Behind the Counter: Former Avon Sports Buff Business Gets a New Name

People used to come to the Sports Buff for sports-related merchandise, but when one of its employees bought the store from the owner, she began expanding the gift options.

That's why current owner Sally Ratcliffe, of Simsbury, changed the 51 East shop's name recently to Avon Gifts.

We asked Ratcliffe to tell us about the change in image for her store.

Patch: When did your business open? 

Ratcliffe: "The Sports Buff originally opened in 1997 by a good friend of mine. I started working as the manager of the store until I bought Sports Buff from her when she was ready to sell the business."

Patch: What services do you offer at your company?

Ratcliffe: "Just recently, we changed the name from Sports Buff to Avon Gifts. When Sports Buff opened in 1997, it was strictly a sports oriented gifts shop but as the years went on we started selling more and more gifts that were not related to sports. Obviously the name started to confuse people who would see the store but not understand the array of items we offered. That is when it became very apparent that if we were going to continue selling gifts that were not all sports related, we should call ourselves Avon Gifts.  We still sell gifts relating to the sports that are most popular in the valley but we also sell jewelry (including the largest selection of Alex and Ani in the area), sandals and belts (Eliza B), housewarming/wedding gifts (Mariposa, Nora Fleming), accessories (LouenHide and Vineyard Vines) and so much more. We also believe in selling American-made and eco-friendly products as much as possible."

Patch: Why did you decide to open in Avon and what made you interested in your field?

Ratcliffe: "The original owner opened Sports Buff in Avon because there was a great demographic for the product and wonderful community support for local business in the area."

Patch: Do you have a business mantra you live by?

Ratcliffe: "It's all about customer service. I think it's very important to establish strong relationships with our local clientele. If they are going to be here for us, we need to be here for them."

Patch: Can you tell us about your business background? 

Ratcliffe: "I came to CT to work as the manager of the Chart House in Simsbury and after 10 years of management I opened my own restaurant in Avon. I eventually decided to leave the restaurant business as our family was growing."

Patch: Finish the sentence. When I'm not working I'm...

Ratcliffe: "As a small business owner...I'm always working!  We do find some time to ski in Vermont in the winter and spend family time in Rhode Island during the summer."

Business Information

Address: 51 East Main St., Avon
Phone Number: 860-674-0073
Website: http://www.ilovesportsbuff.com
Facebook: www.facebook.com/pages/Sports-Buff-Avon-Gifts