Newbury Street maintains its status as one of Boston's top business addresses

by Sandra Miller
Back Bay Sun

Like everywhere in America, Newbury Street is not immune to the downturn in the economy.
There are darkened storefronts. Stil's Newbury presence went still, the Gap has left a gap, and Tess and Carlos is going to concentrate on its other stores.
"There are more than 20 vacancies, when you walk up and down the street, but so far, it's not as bad as it was in the late 1980s," said Newbury Street League (NSL) Vice President Tom Brennan, who sells commercial real estate for Talanian Realty. "Rents are stable. It's not as bad as it was in the late 1980s. In 1989, there were 49 empty stores on the street, and another 20 wanted out."
Today, the outlook is gloomy, but not THAT gloomy.
"We have a lot more stores who want to come in," said Brennan. "Things can't be too bad," added Brennan, who has been on Newbury Street for 25 years. "It's becoming more of the place to be, and some stores are doing well."
Bliss, Lily Bridal and L'Elite Bridal are moving to bigger and, in some cases, more rent-friendly spaces. American Apparel is taking on another store. A new tanning salon is looking for a space. And the gap at the Gap? "Right now we're working with various tenants to get it leased up," said Sam Hawkey of Dartmouth Co. "Newbury Street will be fine. There are plenty of people interested in Newbury Street."
Even Louis of Boston, which had said it was thinking of not renewing its lease in 2010, is rumored to be staying put.
Newbury Street has always cycled through businesses, and it will continue to see lots of activity, say local businesspeople.
"There's going to be more vacancies," said Michele Messino, membership director for the Newbury Street League. "There's a long list of people who want to come to Newbury Street, too."
And as they traded business cards and survival tips at 29 Newbury St. during a recent Newbury Street League networking meeting, veteran businesses were happy to toast several newcomers, too.
Nespresso Boutique nestled into the former Domain at 7 Newbury St. in December. "We've had a really positive reception," said Nespresso boutique manager Julie Carver, whose store sell 45 types of espresso machines and gourmet coffee. The boutique is the first Boston store for the New York City- based store.
Ed Hardy moved to 328 Newbury St. two months ago, and while business is slow, the chain is still looking to add another 10 stores along the East Coast.
"It was a really, really good experience opening the store," said store manager Teudy Gonzalez, who added the Boston store opened with live mannequins in the windows and also break dancers. "Christmas was pretty good. Traffic is picking up now that people know it's open. We're not doing bad at all. It will be a while for us to reach great sales."
Longtime Runway stylists Charles Erik Howard and Bill Daskowski didn't let the economy stop them from taking over their 11 Newbury Street salon when the owner decided to sell. "It fell together very quickly," said Howard.
The new Will Charles Salon is still on the third floor, and they have kept most of their clients, but they feel like the new kids on the block anyway as they start building the brand and getting a website up.
They believe their positive attitude will keep customers coming in. "Our motto is 'Beauty starts from the inside out,'" said Howard, who's been styling hair for five years. "We're a couple of people who really care. Our staff is really friendly. We don't want you to feel like the new person in the cafeteria and you're getting the once-over."
"There has been a change but I think people are getting rid of shorter term vacations, but keeping more affordable luxuries such as getting their hair done," said Howard. "Even a new outfit, you only wear a couple of times."
Said his business partner, 10-year stylist Daskowski, "There's a value in a precision haircut and color. If they try to do it themselves, it costs them more money in the long run."
Dr. Yanni Glavas had longed wanted a Newbury Street address. "I called Tom Brennan two years ago looking for a space here," said Dr. Glavas, who is active with the NSL in order to increase his business base. "I was waiting for the right spot," he said, found one at 79 Newbury St., and moved his Mass. Eye Plastic Surgery a few months ago from Cambridge to Newbury Street. Despite a slow summer, he's seen an increase in his customer base. "My business is actually growing, despite the economy. I've seen a few clients who had been laid off, and they're saying, 'Now that I don't have a job, I have time for procedures.'"
That's what Mike Morris of Fitness Together has been hearing, too. Fortunately for him, he sees more clients who now have time to work out. While he sees a few less clients because of the downturn, he said, "I've seen clients who are laid off come in more regularly, to discuss their goals and their program." Morris reports business is steady, but he also watches the street. "The downturn doesn't seem to affect the younger demographic, probably because they have less responsibilities," he said.
SkinHealth President Cheryl Clarkson also reports her business is level.
"Our loyal clients are still coming in, so far so good," said Clarkson, who has been on Newbury Street for 10 years. "It's the loyalty factor."