Release Date: Monday, September 26th 2011
Icon brings hip, funky gift items to Mill Avenue
by Georgann Yara
Special for the Republic
Although Shane Henson and Charles Goffnet created Icon, it's difficult for even them to come up with a simple description of their eclectic shop on Mill Avenue.
"We didn't want to say it's a boutique because men will think it's just for women," he said.
"And it's not a gift shop because people will come in and find something for themselves and not necessarily to give it to someone else. We'll see."
With a goal of bringing a business to downtown Tempe that was unlike its neighbors and reflected the diverse tastes of the area's patrons, Henson and Goffnett opened Icon next door to Brand X Custom T-Shirts.
The pair opened that shop in 2006.
Icon's offerings are hip and funky with a touch of kitsch and a healthy dose of humor.
Inventory runs from fashionable hats and sunglasses and wacky magnets to items that approach what Goffnett called PG-13 territory, like hand sanitizers trimmed with humorous labels and greeting cards that manage to be mature without being lewd.
There are also practical items disguised as frivolous pieces: an organizer for takeout menus, cupcake-flavored lip balm and a retractable earphone set that magnetically attaches to clothing.
"I looked for things that were funny and that you don't see very often - edgy stuff that pushes the envelope a bit," Goffnett said.
"It adds to the flavor of Mill Avenue."
Some of the inventory was inspired by requests Goffnett and Henson received from Brand X patrons.
When they decided to open Icon, Goffnett started going through bags of catalogs he had collected and looked for pieces that either satisfied those requests or fit what they thought Mill Avenue customers would like.
Goffnett makes regular trips to West Coast stores to see what's new and selling well on the hip LA scene and tries to incorporate them in the store.
They also receive input from local retailers and fashion-forward friends.
The shelves include items that Goffnett and Henson immediately wanted to stock, like hand sanitizers and an audio speaker system with great sound.
There are a few others, such as a wire scalp massager that did not make a great first impression with the owners but proved popular with customers.
"I've learned to buy (for the shop) the things you love and buy the things you hate," Goffnett said with a chuckle. "Even though you may hate something, someone else will love it."
Some items, like a boomerang and art made from wine and beer bottles, are offerings from local artists.
Others, such as a customizable watch that allows the owner to draw on the wristband and watch face, a flask that's innocently disguised and cards by enigmatic graffiti artist Banksy, hail from England.
About 90 percent of the items in the store's inventory cost less than $20, Henson said.
Downtown Tempe Community Executive Director Nancy Hormann called Mill Avenue's new addition a fun and hip shop that will draw locals and visitors alike. She also said it is a perfect example of how to grow a business in downtown Tempe.
"We are excited to welcome Icon to the neighborhood," she said.
"This is the second shop launched by the owners . . . and they know just what people want in this community."
Henson referred to Icon as a place for impulse purchases unlike Brand X, which draws customers for a specific purpose.
"We're trying to bring a more hip factor to Mill," he said.
"We feel it is in a transition and we're hoping to get more independent businesses on Mill. I don't believe people want the big chains. Independent shops - those should be the big draw."
Icon is at 414 S. Mill Ave. Information: 480-420-6455, www.millavenue.com/go/icon
