{"id":10326,"date":"2012-07-17T07:30:52","date_gmt":"2012-07-17T11:30:52","guid":{"rendered":"http:\/\/stateimpact.npr.org\/new-hampshire\/?p=10326"},"modified":"2013-07-30T23:18:33","modified_gmt":"2013-07-31T03:18:33","slug":"getting-by-getting-ahead-seacoast-boutique-owner-bets-on-success-in-high-rent-downtown","status":"publish","type":"post","link":"https:\/\/stateimpact.npr.org\/new-hampshire\/2012\/07\/17\/getting-by-getting-ahead-seacoast-boutique-owner-bets-on-success-in-high-rent-downtown\/","title":{"rendered":"Getting By, Getting Ahead: Seacoast Boutique Owner Bets On Success In High-Rent Downtown"},"content":{"rendered":"\n\t\t<style type=\"text\/css\">\n\t\t\t#gallery-1 {\n\t\t\t\tmargin: auto;\n\t\t\t}\n\t\t\t#gallery-1 .gallery-item {\n\t\t\t\tfloat: left;\n\t\t\t\tmargin-top: 10px;\n\t\t\t\ttext-align: center;\n\t\t\t\twidth: 33%;\n\t\t\t}\n\t\t\t#gallery-1 img {\n\t\t\t\tborder: 2px solid #cfcfcf;\n\t\t\t}\n\t\t\t#gallery-1 .gallery-caption {\n\t\t\t\tmargin-left: 0;\n\t\t\t}\n\t\t\t\/* see gallery_shortcode() in wp-includes\/media.php *\/\n\t\t<\/style>\n\t\t<div id='gallery-1' class='gallery galleryid-10326 gallery-columns-3 gallery-size-thumbnail'><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/stateimpact.npr.org\/new-hampshire\/2012\/07\/17\/getting-by-getting-ahead-seacoast-boutique-owner-bets-on-success-in-high-rent-downtown\/img_1531\/'><img width=\"150\" height=\"150\" src=\"https:\/\/stateimpact.npr.org\/new-hampshire\/files\/2012\/07\/IMG_1531-150x150.jpg\" class=\"attachment-thumbnail size-thumbnail\" alt=\"\" decoding=\"async\" loading=\"lazy\" aria-describedby=\"gallery-1-10363\" srcset=\"https:\/\/stateimpact.npr.org\/new-hampshire\/files\/2012\/07\/IMG_1531-150x150.jpg 150w, https:\/\/stateimpact.npr.org\/new-hampshire\/files\/2012\/07\/IMG_1531-100x100.jpg 100w, https:\/\/stateimpact.npr.org\/new-hampshire\/files\/2012\/07\/IMG_1531-60x60.jpg 60w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/><\/a>\n\t\t\t<\/dt>\n\t\t\t\t<dd class='wp-caption-text gallery-caption' id='gallery-1-10363'>\n\t\t\t\tAssiah Russell started her jewelry business after getting lost in New York City in 2003.  &#8220;I was in a jewelry district, took a look around, and thought it was quite wonderful to be lost there, and went into a store to buy some jewelry,&#8221; Russell says.  &#8220;And they said, &#8216;Well no, no, no, you can&#8217;t be here!  You have to be a wholesaler!&#8217;  To which I quickly replied, &#8216;Well, I am, and you&#8217;re my first vendor!'&#8221;  \n\t\t\t\t<\/dd><\/dl><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/stateimpact.npr.org\/new-hampshire\/2012\/07\/17\/getting-by-getting-ahead-seacoast-boutique-owner-bets-on-success-in-high-rent-downtown\/img_1450\/'><img width=\"150\" height=\"150\" src=\"https:\/\/stateimpact.npr.org\/new-hampshire\/files\/2012\/07\/IMG_1450-150x150.jpg\" class=\"attachment-thumbnail size-thumbnail\" alt=\"\" decoding=\"async\" loading=\"lazy\" aria-describedby=\"gallery-1-10356\" srcset=\"https:\/\/stateimpact.npr.org\/new-hampshire\/files\/2012\/07\/IMG_1450-150x150.jpg 150w, https:\/\/stateimpact.npr.org\/new-hampshire\/files\/2012\/07\/IMG_1450-100x100.jpg 100w, https:\/\/stateimpact.npr.org\/new-hampshire\/files\/2012\/07\/IMG_1450-60x60.jpg 60w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/><\/a>\n\t\t\t<\/dt>\n\t\t\t\t<dd class='wp-caption-text gallery-caption' id='gallery-1-10356'>\n\t\t\t\tAfter a few years of selling jewelry out of her home and at special parties, Russell moved to her tiny shop on State Street.  Five years later, she decided to move to the high rent Market Street.  &#8220;I felt like my business had grown even during a recession.  So I felt that the signs, for me, were pointing to making the move,&#8221; Russell says.