Creative Spirits: Two Redheads and a Dream

IRONWOOD, MI - Thursday, February 20, 2008 - Yesterday, it was my pleasure to interview the owners of Creative Spirits, a rubber stamping and scrapbooking store, located in Downtown Ironwood. Becky Schwartz and Karen Ely are co-owners of the bustling business on the corner of Lowell and Frederick Streets. The building they occupy was originally Laird's Lumber Company, but most recently was the home of the Fabric Patch before they moved to McLeod Avenue.

The two redheads will be celebrating the start of their fourth year in business in July, and business is looking pretty good. "Saturday, 90% of our business was new people, which is wonderful!" said Becky.

"I'm just really, really tickled because the word is spreading. People come in that just happen to catch one of our billboards or something. Or they've heard about it from somebody else. So, they'll come in to check it out and then, `Well, we'll be back," and they are back. They do come back. They make a point of coming back. And then they tell somebody else." Karen explained, "We have people all over. Our newsletter goes from Alaska to Texas to Florida to all over. We just have people that interested in what we are doing and what we have here!"

Many customers have commented that the Creative Spirits store has a larger and better selection most similar stores in metropolitan areas. Such comments give the two ladies a real sense of accomplishment, pride and satisfaction.

OWNER'S BACKGROUNDS

Becky was born and raised in Morgantown, West Virginia. Her husband was from Bessemer, and they met while he was in the Marine Corps. The couple have three children, and one grandson, all of whom live out of the area. When her husband retired from the military, he wanted to move back to Bessemer. Becky was somewhat reluctant at first, but she told her husband she'd give it three years. One of her main concerns was the education of her children. She explained that the schools in Georgia, where they were living, were exceptional. She originally feared that her kids would have to settle for a somewhat substandard education in a small town like Bessemer.

As soon as they relocated here, Becky realized that her fears were unfounded. She explained that her daughter graduated from Michigan Tech with honors. "You can't get into a school like that unless you have a good basic education, and Bessemer did do it!" she said, "And I'm very happy that we moved up here – and we stayed! Because, I feel like it's part of my home now. It's not just my husband's home. It's mine too! The people here are wonderful!"

After moving to the area, and before buying the business, Becky worked at Indianhead at the reservation desk for 5 years, at the Medicine Shoppe Pharmacy for 6 years and at the Citizen's Bank. She has two and a half years of college under her belt. She wanted to be a teacher. She has no formal business education, however, she's worked in retail most of her adult life.

In addition to rubber stamping and scrapbooking, Becky enjoys bowling, BINGO, and traveling.

Karen is originally from southern Michigan, near South Haven. She has a teaching degree from Western Michigan University and was a downstate elementary teacher for twenty years. For a time she taught in a one-room school, with students from all grades, in California and she said she loved it! She thinks the old one-room school system is the best way to teach. She explained that many of the older kids took pride in assisting the younger kids with their homework.

In 1998, following her divorce, she moved to the Ironwood area. She chose Ironwood in order to be closer to her sister, Geri Sola – a long-time guidance counselor for the Ironwood Area Schools. Karen has two boys and four grandchildren. She loves rubber stamping, but also enjoys the great outdoors -- the woods and wildlife. Other hobbies  include swimming, fishing, and canoeing.

She believes that her love of nature and the outdoors drives her interest in creative stamping. Most of her work includes wildlife, Native American, nature, and outdoor scenes.

HOW THEY MET

The two ladies first met while taking rubber stamping classes at the Fabric Patch. Their teacher was Chris Hopkins, who passed away last year from a brain tumor. With tears in her eyes Karen described her friend and teacher, "Chris was a jewel. I mean, she had a heart as big as all outdoors. If you needed anything – I don't care what time of the day or night it was – if you called Chris and said `I need to talk!' `I need some company!' `I need a friend!' I mean, she was right there! Just right there!"

GOING INTO BUSINESS

It's one thing having a hobby. It's quite another to turn that hobby into a profitable business. I asked the ladies what made them decide to go into business.

"Well, the Fabric Patch quit carrying rubber stamps cause they were just busting out at the seems here. And they just had to stop. And it's like, there's no place to purchase it. There's no place to purchase scrapbooking supplies!"

So the girls put their heads together and they decided to open their own store. Neither of the them had any experience owning a business, although Becky worked in retail most of her adult life. "I knew what we wanted to do for our customer. We always welcome them when they walk in the door. If they've been here once or ten times – we're glad to see them. And we make sure we acknowledge them as soon as they walk in the door. That's very important to us. And that's what our customers say, you know, `You're friendly here! That's why we come!'"

BUSINESS BASICS 101

Becky said that some people go online attempting to get things cheaper, but they lack the personal contact and they can't return things if there is a problem. "So a lot of our customers say, `If you can't get it, then we will get it off the internet. But we'd rather come with you first!'" She went on to say they try to their best to cater to the needs of their customers. If a customer requests something the first time they stop in, more than likely they will find it the second time around.

