Bethel’s downtown has thrived through decades of competition from gargantuan malls and the ubiquitous laptop e-shopper. A key part of its success has been balancing center-of-town mainstays—such as local delis and drugstores—with the one-of-a-kind establishments that make visiting this corner of Connecticut truly special.
Bethel’s newest downtown jewel is The Sweet Paperie, at once a gift shop, jeweler, artisan gallery, and stationer. It opened recently under the direction of store owners Robert Herzog, Melissa Herzog and Alyssa Sferrazza. The Sweet Paperie occupies a tiny Cape Cod–style cottage in the quintessential heart of Bethel, at the corner of Greenwood Avenue and P.T. Barnum Square.
The shop’s focus on stationery, invitations, and other paper products gave it the moniker The Sweet Paperie. An emphasis on custom stationery harks back to an earlier, more refined era. Custom designs from a carefully selected team of artisans set these offerings apart and fill a product niche that has become somewhat neglected in today’s electronics-focused world—one that discerning customers still value.
“Most people still appreciate a handwritten note, whether that’s in the form of an invitation or a message of thanks,” said Herzog. “When it comes to planning a special event, there’s nothing like a beautiful invitation to make guests feel valued and welcome.”
Within that milieu, Herzog recently created a custom wedding invitation for a former Bethel resident. “The cover page of the invitation features an engraved drawing of the château where they will be married in France,” Herzog noted.
Upon entering the store, visitors encounter an eclectic, ever-changing assortment of one-of-a-kind candles, clothing, tableware, jewelry, glassware, children’s clothing, gifts and toys, and even food items, such as local honey and tea. The holiday season was well in evidence in December, from the tree in the front window adorned with handmade ornaments to a collection of seashells hand-painted by The Grapevine’s own Hannah Lipman with Hanukkah, Christmas and winter themes.
A wide range of keepsakes forms one of the store’s strongest categories and includes giftware for which Yiddish has an ideal term: tchotchke. “Our Hanukkah celebration, which we held on Sunday, December 14, was especially successful,” Herzog said. The Hanukkah event followed a well-attended charcuterie and conversation event held the weekend before Thanksgiving. The guest vendor for that event was Katie Williams, based in Newtown.
The store aims to host such special events monthly. “The January event is still to be determined,” said Herzog. The month can be challenging for retailers, as shopper fatigue often sets in after the holiday season. Coupled with holiday bills coming due, many people become hesitant to spend both time and money in stores. A well-publicized, engaging event can help counter that hesitancy.
“We’re trying a variety of ways to make our store known in a wider market,” noted Herzog, who moved to Bethel eight years ago from the Whitestone section of Queens with Melissa and their five children. “Attendees at our events have come from towns surrounding Bethel, as well as Putnam County, Westchester, and New York City.”
In addition to spreading the word about the new store, the strong turnout at recent events has been heartening to Herzog for another reason. “I’m aiming to make The Sweet Paperie a place that brings the community together, while also showcasing local artists and their skills and passions,” he said.
The store currently uses social media—Facebook and Instagram—to share news and promote upcoming events. The Sweet Paperie website is in the works, and Herzog anticipates adding another communication channel, such as a store newsletter.
“By coming together through enjoyable experiences, we aim to spread the word about The Sweet Paperie and make it a success,” Herzog said. The healthy sales generated by the first two events illustrate that this approach works. The gatherings also helped build new relationships with local artisans. Most of the merchandise in the store is handcrafted by artists from Bethel, as well as Newtown, Ridgefield, Wilton, Weston, and Redding.
-16.png)
Other recent community outreach efforts have included a Toys for Tots drive and a “Letters to Santa” program. Children who visit the store are invited to send a letter to Santa via a mailbox located in a corner of the shop. Herzog ensures that every letter was mailed, as shown in a recent post on The Sweet Paperie’s social media.
Running a store has been a lifelong aspiration for Herzog, who began his career at Ralph Lauren and later spent many years in sales at Pedestals Floral Decorators in Garden City, New York. While he still works and services his clientele at Pedestals, he makes time to meet the demands of the new business. Herzog has high praise for his adopted hometown and its resilient downtown.
“I believe in Bethel, and I love this downtown area,” he said. “Bethel is fortunate to have an abundance of well-established local businesses, such as Fulton Jewelers, Famous Pizza, and La Zingara”—the latter a well-regarded restaurant located just steps from The Sweet Paperie.
Downtown Bethel has held its own through several boom-and-bust cycles, including the financial crisis of 2008 and the COVID-19 pandemic of 2020. Unlike town centers dominated by chain clothing stores, such as Westport’s, Bethel’s downtown retains a distinctly traditional feel. Dry cleaners and hardware stores sit alongside boutiques, gift shops, and eateries—much like town centers across America 50 or even 70 years ago.
“With The Sweet Paperie, I’m grateful to be in a position to benefit from the strength of Downtown Bethel—and I want to give back in any way that I can,” Herzog said. “Retail isn’t an easy undertaking in this day and age. In many ways, this is a leap of faith for myself, Melissa, and Alyssa. We all hope to be here for a long, long time.”
.png)
060324.png)
