Middle of Somewhere

Last fall, we started testing out some different brands in Cedar Chest, including prAna, which did very well. Due to the positive response right off the bat, Alex and I started thinking more about opening a new store that would focus on a combination of athleisure, outdoorwear, and some staple fashion pieces mixed in. We have also had customers asking about men’s clothing and this is something Alex has been interested in testing out as well.

When Small Victories was moving out of the space across the hall, we felt like it was the perfect opportunity to expand. Having two businesses that are already well-established and successful with both Cedar Chest and Stay Golden, we feel confident in trying something a little different that appeals to customers who are looking for everything from streamlined workout clothing to pieces that will make them feel both comfortable and stylish for business travel. It’s the notion that no matter where you're going, you will feel good when you get there.  

Middle of Somewhere will focus less on what’s trendy and more on what you’ll wear for years to come. I am excited for people to try mixing and matching, layering, and testing out a variety of colors. In a smaller space, it’s easier to test things out and see what appeals to both our existing customer base and those who are visiting from out-of-town as well.

My feeling is that you get to a place where you want to invest in nice things, but also have less of them. I have many friends who struggle to find the pieces that are staples. I know they will happily spend more if someone can help you put things together. I want it to feel effortless, like they can walk from a work meeting to dinner and just remove a jacket or put on something that feels more fun for a date or an outing with friends.

From my personal experience, simplifying at this time in my life is key; I don’t want to have to think too much about how to put together an outfit from day to day. That feeling naturally translates to how I’m approaching what we curate for Middle of Somewhere. I want our customers to find core, go-to pieces they can count on no matter where their daily life takes them. It’s also important to me that they can visit the shop, talk to a real person, and get support and guidance as they try things on. Thornes is such a great eco-system in which to test out new things—there is so much support as well as an existing customer base which helps immensely.

I grew up in Williamsburg, and Thornes has been “the destination” and place to meet up with friends throughout my whole life. We’re fortunate to have a great structure in this building, along with a wonderful team who keep it looking incredible and feeling welcoming.

The support behind both new and existing ventures is amazing.  When we first had the idea for Middle of Somewhere, we met with Jody and Rich and they were immediately positive and encouraging. They just wanted to hear the spiel and said they trusted us to bring something into the building that will only make it better.

It’s important for me to find items and brands that are also not stepping on the toes of others in the building and downtown, which can be a challenge. It’s a whole new world of sales reps for me for this venture, but at the same time I feel encouraged by the support and positive feedback from the team and other business owners in Thornes.

I love that we’re a community here and can help each other out. It’s fun being able to send customers to visit other spaces because we’re all doing something a little different. People get excited when they enter Thornes—they are always in awe of the brilliantly shiny floors and the impressive features of the building.

It’s been really nice to see people interacting with the new space and products. I have curated this store to have brands, pieces, and styles that I am personally a fan of, and I was eager to share it.  The reaction has been very positive so far, and I’m looking forward to seeing that continue through the fall and holiday season. This was a really great time to open, as I think fall always offers the best colors and textures when it comes to fashion.  

It has been great to see men shopping the rack of prAna that we have. In fact, some of our first sales were of men’s styles which was awesome and something we had requests for when the brand was over in Cedar Chest.  It was also great to host the mayor for our ribbon cutting and have friends and family join us for grand opening celebrations. Retailing at The Taste was something new for us, and was a fun way to market the new brand. We saw both new and familiar faces and offered discount coupons that could be used both in the tent and in the store and raffle for gift cards to Middle of Somewhere, as well as our other brands.

I’m glad that I finally feel like I can take a breath now that the hardest part is over. I am finally seeing all my thoughts and dreams come to life, from the logos and marketing to the fixtures and merchandise. It has been a stressful but enjoyable ride.  Now comes my favorite part, which is watching people fall in love with all the things that I have selected, and as always, continuing to tailor our assortment based on our customers' reactions. I am looking forward to seeing how this space evolves and to sourcing new and exciting pieces to suit my customers’ lifestyles and tastes.

Over the summer I was actually able to escape to Colorado, which was both fun and relaxing. I’ve been attending a lot of concerts, including a recent one on the Cape with  a friend. Now that the store is open, I will be able to start thinking about traveling more again.

When I travel to visit friends, I often mix a little business with pleasure, as I like to explore new towns and see what other retailers are doing. I enjoy supporting systems that are similar to our own. It’s also fun to purchase some things I’ve never seen before and then return home to order them for my stores.

Just before Christmas, I’ll most likely be taking a trip to Vegas with some friends for a 40th birthday celebration.  And I’d also love to take my mom somewhere tropical to decompress and lie in the sun in the coming months!