GENEVA – After 34 years in business as the Persimmon Tree in Geneva's Third Street shopping district, Jane and Bill Briner decided it was time, not to retire but to cut back.
"We have grandchildren, and we were not getting as much time with them as we like because the store pretty much took all our time" Bill Briner, 68, said.
"So instead of backing away from the retail business, we decided we would rent out parts of the store and reduce the amount of time we had to be there," he said.
Persimmon Tree, known for its home decor and kitchen accessories, was redubbed Jst4U.
It occupies half of its former space in the same building at 127 S. Third St., now known as Shoppes at 127.
The Briners now rent the rest of the space to other retailers.
A ribbon-cutting ceremony for Shoppes at 127 is scheduled for 5 p.m. Feb. 10. More information is available by calling Briner at 630-232-6446.
Other tenants are D'esse Boutique & Scent Shop, which also sells scarves and purses, and DeMarco Designs, which does all-season interior decorating.
A third tenant took his 90-day option to leave, Bill Briner said. They offer one-year leases, with a 90-day option so if the business does not do well, the tenant can give three months notice and leave.
The Briners provide floor space, supplies, utilities and employees, while the tenant pays rent and provides the inventory.
Tenants are reimbursed once a week for what is sold from their business, he said.
"Say you have a great idea but you do not want to give up your day job," Bill Briner said.
"You don't have to be there to run your store. You can try it out and see if it works. If it doesn't, you've lost your inventory and a couple months' rent and not given away your house to do it," he said. "If it takes off, you can look for space and give up your day job and go for it."
