Competing against giants like Wal-Mart and Target may seem like a daunting task, but a baby store in a small shopping plaza has found its niche.
Rattles and Rhymes, located at 112 Athens West Parkway, has grown into one of the largest baby stores in Northeast Georgia. The store was opened by Maxine Guerrera in 2002 after she saw the need for a baby store in Athens, according to store manager Christi Morris. Guerrera was unavailable for comment on this story.
Morris said the store has tripled in size since it opened and is considered one of the largest baby stores in Northeast Georgia both physically and financially.
“Our customers were asking for products we didn’t carry when we first opened,” Morris said. “So, being the only real baby store in Athens, it made sense for us to bring in more products and expand the store size.”
Like many businesses in the current economic situation, Rattles and Rhymes has earned less this year than it has in previous years. However, according to Morris, business has been affected only slightly.
“A baby is one thing you can’t postpone,” Morris said. “If you’re having a baby you will need to buy the products to take care of it and prepare for it. So, our customers are prepared for the economy.”
Morris believes that Rattles and Rhymes still finds success during the downturn in the economy because of the relationship they have with customers and the knowledge they possess concerning the store’s products.
“Most big retail stores have employees selling products that are just regular 9-5 type workers,” Morris said. “The difference with our employees is that we are very comfortable with our product and what it has to offer. We want a relationship with our customers because we really do care.”
Christopher Hanks, entrepreneurship director at the Terry College of Business, believes that the key to a successful business is the ability to adapt to new situations and not make excuses during tougher times.
“You want to play the cards you’re dealt,” Hanks said. “To have success, there should at least be one thing the business offers that is compelling, provocative, and that makes it unique. You never want to be a ‘me too’ business.”
Hanks refers to a quote by Jack Welch, former CEO and Chairman of General Electric, when it comes to running a business, “if you don’t have a competitive advantage, don’t compete.”
With a large product selection, employees with knowledge about the items they carry, and a strong desire to build a relationship with their customers, Rattles and Rhymes has found a competitive advantage.
It also helps that Rattles and Rhymes is the only real baby store in Athens.
Maura Snow, mother of two, has been coming to Rattles and Rhymes since she became pregnant with her first child three years ago. She said that she really loved the look of the store and was fully prepared for her baby after shopping there.
“I come here because they have almost everything I need,” Snow said. “This store is basically a one stop shop for me.”
Julie Fitzgibbons, mother of one, has recommended Rattles and Rhymes to many of her friends after having great experiences as a customer in the store.
“The employees there really do their best to take care of you,” Fitzgibbons said. “The focus was always on me, my satisfaction, and anything they could do to make that time in my life as easy as possible.”
Edited by William Moore
This story is significantly improved. The two sources at the top offer a great deal of perspective -- first about the store itself, and then more broadly about how small businesses succeed. The customer comments at the bottom round the story out. Good job with the editing and revising process.
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