Two stores under one roof in 2017
By Laurie Gordon
SPARTA — Twenty-four years ago, a store called Flowers in the Attic opened in Newton. In 2014, the owner spawned a second store called Felicia's Boutique. Now, the two stores share one large space in Upper Lake Plaza, in Sparta, and offer a host of fabulous gifts, unique, one-of-a-kind clothing and expanded lines of Brighton jewelry. Happy 2017 to Phyllis Flanagan, a businesswoman who's weathered the economic storms of time, navigated the advent of social media and used her savvy to augment and re-invent to keep her businesses going strong.
Flowers in the Attic first opened its doors on Spring Street, in Newton, in 1993. Flanagan had worked for other people and wanted to be her own boss so she opened her own store. A life-long Sussex County resident, she wanted to open not only in her home county but in the County Seat of Newton. The fledgling store featured gifts, home décor and furniture.
Business thrived so Flanagan relocated not once but several times in Newton to larger spaces, finally landing in the center of Spring Street where she stayed for many years. She expanded to carry more items including jewelry, accessories, gifts and collectibles, glassware, lamps, candles, dinette sets, an array of linens ranging from polka dots to country lace, linens including curtains, valances, runners, table clothes and napkins, a childcare's section and more. Finally, while in Newton, she decided to bring in some clothing lines and her customers responded with rave reviews.
It was her customers' response to the clothing that prompted Flanagan to test the waters with a store solely dedicated to the clothing aspect which she named Felicia's Boutique and opened in Upper Lake Plaza in Sparta. Felicia's Boutique was born in 2014, and it received such a welcome from clients that this year she decided to relocate Flower in the Attic to Upper Lake Plaza, a few doors down from Felicia's.
“Felicia's drew so much attention, even before opening its doors,” Flanagan said, “I out grew my first location [with that store] in the Upper Lake Plaza almost immediately.” She had a dilemma, but a solution arose. “We moved to a larger suite there in Upper Lake Plaza and combined Flowers in the Attic with Felicia's Boutique under one roof,” Flanagan said. “Both stores are still in business and doing amazingly well. I found our customer base was very excited to have so many choices with both stores in one building.”
Flanagan said her impetus to move to Sparta was “the general volume of people that came to Felicia's Boutique that made my decision to move Flowers in the Attic, out of Newton and into Sparta,” Flanagan said, “With parking right outside our door, it is much easier for many more customers to shop for a larger variety of items, from gifts, jewelry, and home decor at Flowers in the Attic, to clothing and name brands like Brighton, Free People, and Joseph Ribkoff in Felicia's.” She added, “People love the convenience of two stores offering so many choices under one roof. I would say the customers made the change for us. We still carry many of the lines we had in Newton, but also much more to offer them.”
Flanagan attributes her longevity to “offering customers quality functional, and practical items.” She said, “We have things that would offer years of enjoyment to them or others as gift purchases. She's harnessed social media to advertise implementing Facebook, Instagram, etc. to promote her stores. “Newspaper advertising is not enough these days. People like to search on cell phones and the web, anywhere they are,” Flanagan said. “Of course personal customer service is also very important to our customers & myself. We had to let customers know we are there, always, to help them choose the right match for each person they shop for. They are comfortable with talking with us about their needs.”
Flanagan said that her best selling items for Flowers in the Attic have remained pretty constant over the years. “Home decor makes people feel good about their homes. Changing with the seasons gives you an enjoyment of all times of the year.” Of Felicia's she said, “Women always have loved to look their best.”Our clothing & jewelry from Felicia's Boutique is unique. You can always find special jewelry and fashionable attire with us. We change constantly with trends to offer the best styles.”
Flanagan can't say enough about her location in Upper Lake Plaza. “I think I have wonderful business neighbors and they welcomed us with kindness and excitement. As for our Sparta and local customers, they were coming by, before we even opened our doors, to introduce themselves and express their genuine excitement with our move to Sparta. Lots of them knocking on our door.”
Flanagan and employees from Felicia's Boutique and Flowers in the Attic continue to attend many trade shows to bring their customers the newest, trendiest, items available. “We receive new product regularly,” Flanagan said. “We change both stores often to keep things fresh & fun for everyone.”
There is an after Christmas sale, going on now, at Flowers in the Attic featuring lots of great items to choose from. Included are holiday linens, soaps and lotions, snowmen, berries & pics, Lang puzzles, napkins, and more. “Happy savings and Happy New Year,” Flanagan said. While your there, she added, “Come in and see our expanded Brighton line in Felicia's Boutique. We have the latest Brighton beads, jewelry, gifts and cross bodies waiting for you, at Felicia's.”
FLOWERS IN THE ATTIC & FELICIA'S BOUTIQUE
270 Sparta Avenue
Sparta, New Jersey
973-729-9502
FACEBOOK:
https://www.facebook.com/Flowers-in-the-Attic-Gifts-Home-Decor-Fashion-60852231309/
https://www.facebook.com/FeliciasBoutiqueSparta/