Creative Spirits' prices are very competitive. Often customers say they've had to pay double elsewhere for what they charge for items. Becky explained that being scrapbookers and rubber stampers themselves, she and Karen know what they are willing and able pay for things. "We'd rather keep the prices at a fair amount that is conducive for people coming in to spend their money, and sell more product than to jack the price up and not sell very much because our prices would be too high. And around here, you have to keep your prices so that people can afford to come in, and they want to come in, because they know they can afford that!" Karen said.

The store's inventory is incredible! Karen and Becky say they try their hardest to keep up with the trends, in order to better suit their customers.

UP AND RUNNING

"The Fabric Patch was a big help to us. We went up to Joanne (Kuula) and said, `Help me!' And she was so supportive! She bought the Fabric Patch from Gerry (Wanink) and after Arlene passed on and Ruth passed on -- his mother-in-law -- and she was very supportive of us and she was very helpful. So, that was a big thing for us!" Becky explained.

The first order of business was to find a location. "What we wanted was a nice, homey, comfortable, welcoming store that's friendly..." Karen started. They looked at a couple of other places downtown and nothing was the right fit. "We called up Gerry and said, `What are you going to do with the building?' And he was absolutely wonderful to us. Absolutely wonderful! These counters here, came with the building! Of course, they already had the pegboard up. I mean he was just, `If you need this... I'll leave it!' He was great! He left us the desk..." Becky continued.

The girls offer classes in both scrapbooking and rubber stamping. Karen has a very popular "Stamps-scapes" class, which is a nature theme, every third Tuesday of the month until the summertime. They offer other theme classes such as Valentine's making class. They make wedding invitations. They have bridal, baby and wedding scrapbooking showers where everybody in the shower would make a page of the scrapbook. They've hosted children's birthdays. They have school classes tour the business. They also go to the loccal schools and area nursing homes and teach scrapbooking – free of charge. "It's our gift to our community. The schools don't have a lot of art anymore. And art's very important to me. My son's an artist. Art's important to Karen as well." Becky exclaimed.

They offer pre-made cards for just about every occasion. They can make a single card or hundreds. They will make up samples for the customer to choose from, and they can have them custom made to suit the customer's needs. They offer demonstrations of all the items, crafts and tools they sell. They sell stencils, lettering, stamps, papers, markers, cutters, and just about anything you can imagine that has to do with scapbooking and stamping.

According to the ladies, they have many local customers, but they get also have many customers from outside the Ironwood area. People come from all over on a regular basis -- Marquette, Ashland, Duluth, etc. During the winter months, many of their customers are wives of skiers that come in while their husbands and kids are out on the hills. Most of the locals stock up for the winter, but they are back in full force just about every spring! Summer brings in tourists and they have been very good for business. "It's really strange! We can have a very bad day outside – weather-wise – and the store will be busy!"

NO TURNING BACK

Asked if they would ever consider going back to a 9 to 5 job again, after being in business for themselves, both girls were quick to respond. "I'll never go back! No!" Becky jumped in, "I love it! And people come in and ask if I missed the bank. I tell them I miss the people. I miss the people I worked with because I love them dearly. But this is where I want to be. This is where I need to be! This is my passion!"

Karen said, "I miss teaching. I miss the kids. But now it's gotten to a point – it's gotten so much different from when I first started teaching – I'd butt heads with the administration, with the ideas they've come up with now! There's just too much of giving a kid a book and saying `We're going to cover this, this week!' And then the rest of the time the teacher is doing whatever the teacher is doing, and the kids on their own, you know. I like the relaxed atmosphere. My classrooms were always a relaxed atmosphere. I never tried putting a lot of pressure on the kids. You just don't get far when you start really putting too much pressure on. I really don't like pressure and stress!"

EMPLOYEES

Becky and Karen basically run the store by themselves. When they have shows and events that they need to attend out-of-town, they do have a reliable backup, however, Debra Emmerick, who tends to things in their absence.

WAS DOWNTOWN THE RIGHT CHOICE?

The girls are very happy they located downtown. I asked them if they believed they might have been even more successful had they located on the highway. Both of them agreed that they made a very good choice locating where they did. They believe the highway traffic could have actually hurt their business. Nobody likes weaving in and out of traffic, they reasoned. They went on to say that Ben Franklin is within walking distance, and they pointed out that the two businesses compliment and help each other.

Karen says the atmosphere on the highway isn't the same as the downtown. Most of the buildings on the highway are your "standard highway" buildings, she explained. She believes the downtown has more character and is more inviting than the highway and she says it's a more relaxed atmosphere here. "We know if they find us downtown, it's because they were looking for us!" Karen pointed out.

"Downtown is beautiful! It really is beautiful. The Pocket Park, I used to go up there and have my lunch! Even though there would be traffic going by, you couldn't hear them! It was just so nice. I'd sit there by the water and relax." Becky said.

"I like the rural atmosphere. And I don't mean so much the rustic, because we're not. We still have all the amenities and things that you need for indoor plumbing. But, I think I just like not so much traffic, and the people, for the most part, are friendly. I mean, you can walk down the street and say hello and their not suspicious because you said hi to them or you wave at them. The atmosphere is here to be friendly and a warm community. And I can see that potential."

