by Lisa Boghosian Papas
When it comes to selecting a unique merchandising mix, Lynn Beylerian has perfected the art. It's a formula that, at first glance, seems quite unlikely. After all, there aren't that many places where you can find Christmas ornaments, arts and crafts, gifts, and patio furniture all in one.
But it is just this kind of combination that her customers appreciate. And after a quick explanation from the company's President herself-strangely-enough it all begins to make sense why this 14-store-chain in the Tri-State area called Treasure Island has more than doubled in size since 1987.
"When my uncle Robert Buchakian started the first store in 1970," she notes, "he named it Treasure Island because he wasn't sure what combination of goods he would sell. Having worked as the vice president and national sales manager for a Christmas ornament importer and manufacturer, he decided to open a Christmas shop in an old barn off Route 17 in Mahwah, New Jersey. Then when Christmas was over and there was nothing left to sell, he added arts and crafts. After the third Christmas in business, he took on another barn and in the first barn put in patio furniture." It's the gift of putting demand with need that has made Treasure Island the multi-million dollar regional success today.
"Besides patio furniture and middle to high-end Christmas ornaments, we carry silk flowers, frames and a huge children's department," she notes. "We have beanie babies, stamps, and art supplies, needlepoint, knitting and crotchet yarns."
After 20 years in the business, starting as the clearance center manager for the first Treasure Island store, Beylerian, with the help of her brother Paul Pinajian, oversees all aspects of the business including purchasing, merchandising, marketing, operations, shipping, real estate and construction. She also supervises more than 400 employees and over a thousand vendors. The hardest part of her job she says "is to find good people who'll stay." In saying that she also notes that Treasure Island has been fortunate to attract a large number of employees who have been long term.
Born and raised in New Jersey, Beylerian received her bachelor's degree in business administration from Pace University, concentrating in retailing and management. Though her plan, following graduation, was to take the summer off prior to starting her career, a week after her vacation was underway, Beylerian found herself at Treasure Island helping her uncle-a move that she has never regretted.
"I had no idea that I'd be doing this now," she notes. But having previously served as assistant store manager in Ramsey, buyer for arts and crafts and patio merchandise, and vice president of merchandising, Beylerian was the obvious choice to take over the business after her uncle's death. And for the past 12 years, she has served as President of the corporation.
Beylerian, who has opened eight additional stores, with another 36,000 square foot facility due to open by Spring 2000, says that purchasing occupies the majority of her daily responsibilities. Attending trade shows and meeting with vendors is only part of it. Making the right buys a year in advance is what makes or breaks the business cycle.
Her accomplishments are owed, she says, in part, to the practical management teachings passed on by her uncle. "He certainly taught me how to be a buyer," she says. "But he also taught me how to work with the vendors and helped me realize that if a deal was not good for them and for Treasure Island, then it was not a good deal."
"There were only a few regrets my uncle ever had," says Beylerian. "One is that he thought he didn't take enough chances. The other is that he regretted not being able to see Treasure Island established as a "category killer" store. By that, I don't mean that Treasure Island is a national super-store like Price Club or K-Mart, but that Treasure Island's unique mix and growth have made it number one in its category today. We will never be a national store with 50 locations-we would not be successful. But the fact that we continue to expand on the East Coast says that we have done something right."
With retailers making more of their goods available on the Internet for trade, Beylerian says that a Treasure Island website is a priority. However, while other companies hosting sites strive for e-commerce and increased sales, Beylerian is certain that will not be the direct purpose of their webpage.
"What we envision is a site that will allow us to advertise our locations, provide sales announcements, and give our customers information about our products and organization," she says. "One of the strengths of our business now is our customer service. We still believe that our customers need to come into our stores and experience our products and services firsthand."
Though she could see the arts and crafts possibly succeeding in e-commerce, Beylerian is resolute to the fact that patio furniture can't be sold over the web. Besides the impracticality of people buying something they have never seen nor sat in themselves, and then returning the item(s) to the store, Beylerian remarks that patio furniture manufacturers recently disallowed the sale of their products over the web for distribution reasons. Does she see the Internet revolution as a threat or aid to her business? Beylerian frankly remarks, "I don't want it to change the business at all."
But that doesn't mean stagnant waters for a company whose growth has traditionally come with little change. Three years ago in the Ramsey store, the category of gifts was added to the inventory. By that, Beylerian refers to any item that could be interpreted as home décor-such as wall hangings, pillows, tapestries, and prints. It also includes items that customers can give as gifts-things like silver-plated salt and pepper shakers, candles, and painted wood items. "Our goal is to include this new category in all of our stores eventually," says Beylerian.
Aside from the demands of her 40 plus hour work week, Beylerian also has responsibilities at home as wife to Arthur Beylerian whom she married in 1988. Originally from Beirut, Lebanon, Arthur is a successful importer exporter of specialty household items. Together, they have two children- 5-year-old Aline Meline, and four-year-old Christine Amy.
While some might find the challenge of raising a family and running a big company taxing, Beylerian says that in many ways being her own boss has its advantages. "One of the benefits is being able to take time off when I need it to attend an activity at my children's school," she says. "If I was working for someone else, it might be more difficult. The fact that I have a great team of employees around me makes a big difference."
She also makes time outside the office and home to volunteer at St. Leon's Church in New Jersey where she has served as vice chair of the Parish Council. Her position requires a few meetings a month, plus lots of phone calls in between. With weekly trips to Church each week, one can only imagine that Beylerian is thanking the heavens for a job that she loves and a business that is flourishing.
