SHELBURNE FALLS — With the opening of Auntie Coco’s Gift, Decor & More, Deerfield Avenue is now a one-stop shop for shopping, eating and mailing.
Auntie Coco’s, which officially opened during Moonlight Magic on Black Friday, sells seasonally themed gifts and decor, in addition to offering printing, phone repair and mailing services. The shop is located next to Shelburne Falls Cork and Salmon Falls Cafe in a space formerly occupied by Cat & Crow, a home, garden and thrift store.
“It’s basically two stores in one,” said Julio DeJesus, who co-owns Auntie Coco’s with his girlfriend, Nicole Johnston.
DeJesus said Johnston was the inspiration for the business.
“She’s been from Shelburne all her life, and she had the idea of having her own store and selling her crafts,” DeJesus explained.
Julio DeJesus of Auntie Coco’s Gift, Decor & More on Deerfield Avenue in Shelburne Falls. Credit: PAUL FRANZ / Staff Photo 
UPS and mailbox service available on Deerfield Avenue in Shelburne Falls. Credit: PAUL FRANZ / Staff Photo 
Merchandise available at Auntie Coco’s Gift, Decor & More on Deerfield Avenue in Shelburne Falls. Credit: PAUL FRANZ / Staff Photo 
Merchandise available at Auntie Coco’s Gift, Decor & More on Deerfield Avenue in Shelburne Falls. Credit: PAUL FRANZ / Staff Photo 
Merchandise available at Auntie Coco’s Gift, Decor & More on Deerfield Avenue in Shelburne Falls. Credit: PAUL FRANZ / Staff Photo
He said that while the original plan for the shop was to be more of a gift shop, they adjusted the business to better suit the needs of the community.
“We want to provide services to locals at a reasonable price,” he said. “We’re not targeting tourists; this is a place for locals to come and get things printed or mailed.”
Auntie Coco’s is the only UPS-authorized shipping outlet in western Franklin County, with the next closest location being in Greenfield.
“We wanted to do something different in terms of inventory and services. We do phone repair, we do mailbox rentals, we do printing and we do UPS-authorized shipping from here,” DeJesus said, noting that business cards, flyers and photos can be printed. “You can bring your packages, get them weighed and mailed here. Through that, we’re also a drop-off point for Amazon package returns.”
DeJesus said they plan to add gift wrapping and sell office supplies in the future.
Still, Auntie Coco’s does sell seasonal-themed gifts. Currently, the shop is set up for Christmas and is offering hot chocolate mixes, mugs, ornaments, Christmas socks and more. After New Year’s, the seasonal items will be switched to Valentine’s Day.
The shop also has a collection of watercolor-printed cards designed by Johnston. DeJesus added that the store will add more of Johnston’s artwork and crafts in the future.
Opening the shop has been a balancing act, DeJesus said. He also owns Salmon Falls Cafe, and while he has one employee at the cafe, he still spends a lot of time there making sandwiches and taking orders. He said he splits his time between the two businesses and Johnston manages Auntie Coco’s a few days a week while he is at the cafe.
DeJesus said he hopes opening Auntie Coco’s will help bring more patrons to the other area businesses as well. There’s plenty of stores and eateries even just on Deerfield Avenue, he said, between his cafe, Shelburne Falls Cork, Baked and A Heart for Art.
“We really want to advertise Deerfield Avenue,” he said.
He said the first few weeks of Auntie Coco’s being open have been slow, but he hopes business drums up as people need to ship presents, and as more people learn about what Auntie Coco’s has to offer.
The business is open from 9 a.m. to 5 p.m. Monday through Saturday. For more information, visit the shop’s Facebook page or auntiecocos.com, or call 413-595-8999.