I am so thrilled I can eat ice cream again! Its been at least 10 years, but on suggestion, I went to Cream in Livermore, most recently with my daughter and her friend, and can enjoy the soy version of the classics, like mint n' chip, or blue-berry. During my most recent visit, my daughters friend said she missed when Cream felt more special; when it wasn't so easy to find; when she had to drive to Berkeley. And it reminded me, how that seems to be a general truth; that the more rare something is; the more special it tends to feel. And while we enjoy retail chains for familiarity, once they over-populate a territory; a portion of the love is lost. The honeymoon phase subsides.
Knowing this, I always part playfully, part seriously, remind customers, when I am working at either Ricks Picks in Downtown Pleasanton, or Alden Lane Nursery in Livermore, "You are shopping in the only Ricks Picks in the whole wide world!" or, "You are at the only Alden Lane in the whole wide world!" -and it might sound funny, and a little over the top..
but when compared to retail chains that can be found, if not on every corner, consistently in every downtown, or off every major highway; this does reawaken the rare and special factor. Common is good; but Rare is Wonderful..
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We see this at work with the new Pokémon Go craze.. the more rare the creature the more fun, and value.
So I write this to encourage you to find the retail treasures in your shopping hunt, and have fun. Ive mentioned here only two top treasures out of many.
