Small Business: How this vegan shop operates as a business within a business
If you’ve passed the Midwood Corners shopping center at The Plaza and Central Avenue, you know the Wine Palette, Midwood Dentistry, Rita’s and Book Buyers. Inside Book Buyers is The Greener Apple, an eco-friendly vegan shop selling a wide variety of foods, books, toys, body care and personal items.
Lee Rathers, 45, opened The Greener Apple in 2011 with support from her dad, Richard Rathers, owner of Book Buyers. Rathers’ shop is in the front of the store.
Each aisle is packed with specialty items not typically found in a grocery store, department store or drugstore. Rathers knows her stock well and can guide customers who are new to eco-friendly products or want to try something different. She can tell you where each product is made and its benefits.
The Greener Apple sells products made by local companies like Whispering Willow Soap Company, Essential Soap Company, KW Collards, Santhoshi’s and Candle Bravo. They also carry products from national companies such as Meow Meow Tweet, North Coast Organics, Eco-Kids, Green Toys and Uncle Goose.
Rathers answered CharlotteFive’s questions for the Small Business series:
How does it work having a business within a business?
“It’s not the easiest thing because I’m torn a lot. I definitely pledge allegiance to Book Buyers because that’s my main mode of income. I still get a paycheck.
“I wish I could devote a little bit more time to [The Greener Apple.] I feel like the majority of my time is spent running the bookstore. It’s nice having it together because I can be there to answer questions.”
What skill is most needed for a small business owner?
“Know your customers. Finding out what your customers are looking for and being able to provide that for them.”
How do you approach problems in your business?
“A vendor goes out of business and you loved their product. You are always having to adapt, find something to replace it. Find something that’s just as good.”
What part of being a business owner doesn’t come easily?
“That’s a tough one. Pretty much all I know is retail. I’ve worked in retail since college, either part-time or full-time.
“The realization that I’m the boss. I’m the one who has to make all the decisions. Sometimes, you just want to have someone tell you what to do. Am I doing the right thing? Is this right? Is this going to be profitable?”
What book section is your favorite in Book Buyers?
“I like the art section. I have an art history background. I don’t really spend a lot of time in the stacks. I am at the counter, but when I see art books come in, then I have to look at all of them.”
The Greener Apple 1306 The Plaza, inside Book Buyers
(704) 344-8611
Hours: 10 a.m.-8 p.m. Mon.-Thurs.; 12 p.m.-6 p.m. Sunday
Photos: The Greener Apple
Family history and my own fascination with people and their motivations prompted me to begin this series about Charlotte’s small business owners. Industry, situation and questions will vary. Have a suggestion for a small business owner or entrepreneur to interview? Email it to vanessainfanzon@gmail.com with the subject line “Small Business Series.”
This story was originally published August 2, 2017 at 9:00 PM with the headline "Small Business: How this vegan shop operates as a business within a business."