The key to Williamsport's new downtown shoe and clothing store is staying fashionable.
Ariel Diaz, owner of Notorious Millionaire, finds the latest fashion trends from New York City and music videos, and then brings them to Williamsport.
Diaz has his long-term goal in mind.
Ariel Diaz stands behind the counter in his store, Notorious Millionaire, on William Street.
"I hope to be the best shoe store in Lycoming County," he said.
He sells more than just shoes in his store though.
He stocks different styles, a mix of what is fashionable and what he likes.
412 William St.
Mon. to Sat. - 10 a.m.
to 6 p.m.
"Some people ask for stock," Diaz said. "Whatever people I want, I bring. Whatever is the fashion, I bring."
He first saw one of his best-sellers in videos: Bracelets. He has them in a variety of colors, as well as sunglasses, hats and watches.
Notorious Millionaire opened in July, during the First Friday.
That weekend had the best business, which Diaz said is because of the number of people that attend First Friday every month.
While he does not participate in the event yet, he wants to do something in the future as a way to draw in more people.
"I didn't know it was that big a deal when I lived down here," he said.
The downtown location offers another positive feature. Diaz said he receives business from oil workers staying at the Genetti Hotel, right across the block.
Diaz currently is working toward a Nike license, which would grant him the rights to get whatever shoes in stock he wants. He said he would go to nearby stores to see what they had in stock, and then order the unavailable shoes.
So far, Diaz's stock has been primarily purchased at stores going out of business.
"I could choose which fashions I want instead of just what's available," he said.
The store's theme came before he picked the name, Diaz said. He wanted the theme to reflect people from the area, especially high school students. In the future, he wants to have pictures placed on the wall of football and basketball stars from the local high school.
Diaz's little brother, who goes to Williamsport Area High School, helps him with the store and also with advertising around the school.
The name comes in part from Williamsport, which is home of the Millionaires.
"And notorious means well-known," Diaz said.
Diaz said he always wanted a store like the one he has now. What made him finally decide to open one is the lack of such retailers in the area.
He used to live in New York, where stores like Notorious Millionaire were common.
"They're everywhere in New York," Diaz said. "I want to be like New York. The market is open. There are not many stores like this in the area."
Another reason to open the business came from the amounts of people moving into the area.
"The population is growing," Diaz said. "A lot of city people are coming here."
Notorious Millionaire is usually open 10 a.m. to 6 p.m. Monday through Saturday. Diaz said he stays open later during the weekend.