At first glance, one would not realize how unique the businesses are in downtown Ridgeway. By simply walking down the street, it looks much like any other small downtown in America. There is a restaurant, bookstore, beauty salon and several specialty boutiques and gift shops.

One would never realize that more than half of the businesses are owned by women.

“Ridgeway is very unique,” said Ridgeway Mayor Charlene Herring. Herring understands that businesses are vital to the town.

“Every building in downtown Ridgeway is rented except one,” Herring added.

Topping the list of newly opened shops is Deanne’s Creations on Palmer Street. Mother and daughter team Carol and Deanne Branham opened their gift shop in August 2009. Prior to Ridgeway, the two operated the same type of gift shop in Lugoff.

According to mom and manager Carol Branham, the pair left Lugoff because it was not in a very visible location.

“We had no people traffic where we were in Lugoff. No one even knew we were out there,” she explained. “But up here there is people traffic, and we’re out where we can be seen.”

The shop offers Avon products, gift baskets and crochet items such as handkerchiefs, bookmarks, afghans, baby afghans and floral arrangements.

The crochet items are their most popular seller, said Carol, who does all the needle work herself. Deanne – for whom the shop is named – has a full-time job in addition to co-owning the shop.

As female business owners, Carol said she and her daughter have not faced any challenges. In fact, she said, the only challenge they have encountered is simply learning what works and what does not.

In order to be successful, Carol said its important to “know your public and your customers, because it’s all about location and customer demand.”

Next door to Deanne’s Creations is Over the Top, specializing in ladies’ hats, accessories and handbags. Owner Tina Johnson opened what she describes as a fun, yet elegant boutique for women in July 2009.

Being her first business venture, Johnson said, she had never worked in retail nor operated a cash register until last year.

“It was a leap of faith,” she said. “And things are working out.”

Johnson said she is drawn to the town of Ridgeway and its residents.

“I love the people of Ridgeway,” Johnson said. Living only a few miles away, Johnson said she often came to Ridgeway for lunch and to complete her genealogy research. It was on one of her afternoon outings that she saw the vacant building front and thought it would be perfect for a ladies hat shop.

“I like the character of the small town,“ Johnson said. “There’s a lot of character in small towns that you don’t have in big cities.”

Carrying a wide range of hats and handbags, Johnson said, all of her items are affordable as well as unique.

“All of my hats are different. I typically will not carry the same hat, but if I do it will be in a different color,“ Johnson said, adding that her handbags are the same way.

“So whoever the lucky person is that gets its, they will be the only person in this area with it, that I know of,” she said.

Last month, Over the Top, met Hollywood when Rose Rock, mother of comedian Chris Rock, held a book signing for her parenting guide “Mama Rock’s Rules: Ten Lessons for Raising a Household of Successful Children” at the shop.

The newest business to join the list of Ridgeway retailers is JavaNookBooks, owned by bookseller Dawn Hendricks. Hendricks originally opened her bookstore in Blythewood in April 2009, but relocated to Ridgeway in November 2009 because she felt the town was a better fit for her type of business.

“Winnsboro and Ridgeway both used to have bookstores, so there was a built in clientele here,” she said.

The store carries mainly used books, but does offer a few new ones.

“I have a pretty extensive Christian section,” Hendricks said.

Agreeing with his wife, Mark Hendricks said their Christian book section is large compared to other bookstores.

“Before we ever started the business, we went to a lot of used bookstores and I have to say our religious section is better than any we saw,” he said. “We have a really good one.”

Having an impressive religion section allows the couple to offer bible study on Mondays at 11 a.m.

Hendricks also carries several books by local authors.

Hendricks said one of the main reasons she decided to follow her dream and open the bookstore was her wanting to share her personal library of books with others.

“I just felt it was time to start sharing them, and also I wanted to get into my own business. So I thought if I’m going to do it, I might as well do it now because I may not get another chance,” she said. “But also we felt God was bring us in this direction. Hopefully we can give God glory in what we do here.”

But books are not the only highlight of the store. Hendricks is making reading fun by hosting book signings and monthly book club meetings, which are open to the entire community. And in February, she hosted Mystery on the Ridge, a murder-mystery type event where guests became detectives for the day and used a series of clues to solve the case. A second mystery event is scheduled for May 1, in conjunction with Arts on the Ridge.

Months after each one has opened their own shop, all three ladies admit they are glad they chose Ridgeway and are thankful to the community and town council for their ongoing support.

“Ridgeway has been very good to us,” Hendricks said. “The town council and the other business owners are all so supportive,”

They each also offer key advice to women who want to venture out and start their own business.

“Do what you love and have faith in yourself,” Hendricks said. “There is always going to be some trial and error, but anybody will have that in any new endeavor.”

She also encourages any woman who wants to start her own business to look to other women business owners for assistance.

“Don’t hesitate to ask for help,“ she said.

Johnson also suggests each future business owner look to their family for support.

“My husband [Rick] has been very supportive,“ she said. “I work full-time and I’m doing this, so I’m not home very much.”

Branham’s advice is simple.

“Be open-mined and take advice,” she said. “Any woman that wants to go into business for herself needs to realize what works for them and be happy in what they’re doing. Because when you love and enjoy what you’re doing, you’re better at it.”

Store information

JavaNookBooks

128 Palmer St., Ridgeway

Phone: 337-3442

Web site: JavaNookBooks.com

Deanne’s Creations

115-B N. Palmer St., Ridgeway

Phone: 337-4559

Over the Top

115-A S. Palmer St., Ridgeway

Phone: 337-2427

Web site: OverTheTopInRidgeway.com