By DAVID CRUZ and JANAKI CHADHA

If you walk along East Gun Hill Road, you’ll see the white holiday lights sparking cheery feelings of Christmas, Hanukkah and New Years. Turn the corner onto Jerome Avenue and you’ll notice the holiday rush at several stores throughout the Jerome Gun Hill Business Improvement District.

Many BID businesses have heeded the call to prepare for the holidays, gearing up for some last-minute shopping from bargain hunters, stocking up those must-have toys and preparing for seasonal holiday parties. For other stores, it’s just business as usual.

Looking Sharp
The glass displays at Portabella at 3449 Jerome Ave., emblazoned in a background of polka dot wrapping paper with mannequins clad in flashy sports jackets

and suits, serve as a key draw for the neighborhood clothier. Jose Feimin, the manager of the store, has always seen value in it.

“It’s good for the window when you do decorations,” said Feimin, who’s managed the Norwood business for eight years. A long line of wears crowd the window display, along with price tags. Its signature sale looks like a steal this season–buy one suit, get two free during the month of December. Suits range upwards to $200, and there’s some room for haggling, said Feimin.  Other holiday deals include three for $30 sweaters and two for $25 jeans.

Though Feimin has seen an uptick of out-of-towners from North Carolina and Massachusetts trying on new suits, the opening days of the holiday rush were somewhat disappointing for Portabella, which saw a 50 percent drop in Black Friday sales when compared to last year. But extra manpower, decorations and colorful suits provide hope that sales for the suit shop will drive up.

At 3466 Jerome Ave., Mike Klein of the euro-inspired store Too Hot Fashion, is taking it easy this year. Christmas carols took five as techno music pumped throughout the store. One customer was seen browsing about. Klein’s signature brand Evita, however, makes glittery red dresses that can fit well for the perennial Christmas party. Women’s outfits generally run for $29.99.

Toys and Holiday Wares
Drug Rite Pharmacy at 3432 Jerome Ave. is a holiday hotspot. Employee Mayra Avila was decked out in a red uniform akin to a Santa’s helper outfit while stocking the seasonal aisle with ornaments and Santa hats. Disney toys and Barbie dolls lined the shelves, with store manager Juan Gonzalez noting the Elsa doll from Disney’s animated flick Frozen as a top seller. “Elsa sells more,” said Gonzalez. “We can’t keep it in stock.”

Pharmacist Sebastian Maciameli, said seasonal aisles can be “a big expense” since leftover items post-holidays cannot be returned. Still, Drug Rite keeps the tradition, with upcoming plans for Valentine’s Day and Easter.

A block up at 3525 Jerome Ave. is Bob’s Discount, another neighborhood general store (not to be confused with the regional chain), complete with a seasonal Christmas aisle stuffed with affordable merchandise. There, rows of colorful ornaments and other types of decorations fill the shelves. Operations Manager Manny Eleutice noted that ornaments are usually a popular sell.

“We’re the last-minute store,” said Eleutice proudly. “We’re still full while K-Mart and Target are probably running very low on other things.” He continued, “By next week, they’re empty, and then we start picking up business over here.”

At the corner of Jerome Avenue and East Gun Hill Road is Oak Furniture, another store managed by Eleutice, who noted that each store’s approach to the holidays varies. For Oak Furniture, the most notable sales occur during other parts of the year. “Our holiday is tax season,” said Eleutice. “People get their money back, and then they want to give it up.”

Holiday Parties
At Escape Lounge, Harold Richardson showed off the restaurant’s slick Christmas decorations–shiny red bulbs and mistletoes tacked on wrapping-style wallpaper. “You walk in here and you want to feel the spirit of Christmas,” said Richardson. Much like Portabella, the holiday aura is intended to draw customers.

December is keeping him and his business partner, Elvis Herrera, busy as companies plan to host holiday parties at the Latin eatery. His $5.99 lunch deal still remains in effect.

Richardson, a familiar face in the neighborhood, noted the holiday spirit has retreated some, with many ignoring the season’s potential profitability. “Years ago, every store had a tree, every store had some decorations. Today nobody [does],” he said. He offered a hint of advice to merchants: “No matter what business you’re in, the community and their clients need to be appreciated at any particular time.”