Friends and Company,
Seattle, Washington

by Friends and Company staff

Friends and Company had a modest beginning when owner Doris M. Goulet opened her home to rubber stamping classes and a dedicated room just for rubber stamps.

The Friends and Company storefront.

It was a small endeavor, and she quickly realized that, to make any money and/or support the client base she was seeing, it would take a more dedicated store front then she currently had. Hence, in 1997 a retail store with 960 square feet was born.

Doris quickly knew that the world of rubber stamping and all that it had to offer was something she was passionate about and wanted to expose others to. In late 1997, Doris was offered an early buyout from the U.S. Army Corps of Engineers with the promise to stay on board for another six months. Anxious to get started, she managed to find a storefront, and within one week she was able to refurbish the space, find employees to manage the space while she continued to work for six months, and managed to get the entire operation underway. It was a huge endeavor, but one drawn on determination and passion. Doris has never looked back and was able to retire at the ripe old age of 45 from the Federal government. It was a deal she just could not pass up.

 

Starting the Store

Sandy Huff, store manager, and owner Doris Goulet.

Doris chose the location based on the availability of retail space at the time. With only 960 square feet to work with, it was surprising how much could be done and just how much inventory she was able to stock. It turned out to be a great beginning where Doris was able to establish a huge client base and one that continues to be loyal to this day. Within four years, a 2,000-square-foot space became available, and Doris made a point of talking to the owner within hours of it being posted for availability. Two days later she cried for joy when she was approved and would be able to move in immediately. Lots of cosmetic work was required, but a whole host of friends gathered to help, including her three sisters. Working around the clock with painters, a wonderful friend who'd been an electrician for years, Doris' family, and many other friends, all with their individual skills, the new location for Friends and Company became a reality within one month of taking occupancy. At the old location, employees had been writing hand receipts the entire time, but Doris' electrical friend, Glenn Huff, thought it was about time that a real cash register adorn the new space. What a blessing in disguise that turned out to be! Who would have thought that a cash register could make that much of a difference? Glenn's wife, Sandy Huff, has been an employee (mostly friend) since the old location and is now the unofficial store manager who is always included in any brainstorming session.

The current store location is approximately 2,000 square feet, including a fabulous balcony where most of the classes, demos and extracurricular activities take place. Lots of storage is available throughout the store, and two classes going at the same time is always a possibility. If a second class is offered in the same day, it does require that employees scurry to "relocate" stock and/or other items currently occupying that space. It's often a circus, but they always seem to manage even if it appears unmanageable!

 

People Power

Employees Nancy Lemon and Jean Mendel with Doris Goulet.

Friends and Company was started on a shoestring budget. It's amazing what a $2,000 box of rubber stamps looks like. Sounds like a lot, but in actuality it's rather small. It takes many of these boxes to fill the shelves. Doris' parents, Gerald and Therese Goulet, helped tremendously in the foundation of the store. Their financial support is what made the shop in the beginning. "They were excited and really wanted me to succeed," says Doris. Once the shop was established, senior classes were held each week. The shop was where the seniors wanted to congregate, have some fun, and then do lunch together. It's been a wonderful transition to watch as the seniors formed friendships and developed a wonderful sense of camaraderie. One particular senior, Evelyn MacDonald, had a keen eye for when product was getting low. Knowing that the budget was "small," she generously and graciously planned a series of loans that she knew would weather the storm and allow Friends to get on its feet over time. Evie's kindness will never be forgotten. Doris speaks to Evie often, keeping her posted on what is going on in the world and also with what is going on at the shop. Evie is taking fewer classes these days but remains an integral part of what Friends is all about. Several other friends, who wish to remain anonymous, were instrumental in helping to establish the roots of the store, not only financially but in many other ways. "It's a neighborhood hangout, really," says Doris. "I just pay the bills and everyone just has fun, and I would not want it any other way."

