Retail Profile: Mary Sherwood Lake Living

Lake Gaston - Littleton, N.C.

Susan Dickenson -- Home Accents Today, 10/1/2008 12:00:00 AM

One Saturday afternoon this past August, Lake Gaston, N.C., retailer Mary Sherwood invited customers and friends to an in-store luncheon event. The purpose was to kick off a fall fund-raiser for O'Sail, a nonprofit organization that supports the arts and infrastructure of the Lake Gaston community, and to celebrate the shop's selection as one of Home Accents Today's 2008 Retail Stars.

In addition to selling home accents and design services, Mary Sherwood Lake Living is also the local destination for small gifts, and big parties.

The result was an impressive turnout, made more so by the fact that so many chose to spend a beautiful summer afternoon indoors at Mary Sherwood Lake Living instead of outdoors out on the water. Once inside, it was easy to see why. This was a real party — lots of people laughing and talking as they sampled a gourmet luncheon buffet, pondered an eye-catching display of raffle prizes and browsed the newest merchandise.

Much of the party talk was about the upcoming Oct. 25th Fall for the Arts fund-raiser, a lake tour of six locations that features local artisans and lots of gourmet delights and giveaways. But there were also conversations about family, neighbors, grandchildren, boats, health, water safety and recipes. And, according to those in attendance, that's pretty much the way it always is at Mary Sherwood Lake Living.

“Our store has become the place to meet and greet,” said owner and Norfolk native Mary Sherwood. “Because of the recreational aspect of the lake, lots of friends and family visit, and we have become one of their favorite shopping destinations.”

Sherwood with husband and business partner Paul Sherwood.

In-store events like this one held in August are always well attended by friends, local residents and new customers, thanks to a generous buffet, a strong fund-raising focus and a welcoming hostess and staff.

MSLL's average customer is 40 to 65 years of age, with a retirement or second home at the lake. From that group, Sherwood also culls the names of the mothers, daughters and granddaughters who shop the store. “We can pull up a name in our customer database and have anywhere from three to 10 family members listed.”

For many of the residents, Sherwood was their first point of contact, and the person who helped integrate them into the diverse lake community that blends relocators and visitors with Virginians and North Carolinians.

That diversity is reflected in the store's something-for-everyone mix of products, from resort wear to outdoor furniture to the perfect pair of bedside lamps. Eighty percent of the inventory is home accents, purchased at the High Point, Atlanta or New York markets with an occasional trip to the Philadelphia Buyers Market of American Craft.

Best-selling categories include wall decor, lamps and large mirrors, but Sherwood also carries a large selection of area rugs, decorative pillows, permanent botanicals, vases, sculptures, decorative candles and candleholders, tabletop, serveware and accent furniture. Price points range from $10 for small accessories to $2,500 for indoor and outdoor furniture pieces. 

Sherwood stocks a healthy selection of lake-themed and outdoor-living products, but her primary goal is to provide home decor and design services that enhance the relaxed, elegant lifestyle of the many residents that call Lake Gaston home.

“Outdoor living areas are really important for our area, those that are more practical in design to meet the rigors of offshore living and not as elaborately appointed as some magazines portray,” Sherwood said.

Slow movers are marked down at an annual July 4th sale, or occasionally grouped on small sale tables throughout the showroom.

“Our showroom is very eclectic, with a homey, casual, comfortable style,” she said. “And we are definitely not afraid of color.”

MSLL's main retail space includes an open kitchen that serves triple duty as a display for the store's cabinetry line, a backdrop for gourmet food products, kitchen gadgets and barware, and a food preparation area for special events and cooking demonstrations. Almost all of the accessories are merchandised in comfortable seating and dining nooks, with limited shelving.

Sherwood credits longtime employee, friend and design colleague, Patsy Cuthrell, for the store's look. “Patsy is a master of creative displays. She's taught us all about the visual effects of height, layering and cross merchandising.” But Cuthrell is just one of several talented employees that Sherwood said have contributed to the growth of her business.

“I've also had the opportunity to mentor several young women over the years that have gone on to pursue careers in the home furnishings industry,” Sherwood said. “And we have had wonderful summer interns who are completing degrees in interior design, marketing and merchandising and textile design. Our customers really miss them when school calls them back.”

Sherwood traded a career in nursing for one in interior design. As her staff grew, she outgrew her studio, moving from an 800-sq.-ft. room above a hair salon to a renovated gas station to the 3,600-sq.-ft. building that now houses her design business on one side and her retail business on the other.

"Over 20 years ago I went back to school to take a few interior design courses and loved it, but I never dreamed it would lead me down this path."

Sherwood's design career follows an earlier one in nursing. “Over 20 years ago I went back to school to take a few interior design courses and loved it, but I never dreamed it would lead me down this path,” she said. In 1987, she opened her first interior design studio, about 25 miles away in Roanoke Rapids, N.C. The shop was an 800-sq.-ft. room located upstairs from a busy hair salon, with about 200 square feet devoted to a “retail corner.”

“The owner of the shop would talk us up to her clients and suggest they visit our shop while they were waiting,” Sherwood said. “As our design staff grew, we outgrew our design studio. In 1990 we renovated an old abandoned gas station at the lake, complete with a bait pit, as our satellite office.”

A couple of years later, a local contractor talked Sherwood into taking the space adjacent to his office, MSLL's current location. “The lake had no retail stores at the time except for a new garden center,” she said. “Residential development was just breaking open and we felt it would be a good place to be.”

After many years spent in hospital administration, Sherwood's husband Paul is now on board as the business administrator. “It took him awhile to adjust to the formerly all-women business,” Mary Sherwood said. “He is now very comfortable facilitating the growth of our company and is pursuing our expansion into the Internet market.” He is also instrumental in O'Sail and hopes the group can raise enough in funds and matching grants to support a full-time lake patrol.

Sherwood said she loves working the floor on a busy Saturday and reconnecting with people who may only visit the store once a year during their summer vacation. But during the off season, especially the winter months, maintaining a steady flow of traffic is more of a challenge.

So she relies heavily on special events, about eight a year, to draw customers.

One of her more creative events was a “Knock a Hole in The Wall Party” in 2000. Up until then, MSLL occupied only half of its current space. When her business expanded to the entire building, the customers were invited to help break through the sheetrock to get to the new showroom — where the food was set up.

“The floors were bare concrete and the lighting was sparse, but the food and fun were fabulous,” Sherwood said. “The flower arrangements were made with brightly colored paint rollers and empty paint cans and everyone took home a souvenir hammer. That was probably one of our most creative events.”

Capitalizing on the small number of retail choices in the area, Mary Sherwood Lake Living also carries a small selection of carefully chosen hostess gifts, wine and gourmet food products, personal accessories, outdoor furniture and jewelry.