Store Design/Redesign Finalist: Elizabeth Allen Atelier
Jane Kitchen -- Gifts and Dec, 8/1/2009 12:00:00 AM
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Always a collector and a flea market binge shopper with an impeccable eye, Elizabeth Allen had been running a successful wholesale bed linen business for 10 years when she spotted the perfect location for a retail shop in the trendy Bird Rock neighborhood of La Jolla, CA.
"It was a great space, with big windows," she explained, "and the rent wasn't much more than my office [rent]."
The store had been used most recently as a bike shop, and had filthy walls, multi-colored tiled floors, bike grease, and a very grubby exterior with peeling paint, said Allen. It would take quite a bit of work to transform the space into Elizabeth Allen Atelier, and Allen accomplished it in just over a month.
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The first thing she did was paint the exterior walls an inviting chocolate and cream, stain the concrete landing and stairs, and rip out the dead plants in the planters outside.
Allen said fixing up the front was the most important thing she did in the remodel, but she also faced a challenge in dividing up the flow of the 1,100-sq.-ft. store into four quadrants — her office and storage in the back half and adult and baby bedding and gifts in the front.
Baby Bright, Adult Chic
Allen incorporated her signature colors of chocolate and mauve throughout the store, and used bright rugs to liven up the baby side and more subdued rugs on the adult side. She saved money on display pieces by using personal pieces of furniture — many of which are flea market finds "glammed up" with metallic paint — which also lends the store an eclectic look. Velvet curtains help delineate the storage area, and can be closed if need be.
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In addition to her adult and baby bedding lines, Allen also sells an ever-growing line of gift items, including glassware, candles, books, cosmetic bags, votive holders, frames, mobiles, plush and baby apparel.
While Allen said she's learning new bedding is not a priority in these tough economic times, "people have to buy gifts," she said. Allen said adding new gift categories, along with strong word of mouth, is helping to grow her business — she more than doubled her sales between April and May.
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