A recent UF study found that Floridians’ confidence in the economy returned to a pre-recession high this month.
And after years of local businesses closing, Gainesville store owners are breathing easier.
“We lost money for a while,” said Matthew Turner, owner of Wolfgang boutique at 1127 W. University Ave. “We had to really scrape and pay attention to how much we were spending each month.”
Turner credits the store’s survival to his emphasis on customer service.
Wolfgang regularly hosts events like cocktail parties, which include complimentary drinks and raffle prizes, to show customer appreciation.
Steven Kirn, executive director of UF’s David F. Miller Center for Retailing Education and Research, said independent stores thrive by building strong relationships with customers and adapting to their needs.
“The same things that help stores survive during hard times help them thrive during good times,” Kirn said.
Persona Vintage Clothing & Costumes, which opened in 1980 and is located at 201 SE Second Place, survived the recent recession by sticking to the eclectic image of the store, said owner Nava Ottenberg.
Not all stores suffer during hard economic times, Kirn said, as customers can choose less expensive options.
Urban Thread, which has two Gainesville locations, is known for offering popular brands at affordable prices, said owner Lilly Kline.
Kirn said the real challenge of opening a store in a college town is building a loyal customer base because student turnover is so high.
Although Urban Thread attracts many college students, Kline said customers return after they graduate.
“We do not just cater to one group,” she said.
Michelle Lyman, a 22-year-old UF neuroscience senior, said she goes to smaller stores for unique pieces.
“They tend to have clothes that are more stylish, and not something you would see in a catalog,” Lyman said.
[A version of this story ran on page 5 on 4/3/2014 under the headline "Local businesses bounce back"]
