In the neighborhood where I grew up in Brooklyn, there’s a hodgepodge of independent businesses. The proverbial “mom and pop” establishments run by passionate sole proprietors. Let me tell you about two of them.
A few blocks away from my old home is a sewing machine repair shop. It’s been there ever since I can remember. It’s a two-person operation and all they do is fix sewing machines. That’s it. They have a regular storefront, ample space and signage. They have regular store hours six days a week.
To this day, I have never seen anyone walk in to that place. When passing it by every so often for 20 years, I have never even seen any customers inside. I don’t have a sewing machine, nor do I know anyone that does. Even so, how often would it need to get repaired?
I’ve never heard anyone talk about the place, mention it or recommend it. Many don’t even realize it’s even there. I always wondered how it stayed in business. But it has. For decades.
A while back, across the street from the sewing machine repair shop, a new store opened up. It was one of those “quirky” gift shops. They sold greeting cards, funny t-shirts, weird toys and all sorts of interesting, unique products. Open seven days a week, the store had no problem drawing people in. There were always a healthy handful browsing around their inventory and displays. It looked like the place was an instant hit.
The word of mouth about the gift shop was far-reaching. No less than a dozen times, someone I knew asked me if I checked out the awesome place that just opened. I went in myself and looked around. It really was amazing. Birthday cards that recorded your own voice. T-shirts with cute pithy sayings. A miniature whack-a-mole arcade game and other assorted humorous presents. I spent a good half-hour enjoying myself and looking at all they had to offer.
I didn’t buy anything, though. Neither did anyone I know. In fact, I never saw any of the constant stream of people walk out with a shopping bag or a purchase of any kind. Friends of mine would talk my ear off about an hilarious item they saw in the shop – but none could ever produce it in front of me.
Less than two months later, the gift shop went out of business.
Are you producing something that’s just worth talking about?
Or are you producing something that’s actually worth buying?
By the way, the gift shop was replaced by a women’s specialty clothing store. There was no fanfare. No one I know talked about the place. You wouldn’t even realized it existed without happening to pass it by. I’ve never gone inside and have rarely seen many people in there.
It will soon be celebrating its seventh year in operation.