Erm’s Fancy Store...an indelible landmark

By Joyette Mills-Ward
Business Reporter-SKNVibes.com

Ermine Queeley-Evelyn

CHARLESTOWN, Nevis- WITH little more than a dream, plenty of know-how and the help loved ones, Ermine Queeley Evelyn started Erms’ Fancy Store in Nevis. That was more than thirty years ago and ‘Erms’, as she is affectionately called, is now considered one of the pioneers of retail clothing by her fellow Nevisians.

Evelyn intimated that out of tragedy and mishap, an idea was born that not only gave her a career, but provided a good life herself and her family.

“Back in my youthful days, no one really sold ready-made clothes; tailors had the sway. You would buy your cloth and go to the tailors and seamstresses to get clothes made for any type of event. When my grandmother died, a cousin, Nellie Browne-Janga from Aruba came to Nevis to attend the funeral and did not receive her luggage. It was so much trouble to find a simple black skirt and white blouse for the event. It was she who encouraged me to start selling ready-made clothes,” Evelyn recounted.

Evelyn told how her cousin was instrumental in procuring the first set of clothing from Curaçao which was considered a free-zone/whole sale area in those times and also how she advanced Evelyn money to begin her endeavour.

Evelyn started out selling men’s, ladies and children’s clothing and shoes. In addition to that, a large amount of her stock included material used to make school uniforms, exercise books, bags, and pencils. In recent times, she has relocated her business to the building she now owns on Jews Street and has redesigned the store’s lay-out to be more like that of a department store. 

The second storey of the building houses toys, household items and appliances, electrical fittings and men’s grooming appliances. On the ground floor, Evelyn displays linens, towels, ladies, men’s and children clothing and shoes, gift baskets, plastic jewellery, hair accessories, perfumes and even luggage.

In 1990 Evelyn married Keith Evelyn, who had been her business partner for four years and who continues to encourage, support and inspire her.  She has three daughters Karin, Ixchelle and Monique and all have assisted with the running of the business at some point in their lives, though Monique is the only one who still lives in Nevis with her mother.

Evelyn is the daughter of Rosanel and the late Elmond Queeley who was a baker and owned a shop in the village of Newcastle, where she grew up.  She still remembers helping out in the family shop during her childhood, having to stand on a box to see over the counter to serve customers and doing things like weighing out sugar, selling bread and making change (and back then there were no calculators).

One of the obstacles she faced was getting the initial capital to start her business, as she was a 21-year-old female with a good idea, a whole lot of know-how and not much collateral to make the required down payment. Evelyn gained her know-how during her years working as a cashier in a supermarket in Tortola, B.V.I.

“Obstacles are never insurmountable and sometimes success comes only when you change your approach,” expressed Evelyn.  Thanks to the assistance of her godfather Ernest Wallace, she secured the financing with which to launch what is now a landmark business place in Nevis.

Prior to purchasing her present premises, Evelyn rented space from the late John E. Howell at the bottom of Government Road for about 21 years and even. This was made possible by assistance from Marcus Hodge, a personal friend and business mentor, Evelyn said.

Evelyn can still recall her first two customers- Thelma Hunkins and the late Edith Howell – who coincidentally, was the original owner of the land where her store is now located.

Between August and September 2007, in commemoration its 30th Anniversary, Evelyn’s Fancy Store held a store-wide sale offering a 30% discount on all items. On the anniversary date, August 20th the first 30 customers to make a purchase received a free gift. Additionally, every year, one week prior to Culturama, school sprots days and other major sporting events, Erms’ Fancy Store always has a sale Evelyn boasted.

Evelyn attributes her success to her faith in God, her strict upbringing and the strong support of her family and close friends. She continues to bask in the trust that her community has placed in her and has pledged to continue to serve her people as long as the Lord gives her strength.

Concerning the state of the society we live in, Evelyn expressed some sadness at the turn of events in Nevis, saying “I have seen a lot of young Nevis men get killed due to this gang thing”.  She revealed that she approached one young man already firmly in the grips of the gang culture to find out what had lead to his involvement.  This young man she said felt more accepted by his “blood brothers” than his biological family, whom he revealed constantly blamed/accused him of wrong and ‘knocked him about’. He said he felt justified by joining a gang because if they were going to blame him he might as well do what they were accusing him of.”

Evelyn feels that it is time for everyone to “band together”; from the Evangelical Association, Youth Impact Ministries, A.Y.P.A and Rotary Clubs to Boys Brigade, Brownies, Rotaract Clubs, S.O.S., Leos, Lions, Parents and Teachers.

“They need to come up with some type of mentoring program similar to the ‘Big Brother/Sister’ programs that are run in the US to grab hold of the youth, both male and female... especially the young men. They are the ones with shorter life spans and more dangerous lifestyles. We should mould them into becoming community-minded citizens before they are absorbed into and brainwashed by the apparent glitz, glamour and total acceptance one feels once they become part of the gang-life,” the learned business woman imparted.