Recently I got to catch up with Robert Emmons, owner of SF Mercantile, at his Castro location Welcome Castro during a pride month book signing event. Later we exchanged emails about his experience being a retailer, buyer, and San Francisco small business person and his experience with global gift culture and being a gift giver. Here’s some of my favorite excerpts from our conversations.
You were a buyer for Macy’s for a long time, what were some favorite parts of that career?
I worked for Macy’s in both the storeline and buying line for around 15 years. It was a great training ground for both retail operations and buying and I use the skills I learned there on a daily basis. My favorite position was when I worked in the Trim-a-Home buying office (That’s the christmas shop) It was my first experience in the buying offices after I went through their management training program and I worked for an amazing buyer who found the joy in little things like a an angel tree topper with a crooked halo, a snowman shaped candle sample that melted during summer shipping or a beautiful shaped glass ornament that she’d never seen before. She was one of the most influential people in my career and I’m so grateful for having worked with her. I later came back to that office after she left and continued buying the category.
What was international travel to find gifts for people to buy like?
At Macy’s I’d travel to China and Europe to buy Christmas items, so much of our Christmas traditions come from Europe and I loved going to the glass factories in Germany, Poland and Italy. Mouth blown hand painted glass ornaments are one of my favorite things to give as gifts…they strike a sentimental cord with Americans and getting something that was made in Europe feels elevated and special.
As a buyer for Discovery Channel my category was “World Cultures”. I would pull together stories based on different places around the globe. This was an amazing job where I got to travel all over the world. One of my favorite memories was on a trip to Paris and I talked with our agent there about creating a new collection and she suggested Morocco. My boss loved the idea and the next thing you know we are on a plane to Casa Blanca, then took a train through Morocco to Marrakech visiting factories and makers along the way. I was able to pull together a unique assortment of gifts and introduce our American customers to Moroccan culture. Each of the items included a hang tag/packaging that told a story and connected the customer to the culture and I hope created a thirst for adventure.
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How did you get into souvenir and gift sales?
My last corporate job was doing private label product development for major US retailers such as Target, Crate & Barrel, Starbucks. One of the programs I worked on was Starbucks “City Series” mugs. We created mugs for all states and major cities and the designs would change about once a year or two…it was a lot of work but it showed me how much business there was in celebrating “place”, weather it is where you live and you’re proud of it, or as a souvenir from a trip. I later took on a project as a consultant for the Japanese Tea Garden gift shop and the Coit Tower gift shop, and part of what I wanted to do is to revamp these venues to be nicer…they were very run down and low end. At the time I had trouble finding a nicer line of souvenirs, all the ones I found were from mass market vendors and very low end. I felt there was a niche in the market for a better designed and quality product, so I contacted the factories I worked with for Starbucks and started a new line of San Francisco themed mugs and glassware. That was in 2008 and today we have hundreds of products for San Francisco and California.
When did you come to San Francisco?
I moved to SF in 1986 after a short stay in Monterey.
When did you know you wanted to run your own store?
We used to have a wholesale trade show in SF, the San Francisco International Gift Show, where we could show our line and grow our business. That show ended due to Moscone closing down for a remodel and never came back. I thought that it would be nice to have a retail store that could also be used as a showroom for buyers to come in and review our line as well as see products from other artists and makers. That’s what pushed me into finally opening the store.
What did you love about it? / Why did you choose to stay?
In the late 80’s San Francisco was an amazing place for young gay men. It was open and accepting and so very different from the much more conservative areas I’ve lived in New Mexico and Texas. My husband was able to advance his career in the hospitality industry and I was able to grow at many different retail/wholesale positions. We made our lives here and raised our son with other non-traditional families. It’s a city where you can express yourself as you like without judgment.
Why the Haight for opening SF Mercantile as your first retail store?
I chose to open San Francisco Mercantile in the Haight Ashbury because it was the only neighborhood that I didn’t have retail accounts in. I’ve grown very fond of the neighborhood, I love the other merchants and our quirky hippie vibe. So much so that last year I bought a 1967 (the year of the Summer of Love) VW Bug and I have so much fun driving it down Haight Street.
What is magical about it?
Sunshine Powers, owner of Love on Haight. She’s my main source of magic in the Haight. She is so kind hearted, genuine and selfless. She embodies the spirit of the CounterCulture and spreads joy wherever she is.
Gift culture in America and in California?
I’m drawing a blank, do we have culture in America? I don’t think most of us put as much thought into gift giving as we could. We are all so busy in our daily grind running around. I’m very guilty of this. I’d like to make a commitment to myself to do better to slow down, to be more intentional, more thoughtful and show more gratitude.
Gift culture in other places you work has taken you or with people you have worked with?
I love that in Japan it’s as important how you present the gift as the gift itself. I think in America we get lazy with wrapping. We bring a gift in a plastic grocery bag and say ‘here this is for you.’ In Japan the gift would be beautifully wrapped and presented making the way you receive the gift just as special and meaningful as the gift.
What have you learned about love and gifts since opening SF mercantile?
Trying to find the right gift for someone is so hard and so important because it says so much about who they are to you. You want something that’s personal, that shows that you know them well, that lets them know how much you mean to them. Love is the main driver of gift giving. Whether it’s for your child’s teacher that goes above and beyond every day, or it’s a family member or spouse, they are all people we love, admire, respect and are grateful for Finding the right gift to communicate that is what it’s all about.
What do you think makes the perfect gift for someone? How do you pick out the perfect gift for someone?
It needs to be personal, it needs to reflect your relationship and gratitude and it needs to be unique. It’s less about how much you spend on a gift and more about how much you put into finding just the right thing to convey your feelings.
What is your favorite gift you have ever gotten?
The one that comes to mind is from my Brother and Sister in laws. They found a framed print at a flea market in Maine, they thought I’d like it and sent it to me for no reason. It was from Dong Kingman, a watercolor painter from the 1950’s that I didn’t know much about, he’s now one of my favorite vintage SF artists. Getting something unexpected that is personal and unique, spot on!
Does a good gift have to be expensive?
No, unless it’s going to someone who’s shallow and superficial and if that’s the case, they don’t need a gift!
Can an expensive gift be a bad gift?
Yes, it can show that you don’t know someone at all, you could give someone a Louis Vuitton handbag who doesn’t like wearing status brands. A very bad move!
What makes a good souvenir?
The best souvenir will transport you back to a time and place that’s meaningful. A handmade clove box from a trip to Indonesia, a piece of Murano glass from Venice, a hand woven basket from a Native American in Maine, or a Karl the Fog ornament from a cold summer vacation in San Francisco, for me it’s all about finding something that means something to place you visited and the experience you had. They are like portkeys in Harry Potter. When you hold them your mind is transported back to that special time and place.
Where can people find your stores and products now?
I’ve currently got 3 stores: San Francisco Mercantile, Welcome Haight & Ashbury and Welcome Castro, our wholesale line can be found at over 400 retailers in California.
San Francisco Mercantile is a local gift store featuring over 150 local to California and the Bay Area artists and makers who have created beautiful gifts to remind you, or a loved one of a trip to San Francisco or California.
When I worked there I loved seeing the joy that visitors to San Francisco had from just outside the City, and from all over the world. People who were all delighted to be in the open-minded and welcoming (albeit often chillier than they expected from California) city.
Relevant links:
https://www.shopsfmercantile.com
https://www.shopsfmercantile.com/welcome-haight-ashbury
https://www.shopsfmercantile.com/Welcomecastro
https://en.wikipedia.org/wiki/Dong_Kingman
https://chatelaine.com/living/furoshiki-gift-wrapping-how-to
