Local entrepreneur offers destination shopping

For nearly 27 years, Threads Boutique, 2451 W. Market St., has been woven into the Tiffin tapestry, providing destination shopping for clothing and gifts. Kelli Dariano, owner, said the Threads founding "coincided with Wolfe Creek Plaza opening," which was seeking to create "a curated group of shops." In essence, she said, Threads "was fulfilling a need at the time." More than a quarter of a century later, Dariano's vision has evolved, along with Threads' staff and stock, but her commitment to customers has remained her steadfast focus. Dariano said she had a background working in the men's, women's, accessories and cosmetics sections of department stores in other areas, and brought that knowledge and expertise to Tiffin. In the early years, she said, Threads was "a predominantly apparel-based business," offering clothing lines and pieces that were unique to the area. Dariano built a devoted customer base and a reputation for excellent service, establishing Threads as a true destination boutique. As the consumer market has shifted through the years, and largely due to the tremendous increase in online shopping, Dariano said her retail vision and approach also has had to change. "To sustain traffic, Threads had to be a gift destination," she said. The store's stock became more inclusive, she said, including jewelry, accessories and gift selections, and Threads' iconic wrapping and "wish lists" became beacons for shoppers seeking specialty items. Dariano said the store's first jewelry line "with name recognition" was Brighton, which Threads continues to carry, and Pandora, UNOde50, Bryan Anthony, and more also are in stock. Threads is proud to carry Natural Life products, she said, as well as Capri Blue Candles and Pura Diffusers. Staying ahead of trends and offering a unique product assortment are crucial to retail success in a niche market, she said. While Dariano said she still travels to choose items to stock at the boutique, her "strong vendor relationships" often mean they now come to her. Reflecting on the importance of the Threads staff, Dariano said she doesn't choose employees simply because they have a fashion background. "I want them (staff members) to have a strong sense of their own selves," she said, and to be able to relate to customers of all sizes and tastes. "You have to be able to separate yourself and connect with the customer," she said. Relatability, approachability and kindness are "our secret sauce," Dariano said. Three years ago, Dariano expanded her retail footprint when she purchased Washington Street Outfitters (WSO), located in downtown Tiffin at 186 S. Washington St. "I loved what Zoe and Spencer (WSO founders) had created," she said, and wanted to ensure the store would continue. The focus now, she said, is to "get people to go in and see the eclectic mix there." WSO offers a selection of clothing, home goods, and jewelry, she said, and the store's location near City Lot 5 is key. Not only does the parking lot make WSO easily accessible, Dariano said, but surrounding stores and the downtown block offer "a natural feeling of collaboration." "We are excited to have a block of storefronts that make Lot 5 the perfect parking destination," she said. Event-based collaborations among WSO and other downtown stores have grown in recent years, she said, as more emphasis has been placed on shopping locally and supporting small businesses. Dariano said the Threads/WSO loyalty program, Club Threads, is "my proudest point" from throughout the years. "It's a big deal to me," she said. Members of Club Threads, she said, not only receive $10 off one regular and one clearance purchase per month at both Threads and WSO, but also choose a charity to which money is donated via the store. With an average of 350-400 members enrolled per year, Threads has been able to donate more than $96,000 to charities since the program began. In the past several years, Dariano said, the charity list has been edited to include only local organizations, with FACT and the Seneca County Humane Society as the biggest recipients of funds. Enrollment in Club Threads takes place each year in October. Dariano reflected on the impact of the COVID pandemic on retail, noting her silver lining of the COVID cloud was the start of the weekly Threads Live event. Each week, Threads employees broadcast a live show, featuring fashion, accessories and home goods to catch the eye of those who tune in to the stream. Through the comments section, viewers can comment on items and commit to purchasing them in their size and preferred color, joining with the Threads community for a light-hearted "get together." Looking ahead, Dariano said her focus will remain on providing a "warm and colorful" shopping experience at both Threads and WSO, with a vision that is open to pivoting, change and opportunity in the retail world, drawing customers from as far as possible. "I love my customers and staff like family," she said. "I'm super thankful that I have support from customers, staff and family to continue to do this."