Perception

Hello, friends, another Monday has come and so it's time for a blog post.  Last week we discussed Sally Hogshead's new book, How The World Sees You.  In it, we posted a link and a password to take the perception test at no charge.  Did you try it?  We'd love to know what you thought - leave us a message and let us know your two defining traits and your archetype!  To have a little fun with this, here's what your archetype would be if they were named after super heroes:

Speaking of perception, we'd like to share someone else's blog post with you today, with a hat tip to our good friend Rose Eliff, who brought it to our attention.  The blog is called Momastary and the post, here, is called "Give Me Gratitude Or Give Me Debt".  It's a very uplifting post, and we hope you enjoy it!

Why would a retail store want you to read a post about someone who is consciously avoiding keeping up with the Joneses?  Isn't that what retail's all about, trying to get everyone in your store to buy the latest geegaw and gadget?  Most of them do, yes indeed they do.  We're a little different here at Hoopla.  We are An Emporium Of Good Things, and as such, carry products that are mostly sourced locally.  We have the largest collection of books written by people that live in and around Altadena.  We carry products like soap, tea, sauces, and caramels all made by local or regional folks.  Real people with real names, that you may bump into while shopping.  Greeting cards, art, music, wall decor, even pens made locally.  We carry fair trade gift wrap, bags, shoppers, scarves, jewelry, and journals.  Of the imports that we do carry, we carefully vet the companies to ensure that manufacturing laws and workers are not being abused.  No children were harmed in the production of our merchandise.  It's always a nice bonus when we find these type of companies locally, as well.  You see, we're a feel-good store, and we figure you can never get enough of a good thing, right?  You'll come in, there's no need for us to shout about how much better we are than your other choices, but cheering sections are always welcomed! 

So what does this have to do with perception?  It says we care - deeply and truly care about what you bring into your home.  We know you could buy products anywhere, so we specialize in finding products that not everyone has.  We know you could patronize any business, and we're very thankful you choose ours.  This is why we're so choosy - because you are!

With that said, we've got some great new garden items coming in from Regal Art And Gifts, a California company located in Concord.  There will be some great solar yard stakes and wind chimes that are just perfect for your late summer garden!  We can't wait until the fall yard decorations come in because they're so cool!  Here's a little peek of what's coming:

Dragonfly Bell

Solar Bubble Light Butterfly Stake

Solar Lantern

Hummingbird Bell

Coming soon - Halloween Yard Stakes

 

Remember, we also have beautiful Leoj Wishing Balls.  These are extremely well made (in the U.S.!) glass objects that soak up the sun's rays during the day, and glow softly at night.  Almost as wonderful as fireflies, these shapes will fascinate you!

Leoj Wishing Balls, Large & Small Spheres

 



That's it for this week, friends.  Have a great week, and we'll talk next Monday!

Lori and Scott

It's A Question Of Sustainability

Sustain: verb  1.  to support, hold, or bear up from below; bear the weight of, as a structure
                       2.  to bear (a burden, charge, etc.)
                       3.  to undergo, experience or suffer (injury, loss, etc.), endure without giving way or
                            yielding
From the Middle English suste, derived from the Anglo-French sustenir, Old French < Latin sustinere -
to uphold
Synonyms: carry, support, bear, maintain
Legal Definition:  1.  to support as true; legal or just    2. to allow or uphold as valid

Sustainability is a term that has become fashionable to use recently.  So many different entities use it blindly, though, telling us their _____(insert name)_____ is sustainable this or sustainable that and I'm a bit tired of hearing it.  I don't think a lot of people truly understand the term, however, so I'm starting this post with the dictionary definition of it.  We can now see that the true meaning of the word sustain is to "bear" or "endure".

With that definition in mind, I'm happy to report to you that the shopping survey being conducted by the Altadena Chamber of Commerce has been closed and the results have been compiled.  While I'm not at liberty to disclose any particular information, I can say I'm glad we did this survey. We received just under 400 responses and it gives me, a business owner here in Altadena, a chance to see and hear what our residents want.  It gives me a chance to see how much our residents actually know about what's available where they live, and most of all, it gives us a chance to improve.  By us, I mean our store, of course, but I also mean the Chamber of Commerce.  As a Director on the board of the Chamber, it's vitally important that we know where we're headed as a town.  This survey gives us leverage when we meet with the County, but we'll talk about that later, after the survey results have been made public.

