4 ways to use a down-home vibe to attract customers

A western suburb of Chicago with about 20,000 residents, Geneva, Ill., has a thriving downtown area that supports dozens of independent retail locations, restaurants and other small businesses. In fact, the city was recently spotlighted in Heart on Main Street‘s weekly series, Main Street Monday in sister publication Gifts & Decorative Accessories.

An incredibly unique element about the downtown area is that one of its main thoroughfares, 3rd Street, appears outwardly to be a mainly residential area. However,  it has been structured so that the houses along 3rd Street have been rezoned for commercial use. Signs outside the homes give nods to the former owners by being labeled things like “the Wright House” or “the Berry House” and listing which stores now occupy the home. This incredibly inventive structure allows Geneva to keep a residential feel to the area despite being filled with businesses. 

Window Theatrics

Graham’s Fine Chocolates is one business that takes advantage of this situation. The home this business occupies has large windows facing out towards the street. Instead of creating window displays, Graham’s has set up chocolate-making operations in this front window so passersby can get a behind-the-scenes look at what makes the shop unique. This creates an excellent experience for the community and pulls people off the street to come inside and taste the sweets.

Homey Traffic Patterns

Another store that took fantastic advantage of the residential turned-commercial situation is Cocoon, which has “10 rooms filled with treasures.” Cocoon calls itself a magical shop for home goods, quirky gifts, and one-of-a-kind finds, but the experience they have created for their customers sets them apart. The owners and staff of Cocoon have taken special care to merchandise each one of their 10 rooms as though you are exploring a home.

Looking for bath and body products? You’ll, of course, find them in the gorgeous second-floor bathroom. Kids’ items can be found in the bedroom set up to remind you of a child’s room. Looking for apparel? Come into the primary bedroom, which feels like you’re walking into a giant closet. Each room, from the living room to the foyer, is decorated with precisely what you’d expect to find. This setup creates an experience where you feel like you’re shopping at your friend’s home. There are no restrictions on which rooms you’re allowed to explore, and you’re free to touch (and purchase) anything you’d like.  

Merchandising with a Motto

Another 3rd Street business that I enjoyed was Denise’s Adornments. This mother-and-daughter-run clothing, jewelry, and home adornment store focuses on great merchandising and products of a neutral color palette. The merchandising style within Denise’s Adornments brings a warm, approachable feel to their store. They seamlessly blend products that range from winter wear and cowboy boots to Christian books and home décor. Their motto to create an atmosphere of love and peace is felt throughout the store.  

Celebrating Community

State Street is the other central area of downtown Geneva, and it feels more like your traditional downtown 3rd street. Here, you can find a unique store that reflects much of Geneva’s foundation as a community. A sizeable Swedish population initially settled in the area, and it still celebrates this with its Swedish Days festival in the summer. On State Street, you can find the Gift Box Scandinavian Imports, which has offered the residents of Geneva products to represent their heritage for over 75 years.  

Geneva, Ill., has a beautiful downtown area that has found ways to create a unique environment for residents and visitors alike. From creatively devised building structures to exceptional product offerings, Geneva brings freshness to the commercial sector, allowing its Main Street businesses to thrive.  

If you’d like your town to be featured in a Main Street Monday, email contact@heartonmainstreet.org.

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