Nothing but the Necessities: Behind The Counter at Cutie Patooties

Scharon Johnson loves vibrant colors.

So when she was coming up with a business plan for her Ellicott City kids’ consignment shop, she knew she had to keep things bright.

The store’s front room is a striking lemon color—a testament to her drive to keep things unique.

“I’ve always said, ‘We’re a small shop doing big things,’” she said.

Johnson, 39, owns Cutie Patooties, a brand name youth consignment shop on Frederick Road.

The mother of two recently talked about what it’s like to be in business during the recession, and what she considers to be her biggest strength.

Name: Scharon Johnson

Title: Owner

Business: Cutie Patooties

About the business: The boutique sells name-brand consignment clothing, toys and gear for babies through pre-teens. The store opened in March of 2010 after a former kids’ consignment shop of the same location closed after 24 years in business.

On the store’s name: My sister-in-law used to call my daughter a cutie patootie. I thought it was the cutest name when she said it. A couple of years after I noticed I started seeing other kids and saying, ‘Oh he’s such a cutie patootie,’ because I love the name. Well I tried to find a name for the store I needed something catchy that people would remember and could also relate to. That’s when I came up with ‘Cutie Patootie.’..My sister-in-law, she just passed in June of Ovarian cancer. So every time I think of the name it really holds sentimental value to me that I actually use that and I got that from her.

On being kid-friendly: We like for parents to enjoy shopping so the store is kid-friendly. That’s why we have a TV playing and we have two play stations.

How did you get the idea to go into youth consignment?: I started selling my baby’s clothes on E-bay actually. And the return I was getting back was awesome, but before that I used to get her clothes from the consignment shop, and I always kept thinking, ‘Of if that were me I would do that this way.’ And then I was like ‘Ding. I would like a consignment shop.’

What kind of service do you feel like you’re providing to the community?: I am providing an excellent service. Simply because number one, everybody knows that having kids can be expensive. Other than school, the second most expensive part of that  would be the necessities such as clothing. Yeah, we do have toys here and everybody loves shopping for toys... But to me that’s just an extra. For me, I provide the necessities. Baby equipment is expensive, it costs an arm and a leg. We basically offer the best for less... You get great quality stuff. You can use it. You can bring it back and consign it and get some of that money back. It’s really just economically correct.

How has business been since recession?: I get a lot of families that just don’t have. Sometimes it’s not necessarily the economy. They’ve always just not had. Do you know I won’t even sell someone stuff that they don’t need? Especially if I know that they’re financially strained.

What do you consider the necessary baby “equipment?”: You only really need three things in your house. I tell grandparents a pack n’ play, a highchair, and a bouncer seat.

What are the trendiest items in baby gear right now?: Pack n’ plays, jumperoos and exersaucers.

What is something people don’t know about your store?: That it’s here. If people are not travelling this road, they don’t even know it’s here.

What’s the hardest thing about being a small business owner?: I would have to say bigger companies get a ton of advertising. Sometimes people forget about the small business owners. So basically we have to fight, and figure out creative ways to keep ourselves out there.

What’s your idea of success?: Being consistent.

What’s your idea of failure: Not being consistent (laughs).

What do you hope for?: I hope this darn economy improves. I mean this is a great business to be in now, but I can tell you consignment is suffering too…Everyone suffers.  It doesn’t matter if it’s pennies on the dollar. People are having to get tight with money and they are only coming out if it’s stuff they really feel like they need.

What would you consider is a misconception of consignment?: Buying stuff old or used…Wipe it up. The kid doesn’t know. It’s just a toy. It’s just clothing. They’re going to wear it out and get it dirty anyway. Take it home and wash it…You know shopping for kids is fun, but you can easily overdo it. We overdo it for girls all the time.

What do you feel like is your biggest strength?: My down South personality. (laughs) We’re used to speaking to everybody and everybody speaks back. It’s rare that I forget anyone’s name or situation.

Most popular brands?: Burberry, Ralph Lauren. If Burberry comes in here it doesn’t stay. But mostly Baby Gap and Gymboree.

What is something about you that customers might not know?: You know, when customers come in here, what you see is what you get…When I tell you it’s personable it’s personable.

Cutie Patooties, 9090 Frederick Rd. Tue.-Sat., 10 a.m.-5 p.m.443-325-1619. www.cutiepatooties.org.