Niche, high-end product mix suits Mia Bella

Baby and maternity boutique Mia Bella is nestled along a street in an area dubbed downtown Plymouth, which features other small quaint stores, brick walkways and old-fashioned street lamps. The setting is a perfect fit for the store's clientele, which tends to attract upscale customers.

Mia Bella is owned by Kelly Karadsheh and her mother, Rosalie Whyman. They opened the store three years ago in a 450-square- foot space around the corner. At the time, Karadsheh was doing nursery design and Whyman had just retired from teaching. When the store first opened, nursery design played a major role, but the women said it probably makes up about 25% of the business now.

Two years ago, Karadsheh and Whyman moved to their 1,500-square-foot shop, where they floor a range of product from furniture to gifts. The store also has asizable Christening area featuring apparel, shoes, gift items and plush that is quite popular with its customer base. "We offer one of thelargest Christening sections (in the area)," Whyman said.

Mia Bella's vendors include Relics, Corsican and Alta Baby for furniture; Bugaboo, Mountain Buggy, Inglesina and Phil & Teds for strollers; Kids Line, Baby Bella, Banana Fish and Sweet Kyla for textiles; Little Giraffe, Kushies and Kissy Kissy for apparel; and Oi Oi, Fleurville and Petunia Picklebottom for diaper bags. The store also carries a selection of upscale toys, including Haba, Sevi and Manhattan Toy. A small selection of maternity wear also is available. Whyman said they tried to carry more maternity clothing in the beginning, but just didn't have the space to display it, so the collection has been narrowed to hip tees, jeans and nursing bras.

Karadsheh and Whyman shop the ABC Expo and the Atlanta and New York gift shows. They also visit flea markets for unique finds. The store stocks most items, including strollers. Cribs, beds (available in sizes up to king) and other bedroom furniture usually arrive in eight to 12 weeks.

The store's core customer is the grandmother. Karadsheh said the store attracts its customers because it shares their values. "Part of our philosophy is they know we are Christians," she said. "That's a big part of our success."

Karadsheh noted customer service also makes her store, which has two full-time employees and three part-timers, a standout. "We go the extra mile," she said. "They come because of the customer service."

Mia Bella also sets itself apart because there is no charge for shipping. Karadsheh plans to keep that policy when the store launches its full-commerce Web site this fall. Customers will be able to place orders and have them delivered at no cost to them. Karadsheh said the policy helps draw customers who might otherwise do their shopping via e-tailers, a common concern of brick-and-mortar stores. "It's been really hard to compete with the e-commerce stores," she said. "I just want to stay competitive."

Both Karadsheh and Whyman both said that isn't an issue with local retailers. Karadsheh said Mia Bella's small size and breadth of product gives it a competitive edge. And the area's auto-dependent economy, which is in a downturn, has not had a major effect on their business, either, the women said.

Karadsheh and Whyman said they have thought about opening a second store, but Karadsheh said she doesn't want to stretch things too thin. "I don't want to lose what our store offers," she said.

The breadth of product at Mia Bella ranges from gift items to high-end strollers and bedroom furniture, all arranged neatly in a 1,500-square-foot space.

Mia Bella offers a selection on strollers, including Bugaboo and Mountain Buggy.

Christening clothing and gifts are a big part of the store's business.

Owners Kelly Karadsheh and Rosalie Whyman offer free shipping on all of their merchandise, including cribs. This one, displayed in a window vignette, is from Relics.