When Lorena de Leon moved to this area from Los Angeles nine years ago, she was struck by Reisterstown’s Main Street but dismayed that it wasn’t more lively.
With the opening of Decals on Saturday, this new Main Street shop owner hopes to breathe some new life into Reisterstown. As the name implies, the store sells decals of all types.
“This is a part of town that’s always been really dear to me and I feel like it would be really cool and really neat to see it revitalized a little bit,” the Owings Mills resident said. “I think the way that you do that is to bring in new stores, new products. [Main Street’s] been known as either consignment row or the antique row for a very long time.”
The store, which de Leon will run with business partner Amy Eisenberg, features decals for all ages and all purposes. De Leon sees many markets for temporary decorations – from businesses and doctor’s offices to dorm rooms and temporary homes.
The store's front room features home decals for the kitchen, bathroom, dining room and bedroom. The middle room has decals for toddlers and kids, including Disney and Nickelodeon-themed decals. Dry erase and chalkboard decals are even available.
Husbands, fathers and boyfriends finding themselves in Decals will have no problem occupying their time in the backroom, which de Leon calls the man cave. There, sports fans can find decals for Baltimore, Washington and college teams.
Whatever customers don't see, the store can order. Custom orders are available, and can be as large or as small as decals come.
The idea came when de Leon was apartment hunting with a friend who recently went through foreclosure. Her friend had two children and was concerned about decorating the rooms in their future, temporary home.
“I went to bed one night and felt uncomfortable inside and wanted to do something for the people around me, so the next morning I got up and started looking at these decals online,” de Leon said. Later that day, she had written a business plan and a marketing plan.
Opening a store on Main Street seemed like the perfect situation for de Leon and Eisenberg, both active members of the community. Eisenberg used to work at the JCC, and now works at Baltimore Hebrew Congregation. De Leon’s children attend Cedarmere Elementary and Franklin Middle.
“We’re very, very tied into the community,” de Leon said.
She plans to work with neighboring businesses and the Reisterstown Improvement Association to help Main Street.
“I’m hoping that we do well because I’m a visionary and I’d like to see a lot happen in this corridor,” de Leon said.