An update of a popular blog post from 2010

When I wrote about our store’s 35th anniversary celebration 15 years ago, our shop’s identity had just been stolen. I decided that rather than dwelling on the negative, I’d write about Orange Tree Imports’ upcoming big staff reunion. We had invited over 150 past employees to join our current staff at an open house, and “alums” were coming from as far away as Ohio, Massachusetts and Illinois.

We host a staff reunion every five years to celebrate the store’s anniversary, and we’ve been doing this for quite some time. (The picture that accompanied this entry in 2010 was from our 10th, in 1985.)  In addition to the party, we do window displays about the store’s history, and make special offers to our top customers in honor of the anniversary. The local newspaper ran a story about our store’s 35th anniversary, mostly because I sent a press release with photos and a specific idea for the news story.  Business reporters are always looking for a positive story, especially if it isn’t a blatant promotion.

Our 45th celebration and staff reunion on May 1, 2020 were sidelined by COVID, although we did do a drive-by parade with a DJ and balloons. We gave our current staff commemorative t-shirts, and pieced together a collage instead of taking a group photo. A drone captured the festivities from a safe distance, and we gave the Wisconsin State Historical Society the footage for their COVID archives.

This year is our 50th anniversary, a milestone made bittersweet by the passing of my husband and business partner just a few days before the start of 2025. We delayed our staff reunion until this weekend, and have postponed the public part of the celebration until this fall. But the fact that the store has reached the half century mark is still remarkable, and it’s important to acknowledge all the individuals – both staff and customers – who contributed to making that happen.

Even if your shop is not as old as ours, you undoubtedly have something to celebrate — your grand opening, or a first or fifth anniversary.  Take advantage of these special times to bring attention to your store, and to the fact that you are a locally owned shop with an interesting story.  Word of mouth and free press coverage are your best advertising, and milestones make great material for social media postings on Facebook and Instagram.

Happy Retailing,

Carol “Orange” Schroeder