Downtown Auburn, the strip of College Street with family-owned businesses like Flowersmith's, J&M Bookstore and Ware Jewelers, is rooted in decades of rich history.
Susan High, co-owner of Flowersmith's Flowers and Gifts, has been working at the store since she was a little girl.
Her grandmother, Esther Lewis, and mother, Sally Barrett, bought the already-established florist shop Jan. 2, 1961.
Forty-nine years later, Flowersmith's remains in its original location at 130 N. College St.
With the store's 50th anniversary right around the corner, it has seen trends come and go.
"Being in a college town, the students keep you young," High said. "We've seen everything from paper flowers to Beanie Babies."
Third generation customers are still shopping at Flowersmith's.
Establishing and maintaining a customer base is important to success.
The location of the store has its advantages, including the heavy traffic of pedestrian window shoppers and slow-moving cars, High said.
"We're surrounded by restaurants, which works to our advantage," she said. "People will wander over from Mellow Mushroom while they're waiting to be seated."
Every fall semester, moms want business cards and birthday bouquets for their children, especially the daughters, High said.
"I have consoled many a mother in the store," High said. "We're in a very emotional business here, but we love it."
Flowersmith's staff consists of family members.
High said her nieces help out in the store, providing input for what the next big trends will be.
High's nephew and Auburn football player, Ryan Pugh, used to help out in the store when he was younger, she said.
Johnston and Malone Bookstore, affectionately known as J&M, has been a downtown staple since 1953.
Trey Johnston, current owner of J&M, is the son of George Johnston, partial namesake of the store.
The store has been helping students prepare for semesters for 50 years.
Johnston and Malone owned and operated the store together until 1960, when Johnston bought Malone's share in the store.
The name didn't change, even though the Malone family was no longer involved.
Johnston said buying and selling textbooks has been a noble profession, but the Internet has skewed the price structure of books.
"The books department has shrunk," Johnston said. "It used to reach all the way up to the front of the store. It's now one-third the size it used to be 20 years ago."
Johnston said tradition and family name recognition are what keep people coming back.
"In future years, I could see the name 'bookstore' be changed to 'college store,'" Johnston said. "Buyers and representatives keep the store up-to-date on the latest merchandise to keep the store relevant."
Next door, Ware Jewelers has been providing the area with quality products and service since 1946.
Ware Jewelers, started by Lamar and Libby Ware, is still in its original location at 111 N. College St.
While the store's original door was 10 feet by 40 feet, it since has expanded the door to meet current building standards.
Second-generation owners Ronnie and Tina Ware have expanded the business to three additional store locations in Alabama: Opelika, Spanish Fort and Montgomery.
Jo Barreto, manager, said she feels the reputation, ethics and location of the store have aided with success.
"Computers can't do everything," she said.
According to Barreto, the advantage of a mom-and-pop store is, if something is wrong with the product, there is someone to talk to face-to-face.
"I've worked at Ware's for 16 years, and I am proud of the product," Barreto said.
Ware provides a variety of prices and styles so everyone can find something that suits their taste and budget.
One of Ware's more recognizable products is the official Auburn University name tags, which are used by the SGA, athletic hostesses and Greek organizations.
"It's an honor to do it," Barreto said. "We follow the University guidelines, and we want to work with (them)."
E-mails and phone calls to customers keep them informed about the latest trends, she said.
"Lots of AU alums continue to shop with us," Barreto said. "At one time, our statistics showed that we had customers from all 50 states."
Barreto said it's important to keep high quality products that are classic in look, but also current.
"In this business, we're part of the special moment, whether it be an engagement, an anniversary, a christening," Barreto said. "We listen to our customers and know what they need to help them choose the right thing."
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