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December 16, 2011
by Rob Greenstein
Susan Maher revealed her guiding principle for the products she looks to stock at Breeze, the newest of the new stores on Lower King Street: “I want my customers to walk out of the store wanting to go home and throw a party.” I asked her to tell me more.
How long has your store been a member of our community?
I am still very new, maybe even the newest “kid on the block”. We opened Mid-September of this year, right after I was able to get my youngest on the bus to Kindergarten, but we have lived in Chappaqua for ten years.
What inspired you to open a store in the town you live in?
A combination of things really. My husband and I have always been frustrated with our downtown and the empty shops and very little architectural character. We often joked during the Readers Digest debate that maybe if Chappaqua just moved downtown to the Reader’s Digest campus it would be a lot more charming. I wanted to open in Chappaqua because I was going to be re-entering the work force with two young children and this put me very close to them so I could still be active in their lives and accessible to them. Also, I already had a personal network from which to build my business. This also was a way to address my frustration with the downtown and give back to the community at the same time. I really never considered other towns. Pleasantville and Katonah would have been other options, but they already have a wide selection of shops.
What is your background?
I have worked in retail since I was in high school, but the majority of my career years were spent at Crate & Barrel. It was a phenomenal company to work for and gave me invaluable retail experience. I have an undergraduate degree in business and have done graduate studies in interior design. This store is a way for me to get back into the work-force after 10 years as a stay- at- home mom and combine my love of retail and design.
What makes your store unique?
I’m striving to offer unique tabletop and gift items that you can’t find in the big-box retailers. I love products with a story, something that I have to explain, something that someone has never heard of. I have something in my store for everyone, from small $8 token gifts to high-end Diane James silk flower arrangements that range from $200-$600. We have a beautiful, extremely popular, Peace Wreath [pictured above] from Lunares for $115 or a small version for $65 as well as the widely publicized pink Himalayan saltware for 20-$40 for the adventurous cook. I carry popular dinnerware lines like Juliska and Vietri which are well-regarded in the industry and are the anchors to my product mix. I also offer fun totes from Scout, tea from SerendipiTea, personalized bins and buckets from The MacBeth Collection and many unique and artisanal ceramics and serving pieces in all price ranges. I offer a gift registry for anyone to register, not just the newly engaged. Feel free to let me know what your wish list is and then send your husband down and I can help him find something for your birthday or any special occasion. I carry products I am passionate about and products that exemplify casual entertaining. I want my customers to walk out of the store wanting to go home and throw a party. I aim to offer classic, unique, colorful and fun products for every home.
Did our town offer any resources, incentives for you, as a resident, to open a store in town?
Not that I am aware of, but now that I have quickly entered the “merchant world” I think there are many things they should evaluate and consider. There is a real disconnect between many landlords and the town and I would love to see stricter zoning, caps on the number of stores in certain categories, requirements on property maintenance, some sort of advocacy for merchant tenants when dealing with landlords. I am now paying property tax twice in this town because my landlord is able to pass that bill onto me. That seems a bit crazy. How about a resident-merchant exemption from real estate taxes on my commercial space? I would also love to be more involved, as a merchant, in the redesign of the downtown. The new lighting at the train station is great, and wouldn’t it look great lining the streets of downtown?
Buying gifts is so subjective, what is your return policy?
I am very reasonable and liberal in my returns, especially just starting out. I am happy to take returns on items that don’t work within a reasonable amount of time. I do really treat a return on a case- by- case basis. As my retail experience has taught me, no matter how many guidelines you put in place there will always be exceptions and special circumstances. Thankfully I have not had many to deal with at this point since I am so new – in short, just try to keep your receipt.
Do you have a website?
Yes, Breezegifts.com and we’re on Facebook, too. Right now my website is more of a blog format, but I hope to work on building into more of an e-commerce site after the first of the year. I am still wrapping my arms around the brick- and- mortar aspect of the business. Managing the web-based components is new territory for me.
Any special discounts for NewCastleNOW readers who mention this article?
I am not a big proponent of discounting. I think that’s really something that the big-box chain retailers have over-used and it cheapens the value of my products. I have such a wide assortment of products in all prices ranges that we can always find something within your budget. Also many of my vendors have strict pricing guidelines so it’s not an option. However, I would love to offer a great little product giveaway for those who mention they read about Breeze in this article. Stop by before the holidays. I am open Mon-Weds. 9:30-6, Thursday 9:30-7, Friday and Saturday 9:30-6 and Sunday 12-4 for the holidays.
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