Fire Opal

Sue Stein, owner
Brookline and Jamaica Plain, Mass.

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

Yes, in February 2008. I think we’re comfortable staying light and ordering more frequently—that may not ever change.

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

In terms of measureables, I don’t think it’s any more complicated than seeing our own numbers being more in line with 2006-2007 sales, if that’s possible. I think we have a long and bumpy road ahead before there is a healthy recovery.

Having said that, we also feel fortunate, being in this craft/small business market. Because of our lean size, we are able to turn on a dime and make critical adjustments. These are desperate times, but we feel stronger through the goodwill and good nature of our artists.  We are so thankful to have partners who are remarkable people.

Are you advertising consistently?

No.

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

Survival first—rebound second! We need to broaden our market, so having an online retail presence is a direction we will pursue.

What have you noticed in terms of consumer confidence?

I think customers will always be looking for sale items. A large part of our retail business is gift giving. People are buying gifts, but are forgoing purchases for themselves. We see many more cash sales. Unfortunately, shoplifting has increased dramatically.

We’re a local, family-owned, American-made gift gallery. People do want to support local business and American-made goods; but want to cut costs on other things. For us, it’s simply not having modestly priced items. People can get those things anywhere, at a fraction of the cost. Customers are looking for quality handmade goods that resonate with meaning. Price is crucial, but the ballgame is intrinsic value.