ONE BLOCK: A look inside the life, business times of 470 Newton St., South Hadley

  • Deb Blaney, a stylist at Mane Tamers Hair & Nails, removes curlers from Claire Richards' hair Feb. 2, 2017 at the South Hadley salon. GAZETTE STAFF/sarah crosby

  • An interior view of Mane Tamers Hair & Nail Salon. GAZETTE STAFF/sarah crosby

  • Deb Blaney, a stylist at Mane Tamers Hair & Nails, gives Claire Richards of South Hadley a haircut earlier this month at the South Hadley salon. GAZETTE STAFF/sarah crosby

  • An exterior view of Cinderelli's Consignment Boutique is shown Feb. 2, 2017 on Newton Street in South Hadley. GAZETTE STAFF/sarah crosby

  • An assortment of businesses are located at 470 Newton Street in South Hadley. GAZETTE STAFF/sarah crosby

  • Jewelry is displayed Feb. 2, 2017 inside Cinderelli's Consignment Boutique on Newton Street in South Hadley. GAZETTE STAFF/sarah crosby

  • An interior view of Cinderelli's Consignment Boutique is shown Feb. 2, 2017 on Newton Street in South Hadley. GAZETTE STAFF/sarah crosby

  • Jewelry is displayed inside Cinderelli's Consignment Boutique on Newton Street in South Hadley. GAZETTE STAFF/sarah crosby

  • Diane Olson, owner of Cinderelli's Consignment Boutique in South Hadley, is shown earlier this month inside the shop. GAZETTE STAFF/sarah crosby

  • An interior view of Cinderelli's Consignment Boutique. GAZETTE STAFF/sarah crosby

@HUGHESMORGAN_
Published: 2/12/2017 11:39:55 PM

THE BLOCK: Who runs the storefronts at 470 Newton St. in South Hadley? Women. In it, a hair salon, a consignment shop, a children’s play place and a dance studio — all owned by a tight-knit group of women. Without driving all around town, someone can get their hair done, pick up a new outfit, and at the same time drop their older children off at dance class and the younger at an indoor playground.

WHY COME HERE? One thing the eclectic businesses have in common is their dedication to each customer.

Mane Tamers Hair & Nail Salon has been in business for over 27 years, and has a customer base made of many who have been coming to them for years. Their new location on a busy road on Newton Street (Route 116) where it intersects with Route 33 has brought them a number of new clients, Owner Kathy Rogers said.

Diana Olson, owner of Cinderelli’s Consignment, is dedicated to finding outfits for special occasions at secondhand prices.

“I think of past customers when I consign clothes,” Olson said. “I think to myself, ‘If I was this size would I wear it?’”

FEEL OF THE PLACE: The businesses at 470 Newton St. occupy an unexpected lot in what looks to be two houses-turned-storefronts.

Each business offers a relaxed feel — an airy, sunny day at the beach in the salon, a consignment story “haven” and “fantasy closet” and a kid-sized town where kids play and parents can feel safe at Sunnytown Place.

In contrast to the busy road they lie on, the inside of each business feels friendly, relaxed and professional.

WHAT’S NEW: Mane Tamers, though possibly the longest-running business of the five, has been the newest addition to 470 Newton St.

Sunnytown Place moved in and built their tiny town for toddlers in 2014. Cinderelli’s has been in business at their current location for a little over three years. The property was sold to Olson by Providence Ministry’s Kate’s Kitchen — the soup kitchen she volunteered at for years.

WHAT’S ENDURING: Though many of the store owners are new to the block, they bring with them cumulative decades of experience.

At Mane Tamers, the five hair stylists and one nail technician each have at least 35 years of experience. Rogers said that one of her stylists, Pam Doyle, has worked at the salon for over 14 years, and has been Rogers’ friend since their late 20s.

THE PLAYERS: Though Olson doesn’t have the time to regularly volunteer anymore, she brings her altruistic spirit to Cinderelli’s. Customers who consign their clothes have the option of donating 10 percent of their profit to three charities: Providence Ministries for the Needy, BARC, Inc. animal relief shelter and Safe Passage against domestic violence.

Sattler owned Ohana School of Performing Arts for 14 years before the passed it on to her daughter and began running Sunnytown Place. With family and friends operating side-by-side, this plaza does its best to make customers feel at home.

THE UPSIDE: Located at the busy intersection of Route 33 and 116, the roadside storefronts receive quite a bit of drive-by sales. Olson notes that customers often drop by Cinderelli’s Consignment on their lunch hour to pick up a “new-to-you” outfit. As if on cue one day last week, Lynn Meyer of Ludlow stopped by Cinderelli’s around noon in between errands to drop off some items to consign.

“I saw the store when we were across the street eating,” Meter said. “I like shops like this because you can always find something unique.”

For Sunnytown Place, being tucked on the side of the building offers a more worry-free environment for families to bring their children and relax while they play away from roads, parking lots and windows.

THE DOWNSIDE: Olson speculated that when the shopping center across the street — now called South Hadley Plaza — lost several key tenants, most notably Big Y, the block of business lost a bit of traffic. There was once a diner, movie theater and other attractions that no longer existed at that location.

Olson also said that being small business owners means doing what they can to keep their hours of operation convenient for customers, prices low and staff intimate. She runs a one-woman show at her store, and because of that can only be open four days a week, but tries to bring in as many repeat customers as possible.

Parking is limited to a small lot in the back of the buildings that is also shared with an auto shop next door, but has a number of spaces open on a Thursday afternoon.

VERBATIM: “This is a prime location for family-owned businesses,” said Sattler at Sunnytown Place. “We all get along really well, we all take care of each of and we all watch out for each other.”

Morgan Hughes can be reached at mahughes@umass.edu.


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