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Business & Tech

Owner of The Berry Patch Enjoys New Profitability, Values Downtown Shoppers

Gift shop's prime location plus specialty toys, artwork, jewelry, and handmade items from local artisans help business thrive at The Berry Patch.

Liz Gaouette’s answer to the question of how business has been affected by the downturned economy of the past four years may sound different than many small business owners’ responses.

“Anything is better!” said the owner of at 350-A Main St.

“I don’t remember the good old days so my expectations might not be as high.”

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That’s because Gaouette, a Livermore resident and longtime supporter of downtown Pleasanton, purchased The Berry Patch in June 2008.

As the third owner of the business, which first opened in 1994, Gaouette immediately realized she needed a bigger presence downtown. So within a year of owning the store, she moved The Berry Patch from its original location at 63 W. Angela to the prime location at the corner of Main and West Angela.

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The location previously housed specialty toy store G.R. Doodlebug and , which moved to 670 Main several years ago.

While the works of local craftspeople and artisans has always remained at the heart of The Berry Patch, Gaouette realized soon after going into business that offering only handmade crafts would not allow her store to be profitable.

“I’m a crafter,” she said.

“I’ve been a crafter my whole life. So, I want to provide a place where they can sell what they make. I don’t want to make money off crafters.”

Her space rental fees and/or percentage of sales she collects from crafters, therefore, are low.

When she purchased The Berry Patch, nearly 95 percent of the offerings for sale were from local artisans and crafters. Offering other retail, she said, brings in more foot traffic.

Gaouette also entered the toy business.

“People kept coming in saying ‘Are there toys here?’” said Gaouette. “I want to keep people downtown so I started lightly adding toys (last year).”

Specialty toy products, which now comprise nearly a third of her merchandise, include several selections from the popular Melissa & Doug line plus puzzles and games, a selection of wooden race cars, arts and craft sets, and stuffed animals. While the toys at the store currently cater to children ages 2-8, Gaouette is experimenting with some ‘tween items, including a line of small purses designed in the style of Converse sneakers.

“We’re always looking for good toys for boys, too.”

Other items for babies and children include baby clothing and doll clothing sized to fit American Girl dolls as well as hair clips and children’s jewelry.

Jewelry and other "bling" for women, along with unique handbags and accessories are popular, as are works of art – both locally crafted and retail.

“Part of our charm is that we’re a family owned business,” said Gaouette, noting that “We’re boutique-y and we have a lot of regulars.”

Gaouette values her customers’ support of downtown businesses.

“I’m thrilled to see that of the street side storefronts are full,” she said.

“And I’m glad they stopped banks from taking (more) space on Main Street,” she said about a recent City Council decision to limit banks downtown.

One of the greatest joys for Gaouette is to hear that shoppers at The Berry Patch are coming not only to her store but to other downtown businesses before visiting the mall or the larger stores.

“People are walking up and down our downtown streets with shopping bags in their hands.”

Having recently achieved profitability, Gaouette beamed when speaking of the foot traffic she sees during weekday lunch times, the Saturday farmer’s market and this year’s delightful springtime.

“Good weather brings customers!” she said.

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