Taylor GasdiaWR #6 TA #1Comm231-0101Nov. 27, 2014A#3 Mainbar

Cranley opens store to inspire others

Tracy Cranley, a Cleveland resident since birth, dives into a new location and pursues her dream of opening a gift store, as well as inspiring others on how to host and entertain. When her husbands job takes her to the greater Boston area, she creates a new identity for herself where her childhood desires can finally be attained.

Tracy Cranley turns dream into reality New Wellesley resident pursues passion for hosting and decorating

With a venti Starbucks cup in her right hand and an oversized Coach tote bag in her left, Tracy Cranley struggles to pick out the exact key that opens her store. After minutes of shuffling through her keys, she storms through the door, turns on all the lights, and scurries to her computer upstairs. When 10 a.m. approaches, a day at Pinestraw begins. After moving to the Boston area, Tracy Cranley took an opportunity she had never thought would arise. In hopes of inspiring others to entertain, Tracy opened a home goods and clothing store in 2011 called Pinestraw, where she finds ways to channel her love for shopping and hosting. Tracy Cranley stands in her store, Pinestraw, in Wellesley, MA during a day at work. Photo provided by Tracy Cranley.

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Taylor Gasdia, Comm231-0101, WR #6 TA #1, A#3 Mainbar, p. 2

Childhood beginnings Growing up surrounded by male figures, Tracy had no interest in fashion or home decorating in the least. She religiously watched the Cleveland Browns on television with her brothers and studied the players as if she were to be tested. However, one day this changed. It was not until her father left her family when she developed a deep relationship with her mother and generated a dream of entertaining and beautifying homes. Facts about Tracy Cranley

Tracy attended an all girls high school called Beaumont School for Girls Attended Cleveland State University in 1987

Graduated with a BA in communications

Has four children: Katie, Ethan, Liam, and Colin

At the age of 16, Tracy began working at a nearby gift store, where she quickly began to take on a significant role. Her job switched from working the register to designing the window displays and presenting the products within the store. This became more of a hobby rather than a job. She transferred her skills from work to home, where she spent hours on end rearranging her mothers decorations. Her mother accepted such actions and encouraged her to keep pursuing this hobby of hers. (more)

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However, when Tracy entered college, she found that her advisors deterred her from following her passion in the fashion and decorating field. I can remember them telling me this field would not get me anywhere in life. It was more than discouraging. I then just decided on communications because, well, I guess it was the only other thing I was somewhat good at, Tracy said in a soft tone. After graduating college, Tracy got married within a year and never took up a communications-related job.

Start of something new

A Cleveland resident born-and-raised, Cranley knew close to nothing about the greater-Boston area. After her husband received a new position at work, the Cranley family found themselves traveling to an unknown place. A new beginning emerged.It was difficult to just get up and leave. I had lived in Cleveland my entire life and then all of a sudden, I had to start over, Cranley said. I had to create a new life. She shivered in fear of what was to come. However, soon enough, she transformed her teenage dream to a reality. A view inside Pinestraw; clothing and home goods are both available for purchase. Photo provided by Tracy Cranley.

(more)Taylor Gasdia, Comm231-0101, WR #6 TA #1, A#3 Mainbar, p. 4

Despite her lack of knowledge in the entrepreneurial field, she managed to create a one-of-a-kind store that embraces her personal style in clothing, as well as home dcor. To be honest, I had no clue what I was doing. I hardly knew anyone in town, had no job, and was constantly bored. Once I saw this opportunity, I had to take it, she said. While it took her husband some convincing, Tracy bought an empty building and started on her way to success. Moment of successIn October 2011, Pinestraw opened and immediately took off. Within just a year of opening, Tracy was blessed with yet another opportunity. The store next door went out of business, so with all the success she had seen, Tracy bought the lot next door and expanded Pinestraw. It has changed my life entirely. It is hard to think I am a mother of four and still have time for all of this. Everyone questions how I do it, but truthfully I Outside view of Pinestraw showing window displays. Photo provided by Tracy Cranley.

do not know how myself. Somehow everything has just worked out, Cranley said.

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Olivia Sheehan, the assistant manager of Pinestraw, works about four days a week for Tracy. There is something so unique about the store. People always walk in and end up spending over an hour in the store without even meaning to because there is so much to see, Sheehan said. Pinestraw has been featured in the WellesleyWeston Magazine, received a silver medal for regional favorites in the home dcor category and the number one choice of gift store in Wellesley, MA. Tracy believes her success has nothing to do with her, but instead, has everything to do with her customers. I truly have the best customers around, Cranley said. Once the day reaches 6 p.m., the door locks and employees sweep the floor as quickly as possible to get home after a long day. Tracy shuts down the computers and grabs the money out of the register to lock up and eventually put in the bank. After a five-minute drive, Tracy exits her car and walks into her home to her husband and four children waiting patiently at the dinner table. It never ends, Tracy says. But at the end of the day, it is worth it because I get to live my dream and still come home to my wonderful and supportive family.

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Taylor GasdiaWR #6 TA #1Comm231-0101Nov. 27, 2014A#3 Sidebar

Childhood travel helps Cranley build store name and values

Identity of pine straw links to store How Tracy Cranley came to name her store through travel

Every summer, the Cranley family spends at least two weeks in Hilton Head, South Carolina. Since Tracy was a kid, she loved to dive into the cold, salty ocean water and sit by the beach with her toes deep into the crystal-like sand. Something about the warm breeze that rushed by her tan body made her feel at ease. It is a feeling I never want to live without, Cranley said. The name Pinestraw comes from Tracys experience from her home away from home. These tan pine needles fall to the sandy floor and emit a beautiful scent, says Cranley. Just as she finds so much beauty and sense of security in these pine needles, Tracy believes her store represents somewhere in which all people can feel comfortable and can act upon their own leisure. The Pinestraw bag that Tracy uses at the store. Photo provided by Tracy Cranley.

(more)Taylor Gasdia, Comm231-0101, WR #6 TA #1, A#3 Sidebar, p. 2

Furthermore, Tracy also comments on the ability of pine straw to serve as organic renewal. As a buyer, this idea of renewal inspires her to purchase items made from re-purposed or recycled materials. The identity of the store itself corresponds to its name and Cranley could not have thought of this without her love for travel. While she has a large family and tons of responsibilities at home, she reminds us that life is more than work. People should take chances and leave places behind if it means they have more opportunities somewhere else.

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