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The Scene
PARTNERS
from page 107 -
years later, however, she found herself
past month, and lives in Roseville with
in retail sales instead of law enforce-
her husband, who is also self-
ment.
employed as an interior/exterior
Sisskind-Tringale's father, who
painter. But now, the two cousins find
works in commercial real estate,
themselves working 12-16 hour days.
learned that the basket store was for
"Some days we are here from 6 a.m. to
sale and told his daughter about the
2 a.m.," says Rosenthal. "It gets really
opportunity. Within a month, she
crazy."
partnered with her cousin and opened
Sisskind-Tringale says, "We know it
shop.
will be crazy for just those three
"Wendy and I were never really
months, which makes it easier to work
close growing up," explains Sisskind-
through. We know when it will slow
Tringale, "but she had management
down again."
experience and knew about making
Like other retail establishments,
gift baskets, so it was a per-
fect match."
The two purchased the
store with help from their
silent partner, Sisskind-
Tringale's father, who assisted
with the loan. When they
opened in September 1999,
neither knew what to expect.
Sisskind-Tringale admits
she "had some terror" initial-
ly, especially since the two
were behind in ordering sup-
plies for the December holi-
day season. "We should have
begun ordering in July and
August," explains Rosenthal. Rosenthal and Sisskind Tringale are hard-at work.
December is their busiest -
time of year, and the calls for both
they look to hire seasonal help.
corporate baskets as well as personal
Because their storefront is only 1,000
baskets began flooding in by
square feet, they rent space in a ware-
November.
house to have enough room to assem-
"I was on the phone numerous
ble all of the baskets.
times a day to all of our vendors,
However, finding space and dealing
increasing my order, or ordering some-
with the holiday rush weren't the only
thing completely new," says Rosenthal.
challenges they encountered. It took
"It was a trial by fire."
nine months of paying fees and filling
The frenzy was due in part to the
out paperwork for them to transfer the
fact that American Basket will custom
store's liquor license to their name.
design a gift basket specifically to the
But for the most part, they admit the
customer's request. No two baskets are
transition to being self-employed has
the same, although come December,
not been too difficult.
says Sisskind-Tringale, "we make some
While December is without ques-
baskets in advance so people can just
tion their busiest time of year, they
come in and purchase one." This
stay busy throughout the year prepar-
attention to customer service is a fea-
ing baskets for a variety of occasions.
ture the women believe set their store
"Baby baskets are very popular," says
above the competition.
Rosenthal. "We put in everything
from blankets, rattles and toys to food
Flexible Schedule
for the new parents."
From January through September, the
Every once in a while, they are
store is open from 9:30 a.m. - 4:30
asked to use a more creative approach.
p.m., although the partners say they
"There was one week last summer
often arrive early or stay late to
when I must have gotten three
accommodate clients' requests. That
requests for baskets specifically for
schedule makes it easy for them to
men," says Rosenthal. While that
have a life outside of the store, some-
trend slowed, Rosenthal points out
thing not always possible when a busi-
that the store must always be willing
ness first opens. Rosenthal, who is
to go that extra mile to make their
married and has a 5-year-old son,
product unique.
Chase, finds that flexibility important.
Sisskind-Tringale was married this
PARTNERS on page 110
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