Bringing the Community Inside 163

Success Stories: 163

Pilgrim’s Way, Alternative Books 163

Bella and Daisy’s, Dog Bakery & Accoutrements 166

Thunderbird Bookshop, New Books & Gifts 171

9 Your Grand Opening 175

Invitations 176

Displays 178

Entertainment 178

Giveaways 179

Prizes 180

Refreshments 181

Guest Book 181

Promoting the Grand Opening 182

A Bridal Shop Opening 183

A Shocking Display 184

Appendix A: Trade and Gift Shows 187

Appendix B: E-Commerce Sites 209

Appendix C: Resource Guide to the Success Stories 211

Index 217

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