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Berth on Fourth St.
By PIPER JONES CASTILLO ST. PETERSBURG -- As Devin Parrotte wobbled between the hanging overalls, jumpers and onesies, his mother stood on a ladder tacking pink and yellow stars on the sky-blue ceiling. Estella Parrotte was putting the finishing touches on Stellie Bellie's, 3475 Fourth St. N, St. Petersburg. On Monday, Ms. Parrotte and her mother, Gail Beikirch, opened their second location specializing in used baby, children and maternity wear. The first Stellie Bellie's, at 7218 Central Ave., opened in November 2000. "The sole reason I started Stellie Bellie's was because of my baby," said Ms. Parrotte, 24. Devin is 1 now. "When I was five months pregnant, I knew I was going to raise him alone, and I did not want to have to send him to day care and still try to make enough money to survive. Devin is with me while I work every day." Fifteen months ago, with her mother and stepfather, Joe Beikirch, helping with the initial $10,000 investment, Ms. Parrotte began selling used merchandise purchased from friends and family out of a 1,200-square-foot store near the Treasure Island Causeway. "Miraculously, I got good stuff that way," she said. Stellie Bellie's has seen more than $60,000 worth of sales. With more than 100 regular customers and a turnover of 400 pieces of merchandise each week, Ms. Parrotte believed it was time to open a new store. "The key has been that we sell only quality stuff. Plus, I work hard," she said. Clients bring in used items for cash or store credit. Prices at Stellie Bellie's are $2.99 to $7.99 for infant and children's wear, and $8 to $15 for maternity clothes. Initially, the Fourth Street store will sell stock gathered from the Central Avenue location, but the family plans to go more upscale with both the merchandise as well as the atmosphere. "We're making even more of a financial investment here," said Mrs. Beikirch, who will work full time at the new venture. "This second store is more expensive for us, including the rent and renovations," Mrs. Beikirch said. "But the other store is equally important. It has come to be a living and breathing entity in the community. People come in to visit Stella as well as shop." After graduating from Northeast High School in 1995, Ms. Parrotte attended Tallahassee Community College. When she decided to move home to St. Petersburg, she worked for the Tiger Bay Club, handling administrative and marketing duties. "No, I don't have a degree in business," she said. "But my marketing experience has helped. When you're in business, you really have to market yourself." Ms. Parrotte also believes in location. "We opened up on Central Avenue because we know that area is consignment row. Here on Fourth Street, the location is good because it's a high-traffic area." When asked if she expected her daughter's business to be successful so fast, Mrs. Beikirch remembered: "When she told me she was having a baby, I said to her, "Okay, what are you going to do now?' She talked about this idea, and I said, "Let's just do it.' I don't think either of us envisioned this success in just one year." Devin weaved through the racks of Tommy Hilfiger, Gap, Disney and Gymboree outfits. "Devin keeps me moving forward," Ms. Parrotte said. "In order to give him a good life, I have to be good at this." Both stores are open Monday through Saturday. For information, call Stellie Bellie's on Fourth Street N at 894-0906 or Stellie Bellie's on Central Avenue at 344-6255.
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From the Times South Pinellas desks |