\n\t\t\t\t<\/dd><\/dl><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/stateimpact.npr.org\/new-hampshire\/2012\/07\/17\/getting-by-getting-ahead-seacoast-boutique-owner-bets-on-success-in-high-rent-downtown\/img_1449\/'><img width=\"150\" height=\"150\" src=\"https:\/\/stateimpact.npr.org\/new-hampshire\/files\/2012\/07\/IMG_1449-150x150.jpg\" class=\"attachment-thumbnail size-thumbnail\" alt=\"\" decoding=\"async\" loading=\"lazy\" aria-describedby=\"gallery-1-10369\" srcset=\"https:\/\/stateimpact.npr.org\/new-hampshire\/files\/2012\/07\/IMG_1449-150x150.jpg 150w, https:\/\/stateimpact.npr.org\/new-hampshire\/files\/2012\/07\/IMG_1449-100x100.jpg 100w, https:\/\/stateimpact.npr.org\/new-hampshire\/files\/2012\/07\/IMG_1449-60x60.jpg 60w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/><\/a>\n\t\t\t<\/dt>\n\t\t\t\t<dd class='wp-caption-text gallery-caption' id='gallery-1-10369'>\n\t\t\t\t&#8220;It was a rather astronomical leap to move from State Street to Market Street,&#8221; Russell says.  &#8220;The move has certainly allowed me to spread out and show my inventory better.  I&#8217;m right in the center of the fashion district of Portsmouth.  I&#8217;m hard to be missed.&#8221;\n\t\t\t\t<\/dd><\/dl><br style=\"clear: both\" \/><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/stateimpact.npr.org\/new-hampshire\/2012\/07\/17\/getting-by-getting-ahead-seacoast-boutique-owner-bets-on-success-in-high-rent-downtown\/img_1484\/'><img width=\"150\" height=\"150\" src=\"https:\/\/stateimpact.npr.org\/new-hampshire\/files\/2012\/07\/IMG_1484-150x150.jpg\" class=\"attachment-thumbnail size-thumbnail\" alt=\"\" decoding=\"async\" loading=\"lazy\" aria-describedby=\"gallery-1-10359\" srcset=\"https:\/\/stateimpact.npr.org\/new-hampshire\/files\/2012\/07\/IMG_1484-150x150.jpg 150w, https:\/\/stateimpact.npr.org\/new-hampshire\/files\/2012\/07\/IMG_1484-100x100.jpg 100w, https:\/\/stateimpact.npr.org\/new-hampshire\/files\/2012\/07\/IMG_1484-60x60.jpg 60w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/><\/a>\n\t\t\t<\/dt>\n\t\t\t\t<dd class='wp-caption-text gallery-caption' id='gallery-1-10359'>\n\t\t\t\t&#8220;It&#8217;s always a struggle,&#8221; Russell says.  &#8220;I&#8217;m not trying to suggest that the streets are lined with gold.  I think there is a recession and I think people are mindful of what they&#8217;re spending and how much they&#8217;re spending, to be sure.&#8221;\n\t\t\t\t<\/dd><\/dl><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/stateimpact.npr.org\/new-hampshire\/2012\/07\/17\/getting-by-getting-ahead-seacoast-boutique-owner-bets-on-success-in-high-rent-downtown\/img_1493\/'><img width=\"150\" height=\"150\" src=\"https:\/\/stateimpact.npr.org\/new-hampshire\/files\/2012\/07\/IMG_1493-150x150.jpg\" class=\"attachment-thumbnail size-thumbnail\" alt=\"\" decoding=\"async\" loading=\"lazy\" aria-describedby=\"gallery-1-10360\" srcset=\"https:\/\/stateimpact.npr.org\/new-hampshire\/files\/2012\/07\/IMG_1493-150x150.jpg 150w, https:\/\/stateimpact.npr.org\/new-hampshire\/files\/2012\/07\/IMG_1493-100x100.jpg 100w, https:\/\/stateimpact.npr.org\/new-hampshire\/files\/2012\/07\/IMG_1493-60x60.jpg 60w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/><\/a>\n\t\t\t<\/dt>\n\t\t\t\t<dd class='wp-caption-text gallery-caption' id='gallery-1-10360'>\n\t\t\t\t&#8220;Sometimes people are making more choices about whether they&#8217;re buying a gift or whether they&#8217;re buying something for themselves,&#8221; Russell says.  &#8220;In other times, it was really easy, it would be &#8216;One for you, one for me!&#8217;  Now people make more choices.