Lyn Gifts & Collectibles

Lyn Gifts & Collectibles is a destination for busy professionals, thoughtful browsers, and even Brownies selling Girl Scout cookies. Gifts & Decorative Accessories spoke with Bill Gaylor, who's owned the shop with his wife, Lillian, for 20 of its 75 years, about the demands of the industry and service beyond a smile.

GDA: How has the gift industry changed since you went into business?

BG: In the past 20 years, there's been a contraction of the gifts and collectibles market, especially collectibles. But what I find most disturbing is the fact that the companies that I've been representing for many years are now competing with me directly by selling to the public and opening stores in competition with me. That's very frustrating. You also have to compete with the Internet, where everything seems to be discounted. I think people are nervous about the economy. I think they have less disposable income. But people will buy what they want to buy, whether that's a $40 carton of cigarettes or a $40,000 boat.

GDA: How have you overcome these obstacles?

BG: The only way I believe that we as independents are going to survive, and even thrive, is by giving exemplary customer service. Customers have to really enjoy the experience of shopping. Price is not as important as customer service and the shopping experience.

GDA: Have your customers changed?

BG: We have an aging clientele. It's more challenging to attract and energize the "millennium generation." They're used to dealing with the Internet, but getting a card and a gift makes people feel special — it's not the same as a text message. We have to adjust to the younger generation, and work hard to bring products out that will satisfy their needs.

GDA: So what kind of products are younger people looking for?

BG: The biggest thing to hit in the last year was Hallmark's line of musical cards. When you open them up, the original artists are singing a song on the card. It's a very moving experience. There's a new product line coming out having to do with "(RED)." We're going big into that. That's all about women, Africa, AIDS — that's the kind of thing that the younger generation identifies with. You've got to excite them. Between these musical cards and these RED gifts, that's going to bring people back.

GDA: What is the most rewarding part of your job?

BG: My customers. I love my business. I'm not a mall store — my customers are my friends and neighbors. I've seen these people grow up, get married, have children. When they walk out and they're happy and slap you on the back and say, 'Have a good day,' it's just wonderful. What could be more rewarding? There's a great sense of personal pride when you own your own business.