Small businesses face many challenges, primarily the decline of downtown shopping districts and pressure from online competition. To survive and thrive, small businesses must continually adapt to changing market conditions and technology. What worked in decades past might not work today, and “that's the way we've always done it” is not a strategy for future success.
Donegal Square opened in 1985—in small-business years, 34 is a lifetime! In 1996, the store moved to 534 Main Street in Bethlehem. Since then, we have not made many changes to our physical space. This summer, we closed for six weeks for a complete store renovation. Donegal Square is open seven days a week, except major holidays, so to close for this length of time was out of the ordinary for our staff and our customers.
Why did we renovate? Many customers said, “but your store is already so nice.” We truly appreciated the compliment, but after 23 years, it was time for a fresh, clean look. Our goal was to create an atmosphere as beautiful as the items we sell and one that would allow our products to shine.
Technology also played a part in our renovation plans. These days, customers are looking for an “experience” when they shop. Donegal Square now has screens to show travel videos; our customers can get a preview of the Donegal Square Travels tours to Ireland, Scotland and Wales. Many of our vendors are artisans who produce their goods using time-honored traditional craftsmanship. Soon our customers will be able to watch capes being woven, jewelry being handcrafted and pottery being thrown and glazed, all without leaving the store. Seeing the love and care that go into each item gives greater understanding of the uniqueness of our merchandise.
While we were closed for renovations, customers peeked through the windows to see what was happening and expressed great concern that we might be closing permanently. In our 34 years of doing business, we have welcomed thousands of customers and made lifelong friends. Countless sets of wedding bands, baby gifts and memorial items purchased at Donegal Square have marked milestones in our customers' lives. Our customers felt as though they would lose an old friend if we closed.
Adding to their concern was the prospect of losing another small business in Bethlehem. In the age of Amazon and express shipping, small businesses face harsh competition and extreme pressure. It can be difficult to compete on price against the online giants, but small businesses offer exceptional customer service, an opportunity to feel and try on items and an authentic “experience.” Many people are making the conscious decision to “shop small” and support downtown businesses. We, and our fellow small businesses, so appreciate that.
It isn't only local businesses who are supported by shopping small. Donegal Square purchases most of its merchandise from small businesses and family-owned businesses in Ireland, Scotland and Wales. These companies, sometimes in the hands of the second or third generation of the family, continue to produce their unique goods using traditional craftsmanship, whether it is knitwear, leather goods, jewelry or pottery. Like other artisans, they face challenges ranging from the rising cost of raw materials to customers buying cheaper (and often imitation) goods online.
The City of Bethlehem also recognizes the importance of adapting and changing with the times. After the demise of Bethlehem Steel in the mid-1990s, the city could easily have sunk into rusted oblivion. Instead, Bethlehem reinvented itself. The “Christmas City” became known as a year-round destination with world-class festivals and events. An arts center was built on the site of the former steel mill, with the towering blast furnaces preserved as an impressive reminder of our industrial past. There is a great variety of restaurants and specialty shops offering a wide array of cuisines and goods. From Main Street on the Historic Northside to the energetic and rejuvenated Southside Arts District, Bethlehem has something for everyone.
Donegal Square is proud to be a longtime fixture on Main Street, and our owner Neville Gardner is a huge proponent of shopping small and supporting local businesses. It is his sincere belief that when people “get downtown Bethlehem” (the motto of the Downtown Bethlehem Association), everyone wins. We look forward to welcoming our customers and friends for many years to come!
Donegal Square | 534 Main St., Bethlehem | donegalsquare.com
This post is a sponsored collaboration between Donegal Square and Lehigh Valley Style.
