 |
“Real
Retailer” is a monthly feature where we discuss industry strategies,
trends, happenings, or just about anything relevant with toy and
hobby retailers across the country. If you have something interesting
to say and would like to be featured here, by all means tell us!
Please contact press@toydirectory.com
 Real
Retailer
By
Karen Mendez Smith
February
1, 2003
Store
Name: The Enchanted Forest
Store Location: 85 Mercer Street, New York, NY 10012
Store Number: (212) 925-6677
Once
upon a time
Like a great children’s book, The Enchanted Forest
evokes a place just this side of memory. Even before the door closes
and the sounds of SoHo traffic fade away, you sense that you are entering
an extraordinary place. Stuffed with hand-crafted toys, books and
treasures of every description, the store is the gold standard in
every detail.
Enchanted
Forest's storefront |
The
bridge to anywhere
Each section is its own little universe, with a huge live tree in
the front room to add to the fantasy atmosphere. Upstairs, where younger
children’s toys and storybooks abide, a bridge inhabited by
puppets leads from the land of plush animals into "The Tree House,"
completing the illusion that you are anywhere but smack in the middle
of lower Manhattan.
The key
to the kingdom
An independent store since 1984, Michelle Beshaw, Manager, attributes
the store’s success to owner David Wallace. “I think
the spirit of the place starts at the top,” she said. “If
people are treated well, they will give all they can.” Having
a diverse inventory also helps. “We all get to do a little
of everything from stock to display to working the floor. That keeps
things interesting, and because everyone has equal responsibility;
it just creates a harmonious flow.”
An
artistic aura
Enchanted Forest is open all but four days a year, and every day
is a special occasion, with events such as artists’ exhibitions
and group showings like "The Dog Days of Summer." The
staff itself is an eclectic mix of authors, actors, and painters.
Some, like Michelle, are professional puppeteers. Each is actively
involved in discovering new talent to bring into the store. “It’s
so much fun to find a new artist that we can represent,” she
says. “We’re allowed to take risks. That’s a real
luxury these days, but it also says a lot about who we are.”
Lo-tech
lives on
The Internet seems not yet to be imagined (or necessary) in this
rich tapestry of stories, characters and classic toys from childhood.
“We’ve been on the Web for a few years,” Michelle
said. “But selling online has not been a particularly great
boon. We have a catalog, and really we’re focused primarily
on the store.”
Romance
and chivalry prevail
That focus shows in everything they do. “One of our employees
recently held her wedding here. On her license, the place of marriage
is listed as, "The Enchanted Forest." What could be more
romantic than that?”
Writer's
Bio: Karen Mendez Smith has been involved in children's
media for over twenty years as a literary agent, writer, and creator
of animated television and film. Co-founder of Satori Organics and
M/Path Press, she is a parent to eight children and five incredible
grandchildren (and counting).
|
|
