The Ivy Trellis Inc Receives 2009 Best of Farmville Award 

U.S. Commerce Association’s Award Plaque Honors the Achievement

WASHINGTON D.C., June 8, 2009 -- The Ivy Trellis Inc has been selected for the 2009 Best of Farmville Award in the Gifts & Novelties category by the U.S. Commerce Association (USCA).

The USCA "Best of Local Business" Award Program recognizes outstanding local businesses throughout the country. Each year, the USCA identifies companies that they believe have achieved exceptional marketing success in their local community and business category. These are local companies that enhance the positive image of small business through service to their customers and community. 

Various sources of information were gathered and analyzed to choose the winners in each category. The 2009 USCA Award Program focused on quality, not quantity. Winners are determined based on the information gathered both internally by the USCA and data provided by third parties.

About U.S. Commerce Association (USCA)

U.S. Commerce Association (USCA) is a Washington D.C. based organization funded by local businesses operating in towns, large and small, across America. The purpose of USCA is to promote local business through public relations, marketing and advertising.

The USCA was established to recognize the best of local businesses in their community. Our organization works exclusively with local business owners, trade groups, professional associations, chambers of commerce and other business advertising and marketing groups. Our mission is to be an advocate for small and medium size businesses and business entrepreneurs across America.

SOURCE: U.S. Commerce Association
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'Divas' are a network for success
Entrepreneurs offer support in Farmville
by Kathryn Orth

(Richmond Times-Dispatch)

FARMVILLE - They call themselves the Downtown Divas, eight women who own and operate retail businesses on Farmville's Main Street.

For almost a year, the Divas have met for breakfast every Wednesday to trade ideas and advice. The group is part investment club and part book group, but mostly it is a business support group.

"We get to talk," said Sandy Henderson, who owns Rug Rats, a retail showroom for high-end carpeting. "When you're in business for yourself, you don't have anyone to talk to, so when anyone has a problem, we bring it up and say 'What do you think?'"

There is no planned agenda, just breakfast at a local restaurant and discussions of anything anybody wants to talk about, from personnel problems to taxes and merchandising ideas, or advice on juggling family and business responsibilities. The questions often seem surprisingly practical.

"Can I borrow some dishes? Everyday dishes, anything you want to sell," Rosa Mann of The Ivy Trellis asked Margaret Atkins, owner of Martin and Atkins Fine Jewelry, at a recent breakfast.

The Ivy Trellis had a new shipment of table linens, and Mann wanted the dishes to set off a display of Waverly placemats.

One of the first things the Divas did after organizing the group was to tour all the stores to become familiar with each others' inventory. They soon found that cross-merchandising among their stores worked well.

Carol Broadwater often borrows linens from The Ivy Trellis to add to furniture displays at her store, Amish Originals.

"We set a table with Rosa's linens and somebody bought the whole thing, the table and the linens," Broadwater said.

Diane Andrews and Annice Schuler carry Belle Pointe sweaters at their store, The Fashion Post. When Belle Pointe recently incorporated Christopher Radko designs, Andrews took a sweater to The Ivy Trellis to display among Mann's Christopher Radko Christmas ornaments.

While cross-merchandising on Main Street, the Divas also link their Web sites. Each store's Web site links to a Farmville site that features all the Divas' stores, as well as others nearby.

Most of the Divas have done well with Internet sales, Henderson said. "Oh, my, it's really amazing. I like the fact that we're in historic, small-town America, and doing business all over the country," she said.

The Internet has allowed the Divas to tap into markets they would not have had access to, Henderson said.

Mann estimates her Web site averages 120 hits a day, with about 40 percent of The Ivy Trellis's sales coming from the Internet. Mann has shipped linens and gift items as far away as Alaska and the Virgin Islands.

Caryn Kayton, of Caryn's Bridals, Formals and Tuxedos, shipped a designer wedding dress to a customer in Japan, where a local seamstress did the final fitting.

Henderson estimates 30 percent of her business is from Internet sales. She is working on expanding her Web site links to include antique shops and bed and breakfast inns in the area. "A lot of people fly into Farmville to shop, and people will often ask what else there is to do in the area."