&#8221;\n\t\t\t\t<\/dd><\/dl><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/stateimpact.npr.org\/new-hampshire\/2012\/07\/17\/getting-by-getting-ahead-seacoast-boutique-owner-bets-on-success-in-high-rent-downtown\/img_1459\/'><img width=\"150\" height=\"150\" src=\"https:\/\/stateimpact.npr.org\/new-hampshire\/files\/2012\/07\/IMG_1459-150x150.jpg\" class=\"attachment-thumbnail size-thumbnail\" alt=\"\" decoding=\"async\" loading=\"lazy\" aria-describedby=\"gallery-1-10357\" srcset=\"https:\/\/stateimpact.npr.org\/new-hampshire\/files\/2012\/07\/IMG_1459-150x150.jpg 150w, https:\/\/stateimpact.npr.org\/new-hampshire\/files\/2012\/07\/IMG_1459-100x100.jpg 100w, https:\/\/stateimpact.npr.org\/new-hampshire\/files\/2012\/07\/IMG_1459-60x60.jpg 60w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/><\/a>\n\t\t\t<\/dt>\n\t\t\t\t<dd class='wp-caption-text gallery-caption' id='gallery-1-10357'>\n\t\t\t\tAlthough her first year on Market Street has been a good one for Russell, it,  &#8220;Struck terror in my heart,&#8221; she says.  &#8220;It was a calculated risk, along with a leap of faith.  And when I got here, I think the exposure helped with the recession.  I&#8217;m seeing more people here.&#8221;\n\t\t\t\t<\/dd><\/dl><br style=\"clear: both\" \/>\n\t\t<\/div>\n\n<p><em>As part of our weekly \u201c<a href=\"http:\/\/stateimpact.npr.org\/new-hampshire\/voices\/\">Getting By, Getting Ahead<\/a>\u201d series, StateImpact is traveling across New Hampshire, gathering personal stories from the people behind the economy.\u00a0 In our fourth installment, we visit a bustling boutique in the Seacoast region.<\/em><\/p>\n<p style=\"text-align: center;\">_____<\/p>\n<p>Walk down Market Street in downtown Portsmouth, and you\u2019ll see clothing boutiques, a kitchen store, a toy shop. Then there\u2019s <a title=\"Puttin' On The Glitz\" href=\"http:\/\/www.puttinontheglitznh.com\/dailyjewels.html\" target=\"_blank\">Puttin\u2019 On The Glitz<\/a>.\u00a0 And the name says it all.\u00a0 Inside, 60-year-old owner Assiah Russell is fussing with mounds of jewelry resting on her countertop, preparing her window displays.<\/p>\n<p>\u201cEventually everything will have a home,&#8221; Russell says, laughing.\u00a0 &#8220;I just got done doing this window this morning.\u00a0 I had to get up at five o\u2019clock to do it, because I like to have it done before the store opens.&#8221;\u00a0 Hands full of bracelets and necklaces, she gestures toward the finished product: Brightly painted mannequin heads sport wide-brimmed designer straw hats with pink, orange, and turquoise flower cut-outs dangling overhead.<\/p>\n<p>But she&#8217;s not done yet.\u00a0 Russell points to the far side of the store.\u00a0 &#8220;Then this afternoon, because it\u2019s a rainy day, perhaps I\u2019ll get a chance to work on that window,\u201d she says.<!--more--><\/p>\n<p><iframe loading=\"lazy\" src=\"http:\/\/w.soundcloud.com\/player\/?url=http%3A%2F%2Fapi.soundcloud.com%2Ftracks%2F53083190&amp;show_artwork=true\" height=\"166\" width=\"100%\" frameborder=\"no\" scrolling=\"no\"><\/iframe><\/p>\n<p>Russell\u2019s store is a cacophony of color\u2014with sequins and feathers covering every surface.\u00a0 And as you would expect from a woman who makes her living selling accessories, she has the look of someone who has carefully thought about what, exactly, she planned to wear today.\u00a0 And it just so happens to coordinate with the new plans for her window.<\/p>\n<p>\u201cThis month, I want to show a lot of orange and a lot of turquoise, the colors for this summer,\u201d she explains.<\/p>\n<p><div class=\"related-content alignright\"><h4 class=\"related-header\">Related<\/h4><div class=\"links\"><h5>Posts<\/h5><ul><li class=\"link\"><a href=\"http:\/\/stateimpact.npr.org\/new-hampshire\/2012\/07\/16\/seacoast-snapshot-portsmouth-retailers-struggle-with-high-downtown-rents\/\">Seacoast Snapshot: Portsmouth Retailers Struggle With High Downtown Rents<\/a><\/li><li class=\"link\"><a href=\"http:\/\/stateimpact.npr.org\/new-hampshire\/2012\/07\/16\/preview-tomorrows-installment-of-getting-by-getting-ahead-looks-at-high-rent-for-downtown-retailer\/\">Preview: Tomorrow&#8217;s Installment Of &#8220;Getting By, Getting