Anyone employed at Friends and Company over the years has been and continues to be a "friend" of the shop. Employees have come and gone and also come back over time to plant themselves where they left off. Doris feels extremely fortunate to have such loyal and trusted employees. Although Diane Walter currently works only two hours a week, she has been with Friends and Company since the very beginning when she tried to peek behind the brown paper windows before the store opened. Diane's working two hours a week allows Doris an entire day off, which includes the evening shift. This is also a win/win for everyone. Currently, Jean Mendel, Nancy Lemmon and Camille Parry all spend time working the shop, making samples and just taking care of the day-to-day responsibilities. According to Doris, "Our staff is incredible, and each has his or her own uniqueness which adds tons of possibilities to the shop. We love them and could never do this without them. We are convinced that we have the best team anywhere."

 

A Cascade of Classes

Friends and Company carries thousands of stamps from many manufacturers.

Friends and Company is well known for its range of classes offered each month. A newsletter is issued every two months that includes a minimum of four full pages dedicated to just classes. Beginning rubber stamping and beginning embossing classes top the list, followed by a huge array of other classes. Rubber stamping classes might include the all-occasion class, working with beeswax, celebrating the Chinese New Year, working with polymer clay to form greeting cards, iris folding and many others.

Classes also include lots of different bookmaking options, each with its own special technique. Some of our instructors focus just on bookmaking so students are never deprived on what is available. Friends has included some jewelry classes, mostly because there was a time when beads and beading embellishments were a common find at Friends. Space restrictions have required the store to limit its selection to mostly charms, which are used in almost all the mediums taught. Students, however, want jewelry classes to be regulars, so Friends and Company aims to please and continues to offer as many as the client base allows.

All ranges in age and skill are included in the class lineup. Senior classes are offered several days each month, and children's classes beginning with first graders are offered once a month as well. Scrapbooking is a recent add-on for the store. Beginning classes are now being offered, along with a "crop til you drop" each month. The crops are becoming more popular, and Doris suspects that space restrictions will require her to hold numerous crops to accommodate the growing crowd.

Flexibility is one of Doris' trademarks, so who knows what the next newsletter will expose? "It is always fun to see what is up her sleeve," according to some of her customers. "It's a fun place to hang out and just be!"

 

Perfect Products

Our paper emporium.

Doris is always on the lookout for new and interesting rubber stamp companies, and/or companies who carry interesting "baubles" (otherwise known as embellishments). The rubber stamps that are carried by Friends and Company are those most sought after by her client base. Doris listens to her customers and follows through when making contact with a new company recommended by a customer or by an instructor. "Instructors are wonderful for seeking out the different rubber stamp companies" says Doris. She counts a lot on what instructors have to say, since they are the focal point for classes and other events at the store.

Some years ago, Doris joined a paper club but was not particularly happy with the contents. Following her six-month commitment, Doris decided that she could do a better job and make it even more fun (there's that word again), so in 2005 The Paper Connection was born. The club was named after a sister-in-law who co-owned a rubber stamp store on the east coast and whose focus was all about paper. Unfortunately, Pam died after a four-year battle with breast cancer, but her legacy lives on in The Paper Connection. Members are always excited each month to receive their Paper Connection, which is a pizza box with lots of themed papers and embellishments each month. A goodie is always included, and now significant others often ask, "What's the goodie this month, honey?" It's a great club with lots of possibilities. At least six samples are provided as visuals, so anyone could call it a "class in a box." Another winner for Friends and Company!

Along with rubber stamps and The Paper Connection, Friends is well known for its large selection of hard-to-find items. Customers often canvas other establishments near and far to bring home some cool stuff. Friends carries lots of punches, eyelets, Zutter products, Cuttlebug and other Provo Craft products, the Cricut (they love it!), Ten Second Studio metal tools and accessories, the entire line of ArtLenz products, stickers, chipboard, and the entire line of Ranger products, including anything that Tim Holtz might endorse. People just love that guy! Friends also carries items such as charms, rub-ons, an assortment of writing implements, and an absolute ton more. If we lack a product and a customer is in need, Doris will research the product, find it, and likely bring it into the store. Another trademark is how they treat their most valuable asset—their customers. Customer service is a number-one priority for not only Doris but everyone who works at the shop.

