How many times have you needed a gift for a special lady (mother, spouse, daughter, girlfriend, etc.) and had no idea where to go? Do you buy accessory items? Clothing? Something for the house? Do you go to a boutique store or a home décor store? Good luck trying to find such stores, and better luck running around hoping to stumble upon something she would like. It gets burdensome looking for … no idea what you’re looking for. Think how wonderful it would be to find a local business with all those types of items under one roof, with a staff who will guide you in the right direction. Meet Haleigh Watson, owner and manager of Watson’s Mercantile (WM), 8175 Rivoli Rd., in the heart of downtown Bolingbroke. This month, Watson’s is celebrating ten years in business.
Full disclosure, my wife and I have shopped at Watson’s almost since it opened in a house that dates to 1886. It started as a quaint general store, originally called Southern Charm. Those old enough will remember, often times, one went into a business just to visit with the owner. Yes, you looked around, just in case you found something you needed but mostly you entered because there was warmth inside. That’s Watson’s Mercantile.
When you pull into the parking lot, it feels like you’ve entered a time warp and have been transported back to the 1920s. Walk up the wide stairway, grab a 50-cent coke from the old-time soda machine, play some checkers, sit a spell on the porch, and visit with whoever wanders by. Finish your soda, step inside, and that friendly feeling of simpler times is amplified. The pace slows down. The hustle and bustle of the modern world is elsewhere. All you need is a passing train blowing its whistle with a friendly wave from the engineer. Wait, here comes one now, and he’s waving.
Prior to COVID-19, according to the Bureau of Labor Statistics, approximately 45% of new businesses failed within the first five years and 65% during the first ten years. Throw in the Covid pandemic craziness, and I’m sure the business success rate is much lower, meaning the past five years have been extremely difficult for small businesses, especially for those that rely on walk-ins, as does Watson’s. The fact that WM is celebrating ten years says a great deal about Haleigh’s ability to find a market niche, understand that niche, and keep her business current with quality products that meet customers’ demands.
Watson’s Mercantile started out as a college project. During her senior year at Georgia Southern, Haleigh took a course called New Venture Planning which was offered to those who developed a defined business model or could prove they were planning to take over an ongoing family business. Her project centered around the fact that Macon and Forsyth have many businesses but there’s nothing in between for anyone who wanted general items. She didn’t want a department store; she envisioned a store similar to Ike Godsey’s General Mercantile on the Walton’s TV show. Haleigh’s project was chosen for the entire class to work on. (Haleigh centered her project on the house her family owned, which eventually became her business.)
After a great deal of work to convert the house into a business, WM opened in August 2014. The various rooms had different items – bakery items, drinks, and candy in one room, canned goods in another, and home items in another. One of her professors told her not to make the business about herself. So she had a “suggestion” box. Customers suggested, and she responded. If she received four or five requests for a specific item, she ordered it. Haleigh changed inventory based on what people wanted, specifically if carrying certain items would differentiate WM from other businesses. She refused to carry items that were readily available elsewhere. Haleigh didn’t want her business to be like every other. She kept asking, “What can we do that’s different?” She feels that’s what kept her in business.
Haleigh talked about a specific item that was suggested, and she implemented – a kids play area – a small corner, filled with toys, that occupies children while mom shops. Another suggestion was men’s clothing. Belk’s and Dillard’s carries men’s clothing but not the look she was after, specifically, that “rugged”, southern look, perhaps getting ready for a quail hunt.
Actually, Haleigh’s decision to carry men’s clothing led to the change in the business’s name. Originally, it was called Southern Charm, which has a connotation of home décor and more feminine items, not a store where men would likely shop and certainly not shop for men’s clothing. So, on Jan. 1, 2023, it became Watson’s Mercantile to signify a different direction. To go along with the new name, Haleigh redesigned and expanded the house by 2,000 square feet while keeping the same look.
You might remember, several years ago, Haleigh Watson, was named Monroe County Businesswoman of the Year. I asked who nominated her, thinking it might be her parents. Unbeknownst to her, her employees nominated her. Several of them wrote detailed letters to the Reporter describing and applauding her as their boss. Not many bosses receive such high praises from their staff which says a great deal about Haleigh.
Several times, I’ve shopped at Watson’s for a gift, largely because they have a good variety of items and they gift wrap. When I mentioned that to Haleigh, she laughed and talked about how men would come in looking for a gift. According to her, men will enter the store, stop and gaze, not really knowing where to start. She said that we (men) are obvious that we want something but no idea what we want. That’s when she or one of her staff will ask who or what they’re buying for and steer them to various suggestions. WM is a great place to shop for birthdays, weddings, graduations, baptisms, holidays, house warmings, gift baskets or to find something for yourself. And guys, they carry some excellent men’s clothing. I’ve bought several shirts and pants (Duck Head) which I love.
Haleigh still relies on differentiation to guide her decisions on items to carry. That said, she stays true to her style and character. As such, WM has a devotional/inspirational corner that is therapeutic for many. One can find prayer books, prayer cards, and even children’s books dealing with spiritual issues. She has a prayer basket where you can write a prayer and read prayer requests from others.
Other items that Watson’s carries include home décor, pillows, women’s clothing, art work by local artists, spices, jams, gameday area (for your favorite college or HS team), and kitchen items. The women’s clothing is trendy, fashionable yet traditional, something a teacher might wear. Finally, WM has a clearance/sale area for season changeover.
Aug. 17, from 10 a.m.-5 p.m., Haleigh is throwing a 10-year anniversary celebration. She plans to have music, a tailgate area (cornhole, etc.), local artists, a kid’s area, food and more. By then, new fall fashions will be available. Everyone’s invited.
