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December 29, 2009

For 40 years, Casa de Moda has changed with the times

By Paul Leighton

BEVERLY — When Casa de Moda opened for business in December of 1969, owners Don and Jan Preston were a young couple just out of college. They had a 6-month-old baby, little money, and an uncertain future in the notoriously fickle world of retail.

"The store we took over had failed after six months," Don Preston said. "Retail is not for everybody."

Forty years later, the eclectic gift shop on Cabot Street is still thriving. The Prestons, now in their 60s, are still working long hours, and the store has become an anchor in an ever-changing downtown business environment.

"They're a big draw, in terms of not only local shoppers but they bring visitors to town," said Gin Wallace, executive director of Beverly Main Streets. "It's an enormous benefit to downtown."

The Prestons attribute the store's longevity to their willingness to expand and change with the times. They sold bell bottoms and incense in the 1970s. When breast-feeding became more popular, they offered nursing bras and brought in nurse practitioners to conduct clinics for pregnant women. They've staged fashion shows and makeup sessions for their customers.

Earlier this year, Jan Preston, who does the buying for the store, spotted a word game called Bananagram and purchased a shipment. The game has since become one of the hottest toys of the year.

"We have succeeded because we have that flexibility," Jan said. "If we had stuck in one rut, we would have been running ourselves out of business."

The store has nurtured not only the loyalty of its customers, but its employees as well. The Prestons have always hired high school students, who often work at the store through college, then come back to visit.

The Prestons say they hire "high achievers," including nine who have gone on to serve in the Peace Corps.

For all of their business success, the Prestons are just as well-known for their commitment to various community and social causes. Don is involved in Habitat for Humanity, the Beverly Affordable Housing Coalition and a local site board for the Massachusetts Department of Mental Health. Jan is on the board of directors at Beverly Main Streets and chaperones high school students on French exchange trips.

When their son Christopher served two tours in Iraq as a U.S. Army infantryman, the Prestons sent packages, letters, computers and even soccer nets to his unit.

"As products of the '60s and '70s, we've always been socially conscious," Don said. "I'm a firm believer that if you don't work within your community to improve life for yourself and others, it's not as fulfilling."

Despite the 70- to 80-hour work weeks, the Prestons say they have no plans to retire anytime soon.

"We enjoy doing what we're doing as much as we did 10, 20, 30 years ago," Don said. "It never gets boring. We have a solid customer base that likes and supports the store. We wouldn't exist without them."

Staff writer Paul Leighton can be reached at 978-338-2675 or by e-mail at pleighton@salemnews.com.

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