D e s e r t E x p o s u r e September 2008

Sweet Dreams Are Made of This

Pretty Sweet Emporium serves up ice cream in old-fashioned cones and gift shopping at a leisurely pace. Plus: Faywood update, bridal shop revival, Furniture Gallery Expands and more business news.

Step into Pretty Sweet Emporium in downtown Silver City and enter another world — a place where Christmas lives all year, ice cream treats are served up in old-fashioned cones and that perfect gift awaits discovery on every shelf. Time seems to slow down as the smiling proprietors, Joan and Bill Matas, invite you to sit and chat with your cup of coffee and freshly baked treat.

Proprietors Joan and Bill Matas in their gift-and-sweetshop wonderland, Pretty Sweet Emporium, in downtown Silver City. (Photo by Donna Cayton Lawder)

The Matases have run this quaint Christmas-decor-gift- and sweet-shop for the 13 years they've lived in Silver City. "We had owned two stores in Sedona for 15 years," Joan says. "We came here to retire, and we did take some time off. But what we decided was that we weren't really ready to retire!"

Bill spreads his arms wide to indicate the expanse of their store, and chimes in with, "And here we are!"

The two look at each other and laugh, at the memory and at themselves.

She goes on to explain, "We'd had a candy store in Arizona, and we've always loved Christmas. We had gotten the idea to get into gifts, and so in this store, we decided to combine it all."

New fall merchandise still takes center stage at this point, with carved chipmunks and deer nestling on a broad table festooned with autumn-toned silk leaves and candles. But Christmas is never out of sight at the Emporium. Displayed on shelves here and there are all manner of Nativity sets, from the very traditional to a whimsical version in which all the players — from Magi to angels to, yes, Mary, Joseph and the babe — are little black bears. Several Christmas trees are fully decked out in shiny reds and golds.

One would think that the two opposite ends of the business' spectrum — ice cream in summer and Christmas in winter — would handily balance out each line's "quiet season." But Joan says ice cream sells all year, and, she adds with a smile, people like to think about Christmas year-round, too.

"We sell Christmas ornaments all year, especially the Southwest-y ones," she says. Tourists are especially drawn to little glittery cacti and tiny wooden cowboys to hang on their trees back home.

"Our customers are mostly locals, and tourists are a bonus," Joan adds. She says the gift business is the biggest part of their bread-and-butter; a lot of locals come in for their house-warming and hostess-gift needs.

The store's wide selection of crosses is geared to satisfy any taste and decor, ranging from traditional rugged wood to forged iron, from modern types with mirrors and glitter to Southwest-inspired with inlaid turquoise.

With her grandmotherly presence, it's no surprise that Joan lays in a sizeable and varied stock of plush animals and porcelain-faced dolls, perfect gifts for doted-on youngsters.

"And I make sure to stay with reasonable prices, so that these things are approachable for people," she says, pointing out two-foot-tall Indian maidens and blue-eyed dolls with quintessential blonde curls priced at $30 and under. Plush toys run the gamut from a huge golden stuffed teddy bear to animated animals to a fuzzy carrying case with a fist-sized critter stuffed into each pocket.

"Toddlers love things they can carry!" she says with a delighted smile.

She pushes a button on a small plush trio, a lion with his arms around a fuzzy monkey and a baby hippo. "Watch this!" The lion starts singing "The Lion Sleeps Tonight," moving its mouth in time to the words. "Keep watching!" Matas says with a broad smile, as the baby monkey and hippo then join in with the familiar "wimoweh" chorus. "Isn't it darling?"

She says that her candle lines, decorative soaps-by-the-slice and specialty food items are popular with locals and tourists alike. Beer Bread comes in several flavors in brown glass bottles — "just add beer!" And salsa, barbeque sauces and seasoning mixes for bread dipping are popular gifts, she says. Prices on these hover in the range of $8 for the beer bread kits to around $20 for attractive candles.

Other items include fine leather purses and men's wallets, decorative centerpieces and clocks in a wide range of designs and prices. The "Willow Tree" angels — sophisticated carved figures in a variety of themes — make excellent gifts for almost any occasion and are one of the store's best sellers, she adds.

The store's line of costume jewelry is intentionally affordable, Bill Matas says, pulling a variety of brooches and necklaces from the display case. Glittery flower brooches, tiny cactus pins adorned with red "rubies," and brushed-metal pumpkins range from $8-$18.

"We want to have something sweet and affordable, so kids can afford to buy gifts for their mothers," he says with a twinkly smile. The store also carries an affordable line of "turquoise" necklaces and earrings — the look of the Southwest for less.

Though both proprietors ring the register, stock the shelves, help customers and serve up the in-house sweets, they admit that Bill Matas is the Master of the Ice Cream Scoop.

"I do more of that," he says with a smile, giving a humorous pat to his belly. Pretty Sweet Emporium serves eight flavors of Blue Bunny ice cream, in cups or cones — both the pointed, crunchy sugar cones and flat-bottomed "cake" style. The menu also includes traditional Mexican churros, baked and finished with cinnamon-sugar in-house, sodas, frozen cappuccino and lemonade and hot coffee. The house brew is a mellow and slightly sweet "South Texas Pecan."

