Business Spotlight: Renaissance Books and Gifts

by Kris Ann Hegle

SBJ Contributing Writer

sbj@sbj.net

It takes a lot of nerve and energy for people who work full-time to start a new business. But that's exactly what Elaine Hines and her former business partner Paula Gott did in 1984 when they founded Renaissance Books and Gifts.

Hines and Gott ran Renaissance Books and Gifts by day and worked separate evening jobs.

"I think I must have been sleepwalking some of the time, particularly when I worked the graveyard shift at the post office," said Hines and laughed. "I'd spend most of the night unloading trucks filled with these big sacks of mail, and then I'd come into the store."

During her late teens and early 20s, Hines often traveled to Eureka Springs, Ark., where she would spend the day wandering through bookstores and craft shops. Before long, she began thinking about opening her own bookstore, and she began jotting down notes and ideas, which eventually evolved into a business plan.

"Those trips to Eureka Springs are what gave me my inspiration," she said.

When Renaissance Books and Gifts first opened on the corner of Grand and Jefferson streets, it spanned 800 square feet and primarily stocked books. The store also carried a small number of crafts and gifts, which it sold on consignment.

"We didn't have enough money back then to buy a lot of gifts and crafts, so we sold them on consignment," Hines said.

In 1986, the store's focus began to shift. Hines bought out Gott's share of the business, quit her job at the post office and went to work full-time at the store. She also relocated the store to 1337 E. Montclair St. and obtained a loan from the U.S. Small Business Administration, which allowed her to buy and stock more gifts, crafts and collectibles.

Now, shoppers who visit Renaissance Books and Gifts can find a wide variety of interesting and unusual gifts, crafts and collectibles, including jewelry, clothing, candles, incense, tarot cards, wind chimes, statues, mirrors, stained glass artwork and therapeutic stones and crystals.

The store's book selection is geared towards those who are interested in developing and nurturing the mind, body and spirit. In the space of 10 feet, customers can find books on religions ranging from Christianity to Buddhism. Shoppers also can find books on yoga, tai chi, QiGong, and other programs that stress mind-body coordination, as well as a wide selection of Native American books, crafts and collectibles.

When Renaissance Books and Gifts first relocated to 1137 E. Montclair Ave., the store spanned 1,000 square feet. As business increased, Hines expanded and the store eventually grew to 3,000 square feet.

In July 2002, Renaissance Books and Gifts moved into 3,200 square feet of retail space at 3061 S. Fremont Ave., a half-block away from its former location. Shortly after the move, Hines noticed an increase in business.

"I made the move because we needed more parking," she said. "A lot of people drive down Fremont, though, and it's really increased our visibility."

Although Renaissance Books and Gifts' new location has helped it attract more drive-by customers, Hines said most people learn about the store from a friend, family member or co-worker who has shopped there before. Hines said she is in the process of compiling a mailing list, which will allow her to reach her customers directly.

Like many small-business owners, Hines has faced her share of challenges. In addition to working full-time the first two years the store was open, Hines endured two after-hours robberies in 1993, which prompted her to beef up store security.

"I won't go into the details, but let's just say the security plan and security system I have are extremely effective," she said. "I haven't had any problems since."

She's also has faced increased competition from national chains, which have opened large bookstores in Springfield within the past few years. In response, Hines increased her selection of gifts, crafts and collectibles, which has allowed her to maintain a strong sales base.

Her greatest challenge came in 1998, however, when she was diagnosed with ovarian cancer. Surgery and chemotherapy took their toll, leaving Hines unable to work.

"I didn't work for about a year," she said. "The employees did everything. They really are my most important resource."

Renaissance Books and Gifts currently has six full-time and two part-time employees, who operate the store from 10 a.m. to 7 p.m. Monday through Saturday and noon to 5 p.m. on Sunday. Hines, meanwhile, spends most of her time keeping the books and managing the inventory.

"I didn't have any retail experience when I opened the store, and I just sort of made things up as I went along," she said. "I think the experience I have as a bookkeeper has probably proven to be my greatest asset."

Although Hines doesn't plan to change Renaissance Books and Gifts, she still works hard at "keeping things from getting stale." She has a number of vendors who help keep her informed about trends and new products in the gift and book industries. Hines believes gift, craft and collectible sales will continue to account for the majority of the store's business in the coming years.