Running the Bell Tower Christian Gift & Bookstore in Brooklyn, New York City, is an unusual balancing act-serving the needs of a large congregation and at the same time providing a service to a major general population.

The 4,500-square-foot store at the famed Brooklyn Tabernacle is the only Christian retail outlet of any size in the borough and as such draws a lot of shoppers from its surrounding area, which includes a big shopping district with a nearby Macy's and a large business district.

In addition, the store serves other congregations in the area with a wide range of church supplies. All of which makes Bell Tower's customer base "very different from many stores in other parts, particularly in parts of the Bible Belt," noted General Manager Kevin Lewis.

Previously run independently by former members of the congregation, in space that is part of the overall church complex but around the corner from its sanctuary, the store shut down in November 2008. The new, church-led operation opened just a few months later and recently marked its first anniversary. "It has been a great year," Lewis said.

A series of changes have made the store-split over two levels-more appealing. Several registers were moved upstairs to thin out the checkout lines downstairs and ensure that the store seem less crowded when customers first step inside. The interior was painted in stronger colors and a brightly colored, patterned carpet was laid.

"We want when people come in for them to experience joy," Lewis said of the striking choice. "We want to have an environment that is happy."

Read more about Bell Tower in the Best Practice profile in the July issue of The Church Bookstore magazine, a supplement to Christian Retailing magazine.

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