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Buy This PhotoSisters Shary Stevens, left, and Julie Alexenberg put their heart and soul into the Sheva Jewelry Boutique, which offeres items from local artists as well as international and national. The unique shop is at 16 Market Square, above Breaking New Grounds.Deb Cram photo / dcram@seacoastonline.com
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November 19, 2012 2:00 AM
PORTSMOUTH ? For a small retail business, a downtown location can be crucial to sales and survival. Yet for many, a first-floor, street-entrance location that offers maximum exposure can be cost-prohibitive. But for those who do make the leap to a second-story location, making a virtue out of necessity can be an alternative pathway to success.
"Being located on the second floor as a retail business has its challenges," said Julie Alexenberg, the co-owner of Sheva Jewelry, which is located above Breaking New Grounds in Market Square. "People are visual and spontaneous when it comes to retail shopping, and the funky heavy door and long staircase can seem daunting to many."
Inn the spring of 2008, Julie Alexenberg decided to move Sheva Jewelry out of her home. Like many local retailers, she wanted a prime location in downtown Portsmouth, but that was easier said than done as the economy began to slow down dramatically.
"We found a temporary retail space in Rye," she said. "We really wanted to be located in downtown Portsmouth, but with our business model initially focusing primarily on our Web site, along with my desire to maintain a flexible schedule and being a new business in a tough and uncertain economy, we opted for a less traditional retail location."
One December afternoon in 2008, Alexenberg was determined to find a space and checked out multiple locations while talking to store owners and downtown real estate brokers. "It was a fruitless search," she said. Before heading home, a friend told her about a possible vacancy above Breaking New Grounds. "I walked over and went up the stairs. The door was ajar and when I opened it, I fell in love with the space, which looks right out over the whole square," she said.
Alexenberg and co-owner Shary Stevens have embraced the downtown Market Square vibe and have gone out of their way to make personal contact with people sitting at outside tables. "I don't think you can get a much better location than this," Stevens said. "The smells alone are fantastic with (the coffee shop) downstairs, and our view of the steeple is wonderful."
Alexenberg and Stevens have also taken maximum advantage of getting the visual word out. "The city allows us to have a sidewalk sign, which is absolutely crucial," Alexenberg said. "We also place mannequins on either side of the street-level door, along with a small jewelry display that hangs against the building. When customers feel adventurous and come on up, they are surprised by what they find. We also rely on word-of-mouth advertising and are grateful that women have spread the word and keep coming back."
The two have also taken advantage of the flexibility that comes with a popular place in a unique location. "We have flexible hours and that allows us to keep family commitments," Alexenberg said. "We often accommodate our customers by opening early or actually returning to the shop later in the evening."
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For businesses that depend on product turn-over, like a chocolate shop, it sometimes doesn't take long to find out a second-floor location doesn't work. Chocolatier Brenda Strum had high hopes earlier this year when she found a second-floor space above Attrezzi, the fine kitchen accessory store on Market Street, for her shop Chocolate Chic. But after four months, she discovered that customers weren't finding their way up the stairs to her shop and she had to close down.
"Location is very important, but rent can be very expensive in downtown Portsmouth," Strum said. "It was a great experience and I learned a lot. I was blindsided by how difficult it was for people to find me and it became a severe disadvantage. Those that came in downstairs were surprised and not expecting to see a chocolate shop upstairs."
Sheva has been at the same location for almost four years. Alexenberg said they have enjoyed integrating with their fellow upstairs businesses. They have embraced social media and the variety in the neighborhood out their window as their growing customer base comes from around the region to view and buy their collection of artisan jewelry.
"This alternative retail model works for Sheva because we are an e-commerce business as well. For this, our location is perfect. I am able to put a sign on the door, run down to the post office to mail packages and run back to the shop," Alexenberg said. "All summer and fall we have tourists who seem to be up for the unusual and are excited to find us hidden away upstairs. We have groups of women who day-trip or spend a night on the Seacoast and visit us regularly. We keep doggy treats for our regular canine visitors."
Sheva has evolved into a business shaped by its location. "We have made friends with many of the regular folks who sit at the cafe tables on the square," Alexenberg said. "We have been blessed to meet wonderful women from the Seacoast and from around the world. We share our stories and talk about music, books, films, progress in careers and relationships, and fun things to do." They have met women who survived wars in Iran and Iraq and recently, a couple from Wales that came to America for the election to hold candidate signs.
"Because Sheva does not get the throngs of folks streaming through our doors, Shary and I are able to actually visit with our customers," Alexenberg said.
We reserve the right to remove any content at any time from this Community, including without limitation if it violates the Community Rules. We ask that you report content that you in good faith believe violates the above rules by clicking the Flag link next to the offending comment or fill out this form. New comments are only accepted for two weeks from the date of publication.
