HER STORY OF GIVING
Shop-owner’s priorities parallel Healthy Woman’s mission of community service

(JOURDANTON, TX — October 12, 2009) - Organizers of Healthy Woman’s 5th Anniversary Celebration released news of a sold-out event on Monday, October 12, 2009. The rapid ticket sales demonstrate the community’s support for the program. Healthy Woman’s mission is to give members the gift of empowerment for healthy and balanced lives. In its five years of existence, Healthy Woman has created a rooted legacy of giving to the women of this community and their families.

Not surprising was the news that Nest Feathers, the local upscale gift and home décor shop in Pleasanton, has also committed to give back to Healthy Woman and their members by pledging their support as a Platinum Partner. Enter small-business owner Cindy Carr, 34, whose mantra is: service is not a strategy; it’s the right thing to do. 

She says, “I work each day to expand service in every phase of my life, from my customers at the shop to the people in my community.”   Formerly a San Antonio banker before buying Nest Feathers, Carr exemplifies an attitude of kindheartedness and respect for all.  And although these are principles Carr has always followed, the current economic downturn lends them a new importance and priority in her life. “In today’s marketplace, I think warm, personalized service is more appreciated at a time when customers feel unrecognized and undervalued,” she said, explaining that it’s more important now than ever that her customers know how much their business is appreciated – regardless of how much they spend.”

Carr’s shop, located in a quaint, 134-year-old building in Pleasanton’s historic downtown district, provides a welcoming, homelike environment as soon as you open the door.  Quiet, upbeat music and soothing aromas of candles set the scene amidst vignettes of fine gifts, art, and home decor. Friendly Nest Feathers employees call most customers by their first names as they offer assistance and suggestions. In fact, her shop is staffed by the same employees who worked at Nest Feathers prior to Carr’s purchase and include: Ginny Mross, Jane Stewart, Zeta Pyssen, Christi Mills, Arlene Zamora, Sara Keeling and Katherine Norwood.

Laughter and relaxed conversation can be heard among customers, some of whom use the store as a meeting place between friends.  “It’s tough for everyone right now, and we understand that,” she said, adding, “And even though sales are down, I know that money isn’t everything -- although it helps to keep the air conditioning running!”  

Carr said she is operating “closer to the vest” than ever, and is more thoughtful when it comes to decisions like ordering new merchandise. She now orders fewer -- but finer – products, because her customers tell her they are buying less big-ticket items like cars and travel, and instead are more focused on their homes as beautiful places of refuge. Most recently, Carr began carrying distinctive infant apparel and gifts on her second floor as well as leather bags and good for Texas A&M, Texas Tech and The University of Texas.

While there is a critical balance which must be maintained to avoid becoming overextended, Carr intends to continue some signature store amenities -- such as free gift wrapping -- even though they are costly.  “People expect a certain level of service from us,” she said,” and we intend to provide that even as we pare down our expenses.”

An example of personal service is the store’s bridal registry. There is no computer-generated list; rather a sweet display of selected items arranged around a framed portrait of the engaged couple.  As a special complimentary service, Carr gift-wraps, delivers and arranges the gifts for bridal showers; provides discounts to the couple for their bridal party gifts, and even gives a wedding gift to the bride and groom.

Carr said she is currently planning to provide even more enhanced service for Nest Feathers customers, including frequent-shopper rewards and development of e-mail communications, to keep customers informed of new items and promotions at the store. 

Community involvement is a natural extension of Carr’s service mindset outside the store. “One of the benefits of a slowdown at the shop is that I have more time to reach out to the community during a period when family stress is high,” she said. Serving on the board of CASA (court appointed special advocates) of South Texas, this mother of two has seen the tragic incidence of violence toward children increase markedly in recent months, and is passionate in supporting the organization’s efforts to protect children.  Carr is active in recruiting CASA volunteers, working on fundraisers such as golf tournaments that she and her husband chair each fall, and publicizing the organization.  And she puts her money where her mouth is:  she donated 10 percent of her total April 2009 sales to the cause of preventing child violence during Child Abuse Awareness Month.

Carr also uses Nest Feathers for community outreach by hosting special events or by contributing merchandise for charitable organizations, such as South Texas Regional Medical Center’s Healthy Woman. “The shop is a special place that speaks to peoples’ roots, and I love using it to promote special, worthwhile causes,” said Carr, who thinks its Main Street location in old downtown Pleasanton adds to its character and substance. 

The loyalty of the Nest Feather staff and local patrons, truly demonstrates the camaraderie and fondness that has developed for Cindy Carr and her business. Many ask the question, “What is at the heart of a successful business?” After meeting Carr and her counterparts at Nest Feathers, one can clearly see that for them, doing business with your heart is the only answer.

South Texas Regional Medical Center’s Healthy Woman is proud to welcome Nest Feathers to their 2009-2010 Platinum Partner level.