THREE RIVERS – In a recent visit to St. Joseph County, Jack Schultz, best-selling author of “Boomtown USA, The 7 ½ Keys to Big Success in Small Towns, discussed how entrepreneurial attitudes and creating a unique niche contribute to healthy commerce.

Schultz said look deeply into any prospering small town and there will be an entrepreneurial spirit manifesting itself in any number of ways.

Three Rivers is a town with that spirit.

With the encouragement of the Downtown Development Authority, Meyer Ventures and private investment, three particular businesses are making distinctive statements.

James Sherman Salon

Upon entering the James Sherman Salon, patrons are greeted by warm colors, artistic vases, an ornate tin ceiling and marble-patterned walls. After meeting Jim, the salon’s 34-year old namesake, one may realize the ambiance is a personal extension of the proprietor himself.

“It’s always been my dream to own a salon,” Sherman said. “I started in Three Rivers about 2 ½ years ago. I worked in downtown Kalamazoo previously but was a Three Rivers native.”

Sherman was partial to his hometown. He realized there was a market here for his unique style as evidenced by the number of clients who drove up to Kalamazoo from Three Rivers to partake of his services. He set to work to find a location downtown and purchased the building at 40 N. Main Street.

“We gutted the apartments and renovated them in the last year,” he said. “We did all the renovations ourselves – in the salon, too. It’s been fun, a lot of work, but fun, too.”

Sherman also added a pedicure throne during his remodeling.

“My overall goal is to make the salon experience here relaxing and pampering,” he said. “Our slogan is escape to your total indulgence.”

Pristine Portraits

Across the street in the newly remodeled storefront of Pristine Portraits, the front windows are filled with Victorian props for use in the portrait settings and examples of photographic works line the walls.

The subjects are caught expressing elation, conveying love and granting access to their inner thoughts. The pictures create a mood.  They tell a story. They capture a moment.

“We love it when it takes someone forever to order their pictures,” owner Mindy Stuart said. “We feel we’re doing it right when it’s a tough decision.”

Pristine Portraits evolved from Mindy and Bob Stuart’s desire to work at something they could do together. The business began in their Centreville home 3 ½ years ago, moved to a house on Portage Avenue in Three Rivers and to it’s new location on N. Main St.

Mindy said most of their skills are self taught through reading numerous books and getting the advice of friends who own a couple studios. The successful results are a culmination of teamwork as the couple’s talents complement each other. Bob handles the technical aspect, while Mindy oversees the artistic details.

The photos incorporate unique color applications and verses juxtaposed with the image.

“Everything is digital and we touch it up on the computer,” Mindy said. “We can change the image to black and white or brown tones. Or, we can do black and white with color on just one object.”

Mindy says they try to make it really personal.

“We’re not big enough to sacrifice even one customer,” she said. “We work on it until the customer is happy.”

UniQ

Standing among the calla lilies, ornate gilt mirrors, shimmering glass displays and chandeliers, a customer exclaims over the beauty of UniQ’s decor to owner, Doug Mitchell and his partner, LaLaesha Black.

Mitchell explains he aims for the same reaction in each piece of jewelry they sell.

“Jewelry is an outlet for oneself,” Mitchell said. “Each of us is our own unique individual, so we try to bring that out with gems.”

Mitchell and Black are both designers and 75% of the pieces in their store are a reflection of their creativity.

“I had a studio out of my home in Kalamazoo for the last 10 years,” Mitchell said. “Every year the business has grown. I did a lot of shows, which is how LaLaesha and I hooked up and became partners.”

It became evident the pair would need a retail storefront and LaLaesha found the location being offered by Meyer Ventures at 33 N. Main.

“The space spoke to us,” Mitchell said.

Now the store is speaking to numerous patrons.

“Everybody that walks in here can afford something,” Mitchell said. “Prices start at 15 dollars and go to the limitations of your imagination and wallet. We think of our jewelry as affordable, wearable art.”

Taking care of business

Jack Schultz said good entrepreneurs know what is necessary to take care of their own business and pour all their energy into those efforts.

Jim Sherman echoes this sentiment.

“I take appointments from 7 a.m. to 7 p.m. four days a week. I put in long, hard days,” he said. “On non-appointment days, I do the renovations and all the things that go into a small business. I put in at least 60 hours per week. But, it’s so rewarding for me to see the business grow.”

Mitchell agrees.

“Just because the store closes at 6 p.m. doesn’t mean the work is done,” he said. “When I get discouraged I say this is where I want to be, this is what I want to do. Keeping the focus is vital to success.”

Building a brand and branding a town

Schultz defines a brand as a vehicle to distinguish a product, company or person from the crowd. It’s a personal message that promises something. He asserts branding can also be done for towns, too. It sets them apart by giving the region, state or even the nation notice of what it’s about and what it offers. A brand is a town’s calling card.

Businesses such as Sherman’s, Mitchell’s and Stuart’s are crafting a creative, high personal service brand for downtown Three Rivers.

“This can be an amazing downtown,” Mitchell said. “We’re excited to be at the start of that.”

Sherman remembers the downtown Three Rivers of his childhood.

“Downtown is different than it was before,” he said. “A big inspiration for me is Tom Meyer and the way he renovates his buildings. If I can get close to his look on the outside, then that’s another step. And, then if somebody down the street does it…”

Sherman lets the sentence trail off and leaves the possibilities to the imagination.