Entrepreneurs Tap Their Inner Tony Hawk, and Uncover a Pretty Radical Local Need

Matthew Hersh

While it’s easy to say that a new skate shop has opened in downtown Princeton, don’t tell owners Liza Peck and Tricia Rosenthal. For them, their retail venture is a concept, fusing culture, retail, and filling a void.

For these two moms, the time is ripe for such a concept.

And don’t be mistaken: this shop, Decked, is more than a mercantile operation. To anyone entering the space at 72 Witherspoon Street, directly across from the Princeton Public Library, the refinished tin ceiling, the stylish gear, and even the lighting suggest a boutique, rather than a standard skate shop. That, of course, was by design:

“This store was meant to be more than just skateboards,” Ms. Rosenthal said, pointing to some of the art for sale hanging on the walls, as well as some higher-end merchandise, including Nixon watches and WeSC, a street fashion brand that is also renowned for its headphones.

Like a skateboarder’s Anthropologie, Decked is replete with skateboards, apparel, furniture, and art.

The initial focus for the proprietors, both moms with six teenage or pre-teen children between them, was the ever-important youth vote. “What else do teens want aside from a skateboard? Well, of course clothing, accessories, and maybe furniture.

Decked also showcases works of art by local artists — a part of the store’s concept that both Ms. Rosenthal and Ms. Peck said they found particularly appealing.

“There’s an interactivity here,” Ms. Peck, motioning to a photographic collage of scenes from a skate park in Hopewell Township. Ms. Rosenthal, who has a background in film and digital production, mentioned a “gravitational pull” from artists representing the skateboarding culture looking to get their work displayed. “It’s almost like we’re tapping into these grottos of creativity,” Ms. Rosenthal said. “Style usually goes hand-in-hand with creativity.”

“That’s the exciting part for us, but it’s also the challenging part,” said Ms. Peck, whose professional background is in design. She said while she and her business partner were slowly acquiring the retail chops needed for the long haul, the prospect of serving as an outlet for young artists remains important as a way to make people “feel part of the store.

“It’s not about commerce at that point,” she said.

But the boutique concept is only the beginning. Ms. Rosenthal and Ms. Peck are skateboard advocates, and played a part in working with municipal officials in getting a skate park built in Princeton Township. That facility, slated for a groundbreaking this year, will serve a much-needed purpose, they said.

“There wasn’t a place for any of these kids to feel at home,” Ms. Peck said of the skate park.

Added Ms. Rosenthal: “Everything stemmed from there in a way, and we really want that for them. It’s exciting for us!” She said the park and the shop would play complimentary roles: “The deficit for that age group is notable.

“We talked about the service end of this venture, and we wanted to think about how we would make this place right,” she said. “We want to do things that go beyond the normal exchange of money: we want to go the distance.”

At this rate, the two mothers and advocates are on a roll, achieving their goal.

On the Web: www.deckedshop.com.

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