Editor's Note: In honor of National Small Business Week, libn.com is profiling one small business a day on Long Island. First up, the smallest business of them all.
And with so many price ranges and size options it isn't too difficult to find an option suitable for every room. Styles under 50cm would be perfect in a child's bedroom or in a small bathroom, and with all colours on offer, from pink and green to black and red then you aren't limited in your d�cor.Now, the approximately 100-square-foot size of Down the Rabbit Hole - which shed all traces of its storage closet past when McDonald decorated it with paintings, clean white shelves and a crystal chandelier - is one of the boutique's biggest draws. The shop, with an annual revenue of about $500,000, has been open 3 1/ 2 years and McDonald says it's busiest on weekends and during the summer, when she catches the Fire Island crowd.McDonald, the only full-time employee who started the business when she was 23, opted to organize that way because the different regions and vast varieties of wine tend to intimidate customers. She breaks out the about 100 wines she carries into flavors like fruit- forward or earthy-toned and encourages customers to think about what they like, rather than names such as Pinot Noir or Cabernet Sauvignon.Many people don't even consider a chandelier for their home simply because they think they will be out of their price range. However there are lots of quality and beautiful options for under �100. You can find great designs incorporating 5 arms or less manufactured from antique brass or satin nickel, with beautifully crafted birdcage frames, or stunning crystal pendants and elegant decorative frames that would look perfect in any home.McDonald has also branched out her business into hosting wine parties, a good way to spread the word about Down the Rabbit Hole, since she stopped doing traditional advertising after her first year and now relies on word of mouth to bring in business. For a party, a group buys a case of wine, and McDonald will come and lecture on the grapes that go into a particular bottle.If you order red, black, brass or crystal chandeliers online the merchant generally delivers the next day, some will even offer free delivery for orders over a certain amount.Searching online for a chandelier is a very simple process as websites allow you to sort by categories. For example if you have a budget of �100 and don't want to pay more for your lighting fixture than this, then you simply select this option and only those products under this figure come up. You can also sort by size, brand, style and colour."The overhead is low because there isn't a lot of square footage to get rent on," McDonald said.Luckily, her best friend's parents own the Sayville Chocolatier and were willing to rent her the space they were using to store brooms and an old sign.
"The quirk is the selling point," McDonald said of Down the Rabbit Hole. "It's so tiny, and it's such a novelty, and people enjoy it."
Author: Jessica DiNapoli
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