“We should have a store like this in our town.” Sally Roesler of Vineyard Haven, the owner and operator of Beadniks, has overheard this phrase within the walls of her beading and craft business enough times to expand once again. This time to a franchisebusiness opportunity.
An Franchise opportunity investor may now bring the Vineyard Haven-based storefront into a town of his or her own — provided they receive the approval of Beadniks Franchise Group Inc. and pay a franchise fee of $35,000, included in the overall estimated start-up cost of $244,667 to $419,183.
Franchising was the next logical step to Ms. Roesler, whose business began as a one-room store and mail order catalog, The Bead Goes On, in 1989. Since then, Beadniks has expanded into a crafting compound with offices, warehouse, and expansive showroom that swallowed a neighboring building.
Ms. Roesler already has two franchises planned to open over the next year, one in Sarasota, Florida, another in Charleston, South Carolina. More stores are on the Florida horizon in Orlando and Fort Lauderdale. Future storefronts will aim at the tourism market in communities similar to Martha’s Vineyard.
She credits the success of the store, in part, to the originality of the Beadniks shopping experience. The average customer spends an hour and a half in the store and many spend much more.
Alison Doherty of Boston spent a combined six hours in two days in Beadniks recently. “It gives moms things to do with their children and [stringing beads] is good for their dexterity,” said Ms. Doherty. She had spent an estimated $70 in the store.
Another recent customer, Caitlin Stosz of Vineyard Haven, spent $30, the average for a customer, buying wire supplies. Ms Stosz said she finds shells on the beach and strings her own necklaces and Beadniks appealed to her because of “the set-up and selection and organization.”
Customers walk past Venetian glass, fresh water pearl, and ivory coral. Cupped hands dip and sift through wicker baskets and plastic trays filled with hill tribe silver from Thailand, glass beads from Java, multi-seed Japanese beads, and Javanese camp work manik manik.
Beads drip through fingers like miners with gold pans searching for that tell-tale glimmer. The perfect bead — maybe in a color like raspberry truffle, strawberry mousse, pink tourmaline, fire opal, robin’s egg, or celery — is strung on beading or memory wire, suede lace, or waxed cotton cord.
Laura Doherty of Duxbury, seated at the provided crafting table, said the sales staff is knowledgeable but not overbearing. They were comfortable and distinct in brown and white flower shirts and rubber Crocs brand shoes “They consider your individual taste but they’re not forceful, they let you take it or not,” Ms. Doherty said.
Stacy Hayden, a manager of the store, said the variety of beads from many parts of the world is one of the reasons the store is appreciated.
Ms. Roesler has spent time researching the craft world in Thailand, Australia, and India. She said she discovered a passion for culture, travel, and the individual tastes of people she meets. Ms. Roesler has created a shopping experience in which a customer can benefit from her travels.
They may pass by, or purchase, a Buddha from India, or a ceremonial mask from Thailand hand-picked by Ms. Roesler. She said these items are not the focus of the store, but they add to the environment that surrounds a visitor.
A recent hour inside Beadniks revealed only one customer who looks uninterested. Kevin Omaky was on the end of girlfriend Lyn Trainor’s well-adorned arm. Mr. Omaky, visiting the Island from Kingston, brightened quickly when he learned of Ms. Roesler’s putting green behind the store. The putting green is an optional extra for franchisees ($8,000). Source:MV Times |
