Avalon Gallery

Mavis Benson and John Terry, co-owners
Delray Beach, Fla.

Have you reduced your inventory levels? What needs to happen before you will feel comfortable increasing your inventory levels?

We never actually reduced our levels, but we have staggered their delivery. Our artists were so wonderful in working with us. It’s better to delay an order than to cancel.

What indicators do you need to see before you’ve decided that the economy is indeed improving?

Obviously homes being purchased, which we are seeing. We’re on a wonderful avenue in a great little town that does a lot to promote the downtown businesses. It’s encouraging to notice very few empty storefronts.

Are you advertising consistently?

We are consistent with years past in advertising. We place most of our advertising dollars in co-op advertising in a national publication. This gives us the most exposure to our target audience.

What are a few other ways you’re preparing for the rebound?

We constantly keep our eyes open for artists who are diverse and innovative. By doing so, we continue to have a fresh and varied selection.

It is, however, important to offer more than fabulous merchandise and great customer service. Our focus is to keep our customers excited about coming into the gallery. We believe in the branding “Sell a Story.” This season we have scheduled many special events with artists in attendance. Meeting the artist always adds intrinsic value to any art purchase.

What have you noticed in terms of consumer confidence?

Prior to 2009, the mission of our gallery read: “To bring an extensive collection of the best American arts and crafts together in a space that invites art lovers to indulge their passion.” This still holds true, but for 2009 we added: “To help to restore comfort and trust, to both our customers and artists. Pride and enthusiasm for ‘Handmade in America’ must be contagious.”

In order to instill confidence, we must exude confidence. We are passionate about our artists, their work and our customers. Passion evokes confidence.

We had our strongest May and August to date in 2009. Both months are generally known for being a slower time in Florida. It takes large-ticket items to make that happen. It’s very important to have a range. The ultimate compliment is knowing people love to own and give gifts from the gallery.