Leap of faith lands business in church

When Julie Fischer prayed for direction for what to do about expanding her antique mall in Waukesha she never dreamed the sign would be so obvious.

"Do you think God would put a whole church in front of me?" said the faith-filled Julie. With a 'sign' that big, it was hard not to notice.

So, less than a year after opening Waukesha Antique Mall, Fisher's family opened another, even bigger, mall nearby.

Julie and her husband Jeff and her father John Dutscheck opened the Waukesha Antique Mall at 313 Bank St. on Aug. 1 of last year and almost immediately the promise in "The Field of Dreams" - if you build it, they will come - came to fruition.

"Since we opened Waukesha Antique Mall, business has been non-stop," said Julie. "We started meeting expectations immediately when we opened the doors."

The mall - that was once a Sears and A&P store, among others - filled its 17,500 square feet quickly with the antique and collectible treasures of nearly 100 vendors.

Before long, the mall was popping at the seams. "We never advertised for dealers, yet we had 130 dealers waiting for space," said Julie.

A growing need

While many businesses are downsizing or folding, Julie and her family have found themselves needing to expand.

What to do? Across the huge parking lot visible from the Waukesha Antique Mall stood a building that was once used as a church..

It was the perfect opportunity, set right in front of her.

So in April, the former house of worship at 210 Bank St. became a playground for antique shoppers. More than 100 vendors now occupy its 24,500 square feet.

With the two malls - Waukesha Antique Mall and Family Heirlooms Antique Mall - the family now has 175 vendors in 42,000 square feet.

Julie says there is plenty of competition in the area for the antique shopper's dollar. The Elkhorn Flea Market that runs throughout the summer has hundreds of vendors at an outdoor venue. Julie mentioned many businesses in Mukwonago and Cedarburg that lure shoppers also.

But Julie is proud of her businesses and feels the hard work has paid off. She also feels she has some fine dealers.

"We are fortunate to have so many great dealers," said Julie. "They work very hard. The customers are noticing that the spaces are clean, well-lit. They're constantly bringing in new things daily. People aren't seeing the same old things."

Easy to get around

Julie said customers appreciate the wide aisles that can accommodate wheelchairs and a shopper-friendly design - four aisles across and two down - that doesn't make the store feel like a maze.

"It's much simpler to remember where things are," said Julie.

Julie has even taken care of a major complaint of many antique stores - that musty smell. "I use the Fabreze holiday scent," Julie confided. "I want people to feel comfortable, so I want the place to be clean and smell good. I just want shopping to be a fun and heart-lightening experience."

Before opening the antique malls with her family, Julie was a "mobile seller," bringing items to various markets. Julie and her mother, who died in January, worked at Fox River Antique Mall for six years.

There were two things Julie wanted to make sure she brought to the new business: "Kindness and respect to customers and dealers."

The unusual is usual

Julie said there is really no telling what people will buy. "We sell everything from $1 handkerchiefs to furniture. Someone came in and bought a dining room table with five leaves for Thanksgiving dinner. Antiques are a good buy. You can get a wood bedroom set for $500 to $800."

Two unique items at the mall are an oak seed cabinet that has over 100 drawers and a wooden keg off a wagon from the Civil War. "Many vendors choose some very unusual items to sell," said Julie.

Julie said people should think about antique shops for everyday items that they can purchase at bargain prices. "I think a lot of people would be surprised at what they can find," she predicted.

She also said it's a great, inexpensive way to dress up a room. "You can take a dull room and, with a few items, add some explosions of color," said Julie.

Julie and her family have gotten involved in the community. They're part of the Downtown Waukesha Business Association and take part in many of the downtown events.

"We patronize the Farmer's Market; we bought the cider there for our grand opening. If we need gift certificates, we'll go to downtown shops like Allo Chocolate. We just think it's an honor and a blessing to be part of the downtown community," Julie said.

Julie hopes her growing antique venture can help downtown grow, too. Many businesses have concrete numbers and statistics to help them be successful, but Julie is happy to have family nearby as she goes to work everyday. Her business motto is simple: "Faith, hope and family."

FYI

Family Heirlooms Antique Mall

210 Bank St., (262) 524-0747

Waukesha Antique Mall

313 Bank St., (262) 524-0600

Both stores are open 10 a.m. to 5 p.m. daily