THE VIRGINIAN-PILOT
Copyright (c) 1996, Landmark Communications, Inc.
DATE: Monday, April 1, 1996 TAG: 9603300175
SECTION: BUSINESS WEEKLY PAGE: 05 EDITION: FINAL
SOURCE: BY MELISSA GUNDEL, BUSINESS WEEKLY
DATELINE: VIRGINIA BEACH LENGTH: Medium: 84 lines
Alycia Walker-Gaynor saw her market: Local skaters and their parents often had to travel hours to purchase their professional or recreational skating apparel, gear and even their boots or blades.
That changed, however, when Walker-Gaynor opened Enchantment On Ice, which she says is the region's most complete skating store.
The specialty shop, which is less than two years old, has mushroomed with a mail-order business that attracts customers as far away as New Zealand.
The inspiration for the business was her daughters - Monica 11, and Melissa, who turns 16 on Tuesday - who compete in freestyle skating events. When the daughters began skating 3 1/2 years ago, Walker-Gaynor could identify with other mothers who had children who skated.
``After I got the girls involved in ice skating we had to go to Alexandria or some place hours and hours away,'' she said. ``The drive was just ridiculous. . . . I was always interested in ice skating as a child and opening this shop just seemed to be the right thing to do.''
She was faced with challenges, however: How to get the word out. She advertised locally and then went on a broader scale to international figure-skating magazines such as Skater's Edge.
For Walker-Gaynor, 46, a former hair stylist, the work appears to have paid off. Customers have found the store, she said, and it is among the first total skating shops on the Internet's World Wide Web.
``We just started a full-service catalog with up to 50 to 60 pages which includes graphics,'' she said.
Hopefully, she said, the catalog will increase to 90 pages within the next month.
Even though Walker-Gaynor doesn't find the computer user-friendly at the moment, her company has seen an increase in interest and business.
While other stores in Tidewater sell ice skates, Walker-Gaynor said she tries to emphasize customer service. ``This is a complete store from the education of skating to the equipment to apparel and accessories along with the souvenirs and gifts,'' she said.
The small store looks almost magical. Costumes, made of green velour or velvet topped with gold hang in the back. A counter featuring jewelry with ice skating and roller-skating motifs sits near the back. There are ice skating toys such as the Ice Princess doll.
It's not unusual for skaters to hang out at the store on Saturdays. The shop caters to browsers, with a coffee table between two wicker chairs and a loveseat.
``It's a retail store, but it's a place to feel comfortable,'' she said. ``Children come in and hang out because it's safe and comfortable. This business is so family aimed.''
But you won't find Grandpa's pond skates here.
``People are unaware that we sell good ice skates with support and proper fit,'' Walker-Gaynor said. ``They are surprised about the price, but ice skating is an expensive sport. People don't realize what goes into a good skate.
``If the boot isn't fit properly you can have medical problems such as a spiral fracture, shin splints or fracture your ankle.''
Her best-selling boot is the Riedell 320 - a top-of-the-line recreational boot. She also sells Harlick and S.P. Teri's - top brand names that Olympian champions such as Brian Boitano and Kristi Yamaguchi wear.
Walker-Gaynor first opened the shop in June 1994. She took what little savings she had and decided to take a chance.
Her business occupied half of the store; the other half featured hockey items. Then the store expanded and moved to Thalia Village.
From there, the shop took permanent quarters at its present location in the Aragona Shoppes near Iceland, a skating rink.
Walker-Gaynor advertises internationally in skating magazines. She recently received faxes from Japan and New Zealand requesting a set of skates and instructional videotapes, clothing and accessories.
She also has her loyal vacationers. She has had a couple from England, as well as a doctor from Saudi Arabia, come in and buy merchandise.
``This has been so fulfilling and enjoyable,'' she said. ``I feel like I've really been blessed. I would rather be here than anywhere else.'' ILLUSTRATION: CHRISTOPHER REDDICK
The Virginian-Pilot
Alycia Walker-Gaynor - with daughters Monica, left, and Melissa -
owns Enchantment On Ice.
KEYWORDS: SMALL BUSINESS by CNB