The Corner Cottage: Offering an Inviting Atmosphere, Personalized Service

Kim and Gary Williams started making crafts in the early 1990s after Kim proved to him that she would succeed at the painting class she had enrolled in.

“Gary began doing my cutouts and also started building small pieces of furniture. That led to setting up at a local craft show and then everything exploded!” Kim said. “We set up in a couple of craft malls, as well as renting a large booth at our local antique mall. We were both working full time and painting/building on nights and weekends.”

That led to the opening of their brick-and-mortar store in 2002. Gary had already left his full-time employment, and Kim soon left hers as well, so they could run the business full time.

The Corner Cottage is in Dexter, Missouri. The charming town is known for its friendly community atmosphere and offering a blend of rural charm and modern amenities.

The husband-and-wife duo initially leased a space for the shop. In 2004, they bought the property where they have now been located for 20 years.

“When we purchased the prop­erty, which had previously been an insurance agency, major remodeling was completed before we moved in. Outside, small windows in the front were replaced with large windows and a porch with an overhang and a new roof and paved parking lot,” Kim said. “Inside, the exposed ductwork was hidden, walls knocked out, new paint, and new light­ing. We repaint the interior every couple of years and are always changing up or adding new display areas.”

She explained how they chose the store’s name. “Our booth at the local antique mall was in a corner. We had made the front of it look like a little cottage, so we named it ‘The Corner Cottage.’ When trying to choose a name for our brick-and-mortar store, we decided that The Corner Cottage was still appropriate because we were in the corner building of a strip of businesses,” Kim said. “When we purchased our current property, it was right on a corner — looks like The Corner Cottage has worked perfectly throughout the years.”

How have their backgrounds and past experiences helped them in this venture? “We both enjoy being around people,” Kim said. “Gary has always liked building things and now uses his creativity to design and build furniture, along with being the mastermind in making mine and our daughter’s ideas happen.”

Kim worked as a legal secretary for more than 25 years. She said the accounting skills she gained over the years have been instru­mental in managing the store.

Challenges, Turning Point

She said their biggest challenge has been juggling finances and inventory during slow times. “Over the years, a wider variety of inventory has been added to the gifts and décor that we started out with,” Kim said. “This has increased our foot traffic throughout the years.”

Their store’s turning point occurred during the COVID-19 pandemic when their shop was able to remain open. “Our commu­nity rallied around our small business, and we ended 2020 with a record year. It also helped people understand the importance of supporting small, local businesses,” Kim said.

An order she placed just prior to the pandemic ended up being timed perfectly. It was a reorder of more spring florals.

“I picked up some pretty spring ribbon and tied three or four picks together and called them ‘Pick Me Up Bouquets.’ People were buying several and leaving them on friends’ doorsteps. I sold out of all of the picks in just a couple days and was able to keep revenue flowing,” Kim said.

Inside the Store

The product categories Gary and Kim sell are home décor, gifts, baby, gourmet foods, fashion accessories, and bath and body. During the spring, they sell hanging baskets and bedding plants on the lawn in front of the store. During the fall, they fill the yard with pumpkins and mums that are for sale.

What they sell has changed since they opened the shop. “We naturally began with our crafts and furniture, along with candles, table linens, and other gift items,” Kim said. “The rest of the items were added throughout the years in response to customer requests.”

Gift items and gourmet food always sell well at the store. Their top lines include Swan Creek, Stonewall Kitchen, Glory Haus, Warmies, and Country Home Creations.

“Right now, we have been selling a lot of Solar Hot Air Balloons from Regal, candles from Swan Creek, red pepper jelly from Stonewall Kitchen, beer bread from Country Home Creations, any and all Warmies, and spindles with toppers from Glory Haus. Birthstone necklaces from Maya J are also a great seller,” Kim said.

They have a wide age range of customers who travel from about a 50-mile radius on a regular basis to shop there. She said their store has become a shopping destination for both residents and visitors looking to add a touch of charm and style to their homes.

Customers describe it as a beautiful shop, with an inviting atmosphere and great selection. They love the personalized service they receive.

