All the Right Moves: Independent Retailers Can Find Success in Large Shopping Malls

By Melodie Little
The Spokesman-Review 09/24/2006

Jeff and Linda Ball have made a business of telling people's life stories. The husband-and-wife entrepreneurs sell Italian charms -- tiny rectangles that fit together into bracelets to reflect a person's tastes and passions. Over a year ago, tired of traveling the craft-show circuit, the couple paid $500 a month to rent a kiosk in Coeur d'Alene's Silver Lake Mall. Surrounded by giants like J.C. Penney and Sears, they focused on a niche product delivered with personalized service. Sales at Charm Depot took off. Their success led the Balls to consider upsizing the operation, and in April they moved Charm Depot into a 600-square-foot storefront at the mall. Although they pay about $1,500 a month all-in for the shop, the added space allowed the Christian storeowners to expand their selection of charms and add a line of gifts expressing their faith. Charm Depot is one of dozens of small local businesses finding a place among anchor and chain stores at area malls. Although independent stores don't play the role they once did as shopping center mainstays, retail experts say they offer a unique flavor that can incubate into something bigger.

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