Beautiful Bricks (Winner of $100 Merchandise Certificate)

To add ambience, we exposed a brick wall. It was covered with pegboard and a drop ceiling in one small area. I got up there and pushed up a ceiling panel to see what was behind the pegboard. I saw brick! We tore down the pegboard, at least 50'! One section had an old sign painted on the brick. It was large advertising from what used to be the back of the building before my shop was added on. We left the advertising (I actually had to restore some of it.). Of course, we also use music and lamp lighting for ambience, but the brick wall changed the whole feel of the store. We also changed part of our storeroom into retail space. To save on flooring, I painted the cement floor in a brick pattern using different size rectangle sponges. I always get compliments from customers on the floor. What started as a money-saver turned into the highlight of that room.

Fran Hostetler, Hostetler's Main Street Shoppe
Shipshewana, Indiana

Sweet Scents

Our store is housed in an 1860 stone building with a front and back porch. As you walk in the door, using a 19th-century doorknob, you are met with the sweet scent of cinnamon and cloves. Each customer receives a greeting and smile when they enter, letting them know we are approachable for questions or help. The walls are all stone with open beams, and we use all antique display pieces, which makes all the "new" look vintage. Using old wooden buckets, barrels and toolboxes to display our wares gives "warmth" to our country goods. Each day, we serve a warm or cold beverage (depending on the season) and a dip with crackers or another kind of treat. Soft electric candle lights are here and there focusing on a certain area. Usually a candle is burning, and a diffuser is always in the powder room. Soft music is played inside and out. Our store is just plain old-fashion friendly!

Judy Doyle, The Cinnamon Stick
Hereford, Pennsylvania

Hometown Crafts

At Madison Craft & Gift Shops, each customer is greeted upon first stepping into the store. They are greeted with aromas of candles and the coffee or apple cider we set out for the customers’ enjoyment (This slows the customer down, giving them the time to absorb the warmth and comfort of the store.). Most weekends and occasionally on weekdays, one or two crafters sets up a table in the storefront, where they work on their craft and invite customers to sit down and make a free craft with them. Music is carefully selected to fit the time of year, and often customers can be heard singing or humming to the music. The store ambience is a warm, relaxed shopping experience to give customers a happy feeling that they not only are purchasing quality, well-made merchandise, but they are also buying local.

Diane Goetz, Madison Craft & Gift Shops
Madison, Wisconsin

Comforts of Home

I opened up my store in 2002 in my childhood home. Customers walk through the door of a store decorated for the seasons, with background instrumental music playing throughout the store. Each room is furnished with fine furniture, accessories and lighting. In the kitchen area, we have private-label dip tasting for our customers. In the living room, we light our fireplace during the cold months to add that special feeling of home. We greet our customers, not immediately when the enter the store, but a bit later and don't ask if they need help, but rather, "Let me know if I can help you with something; my name is Brenda." I want the customers to feel comfortable walking throughout the store. They may enter as a stranger, but hopefully leave a friend.

Brenda Miller, The Miller House
Stephens City, Virginia

Sounds of Water

We have a working pond as the central focal in our store. As you walk in, you are greeted by the sound of the water. To add to that relaxing feeling, we play soft, relaxing music, which we also sell. We run electric tart warmers so that our customers are greeted with a wonderful seasonal fragrance, such as pumpkin pie or harvest spice in the fall. We use lots of grapevine and subtle lights to make it homey and inviting. It all adds up to a very nice atmosphere, plus a few add-on sales as people ask which CD is playing or which wonderful tart is burning.

Lisa Cordero, Lisa Marie's Country Floral
Olyphant, Pennsylvania

Antique Treasures

We constantly use candles to scent the shop—coffee, pine or fresh, "clean" scents in the winter; flower types in the spring, citrus in the summer, and cinnamon, apple, pumpkin or bakery-type scents in the fall. Where color is lacking on the walls or the walls were in less than perfect condition, I added fabric for color and texture. I chose burlap and calico prints combined for country charm. It's a great solution that is easily removed. I also use fabrics such as tulle and velvet to weave into displays to soften the look, fill in bare spots, or just add color. I use an antique stove as a prop where kitchen goods and gourmet foods are sold. An antique bed and a vintage armoire display quilts. The final touch, we offer tasty food samples on a daily basis, whether it is dips, jams or fudge—customers always feel at home when they have something to nibble on!

Gloria James, What's New
Mooresville, Indiana