Free gift wrap is provided, and free delivery is offered in town. Additionally, they have a six-box program where customers receive a discount on their seventh purchase based on a percentage of the box totals, Kim said.

When asked what sets their customer service apart from other stores, she said, “We are very attentive to our customers but also give them space to shop. We strive to treat every person the same that walks in our doors and make them feel special and appreciated.”

Lots of Events

Kim said they participate in all of the local events, with Dexter doing a great job of supporting the businesses. Fall is particularly busy with the annual Moonlight Madness Sale, Mistletoe Shop & Hop, and Cocoa Crawl.

“We roll out the red carpet for Black Friday and Small Business Saturday,” she said. “This past year, we participated in Pink Friday, and it was such a fun and busy day.”

Her favorite event is their Giving Tuesday. “In 2021, I wrestled with the fact that Giving Tuesday is only held one time per year,” Kim said. “That year — right before Christmas — Mayfield, Kentucky, had been almost destroyed by a tornado.”

Kim contacted someone she knew who lived close to the area and asked which small business was everyone’s favorite in that town. “It was a flower and gift shop, and they lost everything in the tornado, along with the building where they were located. I encouraged and challenged our local businesses to get involved, as well as our community, and we raised over $5,000 for this business,” she said. “We continued that year for three more Tuesdays leading up to Christmas by selecting a local charity for each Tuesday. We donate a portion of our sales from each Tuesday to an organization that we also spotlight on our Facebook page to help bring recogni­tion to them.”

Outreach is important, and Kim said their customers jumped on the bandwagon to help them give back to local organizations. “We have now contributed to 12 different local organizations through our Giving Tuesdays and have yet to repeat the ones we have helped,” she said.

They hold an annual tent sale on the lawn in front of the store around July 4. Tents are filled with overstock and items they are no longer going to carry. “Customers patiently stand in the parking lot waiting for us to tell them to come shop,” Kim said.

The Corner Cottage does not have an online store but does ship certain items to customers who live away from the area. “We receive many messages from customers who see our posts on social media and contact us directly to make purchases,” she said.

Their Success Story

Kim said the love and dedication poured into the store by not only them but also their employees make the store successful. Kim and Gary’s daughter, Jansen, was young when the store began, and she takes an active role when she is not teaching second graders. She helps with displays, works at the store, and attends Market with them to help pick out the best products for their customers.

Gary’s aunt has worked at the shop for 20 years. A retired home economics teacher, she works part time. She is great with displays and working with customers but also dives in to check in products and make sure the shelves are kept full, Kim said.

“We are always rotating displays to make everything look fresh and new,” she said. “We are also very conscious of what the price points need to be for our area.”

They search hard for unique items not carried in their commu­nity. “We try, when possible, to stagger our shipments, so we always have new items on the floor to spotlight. Our store has a very warm and cozy atmosphere to shop in,” Kim said. “My employees are told that it doesn’t matter who is walking into the store, what vehicle they are driving, or what their appearance is. They are all to be given the best customer service and should feel special and happier when they walk out than when they walk in.”

She said their most effective marketing strategies are Facebook and word of mouth. They run a billboard in their town and another one about 20 miles from there. They do some email marketing, too.

Gary and Kim are connected to their community. She is a member of the local chamber of commerce and serves on its board. “We participate and attend as many community events as possible,” Kim said. “I also strive to shop with our local businesses as much as possible. If I am going to stress the importance of shopping with our small local businesses, I need to be doing the same.”

They love meeting new people and visiting with customers, who are like extended family. “Our community and its surrounding area embody the timeless appeal of small-town living. Neighbors and customers become friends, and there are many hidden locally owned businesses in our community waiting to be discovered,” Kim said.

What she likes best about what she does is mingling with customers, creating new displays, and searching for new products. Her favorite time of year is Christmas — when the store is trans­formed into a winter wonderland.

Kim’s advice to those who’ve recently opened a store is, “Stay true to your roots, be you, and keep changing displays. Don’t try to duplicate what other stores are doing — make it your own!”