A small table and chairs give customers a place to sit and chat, and to ogle the bins of hard candies, sold by the pound.

Asked why they chose Silver City and the best thing about running their business here, the Matases answer enthusiastically in unison, "People!"

She says, "Of course part of it is for the weather. It's beautiful here. But what really sold us was how friendly people are. It is a friendly town!"

He adds, "We have some really long-time customers, people who have been coming in for years."

The shop's inviting atmosphere, Bill says, is no accident. "We like it to feel a bit old-fashioned," he says. "Stores these days, they want you to come in, spend your money and get out! Not here. That's not what we're about."

His partner adds that the store's open layout and decidedly user-friendly music — light, upbeat piano mostly — are chosen specifically to enhance the shopping experience.

"It's easy to see what we have, easy to get around, and I like to think that it encourages people to relax and have a pleasant shopping experience," she says. "I love it when people look around the store and then decide to relax with a cup of coffee and chat before they move on with their day. I feel like I can get to know them."

Pretty Sweet Emporium, 312 N. Bullard St., Silver City. 388-8600.
Mon.-Sat., 9:30 a.m.-5 p.m.

Culture Gets the Boot

Santa Clara trustees voted late last month to evict the Casa de la Cultura en Santa Clara cultural center from the village's community center to make the space available for rent to a day-care provider. The non-profit organization that offers a variety of programs designed to preserve and celebrate Latino heritage (see "A House for Hispanic Culture," February 2007) had occupied the building since October under a verbal agreement with village officials. Santa Clara Mayor Imelda Lopez told the press that while she believes la Casa has been of benefit to the small community, village leaders focused on the bottom line feel that collecting revenue for the building, which had been rented out as a bingo hall in the past, is now a priority. Santa Clara's main source of income is the $300,000 in revenue it receives annually from water and sewer fees charged to residents. Rent from the day-care facility, which could open by mid-month, would add up to $10,000 annually to the town's budget. Mayor Lopez added that in addition to rental income, the proposed day-care center would also provide a badly needed service to working parents in the mining district; many Santa Clara parents who work in Bayard must drive to Silver City and back for day care. The proprietor of the day-care facility says the business would provide year-round care for 3- to 5-year-olds. The facility can house 25 children now, and with the planned addition of another bathroom, will hold as many as 62. With a state-required ratio of one adult for six children, between five and 11 jobs will be created. The contract between the proprietor and the town was not yet finalized by press time.

Dr. Maria Trillo, president of Casa de la Cultura's board of directors, says of the group, "We're not dead yet! We are looking for another space right now." The group held a special fundraising event at the Bayard Community Center just weeks after being told they'd have to vacate their building. "We're like the Phoenix," Trillo says, referencing the myth of the bird rising from ashes. "This is a setback, but we have much more work to do, so much to offer."

Stayin' Alive

California-based Shoe Pavilion Inc. has filed for bankruptcy, and the company's store in El Paso may close. But Las Crucens can breathe a collective sigh of shoe-shopping relief as Ivonne Ibanez, manager of the Shoe Pavilion store at the Mesilla Valley Mall, says that location will remain open. The company announced in July that it would close 43 stores — "clear money losers" — out of its 117 outlets. Nearly 30 more will close in a second wave unless their landlords make rent concessions, the company said in papers filed in US Bankruptcy Court.

Even with more than 600 Starbucks closures planned nationwide, Las Cruces will remain a four-Starbucks town. Though the Seattle-based coffee giant is shuttering the outlet at 2800 N. Main St., the new store on University Avenue, at the corner of Espina Street, recently opened as planned and will employ 20 to 25 workers. According to district manager Javier Gandara, no employees will lose their jobs through the closing of the North Main location, as they will be absorbed into other local locations. The new coffee bar has a patio and two-sided fireplace, providing a nice ambiance for sipping. Plan to sit down or carry out, as this Starbucks does not have a drive-through lane.

Final Chapter

And in Silver City, Desert Blossom Books owner Kim Polanco has declared bankruptcy. Business Exposure noted last month that the struggling bookstore had finally closed its doors on Bullard Street. A representative of Western Bank said an inventory sell-off had been planned and advertised, but had to be postponed when the beleaguered bookstore owner filed Chapter 7, as final a chapter as there is when it comes to bankruptcy. Chapter 7 bankruptcies do not involve filing a plan of repayment as in Chapter 13 (typically used by wage earners and small businesses) or Chapter 11 (used by larger corporations). Instead, the bankruptcy trustee gathers and sells the debtor's nonexempt assets and uses the proceeds of such assets to pay creditors, usually leaving quite the indelible black mark on the debtors' credit-worthiness.

