By Srianti Perera, Contributor
Chandler resident Raina Dodge began developing her entrepreneurial skills when she was 5 years old running a lemonade stand.
Now, owner of The Common Market, a local, artisan and handmade goods store in the Chandler Fashion Center, Dodge helps 46 small businesses and her own much-needed exposure.
The common market sells crochet and macrame in a modern way; woodworking creations such as flag and yard games such as Corn and Yard Yahtsee; Contemporary decor, soaps, candles, silk plants, blankets, heavy metals with feminine flair to signs, key chains and books, and children’s items.
Dodge sells her own products – quality baby blankets and lowis at affordable prices, as well as hair bows and headbands.
The item rotates every few weeks.
“The motivation behind The Common Market was my desire to help other small businesses (like mine) grow their small businesses (and sales),” Dodge said. A mother of three, Suma Kum Laude graduated from Arizona State University with a Bachelor of Science in Business.
A year ago, when she was looking for a place to set up shop, the first thing she looked at and chose was the Chandler Fashion Center.
She created the concept, made a business plan, executed the contracts and opened the doors as a pop-up market in November.
“We had such a positive response during the holidays that we decided to stay open,” she said. “We’ve recently doubled our space, offering more opportunities for Ven.Thirst.
Initially, The Collective occupied 1,700 square feet of retail floor space. Now, after renovations, it spreads around 4,000-sq.ft.
The generous space has also allowed the business to add do-it-yourself workshops and classrooms.
Dodge has enjoyed growth over the past year.
“Everybody’s definition of success is different,” she said. “Some people say that just starting a business is a success. I’m excited about how far we’ve come in such a short time.
Dodge felt it needed to do more to raise brand awareness.
“As soon as I walked into our space, I knew it was going to be better. After the renovation, my vision has now come true. I am working hard to make it an amazing place for both our customers and the small business community,” she said.
Amy Weber of San Tan Valley is one of the small businesses that displays and sells work on the collection. Weber creates jewelry, with a one-of-a-kind flair, and names her small business Salt and Sass.
“My case came when I was going through my mother’s jewelry, after she passed, looking for something to make for my own daily routine. Something I could see and just feel her in that moment,” Weber said.
The idea caught on and soon she was selling to friends and farmers markets.
Weber likes to sell on The Collective.
“It’s fun and good vibes, and every time I’m there it’s something new,” she said. “The vendors are constantly bringing in new and unique items. It’s a lot of fun meeting customers.”
Dodge said she has two main goals with the store.
The first is to create an environment where small businesses can connect with the local Chandler community, giving them a place to sell their wares.
The second is to connect small businesses to each other.
“Sometimes, as a small business, you feel like you’re on an island. I wanted to bring people together to talk to each other, to help each other, to create really lasting friendships,” she says.
“It looks like women coming together and working towards a common goal. There is strength in numbers. Yes, we have that in our collective.”
Asked if she felt competition from the various art markets in the East Valley, Dodge responded negatively.
“My goal has always been to support local artisans. Our collaborative businesses provide a fun and creative environment for our customers to interact with.”
She plans special events. – Oktoberfest and Winter Wonderland – to give more small businesses that are not currently vendors in the store an opportunity to connect with the community.
Dodge employs two part-time employees, while its core employees are small business owners. All 46 – two men and 44 women – work one shift.
“I think it’s important to run the store, not just sell there. I believe it helps them connect with our customers and our community. You can see why a customer buys something, what their motivations and needs are,” she said.
What are the challenges of running this store?
“I’m totally “off”! People are my number one. I always offer myself to the small businesses in my store. We are open seven days a week because we are located in the mall. If anyone gets sick, I have to be fully covered — regardless of my plans,” she said.
Also, balancing the store with her family is difficult. She has an intelligent husband, Jason, and three young children, and everyone’s needs must be met.
Weber said she is excited about her involvement in the store. “The shop is very busy,” she said.
Customers are the best marketing tool.
“They tell their friends or share it Social media about the amazing artists we have in the store has led to many wonderful people visiting us at the mall.
Best thing about being part of the team? “I love the interaction with my small business owners and the sense of community the store brings,” Weber said.
The Common Market is located at 3111 W. Chandler Blvd., in the Chandler Fashion Center, across from Pottery Barn.
Oktoberfest, featuring 50 local small businesses, will be held from 11 am to 6 pm Oct. 28 and 29 in the covered area at the Chandler Fashion Center.
Details: shopthecollectiveaz.com