The Divas also provide encouragement for each other in using the computer.

"We were dragged kicking and screaming into the world of computers," Andrews said. "The group helped us learn."

Schuler agreed. "The Web site, the computer in general. That's what I've gotten from this group."

The Divas credit Henderson with organizing the group, but they got their name from Chris Brochon, of radio station WFLO.

"He wrote something like that on a Christmas card one year, teasing me about being a Downtown Diva," Mann said. "We laughed about it and the name just stuck. Then when the group started getting together, I said this must be the Downtown Divas."

"I think I was watching Aretha Franklin on VH1 at the time," Brochon said with a laugh.

The Divas loved it when local investment counselor Kerby Moore gave the women glittery tiaras for Christmas as a joke, Atkins said.

But as much fun as the Divas have, they take the group seriously.

"This meeting is very important to me," Broadwater said. "I'm finally learning to run the business, instead of it running me. I couldn't have done it without the group."

"The single most important thing I have learned with the group was when we all read The E-Myth [Revisited by Michael E. Gerber] and learned 'working on your business, rather than in it.' We didn't have that concept," Kayton said.

"I like everyone's different viewpoints," Atkins said. "You can present one problem and get eight different takes on it." 
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From Magazine Article:
Textiles in Today's Market

Fun seasonal designs, creative textures and distinctive patterns combine to create new textiles that wow today’s consumers.

By Susan Wagner, Editor 


Ten Bears' Barcelona quilted place mats are reversible, with a design on one side and a solid color on the other. Both round and rectangle styles feature scalloped edges.
Soft goods, such as kitchen linens, quilts, pillows and rugs, are a staple in many home decor stores. Customers looking to add a little punch to their rooms often seek out colorful pillows or a nicely textured throw. And as the months change, these shoppers are on the lookout for new place mats or kitchen towels to update their home for the season. Consumers also turn to textiles for great housewarming gifts. It’s no wonder then that many retailers carry a strong selection of soft goods.

“We sell a ton of textiles, everything from small inexpensive hand/kitchen towels to king-sized coverlets,” say Barb and John O’Brien, proprietors of Good Old Days Country Shop in Williamson, New York. Good Old Days specializes in antiques, primitives and home furnishings and carries more than 10,000 items in its inventory. “We never get a lot of one kind, but we have a lot of various styles and colors to choose from,” they note.

When it comes to specific textile types, many retailers do well with table runners and kitchen towels. These often-inexpensive items are great ways for customers to update their decor without breaking the budget, and many homeowners have several of each textile item that they rotate with the seasons. Today’s consumer seems to favor runners over the traditional place mats of yesteryear. Table runners are versatile; they can be used not only on kitchen tables but also cabinets, sofa tables and other furniture pieces.

In addition to kitchen textiles, valances and accent rugs are other big sellers. At The Ivy Trellis in Farmville, Virginia, owner Rosa Mann displays about 15 to 20 different valances on a large wall and showcases other valances and drapes throughout the shop above and beside various vignettes. The Ivy Trellis makes all of its own window treatments. “We used to sell only ready-made items from lots of companies,” Mann says. “Through the years, most have closed or moved production overseas, so as business changed, we had to redefine our niche, so that’s when we started doing our own.” Producing its own textiles allows The Ivy Trellis to carry merchandise that isn’t available at every home decor store in the area.

At Susie’s Bittersweet Treasures in Rochester, New Hampshire, owner Susie Gordon says she does well with kitchen and bathroom textiles as well as bedroom items. “When I purchase a textile for the shop, I try to make it work for any room,” she notes. “For example, when I purchase a popular print, I will carry the valance, tiers, swags, panels and shower curtains as well as the dishcloths, tea towels, table runners and place mats. That way, it can be used in any room of the home.” Other retailers show their customers how textiles can be multipurpose, using throws as tablecloths, for example. And when it comes to displaying a large line of items, many retailers will show a few popular items and then have a swatch display or catalog available for customers to browse and request additional items.