Doris does not want to toot her own horn but says, "Retaining customers for us seems simple. We work for them and keep them informed on a regular basis with our eight-page newsletter of what is going on and what they can expect. We do our best to keep it fun for them and also for us. Fun is definitely what we want to achieve." Friends is always trying to attract new customers like any business. Doris notes that "word of mouth is probably one of the best ways we've had to attract new customers. Sometimes we offer a two for one if a student brings in a new student. "It's definitely one person at a time, and we do what it takes to get the word out!" say Doris.

 

Events to Remember

Special section for seasonal merchandise.

Friends and Company has become well-known for its events and event planning. Normal demos and make-it and take-its are a part of the whole process on a regular basis, but Doris has found that other "things" were definitely needed to keep the environment fun and interesting, and to keep individual creative spirits soaring. With this in mind, four years ago Doris established an annual Arts Triathlon, which became an immediate success. The Triathlon is exactly what it implies—three rigorous classes through which students rotate all day long. An outside guest instructor, along with two local instructors, form the basis for the three classes. Breakfast, lunch, and an hors d'oeuvre dinner hour are all included. The instructors teach three identical classes to a total of 48 students throughout the day. It was an immediate success and continues to be. It is never difficult to fill, and many students register well before the next year's event is planned. Each student and instructor is handed a goodie bag full of fun and surprises, including a snack pack full of what else but chocolate!! Everyone is exhausted, including the staff, but it is very much worth it.

In 2007, Doris added an Oktoberfest event, which was a huge success also. This event involved four instructors who taught one class to a group of 16 students. Students were required to register for two classes and rotated from a morning class to an afternoon class with a lunch of authentic German food in between. The food was out of this world and provided by a local eatery that Doris works with for such events. It was a win/win for students and everyone else involved. This was so successful that Doris has added a Spring Break event for March 2008 to mirror that of the Oktoberfest. Students are already registering and an announcement has not even been made yet.

 

Promotional Programs

More of our paper selection.

The year 2008 marks the beginning of a new program that mimics a frequent buyer card but has way more cool stuff in it and lots of opportunities for everyone all year long! The 2008 Passport Program was introduced on January 2, 2008 to our customer base, and the comments and registrations have not stopped since then. With only 12 days into the program and nearly five dozen sold already, Doris is confident that everyone participating will benefit from being a member. The amenities begin with Friends and Company where members save 10 percent on their purchase all of the time. Because it is a passport (and really looks like one), we travel to a new country each month. Anything associated with that country, such as France in January, is 20 percent off. Passport members who are also Paper Connection members receive 20 percent off on paper all of the time. Anyone visiting all 12 countries (one each month) will also be eligible to be entered into a drawing to win a brand new Provo Craft Cricut at the end of the year. We love the Cricut and are excited to be able to share this with a winner.

We also always do a 40-percent-off sale (which is always a hit) the day after Thanksgiving, beginning at 5 a.m. with the discount going down 5 percent each hour. Passport members can take advantage of the same discounts on the day before Thanksgiving at any time that day. We have brought some of our community into the program as well. For example, our local bakery has offered six mini cupcakes (one at a time) each month. This alone equates to $72 per year. The passport cost is $12. Our local printer has also offered us 100 39-cent 8-1/2" x 11" color copies. This is a savings of $50 from their regular price of 89 cents. Friends and Company, its staff and owner, all work hard to establish camaraderie with other merchants in the neighborhood. "It always pays off big time" Doris says. "There is room for everyone!"

Doris keeps the rubber stamping and scrapbooking communities tuned in with her eight-page newsletter, which she publishes six times a year. The majority of newsletters are e-mailed these days, but Doris provides the newsletter to those without e-mail by mailing it to anyone who provides a self-addressed and self-stamped envelope. Doris lets the recipients know when they need to send in more envelopes by stamping a message to that effect on the last of the envelopes. This provides the opportunity for everyone to get the newsletter if they want it. Doris has consistently written a newsletter every other month for more than 10 years, which Doris says "is my way of communicating with folks and making sure they have what they need in information. The newsletter is our lifeline to our customer base, so it's vital that it be consistent with content that is important to each recipient."

