On the surface, it looked like Sheri Sohn Chablis would face a tough road when she launched My Sweet Pea, her “unique baby boutique” in New City.
She was close enough to a number of big-box stores, including those in neighboring Nanuet and West Nyack. There was that ongoing construction as New City continues to upgrade and beautify its main thoroughfare. And underlying the entire venture was the implicit risk of opening a new business, especially during tough economic times.
Despite all those challenges, Chablis is now ”“ nine months after she welcomed her first customers in late November ”“ ready to say not “It”™s a boy” or “It”™s a girl” but rather “It”™s a success.”
Her slip of a shop at 159 S. Main St. is jam-packed with distinctive finds, including fashions from signature clothing lines Andy & Evan For Little Gentlemen and for the girls, Isobella & Chloe. In addition to apparel from infant to size 4T, the shop is a burst of blankets and bath accessories, caps and wall clocks, puzzles and books, toys and furniture. Each, though, has an unexpected flair, attitude or detail that brings it out of the ordinary. Personalization, available on a variety of products, is another big attraction.
It all came together when Chablis, frustrated at not being able to find sophisticated and distinctive things for her own 4-year-old son, decided to add something to her hometown”™s retail mix.
“I grew up in New City so I kind of knew there was nothing like it,” she said.
And it came together quickly, when Chablis ”“ a veteran licensed real estate broker whose Sohn Real Estate Corp. is right next door ”“ found that the neighboring space was available.
With Imagination Station, a local children”™s shop, having been closed awhile, Chablis decided to bring her own vision for a baby boutique to life.
Boutique manager Chantal Simon-Smith summarized the philosophy: “What we do is we try to find merchandise that nobody carries within the area”¦ People want that unique gift that no one else is giving.”
And Chablis said that it”™s given her the chance to spotlight some local talent, such as the knitters who are now showing their creations in the shop.
It”™s been rewarding, Chablis said, “to give them an opportunity to be in a store.”
Connecting with My Sweet Pea”™s target audience is done via word-of-mouth from repeat customers, along with a website (mysweetpeaonline.com) and an active presence on Facebook and Twitter. The shop is also open by appointment on days when regular hours aren”™t kept.
Looking back over those perceived obstacles, it seems they have been addressed. Competition with nearby chain establishments including Babies “R” Us and Toys “R” Us never really materialized, Simon-Smith said. My Sweet Pea is going after a different customer.
“Once they come in they realize how different we are ”¦ because we”™re so specialized,” she said.
And the construction that continued, quite noisily, during a morning visit last week?
That”™s also not an impediment, Simon-Smith said. Customers simply wait out any traffic delays.
“We”™re really a destination shop,” she said. It”™s rare to find walk-ins or browsers. My Sweet Pea”™s customers, she said, are determined and “coming to buy an item.”
And Chablis added she hopes they always find what they want.
“We”™re always looking to expand,” she said. “We”™re always looking at different things.”
