Not everyone is familiar with the town of Williams, Arizona, but it ends up being a sure stop for tourists who take the trip across the country on Route 66 as they make their way to the Grand Canyon or other famous spots along the iconic roadway. According to the city’s website, Williams is even nicknamed the “Gateway to the Grand Canyon” being just an hour south of the landmark.
Jacque and Mike Besler serve as co-owners of the souvenir shop. Jacque says she makes sure the store provides a wide variety of styles for its souvenir T-shirts, mugs, signs and more to appeal to just about any visitor. She estimates the store has over 300 styles of T-shirts and over 130 styles of mugs to choose from.
“We have Arizona’s largest selection of souvenir T-shirts for sure,” she boasts.
Neither Jacque nor Mike had much retail experience prior to stepping in as owners – Jacque had worked for a bank and Mike made furniture.
Shirts that bear the “Williams, Arizona” name drop are a hit with some guests.
But Jacque notes that most customers are drawn to shirts with a classic Route 66 shield on it. “They like simple stuff,” she says.
Photos: Gabby Wallace
“We have Arizona’s largest selection of souvenir T-shirts for sure,” she boasts.
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Rooted on Route 66
Jacque shares that the Colors of the West building has a rich history in Williams. The structure was originally built to house a bank in 1912. Over the years, several other businesses took place at the site, including a Greyhound Bus Station, a Pay-and-Take-It grocery store and a Safeway grocery store.“It was a grant for how connected you are to the Route 66 traveler,” she says. “We actually got the grant because we were able to show an old photo showing that the building was part of an old Greyhound Bus Station.”
Something for everyone
Colors of the West also is very well-organized for customers. The 8,800-square-foot building is divided into a few themed rooms. Jacque says customers are often impressed by the store’s 2,500-square-foot T-shirt room that has hundreds of souvenir T-shirt options to choose from for just about any age range or demographic.Shirts that bear the “Williams, Arizona” name drop are a hit with some guests.
But Jacque notes that most customers are drawn to shirts with a classic Route 66 shield on it. “They like simple stuff,” she says.
Colors of the West leans on a variety of wholesale vendors, many of whom Jacque and Mike have found through various trade shows over the years, including the Smoky Mountain Gift Show and Dallas Total Home & Gift Market. Jacque notes that Smith-Southwestern has been one of the store’s vendors since the very early days of the store.