By LINDA HERSEY
Sherryl Franciose and her brother, Jonathan, shared a dream of opening a clothing store filled with bright, colorful fashions at bargain prices.
Franciose's brother died two and a half years ago, but the South Portland resident persevered in launching a small consignment boutique, in memory of him.
Stella's Seller offers gently used, designer-label women's fashions, with prices that rival the local Goodwill.
The small shop, at 91 Ocean St., is nestled in the struggling waterfront business district, just a few doors from Smaha's grocery store. Franciose, who also works full time in the corporate world, operates Stella's Seller during off-hours, targeting working women who stop by weekday evenings or on Saturdays.
Franciose’s colorful assortment of fashions, purple decor and vintage mannequins make Stella's Seller a find in and of itself. With consumers cutting back on spending, the lure of a $30 designer jacket that originally sold for $150 is just too hard to pass up.
Indeed, Franciose seems to have developed a word-of-mouth reputation for recession-buster prices and the quality of second-hand items for sale. Clothing includes leather jackets, designer-label pumps and bags, and racks of skirts, dresses, slacks and blouses, all sorted by color. Many items sell for under $10.
Stella’s Seller is approaching its second anniversary. Franciose talked about the joys and challenges of running a small business.
What appeals to you about owning and operating a consignment boutique?
"This is something I had planned for years, and now I am living that dream. I like the idea of recycling clothes. I also love seeing how excited people get about finding a bargain, especially in this economy.”
Why run an off-hours boutique? How do you make it work?“
I really cannot afford to hire staff at this point. I do work at another job during the day, at L.L. Bean, and that always comes first.
“Operating Stella's Seller is my after-hours venture. I'm open Tuesday, Wednesday and Thursday nights, from 6 to 9 p.m., and on Saturdays, from 11 a.m. to 6 p.m. I try to make the hours convenient for women who have day jobs.”
How did you choose the waterfront district for your shop’s location?
“It's close to my home in the Willard Square neighborhood. I've always ridden my bike along Ocean Street, and I find the small shops fun and attractive. It’s really like a small town around here. I know the other merchants, like the hairdresser next door and the lamp seller up the street. Some of my customers walk over from Smaha's.”
Are most of your customers from South Portland?“
I would say the majority are. They learn about me from shopping at Smaha's or getting their hair done next door. People also hear about Stella's Seller from customers. It’s word of mouth. I get ladies in here from Gorham, Scarborough, Portland and Falmouth.”
What do customers find in your shop?“
A little bit of everything. I cater to women of all ages. We're very popular with teens, who look for labels like Abercrombie and Aeropostale. Right now, outer wear is popular with women. They're choosing puffy jackets with hoods. Customers like it, too, when they find a nice, comfortable big wool sweater. The labels we carry include Coach, Liz Claiborne, Coldwater Creek and Jones of New York.”
How does consignment work?“
Women leave their gently used belongings for 60 days. It's a 60-40 split when an item sells. I take 60 percent and they get 40. Everything is computerized, so I can inform people when their items sell and when their 60 days are up. I mail them a check or they pick up the money.”
Do you get a lot of women trying to drop off clothes?“Right now, I'm not accepting many new items. I'm getting ready to put out my spring collection. I am pretty picky about what I will accept, but the women seem to understand that. The clothes I get depend on who makes an appointment or walks through the door. Just today I accepted 10 or 15 beaded gowns and fancy dresses from a former ballroom dancer. They're all in mint condition, lovely and unusual.”
What are some of the more popular and unusual items you have accepted for sale?
“I have one woman who used to work at Ann Taylor, and she has brought in a lot of clothes that were hardly worn. Those sell well. I have a funky gold lame dress from a woman who used to work in New York, and I have a lot of cool skirts, some of them vintage. I also get a lot of salsa dresses.”
I don't see a lot of the classic, matronly New England outfits that often wind up in consignment shops. How do you pick and choose what to sell?
“I try to be particular about what I will accept. A lot of it is based on knowing what will sell. Even though I have a variety of things, I try to stick with items that are functional for people. Everyone can use a nice sweater or pair of slacks. I avoid carrying items that I will need to sell at an expensive price.”
What do you like most about being a retailer?
“I like doing the paperwork and business end. I like making my customers happy. It's also fun to organize the space and dress my mannequins and the front window. I first started collecting mannequins years ago, when I dreamed of opening a shop. My favorite mannequin is one that originally is from Porteous. I call her Stella.”
Where does the name Stella come from?“Stella actually has been my nickname since high school. It just kind of stuck. It fits my personality.”
What's with the Sonny and Cher posters in your shop?
“They're a reminder of why I started Stella's Seller and why I keep it going. My brother and I had talked for years about opening a clothing store. He passed away. This is my tribute to him… One year, we won a mall competition, dressed like Sonny and Cher. We won $1,000. It was the most fun in the world. It's the way I like to remember him.”
