The Middletown Press (Middletown, CT)
Retail for a novel age
Downtown businesses reopen with caution, innovative approaches in a new environment for coronavirus era
MIDDLETOWN — A week into the first phase of reopenings, many downtown retailers are pleased to see customers patronizing their businesses online, and, in some cases, stopping by in person.
Stores, restaurants, outdoor activity centers, museums and zoos are among businesses the state allowed May 20 to begin serving consumers again during the coronavirus pandemic, as long as they observe strict health and safety guidelines set by the Centers for Disease and Control and Prevention. That includes the wearing of masks for staff and clients, disinfection of surfaces and goods after customers leave, touchless payments and social distancing.
Rachel DeCavage, owner of Cinder + Salt, at 520 Main St., Middletown, is offering weekend sidewalk
sales and private shopping experiences for her clientele, but chose to remain closed when the state partially lifted restrictions last week.
DeCavage and her staff, some of which are concerned about potentially exposing elderly family members or themselves to the virus, are keeping a close eye on how successful the state’s plan will be over the next couple weeks.
They will then reassess the situation,” DeCavage said. “Our team wasn’t fully comfortable that the arbitrary date of May 20 suddenly made it safe. This is safer than limiting the amount of people in the shop.”
One reason she’s adopting a wait-and-see approach is the potential for further spread of COVID-19 once more and more people are out and about.
In the meantime, Cinder + Salt’s website is taking orders, and, for shoppers who prefer an in-person experience, holding sidewalk sales every Saturday in front of the shop.
She also began an exclusive service for those who prefer to browse privately Wednesday. Customers can avail themselves of the service by appointment.
Pedal Power Cycle & Fitness co-owner Gary Nicol said his shop never officially closed its various locations around the state, including its flagship at 359 Main St. Staff have been, and are continuing to, help customers online. They instituted very limited shopping on a one-to-one basis, he said.
The backlog of repairs, as well as new ones, have kept them so busy, business is booming, Nicol said.
“It’s odd and strange and all that. It seems just a little... more efficient than what we were doing before,” said Nicol, who has put plastic barriers in place, and spread out the merchandise, although most of their inventory is sold out.
“It looks like a bowling alley in here,” he said. “We’re up significantly up in sales. We’re out of nearly every bicycle we can get. We’re nervous about next month and not having product,” Nicol said.
He’s grateful more are taking up cycling, enjoying the change to get fresh air and sunshine after two months of being cooped up social distancing.
“We’ve been selling and helping people with bicycles for more than two decades. We’re seeing bikes we sold 15 and 20 years ago pulled out of the garage or the barn. They need to be brought back to life so they can go out and play,” Nichol said.
He will be consulting with staff to gauge their feelings about reopening as time goes on.
“We need them to feel comfortable and relaxed and willing to come to work. We have to keep our staff happy and willing to work alongside us,” Nichol said.
Middlesex County Chamber of Commerce President Larry McHugh said he is very pleased to see businesses getting creative to continue sales.
Many restaurants opened last week to outdoor dining, and those without patios or parking lots are operating with a temporary permit. Several reported a surprising number of patrons turned out.
“I’m hopeful everyone makes their own decision and are comfortable with it. It’s been positive for the ones that are open,” McHugh said. “It will take some time, but it’s a positive move.”
Malloves Jewelers owner Marc Levin was closed from March 23 to May 2, then began offering curbside pickup ahead of Mothers Day. He opened his doors last week with limited hours. Next week, he expects to add more.
In his industry, most clients want to try on the merchandise — a relatively unique offering.
“It’s totally different. If a kid says I want a frog puzzle, it’s easy. In ours, they’ve got to touch, feel, look. They don’t want to try on one ring,” said Levin, who cleans every piece of jewelry once a customer leaves.
It’s essential that brides and grooms getting married this summer shop for their rings. Levin has spoken to three couples who shared they will be holding a ceremony on their original wedding date with a small number of friends and relatives. They expect to hold a reception or party in six months or a year’s time.
“If you have 200 people coming to your wedding and you can only have 50 people, who are you going to eliminate?” Levin said.
April and May are his busiest times. In April, sales were dismal, Levin noted, but his father Buzzy Levin, who founded Malloves, always impressed upon him the importance of having a “good chunk of money” set aside for emergencies.
Pocketful of Posies owner Dottie Smith, who is in Main Street Market at 386 Main St., moved her operations online during mandatory COVID closings. She reopened for business Wednesday with limited hours.
Some are feeling trepidation about venturing out, although her regular customers are supporting her gift and clothing store. She’s enjoyed three or four strong days since reopening.
Smith said cloth face masks are flying out of her boutique. Since bees are A Pocketful of Posies’ motif, she was delighted to find some made with sparkly fabric printed with them. She knew instantly they would be a hit.
“The masks have definitely been our bestseller for the past two weeks. Every day I get an order. It’s crazy,” Smith said. She also has bandannas for those who prefer a full face covering.
Those who do journey out are happy to find she’s implemented strict protocols, she said.
“Most of them are OK with it, because they know us, and they know we’re following all the rules. It’s pretty relaxed in here, and everyone is doing what they’re supposed to be doing,” Smith said.