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TaylorGasdia

Nov.27,2014

Cranleyopensstoretoinspireothers
TracyCranley,aClevelandresidentsincebirth,divesintoanewlocationand
pursuesherdreamofopeningagiftstore,aswellasinspiringothersonhowtohostand
entertain.WhenherhusbandsjobtakeshertothegreaterBostonarea,shecreatesanew
identityforherselfwhereherchildhooddesirescanfinallybeattained.

TracyCranleyturnsdreamintoreality
NewWellesleyresidentpursuespassionforhostinganddecorating
WithaventiStarbuckscupinherrighthandandan
oversizedCoachtotebaginherleft,TracyCranley
strugglestopickouttheexactkeythatopensher
store.Afterminutesofshufflingthroughherkeys,
shestormsthroughthedoor,turnsonallthelights,
andscurriestohercomputerupstairs.When10a.m.
approaches,adayatPinestrawbegins.
AftermovingtotheBostonarea,Tracy
Cranleytookanopportunityshehadneverthought
wouldarise.Inhopesofinspiringothersto
entertain,Tracyopenedahomegoodsandclothing

TracyCranleystandsinherstore,
Pinestraw,inWellesley,MAduring
adayatwork.Photoprovidedby
TracyCranley.

storein2011calledPinestraw,whereshefindswaystochannelherloveforshopping
andhosting.

(more)

Childhoodbeginnings
Growingupsurroundedbymalefigures,Tracyhadnointerestinfashionorhome
decoratingintheleast.ShereligiouslywatchedtheClevelandBrownsontelevisionwith
herbrothersandstudiedtheplayersasifsheweretobetested.However,onedaythis
changed.Itwasnotuntilherfatherleftherfamilywhenshedevelopedadeep
FactsaboutTracyCranley

Tracyattendedanallgirlshigh
schoolcalledBeaumontSchool
forGirls

AttendedClevelandState
Universityin1987

GraduatedwithaBAin
communications

Hasfourchildren:Katie,Ethan,
Liam,andColin

relationshipwithhermotherandgenerateda
dreamofentertainingandbeautifyinghomes.
Attheageof16,Tracybeganworkingata
nearbygiftstore,whereshequicklybeganto
takeonasignificantrole.Herjobswitched
fromworkingtheregistertodesigningthe
windowdisplaysandpresentingtheproducts
withinthestore.Thisbecamemoreofahobby
ratherthanajob.Shetransferredherskills

fromworktohome,whereshespenthoursonendrearranginghermothersdecorations.
Hermotheracceptedsuchactionsandencouragedhertokeeppursuingthishobbyof
hers.

(more)

However,whenTracyenteredcollege,shefoundthatheradvisorsdeterredher
fromfollowingherpassioninthefashionanddecoratingfield.Icanrememberthem
tellingmethisfieldwouldnotgetmeanywhereinlife.Itwasmorethandiscouraging.I
thenjustdecidedoncommunicationsbecause,well,IguessitwastheonlyotherthingI
wassomewhatgoodat,Tracysaidinasofttone.Aftergraduatingcollege,Tracygot
marriedwithinayearandnevertookupacommunicationsrelatedjob.

Startofsomethingnew
AClevelandresidentbornand
raised,Cranleyknewclosetonothingabout
thegreaterBostonarea.Afterherhusband
receivedanewpositionatwork,theCranley
familyfoundthemselvestravelingtoan
unknownplace.Anewbeginningemerged.
Itwasdifficulttojustgetupand
leave.IhadlivedinClevelandmyentirelife
andthenallofasudden,Ihadtostartover,
Cranleysaid.Ihadtocreateanewlife.She

AviewinsidePinestraw;clothingandhome
goodsarebothavailableforpurchase.Photo
providedbyTracyCranley.

shiveredinfearofwhatwastocome.However,soonenough,shetransformedher
teenagedreamtoareality.

