WICKER PARK — A rockabilly-inspired boutique offering kitsch items like aprons emblazoned with cherries is going online only and shuttering its storefront along a quieter stretch of Wicker Park's North Avenue.
"People say they support mom-and-pop shops, but at the end of the day they need a discount. Big chain stores can do steep discounts but mom-and-pops can't afford to — except when they are closing," said Broken Cherry's owner, Remey Rozin.
Through March 31, everything in the boutique will be between 40 and 75 percent off, with an extra discount for paying in cash. Fixtures and shelves, are "priced to move," Rozin said.
"I just don't want to have to move any of this stuff," Rozin said.
Located at 1734 W. North Ave., on the northwest corner of Hermitage and North avenues, Broken Cherry opened in 2007.
The shop's closure follows last December's shuttering of American Pickers' star Danielle Colby's store, 4 Miles 2 Memphis, which briefly shared the storefront.
"Broken Cherry is a niche market. My target market has been hit the hardest by the economy. They are working their asses off to make ends meet, plus people don't shop the way that they used to. They are shopping online and frequenting the bars, restaurants, salons and other service-based places," Rozin said.
Rozin:
For Rozin, 41, the decision to move on has been a cathartic one.
"I'm thrilled; it is time," Rozin said.
One of the shop's custom signs, which is 11-feet-long, weighs over 200-pounds and cost $5,000 to make, was turned into scrap on Sunday, yielding a payout of $11 at a recycling yard.
"Sometimes you just have to say "f-- it" and chuck it. #declutter #simplify #getitoutofmylife #bittersweet," Rozin posted on her personal Facebook page, along with a photo she snapped of the carnage.
Rozin is keeping another sign, a distinctive 3-dimensional hanging cherry that was long a marker for the shop.
In April, Rozin will be going on a road trip to California with a friend and then return to run the Broken Cherry website as well as her t-shirt and screen printing business.
Another arm of her business, 4 Star T-Shirt Bar sells custom shirts ti churches, schools, sports teams and music festivals. Plain T-shirts, including American Apparel shirts, are just $5 as part of the sale.
Rozin works on a hat commissioned by the organizers of Riot Fest:
Funky onesies, socks, bibs and booties are among Broken Cherry's baby merchandise, on sale:
For grownups, there's eyeball shower curtain rings, light switch covers, makeup, wallets, purses and hair dye, in several colors such as "electric blue" and "green envy."
Funky housewares:
Broken Cherry Closing Sale Hours:
This week: Wednesday, Sunday — closed; noon to 7 p.m. Thurs. - Saturday.
Next week: Wednesday, closed; noon to 7 p.m. Monday, Tuesday, Thursday-Saturday; noon to 5 p.m. Sunday.
Final week: noon to 7 p.m. March 30-31 (Monday and Tuesday)
Visit Broken Cherry's Facebook page for updates.
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