10 Questions for Four O'Clock Owner Laura Murray

Laura Murray opened in September 2011 to create vintage-style greeting cards, notepads and gift items inspired by the history of specific towns. She has started with products for Los Gatos, which are sold at a number of shops around town and online at www.FourOClockCo.com. She plans to release products for other towns early in 2012.

Los Gatos Patch: What did you dream of being as a kid?

Laura Murray: An astronaut. Somehow that led me to computer engineering, and high-tech product management and marketing in Silicon Valley. While not directly related to my current business, I'm drawing on those experiences all the time.

Patch: How does your personality play into your business?

Murray: I've had a fascination with the past for as long as I can remember. When I was a child, I began asking all my older relatives about our ancestors. I discovered that by digging into the history of the places where my ancestors lived, I got a richer view of who they were and what their lives were like. I'd collect books, maps, and paper ephemera about these places and feel more connected to them and to my ancestors. Now I get to do that for my business and it is so much fun.

Patch: At what moment did you decide to open a business?

Murray: The moment my youngest child was in school full-time. And then it took me another year to recognize that all the other things getting in my way would never get out of my way, and the time had come to just begin.

Patch: What inspired you?

Murray: All the vintage-style Paris gift items in the shops. I do love Paris, but I'm more interested in the wonderful place where I live. I started to think about all the towns across this country that are special, where the residents feel lucky to be living their daily lives, where doing every day things has a bit of magic about it. I want to celebrate those places.

Patch: Describe the biggest challenge of owning a business in the town of Los Gatos?

Murray: I'm not a native of Los Gatos. My family and I joyfully transplanted here a couple of years ago. So I don't know every place, all the clubs and organizations, all the people with whom I should be connecting. I'm learning.

Patch: Describe the best thing about owning a business in the town of Los Gatos?

Murray: The genuine delight that people here take in Los Gatos. I have had such a positive response to my products, as people recognize the place they love in the images and realize they can give a gift or send a greeting that expresses their connection to the town. 

Patch: What is one thing you would never change about your business?

Murray: While I could conceivably create products for any place on the map, I'll stay focused on the towns that are charming and inspire passion.

Patch: What is your business' greatest asset?

Murray: The subject matter. There are so many great old images and such rich history here in Los Gatos, and in other towns around our country.

Patch: What is your favorite spot in town?

Murray: Downtown, and not just because of the charming shops, the gorgeous backdrop of the mountains, and the little white lights that make every day festive. When I roam around downtown, I envision what was there before. Sipping coffee at the Farmers' Market, I see passengers boarding the train right there on the Plaza before heading through the mountains to Santa Cruz. Driving by the Opera Building, I'm aware I'm following the path of the trolley. In Old Town, I imagine children pouring out of the school. When I go to the movies, I think of all the people who were canning fruit around there at the cannery. There are remnants of the past all around us downtown.

Patch: What's one thing the community should know about you?

Murray: I have a wonderful husband and three delightful children who are just as happy as I am to call Los Gatos home.