Sometimes, the best way to "win" is to reinvent the game. That's what Jere Gettle did, a couple of years ago, when he created The Seed Bank in Petaluma, Calif.
After finding a 1920s vintage building for rent, replete with an elegantly curved facade and topped by an elaborate classical balustrade, Gettle knew he had the perfect locale for his new garden gift store. He had already built the Baker Creek Heirloom Seed Company into a thriving business. Now, after landing the new location for his gift store, he had the perfect place to market his organic seeds and all manner of products designed to help them reach fruition.
He started creating a buzz around his new business home when he brought in Amish workers in plain clothing and tradtional hats to help him set up shop. Then he added some old-style signage. When the doors to The Seed Bank opened in 2009, he had crafted the ultimate "hey, let's check out that place!" place in an area that was already drawing tourists visiting the wine country. The store became a big draw quickly.
"I want customers to feel they're stepping back in time, getting back to the land," Gettle said. "Everyone's been really positive. They're really excited to have these seeds in the area. When you're in here, it feels like being outdoors."
And when you leave there, you've probably made a few purchases. Cha-ching!
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