I do want to take a moment, though, and discuss the word sustainability in conjunction with Webster's Fine Stationers.  Sustainability is important to us, obviously because we would like our 85-year old family business to still be around when we reach 100 years of age.  To reach that venerable age, though, we have to be very careful.  Because we took over part of this family business at the beginning of the worst economic downturn since the Great Depression, we experienced an immediate loss of business.   However, it wasn't just the recession that affected us,  it was the lack of communication from Webster's Pharmacy Corporation about why they decided to break up the stores.  But all that is water under the bridge now, and to make a go of this business, we made a pledge to move forward, with or without Webster's.  It turns out it's without Webster's, as my father-in-law sold the pharmacy to Michael and Meredith Miller at the beginning of the year.

To allow our store to be more sustainable, we've had to give up a few things.  The economic situation as it relates to other businesses also had a hand in shaping how our store will be continuing.  Many customers don't realize that the poor economy has forced quite a few wholesalers to go out of business, which reduces what's available for us to order.  We've had to reevaluate what we're carrying in the store - those things that moved slowly aren't on our shelves anymore.  Changing what our store offers has some confused, as well, but we saw a gap to fill in our community, and we're filling it.  Especially now, as the Hallmark store next door to us has gone out of business, we have an opportunity to work with the new owners of Webster's Community Pharmacy to fill that void.

However, we all want our businesses to be sustainable.  That means not putting all our bets on one horse, such as office products, greeting cards or tchotchkes.  We can't have an almost 5,000 sq. foot store full of Hallmark cards and gifts, because it's proven that the community can't support it.  We won't rely on office products to make our store profitable, because we're not attracting the thousands of people necessary to make it so.  What I believe we can rely on is a carefully curated selection of cards, gifts, office essentials, books, children's toys & games, and of course stationery to make our store sustainable and profitable now and in years to come.  I believe that our local businesses can work together with our Chamber of Commerce and Town Council to help our community become more vibrant and that will also make our businesses more sustainable. 

Next week I'll be talking about more specific numbers from this survey and I hope you'll join me.  It's  fascinating reading and I, for one, am grateful for the opportunity to help shape Altadena into the best it can be!  If you're reading this and you don't live in Altadena, keep in mind that we could be Anywhere, USA.  I don't think we're that unique across the nation, so just insert the name of your town for my town.  I believe we all have many common values, problems and hopefully, solutions!

Until then, my friends.....have an enjoyable week ahead!

Lori & Scott

"If You're Not Proud Of It, Don't Sell It"

Time is a luxury for me these days. When I do have some down time I try to spend it reading articles and blogposts that will help me grow our business. I've found some pretty great information by many wonderful experts but the one who continues to inspire me almost daily is Seth Godin. Seth's Blog is chock full of little nuggets of insightful intel that make me think. His posts are reality checks for me as I try to connect our store with our community. This was his post today and I think it's so important that I'm going to reprint it here for you to read as well (if you haven't already):

"Are you responsible for what you market?

Let's assert that marketing works.

The money and time and effort we put into marketing goods and services actually works. It gets people to change their minds. It cajoles some people into buying and using and voting for things that they otherwise wouldn't have chosen. (If it doesn't work, save your money).

If it works, then, are you responsible for what happens after that?

If you market cigarettes aggressively, are you responsible for people dying of lung cancer?

I think there are two ways to go here:

1. You're not responsible. The marketer is like a lawyer representing the obviously guilty client. Everyone is entitled to a lawyer, and it's up to the jury to decide. The lawyer's job is to do the best she can, not to decide on the outcome. Market the best you can and let buyers take responsibility.

2. You are responsible. Your insight and effort cause people to change, and without you, that change would never happen.

I'm not sure there's a middle ground. Either we should applaud the folks lobbying on behalf of causes we despise, the pornographers selling products that degrade our society and the politicians spinning and lying to get elected (because all these people are doing is giving us a choice for which we're responsible) or we should take responsibility for stuff we sell.

My take: if you're not proud of it, don't sell it."

I love this entire post, but what struck me particularly was point 2 and everything following. As a business in Altadena, we are responsible and Scott and I and our entire crew are responsible. We are responsible for making a positive impact on our community and in our town. Scott and I are responsible for creating the type of sustainable shopping destination that is a true member of our town, giving and receiving equitably while supporting its economic substructure.

Change comes hard in Altadena, we're all aware of that. But change happens whether or not we like it. What we all can do is to nurture that change and shape it into a positive force. This is what we can do....what WFS can do....to make sure that we're proud of what we're selling. Whether it's an idea or product, it matters not. What does matter is that we try to make a difference. I'm proud of that.