Periwinkle's Celebrates 20 Years Amid Hard Times

Celebrating 20 years in business this November, Periwinkle’s Fine Gifts on North Union Avenue is a tchotchke lover’s dream. You won’t find your ordinary beanie babies on sale here, just interesting and unusual finds: cupcake-shaped scented candles, finely-crafted holiday ornaments, and sophisticated shawls. 

As you come in you’ll find a friendly, fluffy greeter named Ginger, an easygoing Cockapoo whose mission in life is to ensure that you stick around for a while, if only to scratch her belly.

What customers might not notice that behind that furry welcome, however, is that hard economic times are making life difficult for Cranford senior and owner Elaine Moffett, 60, and Ginger.

“The economic situation (is still tenuous)… its been year already since the market folded and its hit everybody," said Moffett. "People just have to make adjustments."

The holiday season, historically a big money-maker for business owners, was a grave disappointment last year. 

“Every store noticed (the economic downturn)," she said. "If you look at (financial) reports from Christmas, everyone in town was reflecting that.  In fact, this is happening not just locally, but nationwide.”

Shaking her head and looking toward the customers in her shop, Moffett continued, “It has hit everyone, no matter what job you have, what state you live in.  You’re affected.”

Since every potential customer is also feeling the financial pinch, most are less inclined to buy discretionary items, a description which covers just about every product in this unique shop.

“The customers still come in to buy birthday, Christmas, wedding, and anniversary gifts, but they are just a little more cautious with their money," said Moffett. "And you can’t blame them. (Even though) a lot of people out there still have jobs, in light of what has happened, they’re a little more scared of spending unnecessarily.”

With a few other employees at the shop besides herself, Eileen runs a tight ship and is on top of everything from inventory to taxes.  Years of experience have taught her how to handle any situation that might arise, but one thing that is simply a fact of life is that larger, chain-based shops are now impinging on smaller stores’ turf.

“The little guys can’t really survive in this economy.  Either they have to have a long lease or own the building (their shop is located in).  One or the other.”  This is the reason most proprietors also work in their stores, since it is a challenge to sustain salaries and overhead in a subdued economy.

The high cost of renting space in Westfield inspired Moffett to move her shop – and her life – to Cranford four years ago. Once she arrived, she knew it was the right decision.

“Just a nice place (to live), a real community feeling. Cranford still, for me, has that small-town flavor.”

E-mail me and share your story as a senior in Cranford:  rhcwilliams@yahoo.com

Ruth Williams is a freelance writer living in Somerset. Her focus is on issues of interest to seniors, including health care, lifestyle and self-improvement. She’s a single mom who lives with her 10-year-old son, Coleman, and her senior citizen Border Collie/Lab Mix, Sheena (84 in dog years).