By Angie Landsverk

Blending the Vintage With the New

Colleen Perry wanted to own a vintage, décor, and gift boutique for as long as she can remember.

“I have worked in the antique business since I was a teenager — when my parents took me to my first antique auction,” she said. “I still have the tea set I purchased that day!”

For several years, Colleen and her father bought, repaired, and refin­ished vintage furniture and then sold it at shows. “I love beautiful things — especially items that have a history and a story to tell. Holding these items and imagining the many hands that have used and enjoyed them is a joy for me,” she said. “These are the items that we should be decorating our homes with. We are the stewards of these amazing objects for the next generation.”

Colleen has helped countless people do this exact thing through the shop she owns in North Reading, Massachusetts, with her husband, Bob. The couple opened Brissonté Gifts & Home Decor in 2007.

She described Bob as her silent partner who is always cheering her on. Their son, Robert, is the store’s manager. Colleen said Robert understands the tech side of things, or she would still be issuing written receipts. Joining Colleen and Robert at the store is their shop dog, Miss Belle.

Brissonté’s first three years were spent in the Old Cotton Weaving House Mill in Lawrence, Massachusetts. They moved the business to North Reading in 2011 and then to their current location in that community in 2019.

“Initially, we had 2,400 square feet at our Lawrence store, then 1,200 in North Reading to 4,000 in our current location. We really outgrew our 1,200-square-foot space, and when the location we are in now came available, we jumped to make it ours,” Colleen said. The town of approximately 15,000 is about 20 miles north of Boston. Colleen said North Reading does not have a downtown. Instead, most businesses — including Brissonté — are located on Route 28, a highway connecting Massachusetts to New Hampshire.

They rent their space in a strip mall, and she said the location has stayed the same. “We have added tables to the front windows to create window displays, added lighting and pretty chandeliers. Besides fresh paints and some wallpaper here and there, I have not done any remodeling projects,” Colleen said. “I use older furniture pieces to create interesting displays with lots of visual interest.”

Brissonté is the third business for her, and Colleen said the gift shop’s name was taken from a book about imaginary places. “I just love decorating and finding unique items for others to enjoy in their homes,” she said. “It’s as if I have my very own supersized dollhouse that I get to play in, aka, decorate every day.”

Colleen has always had an appreciation for old items but enjoys discovering new products as well. “I still love new items and always keep my eye on the trends, and when I see those items that speak to me, I purchase them for the shop and intermix the vintage and the new together. It’s a wonderful blend,” she said.

The Shop’s Mix, Events

Candles, accessories, tabletop, greeting cards, wedding items, jewelry, baby items, furniture, custom ZIP code pillows and glasses, vintage and antique décor, decorative wreaths, floral arrangements, and anything else that strikes Colleen’s fancy are found inside the store. “These are categories of items that really sell well for us and we have found that customers are always looking for,” she said.

What they offer has changed since they opened in 2007. “We now try to focus more on what we know will have a fast sell-through,” Colleen said. “We have also added a few vendors to the store, which has helped with our inventory costs and gives our customers local artisans to buy from.”

Brissonté’s star products are currently Swan Creek candles, Inis fragrances, greeting cards, tea-related products, and their custom ZIP code pillows, stemware, and coasters.

The business has an online store, and Colleen said Robert has been the lead on getting the website up and looking beautiful. They ship products anywhere in the United States, with free shipping at $65. They offer free delivery in the North Reading area and free in-store pickup.

The back of the store has a space for events. “We offer work­shops like Annie Sloan Chalk Paint classes, painting workshops, jewelry making workshops, calligraphy, chunky blanket, sea glass jewelry, watercolor classes, basket weaving, decoupage, and more,” she said. “We are always looking for new workshops to host for customers. We also offer the workshop (space) to local groups like the North Reading Garden Club, the library, and for fundraising events.”

Brissonté’s typical customers are women in their late 30s to 80s. Colleen said many of their customers have second homes on Cape Cod or by the lake. Some spend the winter in Florida. Occasionally, a few men stop by to buy something for their wives, she said.

Customers frequently compliment Colleen on the displays, products, and the way the store is organized. “New customers especially are always amazed at the size of the store and the product selection. It’s deceiving when you first walk in the store,” she said, “because it’s very long.”

Colleen said what makes Brissonté different from other stores in the area is their customer service, personal attention, and ability to take the time to greet customers, get to know them, and make their shopping experience something they want to repeat. “Many customers have my cellphone number and can text me with their gift needs, and I will have it prepared and ready for them to pick up quickly,” she said. “We do many custom orders with our embroi­dered ZIP code pillows, etched stemware, custom dish towels, and coasters. We also offer custom wreaths and floral arrangements and hand-painted signs.”

She said the gift shop has wonderful customer feedback on Google and Facebook. They seek to offer an inspiring shopping experience where customers get individualized attention and leave with a gift that is beautifully packaged.

“You’re not just a person at our store,” Colleen said. “We try very hard to know you by name, to greet you, and make your day a little brighter when you leave.”

She believes Brissonté is successful because it is not “your aver­age store.” They offer more than big-box stores could ever hope to, and she thinks customers appreciate that.

Facing Challenges

Colleen says every day is a challenge and some days are exhaust­ing. They found 2008 to be a tough year, as well as starting over in a new town in 2011, moving to a new location in 2019, and coping with the COVID-19 pandemic in 2020.

Their latest challenge is dealing with the impact of online shop­ping and the addiction some consumers have to free shipping and next-day delivery. She said it has taken over the retail landscape. “How does a small, local business compete with this kind of power­house?” Colleen asks. “I don’t know that I can.”

They are facing a turning point right now. “Our business has continued to drop every year since COVID-19. We are optimistic. We are implementing some great ideas,” Colleen said. “However, if customers don’t return to shopping locally and in the small, retail stores in their communities, I don’t see much hope for small business and Main Street USA.”

She said the face of retail has changed dramatically during the 18 years they have been in business. Not as many people walk through their doors today. Colleen finds this worrisome, as well as the number of empty storefronts she sees on her street.

“There’s a lot to be said for free shipping and the click-and-ship, receive it tomorrow mentality, but is that really what we want for our communities?” she asks. “It is a fact that 60% of every dollar spent in a local store stays in that town. Those are the businesses that we need to shop in and support. Those are the businesses that support our communities day in and day out.”

Marketing Efforts

Colleen shared some of Brissonté’s most effective marketing strategies. Their Secret Sale is one of them. Customers receive an Easter egg, playing card, and gold coin — with a secret discount of 15%-50% off their entire purchase.

A free stenciled tote with the shop’s name on it is offered to those who spend $50 or more. She said they reach out to new homeowners with a tote of free gifts and a coupon to Brissonté. In addition, there are fundraising days where a charitable organization or local school can receive 10% back — up to $500 — when people shop at the store on a specific day.

Colleen says email is a wonderful way to contact regular customers, letting them know when a promotion or sale is taking place. She finds that social media continues to be an excellent way to reach new and existing customers and said workshops and unique events bring new customers to the store. “I connect with my community through our local Chamber of Commerce, our fundraising events, our workshops, and social media,” she said.