Cheryl Sher
About this Executive:
Name:
Cheryl Sher
Company:
Sher-Bliss Wine and Chocolate Shoppe
Interview Topics:
Entrepreneurship
Region:
Region 1 - Central Ohio
Cheryl Sher is president of Sher-Bliss Wine and Chocolate Shoppe in Gahanna, a suburb of Columbus, Ohio. Combining her family chocolate business with her passion for wine, Cheryl opened Sher-Bliss in 2001. She started the company selling corporate gifts and small production wines. Over the years, she has expanded the shop’s selection, continuing to focus on boutique and cult wines form around the world.
Sher-Bliss isn’t a typical wine shop. In addition to the extensive wine selection, homemade Belgian chocolates are available to pair with the wine. Cheryl’s signature item is a hand-dipped, chocolate-covered bottle of wine, called Bliss in a Bottle. Overall, it is an interesting business model and a highly successful one.
Recently, I had an opportunity to talk with Cheryl about her experience as a small business owner in Ohio and to learn why a New Jersey native like herself was drawn to this Midwestern state.
Q. What characteristics does Ohio uniquely offer that have helped make Sher-Bliss successful?
A. Ohio is home to many wine distributors because of the way Ohio’s liquor control is structured. As a result, Ohio wine retailers can offer a selection that is completely different from what is available at the mass retail level. Therefore, Ohioans are afforded one of the best selections of cult and boutique wines in the nation. The selection of grower-producer Champagnes ranks among the best besides NY and France! One way Ohio’s liquor control has helped Sher-Bliss is by making it possible for me to carry a variety of wines while keeping costs low. For example, many times in order to offer variety to my customers, I prefer to purchase a varied assortment of wines and under Ohio’s liquor control I am not overly charged for ordering less than a full case. In some states, breaking case quantities adds $2 to the cost of a bottle, which is impossible to absorb when making 1/3 profit on a product. Ohio’s low cost structure helps me bring a diverse range of wines to my customers without tightening my margins.
Another characteristic of Ohio that has helped my company is the number of universities in the area, which have provided us with a large workforce. There are many universities in Ohio, and the largest in the country, The Ohio State University, is here in Columbus, and students are a great addition to our work force. We also have Ohio University, which has a long winter break (helpful for us in hiring seasonal workers), and Columbus State has a great culinary program, bringing us a diverse range of talent to help us in the store.
Q. Thinking of people you know, share a story of somebody in Ohio who, in your opinion, has excelled in achieving both their professional and personal aspirations.
A. The first person that comes to my mind is Ann Fisher, a Columbus Dispatch reporter and news anchor. Ann has been very successful in a very competitive and tough field, her opinions are highly valued by others, and she is always on the cutting edge of what is happening in a variety of matters. She has many interests and activities. Most amazing: she manages all of these activities while staying very dedicated to her family.
Q. What business benefits do you feel your business realizes from having employees who achieve a positive work:life balance?
A. People are happy when they have a job they enjoy and time to do things outside of work. This positive work:life balance means that my employees are not overly stretched, they are generally very happy in life; they smile and laugh a lot. In other words, because my employees are afforded good balance in their lives, they effortlessly deliver quality customer service, a critical component of any retail business.
Q. Trailing spouses need to be comfortable that relocating their family to Ohio is a good thing. What should a trailing spouse consider when evaluating Ohio?
A. When relocating to Ohio, a trailing spouse is not alone, as many large companies, medical and academic institutions are based here, so it should be easy to meet like-minded people who are also new to the area. There are also many rewarding volunteer opportunities for the trailing spouse who is not working outside the home.
Q. What is the most unique thing you have discovered about Ohio that you share with others?
A. Ohio has a lot to offer culturally, many fine school systems and the dining and shopping scene are really impressive. One of my favorite – tangible – things about Ohio that not many people know is that Ohio often serves as a test market for new goods and services because it is home to a cross-section of the population. This makes shopping in Ohio a fun experience, as we get to try all of the exciting new products for the first time! Additionally, the parks in Ohio are really pleasant. Visit the Hocking Hills and you could think you are in Northern California! Overall, Ohio has afforded me a place where I can grow my business and enjoy my family. I can work at my store one day and take my kids to visit world-class museums the next day. In Ohio, I am able to manage my life in a fulfilling way, and for that I am thrilled. I can honestly say that Ohio is the state of perfect balance.