New fashion spot offers dual appeal
12/12/2011, 7:15 a.m.
BeTru: accessorizing the body and soul Often businesses have a certain appeal that draws in customers by the dozens. One start-up shop has uniquely created two angles that are helping to make them a big hit in the heart of Miami. BeTru located in 55th Street Station, 5582 NE 4th Ct. is owned and operated by two business partners, Donna Hughes, 44, and Cybele Erydek,47. We decided to open a store that has two aspects to it, Hughes said. One of the aspects is to showcase local designers and just things that we like and find interesting. So we call this a life/style store because you can find a little bit of everything in here. The other part of our store is my space where I do spiritual readings. It was really important for me to find a space where I could work. BeTru has been in operation since July of this year, about five months. The store is open from 4 p.m. to 11 p.m. on Tuesday through Saturday of each week. Hughes said that the stores dual concept really helps to drum up business. It is kind of like Disney World you know, Hughes said. When you go on a ride and exit you have to buy something. It usually works on that aspect for the readings. Usually people look around and they see something that they want to purchase. It is kind of hard not to find something in here, we have merchandise in all price ranges but mostly affordable so it is kind of hard not to leave with something in your hands. In addition to having a store packed with merchandise from local designers, both Hughes and Erydek have items that they have designed personally. Although BeTru caters to the evening crowd at 55th Street Station Hughes admits that business can at times be a challenge because of their discreet location. Well it is kind of a challenge for us here because we are not on the street, she said. You have to kind of know where we are. Business is picking up though. I dont necessarily believe that you have to be right in front of everybody to have business. If you have good products that are unique, word of mouth will help a lot. By Randy Gricergrice@miamitimesonline.com