when running their business.
Frog and Toad
Owners: Asher and Erin Schofield
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Location: 795 Hope Street, Providence
Type of Business: Gift store
Year Founded: 2001
Employees: Two
Annual Sales: WND
Walk behind a door draped in red fabric and past corner windows embellished with long white lanterns and deep red vintage kimonos, and you will be greeted by a friendly frog and toad.
Asher and Erin Schofield are the owners of the Hope Street gift store, Frog and Toad. Named after their favorite children’s book, by Arnold Lobel, the store opened three years ago, and has fulfilled the couple’s childhood dreams.
“Asher is the frog,” says Erin, because he is the “eternal optimist.”
Erin is the toad, whom Asher describes as “good natured, but the worrywart.”
The friendly nature of the storybook characters shines throughout the store. As the first few customers begin to filter in with the morning, it is easy to see what makes this small business so successful: community.
The Schofields are invested in the community as business owners and as residents. In return, the community shows its encouragement for the store’s success.
“People get that you need support,” Erin says of those living in the area, “our neighbors shop here.”
Instead of using their advertising money in a larger paper, the Schofields place ads in programs for the local ballet school. They support local schools such as East Side Nursery school, and donate to local auctions. Erin reasons that there is so much to select from when choosing places to shop that you have to provide more than “stuff” to offer.
The Schofields offer much more than plain “stuff” in their store. The displays are rich with a blend of colors and cultures. From the vintage kimonos to the locally designed pajamas that hang beside them, the store offers a wide variety of gifts for the diverse clientele.
To further their support of the community, local art is scattered throughout the store. Christopher Denise, a children’s artist and RISD graduate, has his work on sale behind the counter. Many customers go in and ask if the store is selling any Rachel Bergman’s. One might expect that they are referring to a renowned artist, not a young local.
Twelve-year-old Rachel Bergman, who lives in the surrounding neighborhood, has been selling her pottery at the store for two years. Erin Schofield recalls the first time Bergman came in and gave a very professional presentation. The Schofields began selling her pottery right away. Her pieces do very well, says Erin.
The variety within the store is never ending. With knickknacks that are mere cents, to an old altar that is priced at $1,340, the price range is accommodating for customers rich and not-so rich.
Erin recalls a young college girl who recently visited the store. She wanted to buy gifts for 18 of her girlfriends, but had only $2 to spend on each. Erin helped her find a gift that would appease everyone: beautiful candles that she had dressed up in fancy wrapping.
While the surrounding community members are regulars, news of the shop is spreading by word-of-mouth. The Brown University track team started to take notice of the store, when running by during practice. The cordial atmosphere and wide range of gifts paired a quick rotation, gets people into the store, and keeps them going back.
How did Erin, a journalist (who started her career at Providence Business News), and Asher, a freelance graphic designer, come to open up a gift shop? According to Asher it was “serendipitous.” They were driving by the store just as a ‘for rent’ sign was going up in the window. The two had been discussing the possibility of a store for about a week.
The corner shop with welcoming windows on either side was just too good to turn down.
It was just the adventure that this frog and toad were looking for.
Amy Hauck is a contributing writer to PBN.
