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Because It's Ladies' Night....


Fullerton Photo’s Girls’ Nite Out.
Fullerton Photo’s Girls’ Nite Out.
Fullerton Photo’s Girls’ Nite Out.
Rene Pollard, Stephani Murphy, Ann Markley
Clockwise from left: Employee Rene Pollard, production manager Stephani Murphy, Ann Markley, and daughter Chase.
Fullerton Photo’s Girls’ Nite Out.
Fullerton Photo’s Girls’ Nite Out.
Fullerton Photo owner and president Gaby Mullinax.
Fullerton Photo owner and president Gaby Mullinax.

Mullinax added a “woman’s touch” to her storefront, hoping to creating a more stimulating ambiance. “It’s very cozy in here,” she says. “I get compliments every day. And I do feel that because of the warmth and ambiance here that we’ve been able to build these lasting relationships with our customers. That’s been the foundation of our success.”

That warm feeling extends beyond superficial counter displays and window dressings. It’s how they treat their customers that count as well. “Because I’m marketing to a lot of women, I’m marketing to me!” she explains. “When you come to Fullerton Photo, if your kids are asleep in the car, you can call us from the parking lot, and we’ll come out and grab your order right from your window. We’ll go the extra mile to say, ‘Your images look like they might be better suited for a canvas print rather than a watercolor print.’”

The potential for other women retailers just starting to make their way in the industry is, as Mullinax, says, “unlimited.” “I hate to see a lot of the smaller players disappearing,” she says. “But I do think there is tremendous opportunity—we just have to find it and make it ourselves. I think women or men can be successful, if you’re willing to be creative, take risks, do your homework, and jump in with both feet.”


   







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