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