SoFe District Strolls : Promote Livernois Commerce

Story by: Sara Teller
Photos by: Bernie Laframboise

THE SOFE DISTRICT – A CATCHY NAME FOR ‘SOUTH FERNDALE’ – is made up of various Ferndale businesses, including Green Daffodil, The Dana Keaton Collection, 700 Livernois Fashion House, Olive’s Bloombox, Christopher George Creations, The Kulick Center, Schramm’s Mead, The Anand Center, Purple Door Tea House, DK Dental, Imax Printing, Joe’s Party Store, Axle Brewery and Margaux & Max. Green Daffodil, a bath-and-body shop, coined the name eight years ago, and it officially took off during the beginning of the construction stage on Livernois earlier this year.

“We wanted to give this area its own identity because of the rebirth of the Avenue of Fashion in Detroit,” said Dana Keaton. “It is another enclave for eclectic business in keeping with the Ferndale vibe. It’s funky, eclectic, and diverse. We want the SoFe District to be the new hot thing!”

Keaton’s business, The Dana Keaton Collection, was established in 2000 and operates as a retail space, an education center, and a place to hold events. Keaton has been in the fashion business all her life. “I sell one-of-a-kind clothing and accessories,” she said. “No two items are alike.”

Keaton is well-known for her award-winning youth fashion programs, and has taught al various schools and centers all over the Detroit metropolitan area. She started The Fashion Atelier, which provides a wide variety of classes to residents. Current classes include Sewing 101, Fashion Illustration, Alterations, Jewelry Design, Modeling, Painting, Drawing, and others. ”You can learn how to design your own skirts, handbags, or yoga pants,” she said. “And yes, men can take the classes, also!”

RECENTLY, A MEETING WAS HELD REGARDING THE SOFE DISTRICT AT FERNDALE’S CITY HALL. ‘This meeting was with the County of Oakland and Ferndale. There were representatives from the County, Ferndale Chamber of Commerce, The DDA, and myself who represented the SoFe District,” Dana explained. She said its purpose ·was to spearhead the annual upcoming Small Business Saturday events. I wanted to be there to make sure the SoFe District was included.”

The group discussed what will take place on Small Business Saturday in November and how the SoFe District will be involved, plans for marketing and promotion, and what can be done to help generate business for the District. Those who were present on behalf of SoFe wanted to ensure this area of Ferndale received just as much attention as any other. “Our concerns were well-received, and they assured us they will include us in all upcoming events held in Ferndale,” Keaton said. ‘We are going to hold them to this!”

The City of Ferndale has also rolled out a series of “SoFe Strolls” in an effort to generate some publicity for the area. During these strolls, customers can stop by the places of business to receive special offers and participate in activities. “The City provided advertising materials for the first event,” Keaton explained. “The businesses of the SoFe District also use the Strolls as a way to help promote our other businesses in the area.”

According to Keaton, internal changes within the City offices have caused the owners lo take up the initiative themselves. ·we do plan to promote the dates ourselves to continue to drive business to our area,” she said, adding, ‘The Livernois businesses are hoping everyone will come to the new SoFe District and ‘Shop Small.'”

The final Strolls will take place on Saturday, October 13, 2018, 10:00 AM – 6:00 PM, and on Small Business Saturday, November 24, 2018, 10:00 AM – 6:00 PM. Green Daffodil will be having a Holiday Artist Markel, Saturday, November 3, 2018 10:00 AM- 5:00 PM, and Keaton will be hosting the Tres Chic Runway Fashion Show from 6:00 PM to 8:00 PM on Small Business Saturday at 700 Livernois Ave.