Friends and Company also has its own website at www.friends-n-company.com, which is where anyone can go to get a copy of the newsletter and class listing. It also provides other interesting information that visitors can enjoy. An area of just tips and tricks is included, and it's full of ideas that anyone can use. Doris has also recently started a blog. Doris says, "I'm having fun with the blog and never thought that it would be as easy as it is to maintain. It's virtually an area that one can go to and just write whatever comes to mind. I also use it to market things such as the Paper Connection and hidden goodies that someone might pick up from the store after reading the blog. As with everything else, I just want to keep it fun! Stop in sometime and take a look. It's a growing endeavor that will only get better and better at friendsandcompanyblog.typepad.com!"

 

Plans for the Future

The Friends and Company store layout.

Doris was very fortunate to be able to raise her hand at the ripe age of 45 and be selected for an early retirement program being offered by the federal government. With a rubber stamp retail store in mind, Doris retired and has never looked back. In her early days with the government, Doris' role as administrative assistant and executive secretary allowed her to review lots of reports, correspondence and written material from many of the project managers whom she worked with. This gave her much of her ability to write and produce products that she uses today as part of working a retail store. Knowing how to operate a computer is probably one of the best experiences that she gained while employed with the federal government and is one she will never forget. Doris says, "It was a great career and one that I treasured and loved for a long time. It taught me so much that I will never forget, and hopefully I can use all the information to teach others."

"My interest in this industry never wanders. I have such an incredible customer base of people who are loyal, helpful, and a big part of what we do. My staff—whether past, present or I expect future—all reflect what Friends and Company is about. Anyone walking through the door is welcomed immediately and given whatever level of help is needed. Our name truly reflects what we are about." Doris has explained that there are many days when customers walked through the door and leave saying, "Please, never close. We need you here!" "That is a warm and fuzzy if I've ever heard one!" says Doris.

To keep it interesting and fun for herself, Doris participates and hosts "play days" several times a month, along with crops and impromptu visits when friends want to get together. "I love to keep the balcony busy as much as I can. It's not huge, so when we host a crop, we limit participation to 11 so everyone can have their own 4-foot table to work from. If it's just a group of friends, the more the merrier, and we make do with whatever space there is." Manufacturers play a huge part in keeping the interest and enthusiasm alive for everyone, including a shop owner like Doris. She works closely with manufacturers and manufacturers representatives to keep posted on anything new. Without the manufacturers willing to continually bring in new product, this industry might have died some time ago. It's totally fun to attend conventions and whatever is out there to hobnob and just have fun. I love my manufacturer representatives. They are generally in the know and they also get to know us, what we need or even what we might not need. I really appreciate all that they do for us. When there is a problem, they get on it right away. I hope they stay around forever!"

"I have always had a business plan, but it has remained in my head and I have never taken the time to put it to paper. It seems weird, but it has worked well, I think. We've been in business for more than 10 years now, and 11 if you include the year at my house. One of these days it is my intent to follow through on a business plan. I often wish it could just happen, and I know that I could hire it done, but I don't think it would be the same. Maybe a business plan would allow me to double my space. It's a dream, and hopefully one day it will become a reality. Rents are pretty high these days, so a mini miracle might have to come along, but I'm a believer, so anything goes!"

Although we have been reasonably successful on our own, it really is our customer base that we want to thank the most. We are who we are because of them and they will continue to be our most valuable asset here at the shop. Without them we are nothing, really, and no one needs to remind us of that—we know it and acknowledge it almost every day. For as long as we love what we are doing we will continue to do it, so keeping it fun is important to us. We love what we do and hope that others who own similar retail business will be inspired by some of what we have experienced. Anyone needing more information or anyone who simply wants to call and say hello is very welcome to do so. We would also like to thank Rubber Stampin' Retailer for its years of commitment to this industry. We can never do this alone. It takes a dedicated team of individuals, manufacturers, representatives and so many more to really make this happen. Kudos to all!

Friends and Company
4540 California Ave. S.W.
Seattle, WA 98116
206/932-3891
FAX 206/932-3983
e-mail: topstamp@msn.com
Web: www.friends-n-company.com

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