Business Owner: Communication is Key to Staying Afloat in Tough Economy

For Carol Pollack, there is a simple explanation for how she managed to keep her business in Arlington Center open for 17 years: communication.

“The key thing is to listen to your customers and watch what their buying patterns are,” said Carol Pollack, who runs Coyote Impressions with her partner Robin. “People tell us what they like, what they don’t like and what they want to see.”

Coyote Impressions, 721 Massachusetts Ave., is a broad-range gift store selling jewelry, accessories and more for all ages. This Thanksgiving weekend, Carol and Robin celebrated the store’s 17th anniversary.

“This weekend is about a thank you for everyone for supporting us throughout our trials and tribulations,” Carol Pollack said.

In 2010, the store went through a four-month hiatus when rent became too expensive at their previous location down the street on Massachusetts Avenue. They reopened April 2010, with an additional 400 square feet and plenty of ideas for the new space.

Pollack said that being prepared for difficult times was another key factor in staying in business.

“I think that is one of the things that is a sustaining power for us, that when things are good, we put some things aside for money,” she added. “In this business, it’s up and down, up and down.”

Coyote Impressions first opened in 1994, after the Carol and Robin Pollack returned from a trip to the American Southwest. At the time, Carol worked a corporate job while Robin was a nanny and pre-school teacher.

During their year-long trip, the Pollacks developed a passion for Native American jewelry and crafts, and they soon started selling at craft fairs and colleges where they could set up a table to sell their goods.

Seventeen years later, Pollack said the business continues to build though it’s a difficult market for retailers.

“We see signs of improvement,” she added. “Arlington is a really interesting community and everybody really wants to support the local business community.”