Biz Buzz
March 2008
Hey Jude…
Now and Then makes things a little better
photos by Eric Bond*
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Sisters are doin' it: The Now and Then sisterhood gathers for a staff meeting. From left: Melanie, Elizabeth, Junko, and Joanna. |
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| December 1983-Jude Garrett celebrates her first Christmas as shopkeeper of Now & Then. She stands in front of her original location on Carroll. |
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| Find the perfect party favor for all occasions. No one can resist a finger monster. |
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| Folks from all over visit Now & Then. |
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| Jude and Sandy celebrate Halloween |
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| Steven looks rakish in his Now & Then spring bonnet. |
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| Jude stands with Robert, one of Now & Then's first employees. |
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| Not just for kids. Now & Then pampers the body and soul. |
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| Necklaces are a perfect accessory for any outfit. |
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| Click on photos to see larger version |
Two generations of Takoma Park residents have known that when they were looking for the quintessential present, they could count on Now and Then.
As the store with “something for everyone, and more than one option,” as customer Alexandra Ogilvie says, Now and Then has delivered on the promise of a quirky store. April Fool’s Day aptly marks the 25th anniversary of Now and Then, a self-described “Purveyor of Fine Frivolities.”
After 25 years, what started as a vintage shop has evolved into a Takoma Park institution, “always warm on a cold winter day,” says Lauren Poor, another loyal customer.
Jude Garrett, the founder and owner of Now and Then, remembers the grand opening. The original store, which had been an optometrist’s office for 27 years, sold vintage clothing and collectibles and was on the forefront of a changing landscape.
At that time, the former Taliano’s space was an auto parts store, Every Day Gourmet was a TV repair shop, and Video Americain was Park Pharmacy. American Craft, then known as Finewares, Park Florist, House of Musical Traditions, and Kinetic Artistry are among the few merchants remaining from that era. “I got in right at the point when things were turning around and the City made its first investment in Old Town.”
The town, the store, and the community have changed together. When Jude first opened the store, she was a young mother with two small sons. “I was one of the young people with kids. I felt at the time that there were a lot of older people who were moving on. Now I feel like I am watching that from the perspective of being an older person.”
The first generation of customers now have grown children who are giving birth to the third generation of Now and Then customers. The store began as a vintage shop because that reflected Jude’s own interests and the market.
But as the demographics shifted in the community, and there were more young families moving in, the store kept apace with the changes. Now and Then’s longevity is directly attributable to Jude’s willingness and ability to change the business and adapt with the times. “I never went to business school,” says Jude. “I run my business mainly on intuition; I learned a lot along the way.
Now and Then has always considered themselves part of the broader community. Jude has lived in Takoma Park on and off for almost 30 years.
As part of the business community, she has initiated events that are now considered annual Takoma Park traditions, such as the Spring Bonnet Contest, the Dog Days of Summer Sidewalk Sale in August, and Pajama-Rama in December. Customers of all ages show up in their p.j.’s, bathrobes, and fuzzy slippers in the pre-dawn hours for the Krispy Kreme doughnuts and holiday shopping, an event that has grown to include many other Old Takoma businesses.
Former Takoma Parkers have been known to fly back to the Washington area just for Pajama-Rama. One customer even booked a ticket before double-checking the date!
Jude’s attitude toward her employees is one of friendship and family, with a sprinkle of mother hen. “We have a lot of fun with each other, being goofy, doing things when the customers aren’t here, and stopping quickly when a customer comes in.” That might explain why, on occasion, a customer may find the staff all wrapped up in pink feather boas or butterfly wings.
Now and Then represents the kind of independently-owned store that Takoma Park is known for. Customers value finding hidden treasures not available at big box stores. “They sell everything from smelly lotion to naked baby dolls to knitting to plates,” says 16-year old Claire Teitelbaum. Belkiss Obdia loves the variety of merchandise at Now and Then and believe that “there should be more places like these.”
Now and Then won the Takoma Voice 2007 Best of the Best for “the place where you can find exactly what you didn’t know you were looking for.” Dan Robinson, Takoma Park City Council member agrees, recalling fondly the December when he found the perfect gift for his son-in-law: fake mustaches.
It’s hard to imagine Takoma Park without Now and Then because, as Teitelbaum suggests, it’s “so Takoma Park.” The town and the store share a sensibility about what it means to be a community with its own identity in the midst of a large urban area. With a touch of humor, outspokenness, and bravado, both Takoma Park and Now and Then are unafraid to be themselves and in many ways challenge others to join them in the fray.
To celebrate the 25th anniversary of the store, Jude is promising April Fool’s Day high-jinx and happenings on Tuesday, April 1 and on Saturday, April 12. Check the store for details.
Gemma D’Eustachio contributed to this article.
* Photos by Eric Bond, except where noted.
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