By Vivian Nunez
The small store on 84th street and Amsterdam Avenue is filled with MTA toy trains, unique books that promote creativity, and a staff who is taught to remember who you are.
A Time for Children is a unique store because of its two-fold mission. They are a not-for-profit that supports the Children’s AIDS Society with 100% of their profit. In addition, they also employ students, part-time for four to six months at least, who are sent through the Society.
“My family has been involved with the Children’s Aid Society for over 25 years,” said Marjorie Stern, the storeowner, “it seemed like a natural fit to open a store and turn over the profits to this organization.”
A Time for Children also has a unique approach to retail, but finds its footing in a regular business model. “We operate like any other store,” said Gwen White, the store manager, “the only difference is that we’re training and we’re doing the donation, so it’s set up as a non profit.”
On any regular work day, activity bustles in every inch of the store with the employees entertaining children with books and movies, while mothers look around. The soundtrack of the store is the constant crinkling of tissue paper White uses to wrap each and every purchase. And every student-employee is learning. These students are trained in customer service. Gift-wrapping, paying attention to detail, and encouraging a strong sense of respect for customers, are a few of the qualities Ms. White teaches them during their four-month stay.
“Our presentation is everything,” said White, “We believe in presentation, we believe in customer service.”
A Time for Children’s deep seeded belief in customer service is what led White to compare the store to Bonwit Teller and B. Altman, where folding the garment was as important as making the sale. It’s the reason why they make their own shopping bags and decorate them with ribbon and cards informing customers just where their money is going. A Time for Children’s customer service and attention to detail is what sets the store and employees apart.
“We’re about convenience, so we try to make it convenient for customers,” said White, while also “helping to train a new generation of sales people.”
A Time for Children complements their monetary donation to the Children’s AIDS Society by preparing students for the real world, during a 6 month stint. “It takes a long time to learn all the details of operating a store and having six month sessions, (rather than four) should facilitate the instruction process,” said Stern.
Gwen White is in charge of the student employees and trains them well enough that after 2-3 months she is able to leave them in charge of ringing up customers alone. It’s all a process, which White believes really pays off.
“As far as giving back, we are really growing new energy into the workforce,” said White. “It’s in seed form, nothing changes the world over night, but just planting a seed here and there, you know, makes the difference.”