Faywood Hot Springs Update

Wanda Fuselier, owner of Faywood Hot Springs, checked in to say that contrary to swirling rumors, the property still is for sale. "I am showing the property and a lot of people have expressed interest, but the right buyer hasn't shown up yet," Fuselier says. The 1,280-acre property is for sale by the owner for $2.5 million, and also has been listed non-exclusively with Parks and Places (parksandplaces.com), a Grand Rapids, Mich., recreational and hospitality marketing company. Fuselier is happy to show the property to qualified potential buyers. Email wanda@faywood.com or call 536-9663 for additional information or to arrange a preview. Sorry, no soaking at this time. The property is closed until it sells.

They're Back!

Jessica Lincoln, owner of Jessica's Bridal Boutique at 110 E. 11th St. in Silver City, has re-opened her shop. "Our house and business are still on the market, but in the meantime, I figured why not re-open my store and serve the people of Silver City? I have excellent inventory and I am selling my gowns and dresses at very good prices so people can save some money in these tough times," Lincoln says. "And with gas prices the way they are, it makes me proud that local people don't have to drive out of town to find special dresses for their special occasions." The boutique no longer carries baby items nor rents tuxedos, but specializes in women's formalwear exclusively. Open Wed.-Fri. 10 a.m.-5 p.m., Sun. 10 a.m.-3 p.m., or by appointment. 956-3345.

The Emerald Isle Boutique & Gallery is back in the pink! Or should that be green? The Mesilla business had to shut down, owing to water damage from a burst pipe back in July, but was up to snuff — begorrah! — in time for a late August grand re-opening event. 1750 Calle De Mercado #2, 525-9177.

And weep not for Coyote Traders in Las Cruces. After more than 30 years at 1020 Picacho, owner Mel Hester shut the store down earlier this summer. Hester said at the time that he might re-open in another building down the line. As it turns out, it's just a little down the street, at 991 W. Picacho Ave., selling furniture and other home items. 523-1284.

Ch-ch-changes. . .

Georgia Bearup says she is closing United Country Realty's office on Hwy. 180, across from Wal-Mart, to consolidate operations into the company's office on Bullard Street in downtown Silver City. The company also operates United Country Mimbres Realty and has an office in Rodeo. 538-3789, www.unitedcountry.com

The building at 212 E. 12th St. in Silver City that houses Hometown Mortgage of New Mexico is for sale, listed with Patrick Conlin's Prudential Silver City Properties. Judy Ruebush, who founded and has owned and operated the mortgage company for 10 years, seven of them at its present location, says simply, "Retirement is looming." 534-2945.

New in Town

Sofia Starheart has opened Starheart Services & Sacred Planet School in Las Cruces, offering a whole universe of esoteric services and classes including Reiki, pleiadian lightwork, hypnobirthing, conscious conception and lightfood guidance. The NMSU grad has just returned to Las Cruces after several years of teaching English in Saudi Arabia. 571-3330.

Joe Aguirre says it's every barber's dream to one day have his own shop. If that's so, Aguirre's own dream has come true. The Las Cruces native opened Main Street Barbershop at 111 W. Lucero Ave., where Danny's Barbershop used to be located. 650-8639.

A new Holiday Inn Express has put out the welcome mat at 2635 S. Valley Dr. in Las Cruces. The new hotel has 87 rooms. 527-9947, www.hiexpress.com

Las Cruces now has a fifth Auto Zone store, this one located on Picacho Avenue, just east of the corner with Motel Boulevard. 647-8405.

Bigger and Better

Furniture Gallery, 1300 Silver Heights Blvd. in Silver City, is expanding by opening an additional store in Deming. The longtime Silver City purveyor of home furnishings bought out Diamond Home Furnishings, 705 E. Pine St. in Deming, which has since sold off its inventory. A spokesperson at Furniture Gallery says he hoped to have the new Furniture Gallery store stocked and open for business by the first of this month. Silver City, 388-3109; Deming, 546-2602.

What a kick! Hibbett Sports in the Mesilla Valley Mall has added an Adidas Soccer Shop under its roof, featuring soccer apparel, footwear, equipment and accessories. 532-0466.

First Community Bank has just opened its third Las Cruces office. The new branch, at 901 University Ave., Bldg. Q, offers full-service banking, including mortgages, commercial consumer and constructions loans, drive-thru service and an ATM. www.fcbnm.com

Celebrating!

Monica Rude checked in to say that her company, Desert Woman Botanicals, is celebrating its 10th year of being a certified organic herb grower by creating two new yummy "Lip Jazz" flavors: Pineapple-Ginger and Ginger-Lemon, available at the Silver City Farmers' Market starting this month. Rude is the owner, chief product maker and Desert Woman at the helm of the Gila-based company (see "Soothing Balm from the Desert," June 2005) that makes dozens of all-natural salves, lotions, potions and creams from mostly local, all organically grown materials. 535-2860, www.desertwoman.net

Going, Going, Gone. . .

Within a week of announcing that she had suddenly closed her restaurant, Torch, and bar, Merci's Spirits, after a deal to sell them fell through, Cali McCord has now announced that Meson de Mesilla, the bed and breakfast that housed both eateries, is for sale.

Rusticana Furniture on El Paseo in Las Cruces is closed.

Send business news to donna@desertexposure.com

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