Sophisticated taste migrates to suburbia
By: Louise Handelman
A new generation of mom-and-pop stores has found its way to central New Jersey.
And the niche they are addressing is luxury – the look but not always the price.
Matteo & Company in Princeton epitomizes this recent trend in area retailing. According to owner Tamera Matteo, many urbanites are moving to suburbia, but they still want the sophisticated look of the big city.
"We buy a lot of stuff you wouldn’t normally find, except in certain stores in New York City. Ninety-five percent of our merchandise comes from Europe, and the aesthetic we like is clean, a little traditional and definitely not mass market," Ms. Matteo said.
If the byword is unique, the accent is on luxury. "With this economy, the look is luxury. And we’re finding that our customers are more savvy when it comes to evaluating luxury goods. They know about Egyptian cotton," she said, referring to the fiber used in high-end linens.
And a knowing customer is one who is up on international design trends. Consequently, Ms. Matteo frequently travels abroad. "I’m always on buying trips. It doesn’t matter if the product is home furnishings or not. If I like it, I buy it," she said.
As a result, her forays to Paris and scheduled trips to Milan, Munich and Morocco produce such hard-to-find items as etched glassware from the Czech Republic and small floral oil paintings reminiscent of the Dutch masters by a French Canadian artist. She also has pewter frames and faux leopard dog leashes from Italy. A recent buying trip for furniture to Paris was so successful that she sold out most of the goods before they even reached the shop.
"We took a digital camera with us to France, and repeat customers bought up 95 percent of the shipment before arriving," Ms. Matteo said.
On the domestic front, Ms. Matteo also carries unique gifts made in the United States. A line of stuffed animals from Eco Toys has ’30s styling in design and texture, but the fabric colors are vibrantly au courant. For example, a playful, fabric monster has snap-on whimsical body parts – Mr. Potato Head with a sophisticated twist. "It’s something you’d definitely see in So Ho," Ms. Matteo said.
Then there are the Judi Boisson hand-knitted and braided rugs – another nod to tradition in terms of craftsmanship and quilt-like patterns, but with cutting-edge color combinations of midnight black and knock-out primaries.
Still, quality craftsmanship and look of luxury don’t always put a pinch on the pocketbook. Ms. Matteo said that many customers are "not price sensitive," but she emphasized that the store carries a range of prices. "You don’t necessarily have to pay a lot," she said.
So how much is how much? On the one end, one can get handmade sachets from a Princeton artist for under $20; Peacock Alley bath towels cost between $24 and $40. In terms of glassware, hand-engraved old-fashioned glass from the Czech Republic costs $100, while an American, Art Deco-style vase in blue with yellow details sells for $120. Pewter frames from Italy run as low as $76. A fanciful Eco Toy fabric monkey will delight any child or adult for $17; and a larger and very appealing worm with detachable rings costs $40.
In addition to the high-end prices of the antique and upholstered furniture available at the store, other items command a heftier sticker price. A small round Judi Boisson rug sells for $270. One-of-a-kind picture frames made with semi-precious stones start at $300. Hand-bound, textile-covered photo albums are priced at $145, though smaller ones start around $30. Then there are Italian table accessories in bone for $200 and ribbon pillows for $300.
Regardless of the price range, catering to the luxury market does not guarantee success for the independent retailer. "Bigger stores are coming into small towns to tap the market, and unfortunately, that is driving up the rents," Ms. Matteo said. "But you have to stay ahead of the game – be conscious of the price point and, at the same time, not afraid of it."