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Village Squire, 1977-12, Page 22up his displays. He couldn't continue operating the same little shop, he says, not only for economic reasons, but because he's older now and his ideas have changed. The ideas of the whole community have changed, he says. People travel a lot now and they see the best on their travels and they want it for themselves. It's not like the area was land -locked like 20 years or more ago. he says. People have opportunities to shop in Toronto and London and they've grown to like the kind of merchandise he now sells. "My customers want things a little more polished. more refined," he says. Refined to the tune of china at $80-$100 a place setting. hand -blown glass and expensive imported crystal. "Many of the things I sell are extravagant," he says, "but I seem to have people asking for them." He attracts customers who can afford to shop anywhere, he says, but come to his store. His prices are competitive with the - stores in the cities, he feels, and in some cases he sells cheaper. He has to be careful with pricing because he's introducing expensive things to people who aren't used to them and he has to try to keep the price down as much as possible. Still there is expensive overhead such as fancy boxes and tissue paper that must come out of his markup so it's a delicate balancing act. In the beginning there was some of the "crafty" kind of merchandise in the store but he's "left it completely behind". Even his picture framing, part of the business he's continued since he opened, is of the deluxe kind. The same with art. People ask him if he sells pictures but he insists he sells art. A good print, properly framed is likely to cost $75 to $80. His shop has been compared to a small Bowerings, one of the exclusive shops in the cities. He's going to get competition from a new shop opening up in Goderich but he thinks it's a good thing. Another shop will reinforce the idea of buying quality. he says. At present there's a kind of stigma for his shop that it's expensive. A second shop will make it more commonplace. Hoping all the precious things in Life will come to you this Christmas! Warm thanks. Fred, John & Staff STANFORD JEWELLERS Listowel 20. VILLAGE SQUIRE/DECEMBER 1977. MARCH BREAK YES, WE HAVE SPACE! FLORIDA ORMOND BEACH, FORT LAUDERDALE ST. PETERSBURGH BEACH 9 DAYS - ALL DEPARTURES MARCH 18 HAWAII 9 DAYS - DEPARTING MARCH 18 RESERVE YOUR SEAT WITHOUT DELAY!! SPACE FOR MARCH BREAK IS HARD TO COME BY! For Reservations on this HANOVER HOLIDAY TOUR Contact HOLIDAY WORLD WINGHAM 357-2701