At Avenue You, it's all about the customer

Date: 8/11/2005
Published in the Asbury Park Press
by: Bernadette Scott
http://www.aveyou.com

The logo at Avenue You, in Deal, reads it's all about you.

Avenue You, at 280 Norwood Ave., has been open since April 2002 and carries head-to-toe beauty supplies for women, said the owners.
Lisa Esposito, 34, owns the shop with her brother Brian Esposito, 24, both of Ocean Township. She said working in this line of business is in their blood.

"My father had a chain of beauty supply stores — so I grew up doing it," Lisa Esposito said. "My idea was to narrow it (the supply-store concept) down to make it a beauty boutique, with trendy specialty items that are big with the stars."

"We carry stuff you won't find in a drug store," Brian Esposito said.

A customer browsing through the shop will find nail products, hair accessories and extensions, cosmetics, makeup brushes, and gift items, Lisa Esposito said.

Lisa Esposito said she is a licensed cosmetologist, but she was more interested in the products. She does, however, use her cosmetology skills to assist shoppers.

"Women can come in and learn secrets of applying makeup that the celebrities use," Lisa Esposito said. "I am very knowledgeable of products, and Avenue You has a comfortable atmosphere so customers can ask questions and get tips and ideas."

About a year ago, Lisa and her brother Brian realized, "how big the Internet was," Lisa Esposito said.

"Working women don't have time to spend in the beauty store. This made it easier to go shopping online," Lisa Esposito said. "Brian built the Web site, and it's been amazing. Customers can click on color charts for makeup, and see what's new and what's happening and trendy."

The online component has increased the demographics of Avenue You's shoppers, Brian Esposito said.

"Males can buy product for girlfriends and wives," Brian Esposito said. "The average shopper spends about $70 online and store shoppers about $50 per purchase, which has increased sales."

"Having the Internet is a convenience — people from around the corner will order from online because they can't get in (the store) or don't want to take their kids along," he said. "Web-site sales are shipped all over the world, stuff flies out of store quickly."

Brian said Avenue You processes about 3,000 orders a month from the Web site, and ships the products immediately.

Online orders normally arrive in two to five business days, Brian Esposito said.

Lisa Esposito said she seeks out products for her shop and sees what the top stylists are using.

"Everything in the store is tried and tested," she said.

Avenue You provides customers with one-on-one consultations in the store.

"I can teach women or young girls how to apply makeup, and learn about brushes and application," Lisa Esposito said.

Avenue You carries hair extensions, "the ones celebrities like Jessica Simpson wear," she said.

Employees at Avenue You will work with customers to find hair extensions that match the customers hair color exactly, Lisa Esposito said.

"It is up to me to keep up with trends and what's going on, and to keep bringing new products in all the time," Lisa Esposito said. "I want to always have what people want — if you read about something in a magazine you should be able to come in and get it."