Nature Lover Breathes New Life into Store

Nature lover Christina Fifer has injected new life into a West Ashley store. Since taking over Wild Birds Unlimited in early spring, Fifer has impressed customers and staff with the energy and dedication she’s bringing to the franchise. Many people say Fifer’s a breath of fresh air, because she’s upbeat, enthusiastic, and reaches out to the community.
Fifer worked for several years in Hickory, N.C., at a Wild Birds Unlimited. “That’s where I got hooked,” says Fifer. Meanwhile, her father is a strong mentor and advocated the advantages of self-employment. Fifer summoned the courage to forge a new life in Charleston and purchase her own store. Plus, she ran a successful business for many years called My Personal Organizer, LLC.
Today, her accumulated business skills are proving invaluable at her West Ashley shop. “The store’s business is doing very well,” says Fifer, “and is breaking records.” The West Ashley store now ranks among the nation’s top 30 Wild Birds Unlimited for most improved and is in the top three for the Southeast region. “That’s huge,” says Fifer.
“We love her professionalism and enthusiasm,” says customer Vernon Daniels. He and his wife, Marcie, make weekly treks from Summerville because “it’s a joy doing business with people like her, and we learn something new every time we go in.” For example, at one of the store’s free seminars, a specialist helped them discover the identity of an elusive bird they kept hearing; the Summer Tanager has a call that mimics an insect. The Daniels appreciate nature’s variety, and love it that Fifer does, too.
It delighted Fifer to move here and see for the first time, a male cardinal feeding a female. “Nature is so cool,” she says.
James Island resident Barbara Spence is an avid birder and photographer, with nine types of feeders drawing many bird species to her home. A longtime customer, she was invited to post photos on the store’s Facebook page prior to Fifer’s arrival. When Fifer took over in February, the store started with 82 Facebook “likes” and has nearly tripled that amount since then, notes Spence.
Fifer researches products extensively to satisfy the customer, such as beautiful birdbaths, eco-friendly products, and cage feeders that allow people to push a button and open the bottom for ease of cleaning. “Plus, the birdseed is premium, up-to-date, and well-stocked,” says Spence. And right before Mother’s Day, when men and children were buying presents for their wives and mothers, “Christina was buzzing around like a bee, asking, ‘What is your wife like? What does your mother like?’” Everything from wind chimes, night lights for reading, and books flew out the door, Spence recalls. “Christina has the perfect personality for that type of store, and from the moment I met her, I thought I’d known her forever.”
Marc Haley has worked at Wild Birds Unlimited several years and vows to stay at the shop until he retires. “Christina has dramatically raised the store’s potential, something it and the customers deserve,” says Haley. “She breathed new life into the store.”
Dan Rainey has worked at the store for four years, and says that Fifer’s positive energy, quality products, and improvements in the store’s appearance are welcome changes. “Business has more than doubled since she started,” says Rainey. “Since the first week she was here.” Rainey is also looking forward to setting up bird feeding stations for the American Cancer Society’s Hope Lodge in Charleston. Patients who must undergo treatment far from home will be able to enjoy songbirds during their recovery. Charles Towne Landing State Historic Site, and Caw Caw Interpretive Center are also part of the store’s community outreach. The bird stations and products Fifer’s generously donating allow many more residents and visitors to enjoy the region’s beautiful wildlife.
 
Lisa Weatherwax is a local writer. She earned the Matrix Table Promise of Excellence Award. Reach her at weatherwaxwrites@aol.com