This is 3Bits & Change, an email about building a service and retail business. This one was written to the sound of planes taking off in the distance.
Vivront is now open in Edina!
11AM - 4PM Monday - Saturday.
4948 France Ave. S.
365 days
Last November 4th I hosted a party at a new shop in Wayzata. There were a few knives, lots of very white echo-y walls, a some snacks and a slew of great friends there to support the effort. Thanks for coming all!
Customers were slow at the start. Thousands of dollars of local direct response print marketing was dropped in the mailboxes near the shop to jump start the business. This year, we closed before I went to Japan in early October and nearly every day customers have been reaching out to see when we’d open again for sharpening, classes and to buy knives.
October of 2023 was spent muck like October of 2022. However, this time with more experiences and confidence driving the process. I’ve been knee deep in cardboard multiple times a week. I visited IKEA multiple times a week - for multiple weeks. I’ve had far fewer times wondering if this will work and far more excitement to bring Vivront to more folks and be part of the fabric of a neighborhood (vs “behind a gas station”).
This November 4th I quietly tore the paper off the windows on a Saturday morning and opened the doors on the Edina shop. It became immediately apparent in the first few hours that walking traffic is certainly a thing in the new digs. It’s one thing to sit in your truck for 30 mins and count folks walking by stores. It’s another thing to be in a shop for hours and get a sense of the rhythms of the neighborhood.
I posted one photo on instagram on Saturday morning that the shop was open and people started calling and showing up with knives to sharpen. Location, location, location is paying off. And a year of building the brand too. Maybe we can actually sub some marketing dollars for rent dollars on this space. TBD, but it’s looking good so far.
In the last few days I’ve been working to prepare the shop for more folks. First impressions are super important and I’d like to get the experience dialed in before going too much further on marketing efforts. Word spreads fast in “these parts” and I’d like the word to be more “wow” than “yep, there it is.” The whole place feels a bit like a new house this week. It’s great. It’s also not yet providing that “lived in” feel of hospitality that I’m going for. But, it’s getting closer.
Stop production
Inspired by a shop I visited by chance that last time I was in Paris, custom built-in cabinets are being crafted for the 42 foot knife wall. I had made guesses about dimensions and such and signed-off on production. I want these things installed already. See above, e.g. “wow.”
Then…
Then I got in the space and I started measuring in the live environment with real knives and gear and I wanted to make some tweaks.
Not knowing if manufacturing had begun, I crafted a series of tweaks and sent it off late one night last week. Oh my. I wish I would have called in the morning vs. lobbed that email (read “grenade”) over the fence. Production was stopped. Emails painted with big emotion were sent. We lost a day.
Production is back on track as of today. Painting is happening, etc. And, I have one more experience to inform my beliefs about how to use email to communicate with positive impact.
But, hey… these built-ins… are going to sing!
The sharpening room, TBD
I’ve been wondering about how to create separation between the sharpening area and the classes and shopping area. The goal is to optimize the impact sharpening can have on marketing and intrigue (it’s kinda like a watch or candy maker… it’s fun to see work getting done) given where the front windows are in the new place.
I’ve had numerous designs sketched with various build types and materials over recent months. Most of them are inspired by a shop in Osaka. And then, on this last trip to japan, I walked into a hotel coffee shop and was stunned. They used a warehouse racking system in an entirely new way to create the space - from the front counter to all the shelves and even a hallway of sorts - that was free standing in the room.
Early one jet-lagged morning I completed some lead forms for racking companies. Turns out there is one group with loads of non-traditional racking experience that is interested in building a custom retail wall for us.
Here is my sketch for what it could be from the retail side.
Standby, it’s a work in progress.
Sum
One year ago I was doing the same thing I did this year. Yet, this time it’s with the experience and confidence of one more year of learning. That’s kinda like life, eh?
We’re building two custom items for the shop and I’d love to have them in place before throwing a party - tentative for Friday the 1st of December, or the 8th.
Change
I continue to search for staff. Please let me know who you know that:
Has managed people before, likely in retail or grocery or restaurants, and likes food and is looking for a full-time role.
Has worked as a bartender or waiter or cook, loves food and is up for PT hours helping people win more often in their kitchens.
Has an interest in sharpening, sculpture, and working with their hands.
We’re bringing in new stuff - pocket knives. The everyday carry (EDC) world is full of items that appeal very little to me. However, there are some that stick out. We’ll have new items from a French brand (Deejo), a Californian brand (James), and a Japanese brand (Mcusta). Think holiday gifts and then Vivront… #win.
On Your Way
The dog and I got around the lake this morning. It was a very nice upper 30s. There are only so many more mornings like this before it’s cold enough to wear boots on the walk. Enjoy!
Swing in if you happen to be in Edina. Bring knives! :)
Follow Vivront.com on TikTok, Instagram and Facebook.
Follow @josephrueter on Instagram or Linkedin.
Order kitchen knives sharpened or give the gift of sharp at Vivront.com.