VERO BEACH – As temperatures rise, foot-traffic along Ocean Drive diminishes, and businesses get creative juices f lowing with innovative ways to entice shoppers.
For Lisa and Ron Davidson, owners of Shells and Things, the book fair they held last July proved so successful, they are repeating the venture.
During the month of July, the entire front section of the store is filled with more than 100 new titles, all sold at a 10-per cent discount.
“People love books. Even when the economy is down, they don’t feel as bad spending money on a book,” explained Lisa Davidson. “It’s the perfect product for the summer.”
Originally established in 1977 the Davidsons bought the business eight years ago, and primarily feature hand-made jewelry, hand-painted furniture, home décor and gift items, artwork, and all variety of shells and coral.
Following along with their “ocean inspired boutique” theme, the varied book assortment highlights all things nautical, tropical and beach-y.
A large number of colorful and interactive children’s books will tempt even the most reluctant reader.
Some cute “Where the Children Discover Nature” books even include little stuffed animals from the Smithsonian Oceanographic Collection. The “Sea Creatures Pop-up: Squirmy Scary Fish Face to Face” book has amazing pop-ups, including a tiger shark reminiscent of Jaws.
There are also historical novels of the area, gorgeous decorative and travel related books, and informative ecological works.
“We’ve got some neat ones,” said Ron Davidson, who admitted to thoroughly enjoying the process of choosing the books.
“We wanted things that were not just fun, but somewhat educational if possible. I got this one thinking teenage boys would like it, but men seem to love it,” he explained of the fascinating multi-media book, “Oceanology: Voyage of the Nautilus”.
“Last year people really loved it,” said Lisa. “We did it again in January and are doing it again this month. It fills in when there are slow times.”
An added component are the local authors who come from 10 a.m. to 3 p.m. Saturdays in July to promote and sign copies of their books.
Vero Beach resident Jane Caracci and fellow Treasure Coast Writers Guild member John Cammalleri participated over the holiday weekend.
Proving that it’s never too late to try something new, Caracci wrote her first book, “The Little Raindrop that Was”, when she was 75.
Dedicating it to her first grandchild, Grandma went high-tech, and added an e-Line download for an accompanying audio feature of soothing sounds.
“I started writing because my husband and I are not compatible watching TV,” Caracci said with a smile. “I was writing for my own pleasure.”
As a steady stream of people wandered into the store, Mary Wright said Caracci’s second book, “Grandma’s Front Porch,” caught her eye.
“I think I’m going to read it and pass it on to my 92-year-old father, because he loves to read,” said Wright, who also bought “Good Night Ocean” as the perfect book to tuck a check into for her grandson’s upcoming birthday.
“They moved from Florida to Virginia and he misses the ocean; he loves anything to do with the ocean,” added Wright.
The Davidsons are stalwart supporters of local organizations, regularly donating items for silent auctions, and purchasing booth space at a number of fundraising events.
You’ll find them in November at the Riverside Children’s Theatre Festival of Trees and the Hibiscus Children’s Center Girls Night Out fund raisers.
“There are so many local charities that can use the help,” said Ron Davidson, who admitted that he so enjoyed playing the role of Beachside Santa last year, he has agreed to do it again.
“It’s exhilarating,” he laughed. “It’s so much fun. It doesn’t matter whether they’re kids, or teenagers or little old ladies, everybody calls out for Santa.”
“This year Santa’s going to be all over Ocean Drive,” added Lisa Davidson. “He premiers in the parade, the first Saturday in December.”
