WNY Women
The women behind the storefronts
By Catherine Young
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What does it take to be a businesswoman? How does a concept turn into a business plan, funding, interior design, signage, and merchandise displayed to lure customers? It is not instantaneous. It’s a process that requires research, planning, and an above-average faith that consumers in Buffalo want better, more sophisticated purchasing options.
Getting started
The Globe Market at 762 Elmwood has been one of Elmwood’s most exciting success stories in recent years. Offering fresh prepared foods, soups, salads, and sandwiches—not to mention beguiling gourmet treats—the sunny and spacious spot is always packed. “It took a year and a half of planning,” says co-owner Lisa Sleight-Hennig. “We went out to California and New York together to do research.” Sleight-Hennig, originally from North Buffalo, had recently moved back after eighteen years in the Bay Area. “We developed the name the Globe Market on the airplane to California because we wanted it to embrace all cuisines … We didn’t want it to be just another Italian market.” Sleight-Hennig and her business partner, Amy McCarthy, met while working on an auction at their children’s school. As it turned out, both had extensive experience in food and retail and had been mulling over the idea of starting a business. After eight years out of the workplace to be with her four children, McCarthy decided that “if I was going to go back to work and work as hard as I did before I took the time off, it was going to be for myself.”
The decision to start a business was slightly different for Molly Hill-Campagna, who opened Quill’s Apothecary seven years ago. “When it came time to decide about graduate school I’d just had enough of school and I felt compelled to work for myself.” Originally specializing in high-end skincare products, when Hill-Campagna moved across the street to a larger space at 799 Elmwood, she expanded her offerings to include fantastic lingerie, bathrobes, and pajamas. “I wanted to do something that was fun but also met a need. There was no place in the city to get make-up and cosmetics that wasn’t a drugstore. And I didn’t think you should have to schlep out to the suburbs for some face moisturizer if you aren’t a drugstore type girl.”
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Mathis admits to being somewhat hesitant about starting a boutique of designer apparel in a city known for its pragmatism as well as a certain sweatshirt aesthetic. But she was also aware that there were fashion-conscious women who knew designer lines and traveled to Toronto and New York to do their shopping, and she wanted to be able to offer them something. “The idea came to me as a consumer,” Mathis says. “Nobody was addressing upscale contemporary clothing.”
Sue Marfino, the owner of Shoefly at 822 Elmwood, echoes Mathis’ comments. “I really am my customer. I want to stock shoes that, when you wear them, you get a compliment.” Shoefly stocks trendy brands in both men’s and women’s shoes. For Marfino, Shoefly has been a “learning by doing” experience. “I actually started it on a shoestring budget, I opened my doors before I was fully stocked…it makes me laugh when I think back on it. You’re creating rules as you go. The things I was good at and had formal training in helped a lot, but there were all sorts of things that you never even think about until you do it. Signage, interior decorating … but in the end it all sort of came together.”
Location, location, location
“I grew up in Eggertsville and used to come visit my grandparents on Richmond Ave. and I would marvel at the stores on Elmwood,” says Marfino, discussing the store as a lifelong dream of hers. For these businesswomen there has been a great synergy to the way the area has improved in recent years. All the women live in the Elmwood Village, so they are committed to seeing it thrive. Says Mathis, “I did look at Williamsville … but I live in this area, so it just made sense to be in the city. I saw the potential here. A lot has happened since I started, with the Co-Op and the building at Auburn.” For Hill-Campagna, there was no question about where her shop should be. “I always knew I wanted to be on Elmwood. It’s definitely improved since I started. ... If the mall can survive with 200 clothing stores, people are out there spending money.” For Mathis, she sees Elmwood “turning into a destination” for out-of-towners and suburbanites.
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Family faith
Where does the courage and ambition to start a new business come from? In almost every case, these businesswomen come from families of business owners who taught by example. Sleight-Hennig says she always had an entrepreneurial spirit: “I always had businesses! I think when I was nine I sold grapes out of a wagon. Then I started a daycare when I was eleven.”
“I’ve known since I was young that I wanted to own my own business. My mother had a business in Canada, so it seemed like something normal to do,” comments McCarthy. Mathis and Hill-Campagna both cite having family members with small businesses as significant to making the endeavor seem feasible. Family also provided essential financial support.
“When I got approved for a loan, it wasn’t a really good deal and my mom said ‘Don’t take that loan!’ So, I was in the fortunate position to have help from my family. That’s common in this area—that families have helped get small businesses going, and I don’t think there’s any shame in that at all.” says Hill-Campagna. Marfino and Mathis also had “investments from the bank of family and friends” as Mathis called it.
“As much talk as there is out there about programs for women, we didn’t see a thing” says McCarthy. “Everyone kept saying ‘oh, wonderful! There are so many programs out there for women!’ but we didn’t get anything.” According to Mathis, “I don’t know who is getting these programs. I went after a lot that was out there because I went through the Small Business Development Center at Buff State ... but nothing ever panned out.”
For Marfino, it was more convenient to create her own path: “It was easier and faster to use a combination of savings and family investment.”
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Despite this assistance from family, each businesswoman makes it clear that it is her own “sweat equity” that ultimately made the business possible. Each has had to fight stereotypes about shops started by “bored housewives” or “poor little rich girls.” Proving themselves to suppliers and even customers was a challenge. “In the beginning when people came in they were like ‘Oh, is this your store?’ and they would be shocked. But I don’t know if it was because I’m young, or black, or female … it could be any reason,” observes Mathis. “People think I’m the shopgirl, and then when they find out I’m the owner they treat me differently.”
“I think it speaks volumes about what kind of person they are,” says Hill-Campagna. “And now that my mother and I have purchased Solid Grounds (a coffee shop at 431 Elmwood) people keep saying ‘Oh my god! How are you going to run two businesses?” Marfino has had a variety of reactions as well. “One woman told me to tell my boss we need air conditioning.”
For the Globe Market, food service provides its own challenges. “Almost all our sales reps are men. There’s always that issue of being taken seriously and showing that you know what you’re doing,” says Sleight-Hennig. “This type of business is very, very service oriented. Typically, it’s hard to find men who want to give that much. It’s like ‘come into my home and let me entertain you and have a good experience.’ I think women really nurture their businesses more.”
Sisterhood is powerful
The fact that these businesswomen know and support each other makes a substantial difference. “It is like a sisterhood,” says Mathis. “We support each other emotionally and professionally. We have the keys to each other’s stores, we’ll pick up deliveries for each other if someone is out. Just this morning I opened Spoiled Rotten [a fun gift shop across the street at 831 Elmwood] and let in an employee because the owner could not be there.”
The city of Buffalo benefits from the vision and work of these businesswomen. None of them knew what to expect when they first opened their doors on Elmwood Avenue. Shoefly’s Marfino sums it up: “I created my dream job and it’s exceeding all my expectations.”
Catherine Young is a writer and artist living in Buffalo.
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