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Suffield Cordial Focuses on Customer Service

New owners focus on building loyal local customer base in Suffield.

Small business ownership can be risky. Taking on a second business, especially in a new industry, is quite a gamble.

For the Shah family, it was a gamble they were eager to take.

Rick and Megan Shah purchased at 606 Mapleton Ave. in November, taking over the business from the original owners. They are eager to keep the business going.

“We really like Suffield and the community,” said Megan Shah. “We like the location of the store in the neighborhood… we know being successful here will be about customer service and responding to what people want.”

Suffield Cordial Shoppe, which originally opened in 2005, is housed in a small brick building nestled among homes on Mapleton Avenue.

Megan Shah said the store carries a full selection of wines, beers and liquors, as well as specialty cordials. Opening in November was a challenge with the rush of business around the holiday season, she said.

The rush is over and now the Shahs can begin their planning for advertising and promotion of the business. Megan Shah expects to have a variety of weekly specials to offer customers and is planning a wine tasting series on Fridays starting in February.

Business promotion is limited by town rules on signage in the neighborhood, she said, but she expects to be able to get the word out via a new website and word of mouth.

“We like the location,” Megan Shah commented. “Of course we would be seen more if we were in a plaza in the center of town, but we will do things differently and focus on our customers.”

One difference she stressed was that the store would do deliveries for customers who call. There is no minimum on delivery orders at this point.

“We know it is all about personal service,” Megan Shah said.

As many communities are overwhelmed with the big box stores, chains and cookie-cutter businesses, Suffield seems to attract and support local entrepreneurs.

“We have two young children and these business are all we are doing, and we will do what it takes to be successful," she said.

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