The Year-Round Retailer

As a seasonal resident who has been observing the year-by-year changes on the Island for about 20 years now, I am always struck by how many stores close each year, with a fresh crop of "newbies" to take their places. Surely, retail in a seaside, tourism-driven economy is not for the faint-hearted. Many shops endeavor to open only for the "season," which can go anywhere from April until December, but many shops close after Columbus Day if not sooner. So in the space of say, six months, these stores must squeeze in as much commerce as possible, thus making this feat even more difficult.

Other shops choose to be open year-round. They make a conscious decision to live and work on the Vineyard, becoming a staple of not just the tourists, but the full-time residents. But with so many failures, and an economy that has been a nightmare for most retailers over the past two years, what does one need to survive and thrive within such strict parameters?

I went to two of my favorite shops for answers. Both of these stores have been operating for at least eight years, with the same ownership. To me, they are retail "heroes," stores that never cease to delight me in terms of merchandise, display, pricing and, most important, customer service.

Oak Bluffs is home to, "inspired gifts and home accessories", a small yet well-stocked, spirituality themed shop located at 42 Circuit Ave.

The owners, a married couple, Rita and Frank Imbimbo, have owned the store for 10 years. Prior to this venture, they also had similar shops in Upstate New York, in the Adirondacks, making them veterans of vacation-area retail venues. Rita's father owned a restaurant in the Adirondacks, so growing up, she was surrounded by the entrepreneurial ether.

The shop is open daily from April through after New Year's. But for a short period of time (January through April), the hours reduce to only weekends, with the option to open on a whim.

When asked why so many businesses don't make it in this seasonally driven environment, Frank suggests that the level of involvement of the owner must be total.

"People go into business but get pulled in different directions, and often don't put the time and effort into it. We are here all the time! We keep a really tight control on our business and know every aspect of it. Some places hire a manager in place of themselves and this does not produce the same results," said Frank.

Sanctuary features a wonderful array of art, banners, cards, books, jewelry, yoga supplies, CDs, statuary and signs that many have come to count upon for decorating their homes and their lives. "We work with artists and develop exclusive products that are available only in our store or on our website," said Frank.

Frank and Rita also rely upon their own spiritual growth to guide them in making product selections.

"We love what we do. The Island is so lucky to not have big-box stores, and we have a local following who are really conscious of shopping locally and supporting Vineyard stores. Oak Bluffs has a great energy. Even at Christmastime this past year, we had as much shopping activity as we had in the summer!"

Not too far away over in Vineyard Haven, another remarkable full-time retailer can be found in the shop . With the tag line "Vintage Finds and Modern Wares," you know you are in for an unusual, one-of-a-kind store. 

The owner of Mix is Emily Milstein, who is the sister of Ann Milstein, the first owner of the eclectic Rainy Day store in Vineyard Haven. Ann ran it, along with with various family members, for 27 years. It was sold to new owners several years ago.

With an art and teaching background and a genetic predisposition for retail, Emily's first store (with partners) was located in the Big Apple, in an urban downtown neighborhood. She remained there for 13 years, learning her mercantile "chops," after which point she moved to Martha's Vineyard with her husband.

Upon arriving here, she, along with her aforementioned sister, husband and brother-in-law, embarked on opening and running the general store at for five years, and fabulously transforming it to its present incarnation. Emily sold the Alley's retail operation to the Wampanoag Tribe, who subsequently sold it to a Preservation Trust that owns the building. Emily settled upon locating her current shop, Mix, over in Vineyard Haven's general Main Street business district. 

Mix has had three different locations in its "life" thus far, first, over in the space that would eventually become the now-closed Che's Lounge. She then sought larger quarters on Main Street, and eventually relocated around the bend to the  4 Union Street site. "All that moving is not recommended for stores in general, as it's almost like opening a new store each time," advises Emily. "It's takes too much in terms of capital requirements and time spent building out."

Nevertheless, Mix has not really suffered from these gyrations. It is an ebulliently fun, kitchy store in which one feels welcome upon arrival. Emily has impeccable taste in her merchandise choices, which she searches out personally. It ranges from '50s retro cocktail-ware to clothing and tote bags, a spiffy collectible (aqua!) Smith-Corona typewriter and all manner of costume jewelry, both vintage and new. If you can't find the perfect accent piece for your summer cottage here, then forget looking elsewhere. 

Emily's staff, including long-timer Phyllis Williams and Rosalyn Moore, are charming, lovely people (as is Emily), always helpful and knowledgeable about the products. It's clear that they love working at Mix. One day, my husband and I walked in, delighted to find Phyllis grooving to the Motown sound! Who doesn't want to shop in such a fun environment?

Emily states that this past off-season has been painfully quiet, due to the uncommonly bad winter we experienced. Her advice regarding the seasonal retail business? "You need to plow the money you make back into inventory year after year and not expect to make a lot personally—initially".

But to Emily, this is a lifestyle business. She relishes bringing her own artistic sensibility to Mix, in her window and interior displays,  her antique and vintage "finds" and  her merchandise selection.

"I love making Mix unique. I try to appeal to a wide range of customers and pocketbooks. We have something for everyone here: babies, children, teenagers, men and women. I want people to have a fun, relaxing shopping experience!"

In this, she seems to have nailed it!

I think the message is clear. Full-time retail, on the Vineyard, requires commitment, hard work, an even keel and the joy of searching for and bringing delightful merchandise to an appreciative customer base.

"Mindfulness" might be the conclusion for Sanctuary. "A moveable feast," aptly summarizes Mix. Both experiences are distinctly different but uniquely "Vineyard."

Sanctuary is open daily, 11 a.m. to 5 p.m. Mix is open daily, 10 a.m. to 5 p.m., with longer hours July through August.