Gift Retailer: Sparrow's Nest
By Quinn Halford -- Gifts and Dec, 3/21/2009 8:08:00 PM
Gifted Retailer SPARROW’S NEST in Johnson City, TN, offers a range of gift product from promotional to high end. The 2,500-square-foot emporium is located in an 1846 historic home. Co-owner MARILEEN KNISLEY keeps her retailing philosophy simple, saying, “We just work our business consistently and fairly and it seems our efforts are rewarded.”
Gifts & Decorative Accessories: What do you like best about being a retailer?
Marileen Knisley: I love the thrill of the hunt to find new product for our customers, and serving our community with small donations. Laughing, crying, and praying with our customers also ranks pretty far up our priority ladder.
G&DA: What was the most valuable piece of business advice that you ever received?
MK: To always accept advice! We never truly arrive at being the best as there are always areas to improve both personally and financially. Also learning to stay as close to our budget as possible, especially with today's economy. Staying ahead of your expenses, projecting future sales conservatively, and remaining humble about successes are more valuable pieces of advice.
G&DA: What is, or was, your most successful promotion?
MK: Other than our Open Houses, held three times a year, I’m not sure that we’ve run a true promotion. But it’s looking like 2009 will be the year to do so.
G&DA: What three products or lines are your best sellers?
MK: Swan Creek candles, Wind and Willow dips and cheese balls, RAZ (tabletop, home accessories, florals) and, of course, any jewelry.
G&DA: What has been your most effective display?
MK: Well, we received a Most Creative display award at the 2007 Garden Faire show in Abingdon, VA. In our shop, we change displays seasonally, or more often as needed, using old doors, antiques, and architectural pieces to enhance our 1846 historic home setting. Our customers are sweet to compliment our displays.
G&DA: What are you doing to attract new customers?
MK: New customers come to us always by word of mouth. We also do three or four gift shows a year within a 20- to 75-mile radius of our store bringing new customers. We also have two booths at other stores to attract new faces to us.
G&DA: How do you find your best employees?
MK: Our two employees are ladies who have been with us from a business I had before. In addition to myself and co-owner Doris Hayes, we employ backup help when needed from among our trustworthy and reliable customers and friends.
G&DA: What was your biggest retail problem and how did you solve it?
MK: Our biggest problem is having enough money to buy all we’d love to have in our shop. We haven’t solved that one yet but we work with companies on dating programs, take advantage of special offers such as free shipping, and look for product that we can mark up 2.5 to 3 times. Another problem is products that we thought would be the next biggest thing but just won’t sell. We move those to our sale area, get out money back, and press on!
We would love your feedback!
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