Success by serendipity
10 years after unplanned buy, store is still growing

By Toby Hatchett
business@seacoastonline.com
October 11, 2007 6:00 AM

Serendipity owner Martha Stolzer says the name of her Pleasant Street store reflects the feeling she has about how right it is for her.

PORTSMOUTH — It was serendipity that led Martha Stolzer to buy Serendipity 10 years ago, on the 10th of October. Serendipity is the effect by which one accidentally discovers something fortunate, while looking for something else entirely — and that's how it was for Stolzer.

Stolzer has lived in Portsmouth for 21 years. When she and her husband first moved here, it was just about at the half-way point between their jobs; her husband worked in Boston and she owned a restaurant in Portland, Maine.

At a glance

Serendipity

Owner: Martha Stolzer

Location: 41 Pleasant St., Portsmouth

Phone: 427-0650

Web site: www.serendipityNH.com

Hours: Monday-Thursday, 10 a.m.-6 p.m.; Friday and Saturday, 10 a.m.-9 p.m.; Sunday, 11 a.m.-6 p.m.

"We'd been coming to Portsmouth for a long time as a getaway weekend," said Stolzer. "It was our first choice and has been our home for 21 years."

On Oct. 10, 1997, serendipity hit, Stolzer said. One day, while walking around Portsmouth, she saw a sign advertising the sale of Serendipity. She bought it, and the rest is history.

"The owner, who also owns a Serendipity in Exeter, wanted to down-size," said Stolzer. "The timing was perfect."

Ten years later, Serendipity could not be doing better. It's a dream job, said Stolzer, who majored in biology in college, but got sidetracked. She said she grew up with this store, along with her two daughters.

"I felt so much a part of the community," said Stolzer. "My daughter's friends would drop off their backpacks and use the rest room, and go wander around town. But they all came back and bought stuff and brought in their moms."

Serendipity is that kind of store.

It has something for all ages, from the teenagers who regularly check in to see what's hot, to their mothers, who love the yoga product lines and accessories.

"I listen to what my customers say," said Stolzer. "The Free People line is very cutting edge of what's fun and fashionable. It works for lots of women of all ages."

Stolzer said she tries to give her patrons what they really want, namely comfort, good style and feminine clothing. That approach has worked, and she says her clientele is growing. Some of the teenagers she once served are now the mothers coming in to buy what is the latest in fashion.

"I love being in a community and knowing my neighbors," said Stolzer. "It is great to be a part of this community."

To come in to Serendipity for the first time is to discover the meaning of the word. The store is more than just clothes and jewelry, and offers surprises everywhere a customer looks.

Stolzer carries a line of tiny Venetian glass animals, along with vases, candles and ornamental, jeweled boxes. There is also a line of tiny purses, both for dress occasions and everyday use.

There are cards, stuffed animals and hair ornaments.

"I'd say the one thing we've had since I've owned this store are hair barrettes. We carry more than any other store in the area, and they continue to sell well," Stolzer said.

"I still have the first story the Herald did on my store, which showed all the hair barrettes. They never go out of style."

Stolzer said she thinks the key to her success is that she takes care of her customers. She takes the time to call them when something new comes in from a particular line that she knows they will like.

She was wary, initially, of having a Web site, but now is actively engaged in filling orders from England and California. She talks to those who call her, or responds to them by e-mail.

Some of the more popular clothing lines carried by Serendipity include Kenzie, Habitat and Green Dragon. Green Dragon is a line of fashionable yoga wear. It's very popular for day wear, as well as for exercising.

"We carry lots of jewelry, too," said Stolzer. "It's fun jewelry and it sells well for women who want something fun and not expensive — an instant fix for a new look."

Stolzer spent her early years in Rome before moving to the Boston area. Perhaps, she said, this is why she carries lots of Italian items.

"I love having little gift items that have a message, something inspirational," said Stolzer, "something that will make the recipient smile when they receive it."

Stolzer said the best thing about owning Serendipity is that it is never boring and she feels like a little haven for the neighborhood.

"I think I have something for every age range," said Stolzer. "The kids can buy something for themselves, as well as gifts, and not break the bank.

"And, I have great clothes for women, too," she said. "It's all a balance, and I just love my store and place in the Portsmouth community."

Copyright © 2008 Seacoast Media Group, a subsidiary of Ottaway Newspapers, Inc. All Rights Reserved.