Lessons first learned from his father 70 years ago have helped Vincent Amato keep Amato’s Toy & Hobby thriving since 1940 when the then 14-year-old first set up shop at a side counter at his parents’ plumbing and heating business in Middletown.
The prime lesson taken away is, “Don’t buy it if you don’t have the money.” As the dapper Amato pointed out during a recent interview at his Main Street, Middletown, store, “If we order something, we have the money to pay for it.”
As his daughter Diane Gervais, the Middletown store manager, pointed out, “That lesson from 1940 is really appropriate in 2010.”
Amato’s Toy & Hobby has two stores (the other is in New Britain) as well as an online mail order hobby company and employs about 35 full- and part-time workers. The businesses are owned by Amato and run by his children and their spouses. Diana Amato Gervais runs the Middletown store. Steven Amato and his wife Sheri run the New Britain store while Peter Amato and his wife Terry run the Internet business. Diane’s husband Joel handles the company’s financials while Vincent Amato’s wife Phyllis keeps her hand in the business by ordering the scouting supplies Amato’s sells. For good measure, Diane Gervais’ 13-year old daughter Caroline also pitches in when needed.
Even though Amato’s sells the same airplane models that helped launch the business, it has kept current with the toy industry. “Who would have thought we’d be selling rubber bands and they would be such a big hit,” Gervais said, referring to the Silly Bands that were a hot-selling item this spring across the country. (Ask the parent of any tween – they’ll tell you.)
“We always keep moving,” added Vincent Amato before noting, “but they’re slow changes.” Gervais seconded that notion. “A measured response has been the secret to our longevity,” she said. “We don’t jump into anything.”
Amato and his offspring have an enlightened attitude when it comes to the big box toy stores some would consider a competitive threat to their business. “Competition is a funny word. We co-exist,” said Gervais. “Customers will go to large box stores. We do our best to serve the needs we can. When you go to an independent toy store, it reflects their personality. That selection is going to be unique to that store. That’s what makes it interesting.”
The business has also developed customer loyalty by servicing everything it sells. It is the only Lionel train repair facility in Connecticut and invests in regular training for its service department.
The Fleur de Lys Floral Company of New Haven, known for providing customized designs, has opened a sister store, Bel Fiore Floral Company at the Shops at Water’s Edge in Westbrook.
Bel Fiore is an upscale floral design boutique where quality flowers are arranged with artistry. Bel Fiore owner Jennifer Ford-Chatfield has 20 years of floral design experience, specializing in high-end, cutting-edge design, and has an extensive history with distinguished clientele including The Grand Ole Opry, RCA Records and The Sound Kitchen Recording Studios.
As the onsite floral studio at Water’s Edge Resort & Spa, Bel Fiore maintains the property’s floral displays, including extravagant lobby arrangements, corporate events, social affairs and weddings.
The store is located at 1551 Boston Post Road, Westbrook.
• • •
Ulta, a high-end cosmetics store, has opened in Avon. Ulta, based outside of Chicago, combines brand-name cosmetics, fragrances, skin and hair care products with a full-service, in-store salon. The store is illuminated with natural light so guests can see the true shade of the products they are testing.
Ulta opened its doors in 1990, operates 348 stores across 38 states and also distributes products through its website at www.ulta.com. Ulta is located at 380 W. Main St., Avon.