1 of 10 Premium Clicks used this month
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Buy This Photo
Sisters Shary Stevens, left, and Julie Alexenberg put their heart and soul into the Sheva Jewelry Boutique, which offeres items from local artists as well as international and national. The unique shop is at 16 Market Square, above Breaking New Grounds.Deb Cram photo / dcram@seacoastonline.com
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"; document.getElementById('premiumMsg').innerHTML = contentStr; document.getElementById('premiumMsg').style.display = "block"; } else if (userSingleSale == "Reguser") { contentStr = "
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UPGRADEyour account for full access to SeacoastOnline.com
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November 19, 2012 2:00 AM
PORTSMOUTH ? For a small retail business, a downtown location can be crucial to sales and survival. Yet for many, a first-floor, street-entrance location that offers maximum exposure can be cost-prohibitive. But for those who do make the leap to a second-story location, making a virtue out of necessity can be an alternative pathway to success.
"Being located on the second floor as a retail business has its challenges," said Julie Alexenberg, the co-owner of Sheva Jewelry, which is located above Breaking New Grounds in Market Square. "People are visual and spontaneous when it comes to retail shopping, and the funky heavy door and long staircase can seem daunting to many."
Inn the spring of 2008, Julie Alexenberg decided to move Sheva Jewelry out of her home. Like many local retailers, she wanted a prime location in downtown Portsmouth, but that was easier said than done as the economy began to slow down dramatically.
"We found a temporary retail space in Rye," she said. "We really wanted to be located in downtown Portsmouth, but with our business model initially focusing primarily on our Web site, along with my desire to maintain a flexible schedule and being a new business in a tough and uncertain economy, we opted for a less traditional retail location."
One December afternoon in 2008, Alexenberg was determined to find a space and checked out multiple locations while talking to store owners and downtown real estate brokers. "It was a fruitless search," she said. Before heading home, a friend told her about a possible vacancy above Breaking New Grounds. "I walked over and went up the stairs. The door was ajar and when I opened it, I fell in love with the space, which looks right out over the whole square," she said.
Alexenberg and co-owner Shary Stevens have embraced the downtown Market Square vibe and have gone out of their way to make personal contact with people sitting at outside tables. "I don't think you can get a much better location than this," Stevens said. "The smells alone are fantastic with (the coffee shop) downstairs, and our view of the steeple is wonderful."
Alexenberg and Stevens have also taken maximum advantage of getting the visual word out. "The city allows us to have a sidewalk sign, which is absolutely crucial," Alexenberg said. "We also place mannequins on either side of the street-level door, along with a small jewelry display that hangs against the building. When customers feel adventurous and come on up, they are surprised by what they find. We also rely on word-of-mouth advertising and are grateful that women have spread the word and keep coming back."
The two have also taken advantage of the flexibility that comes with a popular place in a unique location. "We have flexible hours and that allows us to keep family commitments," Alexenberg said. "We often accommodate our customers by opening early or actually returning to the shop later in the evening."
"; aryZooms[imgCounter] = "javascript: NewWindow(870,625,window.document.location+zTemplate+'&img="+imgCounter+"')";
For businesses that depend on product turn-over, like a chocolate shop, it sometimes doesn't take long to find out a second-floor location doesn't work. Chocolatier Brenda Strum had high hopes earlier this year when she found a second-floor space above Attrezzi, the fine kitchen accessory store on Market Street, for her shop Chocolate Chic. But after four months, she discovered that customers weren't finding their way up the stairs to her shop and she had to close down.
"Location is very important, but rent can be very expensive in downtown Portsmouth," Strum said. "It was a great experience and I learned a lot. I was blindsided by how difficult it was for people to find me and it became a severe disadvantage. Those that came in downstairs were surprised and not expecting to see a chocolate shop upstairs."
Sheva has been at the same location for almost four years. Alexenberg said they have enjoyed integrating with their fellow upstairs businesses. They have embraced social media and the variety in the neighborhood out their window as their growing customer base comes from around the region to view and buy their collection of artisan jewelry.
"This alternative retail model works for Sheva because we are an e-commerce business as well. For this, our location is perfect. I am able to put a sign on the door, run down to the post office to mail packages and run back to the shop," Alexenberg said. "All summer and fall we have tourists who seem to be up for the unusual and are excited to find us hidden away upstairs. We have groups of women who day-trip or spend a night on the Seacoast and visit us regularly. We keep doggy treats for our regular canine visitors."
Sheva has evolved into a business shaped by its location. "We have made friends with many of the regular folks who sit at the cafe tables on the square," Alexenberg said. "We have been blessed to meet wonderful women from the Seacoast and from around the world. We share our stories and talk about music, books, films, progress in careers and relationships, and fun things to do." They have met women who survived wars in Iran and Iraq and recently, a couple from Wales that came to America for the election to hold candidate signs.
"Because Sheva does not get the throngs of folks streaming through our doors, Shary and I are able to actually visit with our customers," Alexenberg said.
We reserve the right to remove any content at any time from this Community, including without limitation if it violates the Community Rules. We ask that you report content that you in good faith believe violates the above rules by clicking the Flag link next to the offending comment or fill out this form. New comments are only accepted for two weeks from the date of publication.
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Source: http://www.seacoastonline.com/articles/20121119-BIZ-211190336
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