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My dream was to create a business that would provide a service for our community by giving a well
deserved break to middle class working people – the backbone of our society. I wanted them to be
able to make some money from last year’s wardrobe and also be able to purchase gently used clothes
at reasonable prices for this year. It was important to me to make it as easy as possible for
consignors to drop things off once their account was set up, because I knew people were very
busy. I wanted always to maintain the store so that it looks and smells good at all times, to keep
regular business hours, and to treat customers and consignors honestly, fairly, and kindly – in the way
I would want to be treated!
With a $1,000 loan I began gathering clothes and supplies and information on how to start a
consignment shop. Stage 2 opened during Rodeo weekend in 1985 in a small building at 1120 Ave G,
where the rent was a whopping $160 a month. During that first year, I hired a shy little 15 year old high
school girl to work after school and weekends. Except for a couple of years off when she had her
babies, she (Phyllis Gorrell) has been with me for all these years. She has been my manager and
handled a lot of the day to day duties while I was traveling quite a bit as President of the Illinois Foster
Parent Association.
The first move, to have more space, was 4 years later when we moved to 715 18th Street. At first it
seemed like we had lots of room to grow, but within a few years, we had to rent another section of the
building to expand again. During this time I also added another employee who is still here, Stefani
Kern.
It was also around this time that I had a computer program written to handle most of the paperwork. I
can’t even imagine doing it the way I started out with the volume we have now!
In only a few more years I began the search for either a place to build or a bigger place to rent. We
moved downtown to 734 Ave G the week after Rodeo weekend in 1997. By this time, the moves were
becoming a huge feat! We were downtown! Although I was somewhat worried about how all the other
downtown businesses would feel about my little used clothes store moving right in the middle of
some of their classy places, Myrna Welder, who was Chairperson of the Riverfront Business District
Association at that time, was wonderful at welcoming Stage 2.
Although this building looked huge at first, (about 4,500 sq ft of sales floor), more and more
consignors brought more and more clothes, and after 4 years I once again began the search for more
space. I began seriously looking for a piece of ground to build on, because I never thought I wanted
to own one of those “big old dinosaurs” downtown. We had heard horror stories about people who
had bought old buildings at a decent price, but then had to spend a fortune to bring them up to code.
I even looked at the possibility of moving to Burlington or somewhere in between (depending on
where the new highway bypass landed).
*(When I was planning to open the store in 1985, my husband jokingly said I should maybe rent the old
TG&Y building. I thought he was completely . . . . crazy, , , but now I think we could fill it! !)
I called Karen Harry since she was not only a Real Estate sales person, but also President of the
Chamber of Commerce. I thought (correctly) that she would understand my dilemma. I really wanted to
stay in Fort Madison because everyone had been great to us, and Stage 2 continued to grow. Karen
told me I should look at the old Spurgeon’s building but I wasn’t interested. She talked me into just
looking at it and I found that it was a beautiful old building with tons of potential! And 3 floors of
space! I didn’t let myself get excited about the possibilities because I knew I didn’t want to do this
one on my own. I definitely needed my husband, Dan to be involved. It was a very solid building but
needed remodeling work. After much consideration, research and prayer we decided to purchase it.
I commend the SMIDD group for having the foresight to begin the restoration work on the building.
Those improvements undoubtedly made a difference when I was considering purchasing the building.
Fort Madison is very fortunate to have them working to improve the downtown.
We moved in September of 2002 - and immediately filled up the top 2 floors! In the summer of 2005 we
finished the repair and remodeling of the basement, which was quite a challenge since the building
came with six sump pumps! (Perhaps a history of water problems? ?) We very quickly filled that space
too, which brought us to over 10,000 sq. ft. of sales floor.
I don’t want to get ahead of myself, but I can’t help but wonder where we’ll grow to next! ! This
building is definitely a keeper, but what will happen when we don’t fit? ? Worry about that later! At the
NARTS (National Association of Resale and Thrift Shops) conferences, I hear about stores with
multiple locations, so maybe . .. or maybe not.
As of 2010, it takes 20 people to keep Stage 2 running. Twenty WONDERFUL employees - I thank God
for each one. Each of us has our strengths and weaknesses and we complement each other pretty
well.
Stage 2 has come a long way! It seems strange when I meet someone new who is impressed to learn
that I own Stage 2. When I actually stand back and look at it, I agree that it looks pretty impressive, but
it’s not as if I feel like I’ve done it on my own - it's more like I just work here, too. Stage 2 seems to
have taken on a life of its own and I’m relentlessly trying to keep up. I give God all the credit for
giving me the wisdom to make good decisions, the desire to do it, and the ability to follow through.
I hope to see you at Stage 2 someday soon! - JoAnn
