Custom designs, staff strong points at Bellini
By Jane Kitchen -- Kids Today, 2/1/2006
Charlotte, N.C.— Charlotte's Bellini store makes its home in the established, tree-lined neighborhood of Myers Park, in a small, gently curving shopping center. The 3,500-square-foot store, which has been in business since 1989, has been run for the past five years by Bernice Davis and Joyce McCaskill.
The storefront looks deceptively cozy; once you enter through the glass door, a large, open-air room awaits, with 24-foot ceilings and along with the requisite Bellini infant and youth furniture, a plethora of high-end juvenile bedding and accessories.
Bedding ensembles are from Susan Turner, Nava's Designs, Bebe Chic, Serena & Lily, Pinecreek, and more. Accessories are plentiful and include choices from Art for Kids, Kootie Bugs, Renditions by Reesa, Stone Mountain, Creative Images, New Arrivals and Timeworks.
The store is also dotted with accessory furniture pieces like cradles from Green Frog Art, table and chair sets, and Moses baskets, along with Dutailier, Little Castle and Best Chairs gliders.
Davis said that nine out of 10 customers who come to her store wind up buying there, something she attributes to her product mix and the employees' customer service.
"We just feel that we've got the best staff for customer service in town," said Davis, who reports that there are always at least three people on staff, any of whom can do custom design work.
Davis said that a full 80–90% of her sales are custom designs.
"(Customers) know we have a reputation for that," she explained. "They see something they like and think, 'I want something different for my baby.'"
Registries and gifts are big business at Bellini, where registries are still hand-written and customers receive one-on-one help with nursery design. Davis reports many customers stop by before a baby shower to pick up a gift, which the store will gift wrap, or a gift certificate.
Davis said that many of her customers do come back when its time to change from a nursery into a child's room, and work with some of the same design staff.
"We do carry the unique, the unusual," said Davis. "...We're known as a boutique with exquisite things."
Charlotte's Bellini store carries both infant and youth beds and case goods.
Accents and gifts are big business.
