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  • Diana Morgan, Justina Willis and Courtney Bobbitt have their welcoming smiles on to greet guests who enter their shop, Serendipity, in downtown Jacksonville. Progress photo by Kevin Jones

    8-29 seren3.jpg

  • The great assortment of baby and young child related inventory line the shelves of Morgan’s store, Serendipity. Progress photo by Kevin Jones

    8-29 seren2.jpg

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August 28, 2010

A matter of Serendipity

The art of finding a hidden treasure

Kevin Jones Jacksonville Daily Progress

JACKSONVILLE — Serendipity is a high end boutique style consignment shop located in downtown Jacksonville.

Women and teens alike have an assortment of various clothes and accessories as well as home furnishing and home decor items to choose from.

“The past year has been good for our business contrary to what people might believe,” said Diana Morgan, owner of Serendipity, who bought the business two years ago. “I think people come because they can get good quality for about half the suggested retail price.”

The store is located at 103 E. Commerce St.

After Morgan retired from the City of Jacksonville, for which she worked 10 years, she decided to buy the store and have a go at the retail business.

“We are a consignment store, therefore we have many things such as clothing for ladies, teens and children, home decor, furniture, antiques, toys, and baby related items,” Morgan said. “I think we offer a service where people get more for their money than they would if they went elsewhere, and we have several promotions and great deals on things.”

Morgan said she is very proud of her store and her staff.

“I employ two part-time employees— Justina Willis and Courtney Bobbitt — and on occasion my Mother Fay Watkins comes and helps out in the store,” she said. “I only accept incredible customer, service which includes personal attention for our clients who are well taken care of when they visit the store.”

Excellent customer service isn’t the only benefit shoppers at Serendipity receive, though, Morgan said.

“We have discount cards available which are on a punch card basis,” she said. “For every $100 spent, customers get a $10 credit for their next visit.”

Morgan said the store also offers great deals on “like-new” school uniforms for school age children. All uniforms are 50 percent off suggested retail price.

“I work hard in the store all the time to keep costs down,” she added. “And I am always here when people need me.”

For more information, call Serendipity at 903-586-0159.

 

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