Alice Robson says she doesn’t have the secret to why the small Hallmark shop she operates with her husband, Ken, continues to flourish.

In August, Robson’s Card & Gift Shop in downtown Ellsworth will celebrate its 36th year in business.

In a time when small-town shops are closing their doors, falling victim to online Internet retailers promising to deliver items faster and cheaper, the Robsons and other local businesses are finding their niche. While they don’t have the same buying power as the major retailers, what hometown businesses offer in friendly, personalized service keeps their customers coming back again and again.

For Alice, it’s really more of a formula made up of equal parts of dedication to her community and affection for her customers mixed in with plenty of sweat and tears.

“The secret of staying in business so long? Well, there’s no simple answer,” she said.“We made a commitment to do our best and help our community. We prayed a lot. We cried a lot. We laugh a lot. Our store employees are amazing, and we have a very supportive community who have kept us in business.”

The two got their start in 1983 thanks to Loren and Callie Reber, of Ellsworth. At the time, Ken worked for Loren — both were Kansas Farm Bureau agents — and Alice worked a day or two a week for Callie, who owned Callie’s Card Corner. But after a while, the Rebers decided they wanted to spend more time with their grandchildren and the freedom to do whatever they wanted.

“...And the time was right for us to make a change,” Alice said. “Sometimes, the paths God leads us on are not exactly what we planned, but His ways are always best.”

With few Hallmark Gold Crown brick-and-mortar stores in the area, the Robsons are able to capitalize on offering the largest selection of Hallmark products, including collectible Keepsake Ornaments, home decor, cards and gift items. It’s also a factor in helping set their store apart.

“Keepsake Ornaments are really a big deal, as we have a great following from all over the state and region,” Alice said.

But one of the biggest keys to their success, she said, is offering outstanding customer service.

“The most important part of our business is customer service, because that is missing online and in big box stores,” she said. “We genuinely listen to our customers and try so very hard to meet their needs.”

Abby Harmon agrees.

Harmon, who manages The Petal Place, a downtown Ellsworth floral shop, said the business continues to thrive by making customers feel welcome as they walk in the door.

“We always have something new and different, and we’re always on the lookout for something that’s unusual,” Harmon said.“But I think our customer service is what really sets us apart. We have a very friendly staff.”

Longtime Ellsworth resident Kelvi Place opened the flower shop four years ago. Earlier this year, Place took a step back from the business to pursue another opportunity. While she still owns the business, Harmon, who’s worked in the shop for a little more than three years, manages the day-to-day operations. Another way the floral shop sets itself apart, she said, is by offering one-of-a-kind gift items, clothing, home decor and ontrend floral designs.

“We go to market in Dallas twice a year,” Harmon said. “We’re always looking for new things — the newest and the latest. I think the quality of our flowers, and our designs makes us different. We also take classes to keep up on trends and learning new designs.”

Digital marketing through social media channels like Facebook is also another ingredient to their continued success, she said. Regular posts not only attract local customers, but have the potential to draw in new shoppers throughout the region.

“On social media, we ask customers what they want to see,” she said.“You have to engage customers on what they want. I think social media is really a key to running a small business. We have a commitment to posting new information — we post a live video once a week.”

The floral shop also has a cooler at its downtown location and another inside Gene’s Heartland Foods for customers needing a premade grab-and-go arrangement after-hours or on the weekend. The staff also designs custom arrangements for local and area funeral services.

“We consider our customers family,” Harmon said. “We try to put ourselves in their shoes as we’re designing an arrangement, and think about if this is what they would want. Making it special is the part I enjoy, and I take pride in everything that goes out of our shop.”

While small, homegrown businesses work hard to stand out, they’re also working together to increase customer traffic downtown. Tami McGreevy, executive director of the Ellsworth Area Chamber of Commerce, said she’s pleased to see a strong business presence downtown as well as uptown.

“We have a great mix of retail, manufacturing and service that makes Ellsworth very self-sufficient in that we have most everything we need,” she said. “For a small, rural community, it is amazing to have everything, including great broadband, a walking path, great parks, a fabulous hospital, amazing school system — such incredible things happening in houssing and finance — a new Bike Share program on its way and more to attract new people to town.”

While Alice said the downtown business district is vibrant and thriving, she admits there’s still more to do.

“Retail is ever-changing, and the key is to keep trying new things,” she said. “Standing by and wondering how to compete with new challenges leads nowhere unless there is action.”

“I think we are very fortunate in Ellsworth to have businesses downtown,” Harmon said. “I think Ellsworth, like every small town, could improve on what its downtown offers.”

“We do have some open spots, but I think that, by offering more, that would only bring more people in.”

One of those open buildings, formerly filled by the CR Old West Trading Post at 123 N. Douglas Ave., will soon have a new tenant, McGreevy said.

“... There is plastic on the windows at the old C&R Old West shop, where a new shop is planning to plant their roots, and more wellness facilities are on the horizon as well,” she said. “Ellsworth is thriving, and it’s a joy to be a part of these exciting times.”

In June, the Robsons went on vacation, traveling the unbeaten path, and taking the time to slow down and visit several small towns along the way.

“I really notice the pride so many small towns have in their communities,” Alice said. “There may be only a few businesses open, but they have found a niche for their friends and neighbors. Being in our store for nearly 36 years, we have developed amazing friendships and connections with so many people. Building relationships is what life is about — and helping each other through all the ups and downs of life — wherever we live.”

While small-town businesses are doing everything they can to help themselves and their communities prosper, there’s no way of knowing what the future of retail holds. But local retailers have their own ideas for maintaining a network of thriving downtown businesses into the future.

Harmon said she’d like to see local retailers eventually have more evening activities, such as special events or music, to attract more customers after-hours. She also wishes more millennials were interested in opening new businesses.

“By having more young people open businesses, it would bring more people to our community,” she said. “I hope The Petal Place will be here years from now, and I think with what we’re doing, we’re ensuring the downtown has a future. And, we are helping that happen.”

"By having more young people open businesses, it would bring more people to our community."
Abby Harmon
Petal Place