Joe Staley 

Sneaker shop: Oneness in Lexington, KY 

Joe says: "You have to make sure you're bringing in the product that your customers want; and more importantly, you have to become personal with your customers and give them a reason to come back. A large part of my business is establishing and cultivating my relationships with my customers. Having a retail location and bringing in product is just the beginning of the ballgame, a bigger piece of that puzzle is maintaining an environment where people want to give you their patronage. I think people take for granted that there's a lot behind someone wanting to reach into their pockets to give you their money [in exchange for goods or services]. "