A green light for giftware: looking to grow your business? Give yourself the gift of giftware and get a piece of the $36 to $50 million Americans spend on it each year - Statistical Data Included

Art Business News, August, 2002 by Jennifer Wong

"Know your area," said Chris Moore, manager of Frames by Ryrie in Tahoe City, Calif. His frame shop sells fine art and furniture as well as giftware ranging from small, ready-made frames to wood boxes, mobiles, lamps, cards, books, hand-made brooms, salt and pepper shakers and even Cow Parade cows, which have been astonishingly successful for the business. "We can't stop selling them," said Moore. He had no idea what a hit the miniature painted cow replicas would be, and said several customers have quickly become collectors.

Moore said that while carrying giftware is fun, it's also an integral part of his success. During the town's off seasons of spring and fall, Sales for fine art and furniture slow down. It's the custom framing and gift sales that keep the shop successful year round. He also keeps close tabs on what his customers like. The store is in a resort town where many people are second homeowners who decorate with a log cabin motif. "We can't get too contemporary, as much as we would like to," he said.

Buy What You Like

In addition to keeping your customers preferences in mind, another secret to success is selling what you love, too. "Every piece I buy, I love," said Anderson. "I have a sense of what my customers like, but I have to use my own judgement on what I like." Her buying methods aren't very technical, she admitted, and before she buys anything she thinks, "would I like this in my house?" "It's a rush when people come in and say they like my taste and purchase something."

Wieder said buying the right giftware for her shop is part intuition and part "having a feeling for what's cool." Her enthusiasm for her selections is contagious for customers. "You've got to be able to translate your enthusiasm to the customers when they walk in," she said.

Inspiration and Buying Sources

Attending trade shows is the best way to build your product selection, said business owners and industry experts. Whether you travel several times a year or take an annual trip to your favorite one, you've got to attend trade shows to find out what's new and unique in the business. There are major shows with a plethora of vendors held in New York, Atlanta, Dallas, Chicago, San Francisco and Los Angeles. You could also attend local trade shows and art shows to meet with local artists.

Wieder, who said she is always shopping, attends six to eight trade shows a year. She has sales representatives who call on her and local artists who make appointments with her to show their work in her gallery. Anderson travels only once a year to a trade show to find things that she hasn't seen anywhere else and also does a lot of buying from sales reps who have called on her for years.

Successful owners also said they find inspiration in trade magazines such as Gifts & Dec, Giftware Business, Giftware News and Home Accents Today and even in mail-order magazines that come to everyone's homes. They stay attuned to popular culture and trends by flipping through interior design or popular home magazines such as Martha Stewart Living, Country Home, Interior Design and Better Homes and Gardens, among others.