The Beveled Edge Marks 25
By Jane Kitchen -- Gifts and Dec, 10/1/2008 12:00:00 AM
Susan Taylor was just 23 years old when she founded The Beveled Edge, a do-it-yourself frame shop in Nashville, TN. That was 25 years ago; today, her business is a thriving 4,400-sq.-ft. shop that offers full service framing and a wide range of home accessories, gifts and novelty items as well. Twenty-five years is a long time to ride the ups and downs of the retail roller coaster, and to survive and flourish requires a great deal of adaptability.
Taylor runs the business with William Smithson, who joined her as co-owner in 2007. The Beveled Edge is about 50 percent framing and 50 percent gifts and accessories, which draws people from one side to another, said Taylor. Tabletop frames from Sugar Boo and Dryads Dancing; candles from Dani, Seda France, Paddywax, Rosey Rings and Voluspa; and lotions from Caldrea are all popular sellers, as are the more whimsical items like Ugly Dolls and wind-up Racing Grannies.
“You've got to stay on top of what's selling,” said Taylor. “Anticipating trends, listening to customers, knowing your environment and community — it's all important.” And by listening to customers, Taylor and Smithson noticed an increase in the demand for personalized, customized items, to which they are responding not just in their in-store merchandise mix, but on their Web site.
Many of The Beveled Edge's customers are repeat visitors, and Taylor and Smithson make sure they feel comfortable in the store. “The atmosphere in the store is very welcoming,” said Smithson. That welcoming attitude even applies to pets, who may accompany their owners while they browse — something that is important to the shop's clientele.
When it came time to mark the shop's silver anniversary, Taylor and Smithson thought it only logical to host a pet-friendly celebration. The pair created a Pet Portrait Day for customers and their pets in which award-winning photographer Helen Burrus spent a Saturday afternoon at the store, taking pictures of pets with and without their owners. Proceeds from the flat fee of $25 (in keeping with the anniversary) went to the Nashville Humane Assn. A more human-focused cocktail hour also marked the store's anniversary, and Smithson said both events were so successful, they're considering adding more.
Taylor said it's important to “always be looking for that next big thing” — not just in terms of trends in merchandise or events, but also in technological breakthroughs that may impact the industry. Years ago, The Beveled Edge was the first frame shop in town to computerize, she said.
“You need to think about how efficiently your business can run, and focus on every little nut and bolt that you can,” said Taylor.
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