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Local retailer tackles another holiday season
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Katie Rickman | The Vindicator.Tom Gober, owner of Gracylane retail store shows one of his new lines "Catstudio" at his Eastwood Mall store location on Friday, Nov. 14, 2014.
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Katie Rickman | The Vindicator.One of the top selling products at Gracylane is the line "Alex and Ani" which consists of a charm-like bracelet.
By Kalea Hall
NILES
Tom Gober has worn many hats.
The Leavittsburg native was once a chemical engineer, owned a garden center and now he is prepping his retail shop Gracylane for its ninth Christmas at Eastwood Mall.
“I am excited about this holiday season,” he said. “I think we have a good product mix.”
That 15-brand product line includes some of the top gift selections such as the Vera Bradley line, Pandora and Alex and Ani jewelry — the season’s hottest brand, Gober said.
While he was operating a garden center, Gober put on his retail hat after he was asked by Cafaro Co. to open a Christmas store at Eastwood.
He did, and the idea for permanent store took off. His first store, Gracylane, named after his dog, Gracy, opened at Eastwood in 2007. And then came his stores in Southern Park Mall and Hudson, Ohio.
“I opened those ones up right in the middle of the recession,” he said.
He added stores in Erie, Pa., and Kent in 2012.
Through all the openings he received support from the Cafaros.
Joe Bell, director of corporate communications for Cafaro Co., said it is important to have a good mixture of local, regional and national stores in the mall.
“[The local stores] are the ones who provide that kind of special flavor,” Bell said.
Gracylane is one of those stores with speciality items you may not find in other stores, Bell said.
“You just never know where life will take you,” Gober said. “It’s fun to do. There are parts that are challenging.”
One of those challenges is making sure the products the customer wants are in the store and being certain the customer is happy — especially during the extreme stress of the holiday season.
Black Friday shopping mayhem is no stranger to the smaller, locally owned stores. Gracylane will be bustling with the rest of the stores this week and will have extended holiday hours.
Gober does feel the festivity of the Black Friday shopping experience has changed over time with the Black Friday transition to Black Thursday.
“It has taken away some of that excitement from Black Friday because it was always the kickoff for the holiday season,” Gober said.
Despite the loss, Gober’s excitement for his store gleams off him as he glides around the floor at his Eastwood store showing off some of the brands he is most excited about for this season.
A fun, crafty assortment of colorful pillows, dish towels and glasses from a brand called Catstudio is one of those. Alex and Ani, a brand he sells 30 to 40 pieces from every day, is another one Gober expects to do well. The deals for the holiday come with each brand he sells.
“I try to get a lot brands that big stores aren’t going to sell,” Gober said.
Some big-box stores still carry his lines, but Gober says the personalized service that comes with shopping at Gracylane is how he competes. Each of his stores has eight to 10 employees to help customers.
It also helps to say he is local. He lives in Akron now, but his profits stay within the communities he is in.
Gober’s advice to new business owners tackling the world of retail: “Just stick with it and pay attention to your customers and look for suggestions. Watch what they are buying, and don’t be afraid to try new lines.”