Turning a hobby into a business dream

Many people dream of turning a hobby into a business.

Dana Shurer is living that dream with Uniquely Primitive, her downtown Williamsport shop.

“I sell primitive country decor,” she said. “I’ve always decorated my home that way. I always wanted to do that.”

Candles, wreaths, linens and seasonal items line the shelves of Shurer’s store at 428 Pine St.

The shop offers up unique gifts and decorative products for just about any taste.

“I don’t have a typical customer,” she said.

She launched the business in 2014 after selling merchandise from her home on a kind of casual basis.

Her first location was in the 200 block of Pine Street, but since moving a few blocks north to her present site, business has improved.

“The community has really embraced us,” she said. “I like being downtown a lot.”

The First Fridays and First Saturdays help boost business, and she feels the downtown location is an asset.

Shurer is not a complete novice to business, having helped her husband with his machine shop.

After her kids grew up and she became an “empty nester”, she decided it was time to become a full-time entrepreneur.

Her business strategy is simple: Offering up customers what she likes.

However, Shurer conceded to being very particular about what she sells.

“They seem to like what I have,” she said.

She believes in changing up her merchandise a lot too.

“I don’t usually order the same things,” she said.

Among her big-selling items are the Meadowbrooke Gourds.

Many people find her shop through social media, but plenty of others are simply walk-in customers.

August through February is the busy period for her store.

The shelves of her shop are brimming right now with fall and Halloween items and decorative products.

She tries to sell handcrafted American merchandise as much as possible.

“It’s hobby for me. I love what I do,” she said. “I’m very fortunate I’m able to do that. It makes me happy.”