Island Gift Market, an interesting gift shop at 16 Water Street, St. George's, owed by Ellie Jones, is enjoying its transition phase in a new location. Last May, Mrs. Jones was buying gift items to sell at Caffe Latte's two locations then two things happened.

She said: "Pegasus was going out of business and the store beside Caffe Latte in St. George's was available for rent. The purchase of Pegasus's unique greeting card stock was a good compliment to the gift items I was currently stocking. Then it was only a matter of designing the store layout, increasing the variety of gifts and putting up an 'open sign'. That was the beginning of Island Gift Market in May 2003."

The summer of 2003 went very well for Mrs. Jones and when she learned that the lease for Bluck's on 16 Water Street was available, she jumped at the chance to take over the space as it was a much better location.

The owner says that she stocks a wide selection of greeting cards and gift items catering to the local trade as well as many unique souvenir items for Bermuda's visitors. In her shop you can find things that are not carried by other shops.

Having 20 years experience co-managing a retail business with a partner, Mrs. Jones feels this is an exciting opportunity to use her knowledge of retail to open her own business.

"One of the best experiences in business is being your own boss. The success or failure of the business falls directly on your shoulders. The only negative aspect that I have found is all the paperwork! I love doing it but it is very time consuming."

As in all jobs you always have favourite aspects and Mrs. Jones really enjoys the buying. She feels that it is fun looking for new gift lines while the challenge is deciding which products are the best choice for the store.

"Interacting with my customers is an enjoyable part of my day. They often suggest new gift items to stock. I really love the input and do research to locate these ideas," she said.

When asked which specific items are the best sellers she shared that her large selection of greeting cards are popular. Children's party favour gifts go well too. The first gift line she introduced was a wonderful collection of 'word' jars and mugs, which have fun sayings written on the them.

Island Gift Market is quite different from other shops in St. George's as the owner tries to avoid stocking items which are available in most shops.

"I have carefully located suppliers which offer unique gift items and I get many compliments on the quality and competitive pricing of my products. All souvenir items are carefully selected. I have a wonderful collection of magnets ? a hit with locals and tourists."

St. George's offers small town friendliness and Mrs. Jones says that it is picturesque with rambling streets that are fun to walk.

"Many of the tourists comment that they enjoy the quaintness of St. George's. Our town has most of the services and products anyone could need. And best of all, free parking and no rush hour traffic to contend with on a daily basis!"

When asked about anticipating a favourable tourism year for 2004, Mrs. Jones says she is looking forward to a good year although she would love to see visitor arrivals increasing. She shares that there are many interesting people who visit Bermuda and it is a delight to talk to them and hear about their Bermuda experiences.

Island Gift Market is generally open Monday to Saturday from 10 a.m. to 5 p.m. with reduced hours during the winter season.

( 297-4988.