Downtown businesses join forces for holidays

By Tony Hatchett - business@seacoastonline.com

Portsmouth, NH December 22, 2009

PORTSMOUTH — Kimberly Buxton wanted to do something especially "local" when she and her staff began to decorate Bellman's Jewelers of Portsmouth for the holidays.

Why not display shopping bags from local shops under the Bellman's tree?

"I've heard from many merchants that we're all competing with the malls and large chain stores," Buxton said. "The challenge is educating consumers who don't always realize there is a cost to doing business. Buying local supports the local economy."

With this in mind, Buxton sent her staff around downtown to collect shopping bags from other merchants. "By displaying the bags under our tree," she said, "we are reminding our customers about the other great stores downtown."

Nobody turned down the offer to display shopping bags at Bellman's Jewelers. There just wasn't enough time to reach everyone, Buxton said. Participating stores include Wink Salon & Spa, G. Willikers! Toy Shop, Somnia, Worldly Goods, Angelica's Muse, Federal Cigar, Beju, Starbucks, Eyelook Optical, Zrinka, Runner's Alley, J.L. Coombs and Uniques & Antiques.

"I especially want to thank Somnia, Uniques & Antiques and Runner's Alley," Buxton said. "We were all in this together."

Buxton said the response of their customers has been great. "Many customers have asked about the significance of the bags and like the idea of supporting other merchants," Buxton said. "It's been great to hear from others that the bags on display have resulted in sales at the other shops."

As for Buxton's first holiday season in her new location on Congress Street, she has one word to say about how her business has been doing. "Awesome!" she said. "People are definitely feeling a bit more confident this year and their purchases reflect that."

Big-tickets items being sold at Bellman's Jewelers this season include Bucherer watches and diamond engagement rings. "Lots of diamond engagement rings," she said, "and one to a customer referred to us from Rusty (Rouleau) at Uniques & Antiques. This is part of what it means when we all work together."

Buxton is optimistic about the local business economy in downtown Portsmouth. "There are a lot of initiatives out there to educate local customers to the importance of buying local," she said, "but it will be one sale at a time."

Rouleau, owner of Uniques & Antiques in Vaughan Mall, is experiencing his first holiday season in downtown Portsmouth.

"Kim (Buxton) has been incredibly supportive of promoting local businesses," Rouleau said. "The word of mouth among shop owners is so important and it really helps. The shopping bags under her tree was a great concept."

Rouleau has many years of experience in retail from other areas, but he said the collective support of other retailers is amazing and helpful.

"Bellman's, Somnia, The Cabot House, and Water Monkey," Rouleau said, "to name but a few have really made a difference to my own business and being the new kid in town."

Rouleau agrees about the increased awareness of shoppers to buy local. "I think this area of Congress Street and Vaughan Mall is just great and we're getting the word out so that more customers know we are here," he said. "So far, I have had a truly amazing holiday season, and I hope to become a fixture in downtown Portsmouth."