Creative Spirits is one of the downtown businesses that is taking part in the second phase of the City of Ironwood's Facade Grant Program. The owners are very excited to be participating in the program, and they believe the program will be a big benefit to their business. They are very grateful to the City of Ironwood, Pat Merrill, and the DIDA (Downtown Ironwood Development Authority) for their efforts to help improve their business.

ROOM FOR IMPROVEMENT

Although both girls are very happy with their decision to locate downtown, they do believe there is much room for improvement. Karen compared Ironwood to Hurley and other area communities. "This town needs to build itself back up. I mean, Hurley did! Hurley is a bustling little town now that they made their improvements. Why can't we do improvements like that here in Ironwood? I mean, where are the Christmas decorations? We don't even have them on Highway 2! When you've got small, little towns – smaller towns, Ewen, Trout Creek, any of them along Highway 28! They've got decorations hanging out on the light posts! Where are ours? We don't have anything! There's nothing! Nothing making this community say `We're friendly. Come on in! You're welcome!'"

They suggested moving the Hiawatha statue next to the Depot Museum and Chamber of Commerce. They said many people have a very hard time finding it. They recommended bike trails throughout town like many other communities have done. They pointed out that the downtown has some beautiful parks, and they would like to see them utilized and emphasized more than they are. Karen was quick to point out, "These are only suggestions for improvement. It's not that we are badmouthing anybody or anything like that."

"I used to be on the road a lot delivering llamas and stuff..." Karen began. "Okay, wait now! You just threw something at me here!" I interrupted. I'm very green as a reporter/interviewer, and I wasn't expecting to hear what I had just heard. We were talking about ideas to improve the City, and out of nowhere Karen starts talking about delivering llamas!

"When I was in California, we raised llamas. We had a ranch – a forty acre ranch. And I used to transport them for people." She explained that she traveled all throughout the United States and her point was that many communities she's been to had signs out on the highways listing the businesses that were in their downtowns. "I think it would be nice, on something like that, if they had a sign that said `Downtown' that listed all of the businesses that were downtown!"

NEW DEVELOPMENTS

I asked the ladies if they believed the new developments on the highway and in the township would affect their business. They were quite confident that neither Wal-Mart nor Walgreens would harm their business in anyway. Neither store sells the niche items they sell. In fact, they both believe that the increase in traffic flow – more people passing by their billboards – can only be a good thing for their shop.

Becky fondly remembers when their first customer from Marquette, and their first customer from Houghton. Escanaba! Both ladies were both excited! "We are the largest rubber stamp store in the U.P. And I think we are basically the largest scrapbooking store in the U.P. And we're proud of that!" Becky beamed.

ABOUT THE BUSINESS

The Creative Spirits store has a preferred customer card that rewards people that patronize their business. They also have drawings regularly and they give custom rewards to the winners of the drawings. Scrapbookers will get something related to scapbooking should they win the drawing, and stampers will get something that relates to stamping. Stampers are generally scrapbookers, but scrapbookers aren't usually stampers, Becky explains, but they are trying get more scrapbookers into stamping.

"It's a creative outlet and we cater to both (scrapbookers and stampers)." Becky explains. Karen said that many times people stop in and work on their projects and use our tools, etc. and there is no charge whatsoever. Most the time there's a fresh pot of coffee brewing, and the crafting becomes a social event.

They feature a play area that allows kids to entertain themselves as their parents browse the store of work on their crafts.

Becky said, "I feel we're lucky  to be in business here in Ironwood. I really do! I feel that we are lucky that it has succeeded, we have grown. I mean, when we started, the shelves had barely anything on them. And it's from the people, they keep coming back to us. They're the ones that have made us successful, which we greatly appreciate. We appreciate how they have accepted us. We're not from here, and I can't say most of the people's last names properly, because I have any no Finn in me! But, it's just a wonderful place!"

Karen told me, "I just think, I think we're blessed. And for the most part, our customers are not just customers, they're friends. And we share a lot of stuff. They'll come in and they'll say something about their family. And then you'll ask `How's so-and-so doing?' or `How's the little one doing?' or `Where's the baby today?' So, it's become more of a friendly relationship in the business with the people that come in."

I guess the real lesson learned during my visit to the Creative Spirits yesterday, is that two stampin' and scrapin' redheads can share a common interest; develop a dream; open a successful business; and at the same time develop an exceptional friendship. I urge everybody to take a look at this impressive local establishment. You don't need to be a scrapbooker or a stamper to find something that will interest you. It was a pleasure visiting with Karen and Becky, and I wish them continued success!

Creative Spirits Rubber Stamping and More is open Monday through Friday from 10:00 AM until 6:00 PM and on Saturday from 10:00 AM until 4:00 PM. They are closed on Sundays. They are located at 121 North Lowell Street in Downtown Ironwood. They can be reached at (906) 932-8442 or by email at 2redheads121@sbcglobal.net.

For more information visit their website at www.creativespiritsstamping.com.

Their website can also be accessed by clicking on their sidebar ad to the right of this article.

Jim Albert