Woman’s life makeover is fueled by makeup

When Colleen Crone Moore lost her job in late 2007, she said there weren't many work options for her.

She had been an administrative assistant at a Richmond law

firm for 18 years. Her position was eliminated, and she worried that could happen again if she joined another firm or went to work for a major corporation.

So at age 58, she decided to try her hand at something different.

With no experience as an entrepreneur, she took her life savings and opened a franchise selling makeup.

In October, she opened Merle Norman Cosmetics Studio in Willow Lawn Plaza on Willow Lawn Drive at West Broad Street.

"I basically took an unbelievable risk," she said. "I'm a single woman and have no one to depend on but myself."

Moore said what drove her to take this wild chance was a yearning to control her life.

"I just didn't feel comfortable going back into the corporate world," she said.

But starting a business, especially in an economy in which retailers are expected to close stores at unprecedented rates this year, was fraught with peril.

Two months in, Moore has already faced one major obstacle.

When her store opened, she encountered problems getting signage delivered and installed. Consequently, sales in October and November, her first two months as a retailer, were disastrous.

Sales last month, after the signage went up, were much better, she says.

Moore said the easiest way to deal with the prospect of failure is by putting it out of her mind and focusing on getting customers in the door.

She said advertising has shown some early promise and she plans to expand that. And she was approached by marketing students from the University of Richmond, who came up with ideas to drive business. The students used her store as a case study for one of their classes.

Moore already has begun implementing some of the ideas.

Along with makeup, she stocks purses, jewelry and gifts.

She also intends to try to reach a younger clientele advertising in high school newspapers and hosting parties at the store during prom season.

Moore wants to hire a young woman who can better relate to younger customers.

And if none of that works?

Moore laughs. "That thought hasn't come into my mind. I'm determined to make it work."

Stony Point portraits

Wolfgang Jasper Photography, which has a studio on East Fourth Street in Richmond, will open a 4,700-square-foot portrait studio at Stony Point Fashion Park next month.

Co-owner Beth Jasper said the studio also will showcase prints and art pieces.

The location will make it easier to reach new clients, Jasper said.

"We're just expanding and trying to seize an opportunity," she said.

Kids' stores move

Two Chesterfield County children's stores are moving

B.B. Lullaby Children's Boutique will move this month into a 1,100-square-foot space on Busy Street off of Midlothian Turnpike near Courthouse Road. It will be next door to the Romp n' Roll.

The new space is twice as the size of its current store on Huguenot Road near Chesterfield Towne Center.

Owner Lauren Remschler said she hopes the space will be ready this week but said it will definitely open by Jan. 17.

Once Upon a Child will leave its location at the Shops at Arboretum on Midlothian Turnpike in March.

Its new store will be several blocks west at the Stein Mart Festival Shopping Center.

An opening date has not been set.
Contact Louis Llovio at (804) 649-6348 or .