Cheri Galer had a good plan when she decided to open a women’s clothing stop in Sonoma. Her idea was to pattern a Sonoma store after her successful women’s clothing store in Yountville. She reasoned that the same clothing lines, styles and marketing approach that made Napa Valley Style a success in Yountville would work in Sonoma Valley. But in retail, Galer acknowledges, even the best-laid plans may need, ah…adjusting.
“I discovered the competition in Sonoma is so different than what I have in Yountville. And the customers here want the same level of quality I offer in Yountville, but they want value too,” said Galer.
Another person might have stuck with the business plan and struggled, but not Galer.
“I believe if you want to be successful in retail you have to be flexible,” she explained. “If the plan doesn’t fit your market, or competitors are targeting the same type of customer, then you must change. That’s what I did with Marlene Adelle and I’ll probably be doing it for the next six months.
“I am determined to make the store fit the needs of Sonoma.”
Galer was hoping to find a space directly on the Plaza, but the charming Courtyard Shops located on the south side of the Plaza offered her the next-best place. To distinguish Marlene Adelle from the competition, Galer has decided to carry lines appealing to women aged 30 and older and to keep prices modest.
“I want to keep prices below a $100 or so, and only offer quality, sophisticated lines,” Galer said. “I call it Wine Country casual and we have sizes from 2 to 14.”
Marlene Adelle carries everything from pants, skirts and blouses to handsome suede jackets and a delightful assortment of wraps, which, according to Galer, are very popular.
“Now that the chilly weather is here, our wraps are in big demand and they make excellent Christmas gifts,” she said.
Galer admits it’s not easy finding stylish clothing lines with the level of quality and value her customers appreciate, but she clearly enjoys the challenge.
“Take a look at these pants,” Galer said while holding up a pair of cream-colored slacks. “Look at the cut, the fabric — and they fit beautifully. I have to work hard to find lines like this that offer the style, quality and price that make Marlene Adelle unique. But that’s part of the fun in creating a store that suits the community.”
Galer’s ability to fashion a clothing store to the values and tastes of Sonoma Valley is attracting both local buyers and out-of-towners. A woman shopper from Texas remarked, “Her clothing lines are excellent and I never would expect to find prices like these in a tourist town in the Wine Country.”
Tall and slim with a quiet wholesome manner that disguises her keen business sense, Galer has roots in the Wine Country stemming from her college years.
“I went to college in Angwin and fell in love with the Wine Country. After I received my marketing degree in Sacramento, I hoped to return. So now, here I am, in Napa and Sonoma. It’s a dream come true,” she said.
But how did she come up with such a perfect name? Reflective of the store, the name Marlene Adelle evokes classy sophistication with a touch of traditional sensibility.
“I thought of calling the store Sonoma Style, or Cheri,” Galer explained. “But I decided to name it in tribute to a woman who is my best friend and inspiration. Marlene Adelle is my mom’s name.”
Marlene Adelle is at 29 E. Napa St. in the Sonoma Court Shops. The store is open seven days a week. Call 707.933.8869 for more information.
