Crossroads takes the road less traveled | It's Your Business
Being at a crossroads can mean literally standing where two roads intersect or, metaphorically, it can mean being at a crucial juncture in life where a decision regarding the future must be made.
Gladdi Jackson found herself uniquely positioned at both early this year. After 17 years of owning What to Wear, a clothing boutique, in Oroville's historic downtown and watching business decline as more and more people shop online for clothing, Jackson knew it was time for a change if she was going to keep the business open.
"Clothing just isn't a thing anymore," said Jackson. "People are going to Temu, SHEIN and Amazon for clothes. I just couldn't compete with that."
So Jackson was at a crossroads in terms of where to go next with her business and, because her store also sits squarely at a downtown crossroads - Myers and Bird streets - she was also physically at a crossroads.
She said she did "a lot of thinking" and finally settled on changing the business completely. So, in April, What to Wear became, you guessed it, Crossroads, a vintage, high-quality seconds, glassware, home decor, handmade items, jewelry, purses and gift items store that's name gives a nod to not only its location but also to its owner's place in life.
"It's a new chapter for me and I love the change," said Jackson. "The shift in business has been fabulous. I have a lot more customers, more foot traffic and everybody is loving the change."
Family affair
There are treasures around every corner and on every shelf, every rack and every table at Crossroads. No matter which way you turn there's something unusual or pretty to see. From decadent vintage costume jewelry to glittering vintage glassware to gently used high-end vintage purses to tea cups that have been transformed into bird feeders to Taylor Candle Company candles to housewares, arts and hats, there's enough eye candy to satiate any shopper's craving for "unique finds" and "things you never knew you needed," said Jackson.
Jackson - who's lived in Oroville since 1978 and owns J&J Logging with her husband Joe Jackson - does all of the staging for the store but gets a helping hand in sourcing inventory from her family and friends.
"It's like a collective," explained Jackson. "They bring in their stuff and I display it. No one has individual booths. Everything is dispersed over the whole store in nice displays."
The Crossroads' "collective" includes Jackson's sister-in-law, Jennifer Jackson, who makes sewn goods such as pot holders and pillow cases among other things. Both Jacksons - Gladdi and Jennifer - also make prayer quilts that are sold in the store.
A cousin from Monterey, Gail Aknin, makes bookmarks as well as greeting and note cards for the store. Jackson's daughter-in-law, Brittany Jackson, procures "high-end seconds" including clothing and purses while her sister Lori Ionta is in charge of "antiques, vintage and unique finds," said Jackson. And long-time friend, Laura Filbeck, makes handmade purses to add to the store's inventory.
"Barrels of fun"
To keep things fresh and interesting in the store for customers, Jackson "revamps and adds stuff every week."
"I lie in bed at night constantly thinking of new ideas," said Jackson.
So she can rework the displays and add new inventory on a regular basis, Crossroads is only open the first and third Thursdays, Fridays, Saturdays and Sundays of the month. On the first and second weeks of the month, Jackson is in the store, "replenishing and changing it up getting it ready for the next week when we're open."
Crossroads is also open any time there is a special event downtown such as the Oroville Downtown Business Association's First Friday events, Feather Fiesta Days, Salmon Festival and, most recently, for the World Soccer Championships downtown tailgate party on June 12.
"I love downtown, the historic part so I'm really glad to be here with Crossroads," said Jackson. "Honestly, it's barrels of fun."
For more information on Crossroads visit https://www.facebook.com/CrossroadsOroville/about
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