(more)

Despiteherlackofknowledgeintheentrepreneurialfield,shemanagedtocreate
aoneofakindstorethatembracesherpersonalstyleinclothing,aswellashomedcor.
Tobehonest,IhadnocluewhatIwasdoing.Ihardlyknewanyoneintown,had
nojob,andwasconstantlybored.OnceIsawthisopportunity,Ihadtotakeit,shesaid.
Whileittookherhusbandsomeconvincing,Tracyboughtanemptybuildingandstarted
onherwaytosuccess.

Momentofsuccess
InOctober2011,Pinestrawopenedandimmediatelytookoff.Withinjustayear
ofopening,Tracywasblessedwithyetanotheropportunity.Thestorenextdoorwentout
ofbusiness,sowithallthe
successshehadseen,Tracy
boughtthelotnextdoorand
expandedPinestraw.
Ithaschangedmylife
entirely.ItishardtothinkIama
motheroffourandstillhavetime
forallofthis.Everyone
questionshowIdoit,buttruthfullyI

OutsideviewofPinestrawshowingwindow
displays.PhotoprovidedbyTracyCranley.

donotknowhowmyself.Somehoweverythinghasjustworkedout,Cranleysaid.

(more)

OliviaSheehan,theassistantmanagerofPinestraw,worksaboutfourdaysa
weekforTracy.Thereissomethingsouniqueaboutthestore.Peoplealwayswalkin
andendupspendingoveranhourinthestorewithoutevenmeaningtobecausethereis
somuchtosee,Sheehansaid.
PinestrawhasbeenfeaturedintheWellesleyWestonMagazine,receivedasilver
medalforregionalfavoritesinthehomedcorcategoryandthenumberonechoiceof
giftstoreinWellesley,MA.Tracybelieveshersuccesshasnothingtodowithher,but
instead,haseverythingtodowithhercustomers.Itrulyhavethebestcustomers
around,Cranleysaid.
Oncethedayreaches6p.m.,thedoorlocksandemployeessweeptheflooras
quicklyaspossibletogethomeafteralongday.Tracyshutsdownthecomputersand
grabsthemoneyoutoftheregistertolockupandeventuallyputinthebank.Afterafive
minutedrive,Tracyexitshercarandwalksintoherhometoherhusbandandfour
childrenwaitingpatientlyatthedinnertable.Itneverends,Tracysays.Butattheend
oftheday,itisworthitbecauseIgettolivemydreamandstillcomehometomy
wonderfulandsupportivefamily.

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TaylorGasdia
WR#6TA#1
Comm2310101
Nov.27,2014
A#3Sidebar

ChildhoodtravelhelpsCranleybuildstorenameandvalues
Identityofpinestrawlinkstostore
HowTracyCranleycametonameherstorethroughtravel
Everysummer,theCranleyfamilyspendsatleasttwoweeksinHiltonHead,
SouthCarolina.SinceTracywasakid,shelovedtodiveintothecold,saltyoceanwater
andsitbythebeachwithhertoesdeepintothecrystallikesand.Somethingaboutthe
warmbreezethatrushedbyhertanbodymadeherfeelatease.ItisafeelingInever
wanttolivewithout,Cranleysaid.

ThenamePinestrawcomesfrom
Tracysexperiencefromherhomeawayfrom
home.Thesetanpineneedlesfalltothesandy
floorandemitabeautifulscent,saysCranley.
Justasshefindssomuchbeautyandsenseof
securityinthesepineneedles,Tracybelieves

ThePinestrawbagthatTracyusesat
thestore.PhotoprovidedbyTracy
Cranley.

herstorerepresentssomewhereinwhichall
peoplecanfeelcomfortableandcanactupon
theirownleisure.
(more)

Furthermore,Tracyalsocommentsontheabilityofpinestrawtoserveas
organicrenewal.Asabuyer,thisideaofrenewalinspireshertopurchaseitemsmade
fromrepurposedorrecycledmaterials.
TheidentityofthestoreitselfcorrespondstoitsnameandCranleycouldnothave
thoughtofthiswithoutherlovefortravel.Whileshehasalargefamilyandtonsof
responsibilitiesathome,sheremindsusthatlifeismorethanwork.Peopleshouldtake
chancesandleaveplacesbehindifitmeanstheyhavemoreopportunitiessomewhere
else.

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