[Jewelry making - Article 01147] - Re: [Orchid] "Fake" Rhodium Plating

[Doug Dreyfus]

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    Dear David: Sincerely, no offense was taken, and it's OK if you are a
    bit of a jewelry snob--it probably means you're a talented jeweler
    and have good taste! 

    Regarding the astronomical rent I pay--I agree it's too high!
    However, kiosks owners are kind of the mall's bastard step-sons--we
    have no rights and no one respects or recognizes us! Seriously, I pay
    the rent I do due to one thing: not having any negotiating leverage
    due to the facts that A) I've only got one location (compannies with
    dozens of locations can negotiate and play hardball) and B) supply
    and demand. The mall I'm in has a long waiting list of people who
    want to lease space there; if I'm not willing to pay their asking
    price--Joe will! And if Joe won't Sally will, etc. Perhaps it's "the
    greater fool theory" at work, but I am making money, so whatta I'm
    gonna do?! 

    I have thought about moving someplace where the rent is lower.
    However, admittedly I'm not the smartest guy on the block, so maybe
    you (or others reading this) may be able to help me: 

    Say for instance there's a an 800 square foot store for rent in some
    strip mall or pedestrian-friendly neighborhood for $1800 a month.
    Besides personally spending some time in the area, checking out
    traffic flow, counting bodies on the weekends, perhaps talking to
    some other retailers in the area (who very likely aren't going to be
    too forthcoming with gross sales info.), what criteria or data would
    one use or compile to determine if it would actually be more
    profitable to operate a store in this area instead of where I'm
    currently located? Doesn't it eventually always come down to gut
    instincts? 

    By the way, personally I'm intriqued and attracted by high rent
    rather than being scared away. After all, there must be a reason why
    the landlord is able to demand such high rent, right? I remember back
    in the early 90's when I payed $10,000 to rent a pushcart for the
    Christmas season (November and December only) in a brand new mall in
    Atlanta Georgia. A guy I new thought I was crazy to saddle myself
    with such high rent, and instead he rented a pushcart in an older,
    somewhat beaten down neighborhood mall for something around $3,000
    for the season. I sold slightly over $70,000 with of T-shirts and
    jewelry that Xmas, while he sold somewhere around $40,000. That
    said, it's not what you gross but what you net that matters! 

Best wishes,
Doug



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