By DIANE SMITH at The Ark Newspaper
Although many businesses are struggling these days, Darla Fisher has one of the few stores in Marin that has expanded. Fisher, the owner of Koze, a women’s clothing store on Main Street, attributes the shop’s continuing success to her loyal, local customers. “That’s the secret to my success,” she said. “Hands down.
“I’ve found that the majority of women prefer clothes that are comfortable, so I’ve expanded my niche to include comfortable clothes,” she said. In addition, the same tourists return time after time during vacations, coming to Tiburon for the shopping.
It all began when Darla and her husband, Jon, were looking for a house to buy in Mill Valley. They made a wrong turn and ended up in Tiburon one evening during Friday Night on Main. While they were enjoying dinner at a table in the street, Darla noticed a “Vacancy” sign on a nearby window, became intrigued with the possibilities, and the pair decided to settle in Tiburon. She opened Koze five years ago and has never looked back.
“When I first opened, I wanted to hear honest feedback,” said Fisher. “The smartest thing I ever did was sit outside the front door and listen to what people said as they emerged.” She heard such comments as, “I would have bought that dress if it had been in blue,” or “I loved that jacket, but the price was a little too high.” She also asked locals for their opinions on brands, prices and what they were looking for. “You have to listen to your customers,” she said.
Because of the great response to Koze, Fisher opened a second, adjacent shop one year ago, when The Hat Generation closed and the space became available. Koze Beginnings carries clothes and accessories for infants in sizes up to toddler 3. Because of requests, she plans to offer maternity clothes starting this month. “Our pricing philosophy (for the new shop) is the same as Koze, not out of line,” said Fisher. She also goes out of her way to carry merchandise made in the United States.
Fisher gives credit for helping to make the shop successful to her staff of three, Paula Figone, Jessica Kunen and Elisa Reitsch, who have been with her for several years.
Fisher spends a lot of time decorating her windows in order to jazz up Main Street. “I love seeing people stop and look at our displays,” she said. “It’s a badge of honor seeing nose prints on the window.”
This year, Darla and Jon Fisher are celebrating two events: The first was the birth of their daughter, Avery Emerson, in January. The second is the first anniversary of Koze Beginnings.
Koze is at 16 Main Street, and Koze Beginnings is at 18 Main Street. Both are open 10 a.m. to 6 p.m. daily. For more information, go to www.getkoze.com or call 435-1916.
SEE MORE AT JON B FISHER’S BLOG
