By Jheri Hardaway (formerly Ms. Jheri Worldwide)
Staff Writer
The heart of a community often beats in its small businesses. The Crabtree Valley Mall we knew is no longer. Drastic changes have impacted every element of the customer and retailer experience. For four years, Nazar, a perfume kiosk in the Crabtree Valley Mall, was a pulsating artery of that community. Located in the bustling corridor between popular shoe stores, the kiosk, run by a dedicated local entrepreneur, Terrance Taylor II, Nazar not only sold unique fragrances but also served as a pillar of professionalism and a safe space for customers to explore their personal scent journey. Nazar has been educating the public on scents and selling fragrances for more that six years. Four of those years have been spent as a pillar of the Crabtree Valley Mall community. His kiosk has employed many, trained plenty on professionalism, and created a safe space to explore your personal fragrance.
But the story of Nazar and many other small, independent businesses at Crabtree has taken a difficult turn. In a recent interview, the owner of Nazar shared his perspective on the mall's new ownership and the changes that are reshaping the landscape for small entrepreneurs. "Small businesses are the lifeline," he stated with conviction. "It’s more personal when it's one person building something they had a dream of. And when you take that dream and use your power to affect them, the public needs to know that it can really affect everything in your life."
The Carolinian learned at 80% of the businesses that were closed were minority owned. An Asian jeweler, a Palestinian embroidery there for 17 years, while majority of the small businesses forced to close were Black owned. The mall's previous management had implemented evolving, and often inconsistent, rules. Rent for similar-sized kiosks varied wildly. Now under new management an array of new rules were introduced seemingly to push out the very businesses that had built a loyal customer base. Rules like wearing business casual attire, not eating at the kiosk, and most notably, a ban on actively engaging with customers more than three feet away, directly impacted the personal, hands-on style of sales that small businesses like Nazar relied on.
The changes are not just about new rules; they are about a fundamental shift in the mall's identity. Many have described it as a "gentrification" of the mall, where the new owners "want a different type of clientele" and are pushing out the small businesses that built the mall's unique culture. This includes not only Nazar but also other long-standing vendors, such as the "Magic Stitch" tailor, and a collaborative store called "The Stadium" which featured 25 Black-owned businesses.
This move has left many small business owners scrambling, with little notice and no preparation. "Many of those business owners weren't prepared for this," Taylor shared. "Some of them don't have websites, some don't have Google listings. They need that environment to build their clientele." Taylor also emphaized timing of the shift, so close to the holidays, “Many small businesses pay rent all year to make majority of their money during the holidays, to be cut off at this time will devastate many businesses.”
For Nazar, the experience has been a catalyst for change. The business is going back to its roots, focusing on its community presence through festivals and pop-up events, and expanding its substaintial online presence. Nazar’s owner's advice to other entrepreneurs facing similar challenges is clear and powerful: brand yourself. "It's all about branding," Taylor advised. "Have a website. Have a logo. Have an image that people can follow—phone numbers, business cards, email lists, text lists—so wherever you go, a customer can find you. And always plan for the worst."
The story of Nazar is a potent reminder of the fragility of small businesses in a changing corporate landscape. It is also a testament to the resilience and innovative spirit of entrepreneurs who refuse to let their dreams be derailed. As Nazar pivots to its new business model, the public has an opportunity to continue to support a pillar of the community, not just a kiosk in a mall.
Personally, this story really spoke to me. I’ve been buying fragrance from Nazar for years. The situation truly highlights the hustle and heart behind small businesses and the importance of supporting local entrepreneurs. The experience of the business owner turning a negative situation into an innovative pivot is something that can inspire us all. Terrance reiterated “Crabtree doesn’t stop the flow we are just readjusting.”
