By Marge Swayne
(The Farmville Herald - Oct 26, 2001)

The Downtown Divas, a group of eight local businesswomen, are going from Main Street to mainstream with a unique blend of "shop downtown" promotions and Internet marketing.

"When you look at the makeup of downtown there are a huge number of women who own the businesses, commented Rosa Mann, owner of the Ivy Trellis. "A few of us started getting together, and we've kept it up every week."

Eight women, all Main Street store owners, began meeting for breakfast to discuss such topics as advertising, Internet sales, and cross-marketing.

"We really got together to put out a flier, related Annice Schuler, of the Fashion Post.

The flier will go out to a combined mailing list from the seven businesses represented by the Divas.

"If you can target the people who have been in Farmville before, they're the ones who see an opportunity to come back and get a discount," said Carol Broadwater, of Amish Originals. "I don't remember shopping at many stores where you get an invitation personally to come back."

The flier labeled "Historic Downtown Farmville" includes logos for each store, a brief description of merchandise, and discount offers — such as "free

lunch at Charley's with every purchase at Rug Rats, 20 percent off regular priced merchandise at the Fashion Post, or free alterations at Caryn's."

The filer also includes web site addresses for each business.

"I'm really pushing the internet," stated Sandy Henderson, of Rug Rats. "With the Internet you can put the whole world at your store."

All of the Divas now have web sites, and during their weekly meetings they discuss ways to improve internet sales.

Some of the businesses are already making 40 percent of their sales on the internet.

All of the sites are linked in creative ways. For instance, one of the rugs available at Rug Rats is by a designer whoand-paints sheets available at the Ivy Trellis.

"You can click on my site and go right to Rosa's," noted the Rug Rats owner.

Such connections are expanding with product displays set up between each of the Diva's stores.

"I think cross-marketing shows the connection between us, Broadwater said. "It's definitely worked. One couple bought a table and chairs we had displayed with Ivy Trellis chair pads. The customer wanted both."

"The basis of the group is to help each other," stated Margaret Atkins. of Martin & Atkins Jewelry. "There's no jealousy going on."

Another goal of the Downtown Divas is to promote shopping downtown.

"We do things I would have never thought about," noted Linda Reid, of Rolleighdon Books. "We had a yard sale together last summer. My volume wasn't that great, but I handed out business cards. A lot of people said — "I had no idea you were here.''

In addition to the yard sale, which the Divas plan to make an annual event, they have started an investment club with Kirby Moore and a book club.

"We basically focus on books that help with our businesses, Mann added.

Currently the Divas are reading The E Myth.

"It has wonderful ideas about how we should look at our business," Henderson noted. "We're supposed to work on our business, not in our business. We all read the book and talked about that."

Aside from the discussion of business matters, the Divas value the support and friendship from others in the group.

"It's a camaraderie," said Atkins. 'I've learned a lot from them— to draw on their experiences.

"It's been nice to bring up problems — like those customers you don't know what to say to," said Diane Andrews. of the Fashion Post. 'It's nice to know what some other store owners said."

The Divas meet every Wednesday morning. Although they keep in touch during the week, they all know that personal contact is important.

"We can sit down and have a cup of coffee. We laugh, we get serious — It's just fun," Atkins stated.

On a recent Wednesday morning the Divas met at the Longwood Bed and Breakfast, a relatively new business in town.

"I personally like to experience all the businesses in town," Kayton observed.

The meeting begins with an expected question: How's business?

"I won the award for most returns," Mann joked.

"All the business I did last week was on the Internet." Henderson noted.

Andrews related that the Fashion Post had an internet request for the "Pink Cadillac" sweater by Michael Simon.

"It's available," she added.

"You know what you should do — get a picture of It and send it to the Mary Kay people," Mann said. "Then put it on the front page of your web site."

"I would send a letter to Mary Kay that it was on your web site," Broadwater suggested. "They could give their sales people a sweater to go with their pink cadillacs."

"You could sell them by the dozen," Henderson added.

"I'm getting a heart-shaped ornament called 'Brave Heart,'" Mann told the group. "It's a charity piece with all the proceeds going to New York."

"I'm getting three patriotic rugs," Henderson added.

While breakfast is served, Henderson shares photographs from a recent trip to New York.

"I walked over to Ground Zero — it was very powerful," she said.

The other women nodded.

Someone asked about Betty Owen.

Other than a reward being established for information about the missing local woman, there was nothing new to report.

As the Divas complimented the bed and breakfast host on the tempting breakfast of fresh fruit, waffles, and eggs, another couple came in for breakfast.

"Have you been shopping in Farmville?" one of the Divas asked. The couple related that they were in town shopping for furniture.

"May I suggest Amish Originals," Henderson offered:

Everyone settled down to enjoy the meal before taking a tour of the bed and breakfast.

Just across the room was a grand piano.

Do the Divas, in fact, sing?

"No," Mann smiled. "Chris Brochan sent me a Christmas card and he said something like - you're one of the downtown divas. It just stuck in my head."

"We all liked it," Henderson said.

"There's not a better name," Andrews agreed.

"We all are divas!" Henderson added.

"I do think the Downtown Divas are good for Farmville," Reid concluded. "I think a lot of people in this area don't realize how many unique shops we have in Farmville. We have things that you just cannot find at other stores — they're one of a kind."

So — to Farmville's benefit — are the Downtown Divas.

This site hosted by Moonstar

American Cottage Rugs

Braided Rugs

Children's Rugs

Hellenic Area Rugs

Kaleen Rugs

Sphinx Area Rugs

Vera Bradley Rugs

Andy Warhol Home Collections

College Rugs

Couristan Area Rugs

Flokati Rugs