Five Vienna businesses closed down in June – Extreme Pizza, Johnny’s Pizza, Lili the First, Out-of-Sight Wines, and The Artful Gift Shop. Some of the out-of-business shops were relatively-new to Vienna; some, like Johnny’s Pizza and The Artful Gift Shop, were community old-timers, and their closing is mourned by many local residents. The Artful Gift Shop proprietor, Peggy James, is one of the town’s most recognizable, visible, and loved business owners, yet, not even James’ affable personality and business acumen could turn the shop into profitability.
“Despite my desire and efforts for the shop to succeed and be profitable, the handcrafts market just did not support me financially on its own,” James said. “I’ve taken on a multiple of jobs to produce enough revenue to do so. It became clear after Christmas that I needed to change direction.”
THE ARTFUL GIFT SHOP was a unique resource in the Vienna area. The shop sold handcrafts made by Northern Virginia artisans, from jewelry to artwork, handknit hats and scarves, to whimsical animal-faced clocks. Tucked away in a lower-level, people passing by were caught by the cottage-like façade. Inside, shoppers were greeted by James or her brother.
In 2013, James received the Carole Wolfand Community Service Award from the Town of Vienna.
“I have thoroughly enjoyed owning and running The Artful,” said James, who bought the shop six years ago from its founder. “It has introduced me to the most amazing community, opportunities, and people.” Although the store’s lease was not yet up, the shop’s departure gives needed space to the church offices next door.
James intends to remain active and enthusiastic in Vienna’s business community, promoting local businesses and town events in her role as Vienna Business Association Executive Director and as fundraising representative to Vienna’s Department of Parks and Recreation. Vienna’s newest public event, already sold out, is an Evening in White in September.
“I will continue to be an advocate for small business in the Town of Vienna,” said James. “We need to make the community aware of the existence and the importance of the many great local businesses in our town. Without support, a business dies.”
James is retaining the shop’s name and plans on running craft shows quarterly to benefit local nonprofits. Her first fundraiser under The Artful Gift Shop banner will be in November on behalf of Vienna Idol and the Khristin Kyllo Memorial Fund.
“When you spend your money locally, the money stays in the community,” James said. It does not go to strangers at corporate headquarters somewhere, answering to stockholders.
When James unlocked the shop’s door on June 27, it was the last day the shop would open for business. That did not stop the steady stream of friends and shoppers who stopped by the following day as James packed up. Although she was not “open for business,” she continued to sell throughout her “closed” day. The final week that The Artful Gift Shop was open was “very emotional” and “bittersweet” for James. “I’m excited about new opportunities but overcome by the outpouring of community support,” James said. “It’s very sad to close the shop, but, I was very touched by all the wonderful customers who came in and told me how sorry they were to see us closing.”
LOCALLY-OWNED BUSINESSES are the places families and students turn to when they need raffle prizes or auction items for fundraisers. They are the ones who sponsor community events in partnership with towns or who sponsor youth athletic teams. James’ mission in her new roles will be much as it is today … promoting the value and impact small local businesses have on a community.
James frequently sponsored benefits on behalf of Homeless Animal Rescue Team and her shop was a community go-to business when people sought out merchandise donations.
From a corporate financial manager to business owner, James experienced a change of trajectory that expanded her horizon.
“I would like people to know how much the shop changed my life,” said James.” It was truly a life-altering experience.”