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some unusual vegetable varieties which the home gardener might find difficult to obtain. But, Cheri added, they have no plans to start growing their own herbs from scratch.
“I take great pride in display,” she said, “but it can take two hours to groom and water the plants each day. It would be just too much.”
“We have always stressed quality,” Martin said. “It’s not just a volume business. Our customers appreciate something special. We sell the whole service: we offer more than plants. They can get advice, Cheri can identify herbs, she has helped design herb gardens.”
And, by walking in Faith Mountain’s herb garden, or seeing the shop’s wreaths, customers can see the end result of the seedling herb or everlasting flower which they buy, he pointed out.
One of the crossroads in Faith Mountain’s 10 years came when Interstate 66 opened, Martin said. “That meant the nature of the highway business changed.” The people on long vacation drives no longer drove Rt. 211 across the mountains to Luray, stopping in Sperryville for a rest before climbing the mountain. “That’s when we decided to devote a lot of effort to promoting Sperryville as an end in itself - a place to come for a day or a weekend. ”
“At the same time,” Cheri added, “the catalog business meant that we could reach people in their homes. We no longer have to rely on them to find Sperryville.”
The promotion has had a bonus, Martin said. “Since we’ve been trying to aggressively promote mail order and Sperryville, the business is up quite a bit in the store,” although it still represents only about 20 percent of the company’s business.
And, the results of the promotion ean be seen on Main Street in Sperryville.. Cheri. pointed out that about sue new stores have opened in the
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