Ahead&#8221; Looks At High Rent For Downtown Retailer<\/a><\/li><li class=\"link\"><a href=\"http:\/\/stateimpact.npr.org\/new-hampshire\/2012\/05\/10\/survey-says-not-all-nh-counties-equally-small-business-friendly\/\">Survey Says Not All NH Counties Equally Small Business-Friendly<\/a><\/li><li class=\"link\"><a href=\"http:\/\/stateimpact.npr.org\/new-hampshire\/2012\/06\/06\/a-popup-in-portsmouth-one-innovative-new-england-business-goes-all-out\/\">A Pop-up In Portsmouth: One Innovative New England Business Goes All\u00a0Out<\/a><\/li><\/ul><\/div><div class=\"topics\"><h5>Topics<\/h5><p class=\"topic\"><img class=\"alignleft\" src=\"http:\/\/stateimpact.npr.org\/new-hampshire\/files\/2011\/07\/729163602_fbfb7cd5211-60x60.jpg\" height=\"60\" width=\"60\" \/><a href=\"http:\/\/stateimpact.npr.org\/new-hampshire\/topic\/seacoast\/\">What You Need To Know About The Seacoast\u2019s Economy<\/a><\/p><p class=\"topic\"><img class=\"alignleft\" src=\"http:\/\/stateimpact.npr.org\/new-hampshire\/files\/2011\/07\/356324626_9e95b5311f-60x60.jpg\" height=\"60\" width=\"60\" \/><a href=\"http:\/\/stateimpact.npr.org\/new-hampshire\/topic\/small-business\/\">Small Businesses, But Mighty Numbers<\/a><\/p><p class=\"topic\"><img class=\"alignleft\" src=\"http:\/\/stateimpact.npr.org\/new-hampshire\/files\/2012\/07\/103657967_3b304d2c94_z.jpg\" height=\"60\" width=\"60\" \/><a href=\"http:\/\/stateimpact.npr.org\/new-hampshire\/topic\/getting-by-getting-ahead\/\">Catch Up On Our Series, \u201cGetting By, Getting Ahead\u201d<\/a><\/p><\/div><\/div>Russell first opened Puttin\u2019 On The Glitz six years ago.\u00a0 Until last year, the store was located in a tiny, 225-square foot space on a side street off of Market Street, the city&#8217;s main drag.\u00a0Despite a couple of years of heavy construction right in front of her store, she saw her little business grow.\u00a0 \u201cAnd during that time,&#8221;\u00a0Russell says, &#8220;I always kept my eye out for every space that came available in Portsmouth.\u201d<\/p>\n<p>Last year, she spied a promising space on Market Street.\u00a0 In the world of Portsmouth real estate, that is a big deal.\u00a0 The city&#8217;s\u00a0colonial downtown is bursting with restaurants, shops, and a thriving arts scene.\u00a0 It draws travelers from all over the world.\u00a0 And one place where <em>everyone<\/em> goes when they visit Portsmouth is Market Street.\u00a0 And the city\u2019s landlords know it. \u00a0Russell says rents in the heart of this retail district are \u201cgoing to the moon.&#8221;<\/p>\n<p>Like many business owners, Russell doesn\u2019t want to reveal her rent payment.\u00a0 But high downtown rents are a controversial issue in this Seacoast city.\u00a0 <a title=\"Seacoast Snapshot: Portsmouth Retailers Struggle With High Downtown Rents\" href=\"http:\/\/stateimpact.npr.org\/new-hampshire\/2012\/07\/16\/seacoast-snapshot-portsmouth-retailers-struggle-with-high-downtown-rents\/\" target=\"_blank\">According to long-time downtown realtor Bill Mouflouze<\/a>, it is not uncommon for retailers to pay anywhere from $40 to $65 a square foot on Market Street.\u00a0\u00a0 Those rents rival Newbury Street in Boston.\u00a0 If you figure a <a title=\"Starbucks Coffee Company\" href=\"http:\/\/www.starbucks.com\/\" target=\"_blank\">Starbucks<\/a> at about 1,000 square feet, that could mean up to $65,000 for a year&#8217;s lease.\u00a0 Compare that to <a title=\"US Census Bureau: Concord QuickFacts\" href=\"http:\/\/quickfacts.census.gov\/qfd\/states\/33\/3314200.htmlhttp:\/\/\" target=\"_blank\">Concord<\/a>, a city twice the size of <a title=\"US Census Bureau: Portsmouth QuickFacts\" href=\"http:\/\/quickfacts.census.gov\/qfd\/states\/33\/3362900.html\" target=\"_blank\">Portsmouth<\/a>, where a Main Street retail space downtown is leasing for <a title=\"$12 \/ 2000ft\u00b2 - Prime storefront retail location on Main St. in downtown Concord.