Business of the Week: Bradbury's Boutique

in Braintree Square has an unusual quality. Open since May 2011, the store sits quietly among the other residents of the square, but once you step inside, it becomes an oasis of color.

The retail space is large, far larger than it seems from the outside. Every wall has something of beauty or elegance draped or hanging on the surface, careful browsing brings to light unexpected treasures. Bradbury’s Boutique is something unexpected, a unique retail environment that perfectly mirrors its owner, Patricia Bradbury.

After her children grew up and had children of their own, Bradbury was looking for another challenge. With little previous experience in retail, she decided that bringing beautiful objects into the lives of others would be the way forward. She did her time on the “hostess party” circuit and when that was a success, she took the plunge and opened the store on Elm Street.

This week, Patch sat down with the elegant Canton resident to talk jewelry, scarves and Tupperware.

What inspired you to open a store in Braintree?

I had a business for four years doing house parties, shows and so forth. I had a lot of jewelry and scarves so when this space became available, I decided to look at it. I love Braintree, I grew up here, and my heart is here. It seemed like a good retail space and I decided to open up. Since then I’ve expanded into clothes, pocket books and all kinds of fun things.

What attracted you to Braintree Square?

I like the location, I like the size of the boutique. 

Do you also have an online presence?

Yes, Bradbury’s Elegant Gifts. That was the original business name. I started out as an e-commerce business but now I use the website more for information. People can call me if they see something they like, they can order the item and I ship it. It’s not the bulk of my business. Most of that is in the boutique and with the house parties. We still do a lot of those and we do parties in the store.

When you say “house parties," I think “Tupperware."

That’s exactly what it is. I bring my products in and they buy right off the table, they don’t have to order anything. It’s very similar to a Tupperware party; the hostess gets a lot of benefit. She gets a percentage of sales, a free pair of earrings and a lot of product for hosting the party.

We probably do six to eight of these a month as well as shows, fundraisers etc. We also do hostess parties in the store; they bring wine, we have hors d'oeuvres and people can shop the whole store. They still get the benefit of being the hostess, whoever has booked the store. 

You also have a significant amount of foot traffic…

Yes. It is mainly a destination store, but we do have a lot of foot traffic.

Do you think that The South Shore Plaza dominates retail in the area?

It does, but that is a benefit to me. A lot of people don’t want to deal with the crowds or the parking at the Plaza. They don’t want to walk too far; I have a lot of elderly customers who appreciate the fact that they can just come in. I carry a lot of different items from the Plaza and my prices are good, which also draws people in.

One of these items is the Mayan Jewelry. How did you get involved in selling this?

The jewelry is made in Guatemala; it’s all hand-made by the Mayan people. It has magnetic clasps so it’s easy to put on and to take off. The colors are beautiful, it’s all beaded jewelry. I saw it online, I called the company selling it and I ordered a few pieces. I loved it and started to carry it, it’s been very popular.

Where are the majority of your customers from?

Braintree, mainly. Some come from Canton, Quincy, Milton and Weymouth. I have a range of customers. I’m geared more towards the middle-aged woman but I do have younger customers. Then, of course, there are the seniors who love to shop!

What are your most popular items?

My jewelry and my scarves. Now that I’m bringing in clothes and pocketbooks, these are becoming popular but the bulk of it is costume jewelry. 

What makes Braintree special? 

My customers. They tell me that they’re thrilled to have me here because they missed having a retail shop where they can come in and find something different. They love having a boutique in town, so they’re really supporting me.

Do you use Social Media to drive business into the store?

Yes, very much so. It helps keep the conversation going and it keeps us alive! I also email coupons and things like that. I don’t like to do it too much as I feel that people get inundated with stuff, so I try to do it to keep me in front of the public and to keep the dialogue going. I don’t like to be a nuisance! 

What is your Unique Selling Point?

(Smiling) I still have to say my jewelry. It’s hand-designed and hand-made. I support a lot of local artists so I bring in some bracelets that they have made for me.

The boutique is the latest stage in what appears to have been a very full life, are you enjoying this latest chapter?

Absolutely. I don’t have time to do anything else; I’m so busy with my boutique and my children. I also get to travel a lot and I love it. I go to New York, Las Vegas, Atlanta; I hit retail shows all over the country. It gives me the opportunity to find as many different and unique things as possible, the shows are a lot of work but it’s all fun. 

What advice would you give to anyone looking to start a retail business in Braintree?

(Laughs) Look at all the background detail; the building inspections, the fire regulations and all that. It can be very exciting, just make sure you have a business plan and a budget intact.