\" href=\"http:\/\/nh.craigslist.org\/off\/3088092327.html\" target=\"_blank\">$12 a square foot<\/a>.\u00a0 For the same Starbucks, that is a small fraction of the Portsmouth rent.<\/p>\n<div class=\"module image left\" style=\"width: 250px;\">\n<p><a href=\"http:\/\/stateimpact.npr.org\/new-hampshire\/voices\/\"><img decoding=\"async\" loading=\"lazy\" class=\"size-full\" title=\"Getting By, Getting Ahead\" alt=\"\" src=\"http:\/\/stateimpact.npr.org\/new-hampshire\/files\/2012\/07\/voices-promo.png\" width=\"250\" height=\"247\" \/><\/a><\/p>\n<p class=\"wp-caption-text\">Listen to voices of New Hampshire\u2019s economy and share your story in an <a href=\"http:\/\/stateimpact.npr.org\/new-hampshire\/voices\/\">interactive audio experience \u00bb<\/a><\/p>\n<\/div>\n<p>Despite a relatively healthy economy compared to the rest of the country, many New Hampshire downtowns have taken heavy hits.\u00a0 Across the state, a number of businesses have drifted away from downtown cores and toward city outskirts, in the hopes of keeping more of their profit margins.\u00a0 During a tough economy, Russell\u2019s decision to expand might seem counter-intuitive.\u00a0 And she admits, moving to Market Street last year was a big gamble.<\/p>\n<p>\u201cI had about three days to make the decision about whether or not to make this move,&#8221; Russell says.\u00a0 &#8220;And I felt like, it was now or never.&#8221;\u00a0 Then she pauses, conceding the risk. &#8220;The economy wasn\u2019t necessarily the right time to do it.\u201d<\/p>\n<p>Since the economic downturn, Russell says she has noticed individual customers buying fewer items.\u00a0 But she has still been able to make a living in her new shop.<\/p>\n<p>\u201cI think that the move has certainly allowed me to spread out and show my inventory better,&#8221; Russell says. While she&#8217;s waiting on the official word from her accountant, Russell has a hunch that her move paid off.\u00a0 &#8220;This is the end of my first year here,&#8221; she says, &#8220;but I\u2019ve certainly more than doubled my business in just making that move.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As part of our weekly \u201cGetting By, Getting Ahead\u201d series, StateImpact is traveling across New Hampshire, gathering personal stories from the people behind the economy.\u00a0 In our fourth installment, we visit a bustling boutique in the Seacoast region. _____ Walk down Market Street in downtown Portsmouth, and you\u2019ll see clothing boutiques, a kitchen store, a [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":10363,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[51],"tags":[337,516,514,508,502,499],"acf":[],"_links":{"self":[{"href":"https:\/\/stateimpact.npr.org\/new-hampshire\/wp-json\/wp\/v2\/posts\/10326"}],"collection":[{"href":"https:\/\/stateimpact.npr.org\/new-hampshire\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/stateimpact.npr.org\/new-hampshire\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/stateimpact.npr.org\/new-hampshire\/wp-json\/wp\/v2\/users\/28"}],"replies":[{"embeddable":true,"href":"https:\/\/stateimpact.npr.org\/new-hampshire\/wp-json\/wp\/v2\/comments?post=10326"}],"version-history":[{"count":0,"href":"https:\/\/stateimpact.npr.org\/new-hampshire\/wp-json\/wp\/v2\/posts\/10326\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/stateimpact.npr.org\/new-hampshire\/wp-json\/wp\/v2\/media\/10363"}],"wp:attachment":[{"href":"https:\/\/stateimpact.npr.org\/new-hampshire\/wp-json\/wp\/v2\/media?parent=10326"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/stateimpact.npr.org\/new-hampshire\/wp-json\/wp\/v2\/categories?post=10326"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/stateimpact.npr.org\/new-hampshire\/wp-json\/wp\/v2\/tags?post=10326"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}