New store showcases model trains

SHEBOYGAN – What started as simply an enjoyable way to fill some down time has exploded into a thriving business venture for Jeffrey “Jay” and Diana Ratz.

With the recent opening of J&D Whistle Stop at 730 Erie Ave. in Sheboygan, the Sheboygan couple has seen their 7-year-old model-train business come full circle.

“This is something that we never expected to be involved in, but we are certainly glad we are,” Diana said. “It has been an amazing experience, so far and we hope to continue to grow from here.”

The new business offers a full line of HO, N, and G-scale model-train sets, cars, accessories, as well as slot-car tracks and die-cast cars, which appeal to serious hobbyists, model-train newcomers and all those in between.

“We offer pretty much anything associated with model trains,” Jay said. “We have Bachmann, Model Power and Walthers train sets, Life Like slot cars, Maisto die-cast cars and Kadee model-train couplers, as well as an assortment locomotive cars, figures, buildings, landscaping items and bridges.

“If you can’t find something in our existing inventory, we will find it for you,” he said.

Prior to 2002, Jay and Diana had no inkling that operating a successful model-train business would be in their future.

“This started seven years ago when Jay was driving a truck,” Diana said. “He needed to have a medical procedure in fall 2002, which required him to be off the road for three weeks.

“During that time, he was looking for something to do,” she said. “I told him that he should find something that he liked to do, which would keep him occupied during his time off. He said he enjoyed model trains when he was a kid.”

Following his wife’s advice, Jay bought a train set and put it together in his bedroom.

Sparked by a renewed interest in the model-train hobby, he worked to upgrade and refine his set during breaks from the road.

Eager to add to his layout, Jay purchased more train-set pieces, until eventually exhausting the confines of his limited space.

“Since I had nowhere to go with a lot of the pieces that I bought, I decided to split up the sets and sell them on eBay,” Jay said. “When I saw how well the pieces were selling and that I was actually profiting from those sales, I got an idea to start my own business.”

After hooking up with a wholesale model-train distributor, Jay was off on his way to model-train sales success.

“I started getting sets and accessories from Walthers in Milwaukee,” Jay said. “I continued to sell the stuff on eBay, and things went so well that I decided to quit my truck-driving job and go into it full time.

“The nice thing about eBay is that it is open 24-7 worldwide,” he said. “You can go to sleep and sell things overnight.”

As the online business began to grow through the addition of an exclusive business Web site, Jay and Diana began to think about further expansion.

“We had thought about opening a store for years, because we were running out of space to do everything in our house,” Jay said. “I passed by the location we are in now several times in 2004. I checked into it, but decided to pass on it at that time.”

Last spring the Jay and Diana got a second chance to make their dream of opening a store come to life.

“Last spring I went by the place and saw a for-rent sign,” Diana said. “It was a tough decision, and we spent several sleepless nights thinking about it, but we decided it was time to take the next step.

“Settling in here has been a big undertaking for us,” she said. “There are a lot of details to take care of, but now we are ready to go and very excited.”

Diana has also devoted herself to the business full-time.

“I quit my job, and now I am focused on doing what I really like to do, which is marketing, Web design and customer service,” she said.

Jay and Diana opened the doors to J&D’s Whistle Stop Saturday, Aug. 1. They are planning to hold a grand-opening celebration sometime in mid-September, during which they will give away a Bachmann train set.

“We have been able to consolidate all of our eBay and online business stuff into one building, which is nice,” Diana said. “We are still doing all the online sales that we have always done, but now customers in this area can come in and have coffee, ask questions and get face-to-face service.

“By opening this store, we are now able to couple the modern world of Internet commerce, with an oldfashioned mom-and pop business,” she said.

Jay said customer service is the top priority at J&D’s Whistle Stop. “We pride ourselves on outstanding customer service,” he said. “Our customers are our bosses. They are the ones that tell us if we are doing a good job.”

“I treat all of our customers the way I would want to be treated,” Diana said. “I have very high expectations, and I believe common courtesy is very important.”

The sign greeting customers online and at the front of the new store features a logo designed by Diana’s father.

“My family lived on a farm in Plymouth, and we raised dairy goats,” Diana said. “The farm was called Choo Choo Acres. My dad designed a logo for the farm to draw on that theme.

“That is the same logo we are using for our store,” she said. “It is pretty cool that the logo my dad did so many years ago is now seen by people all over the world.”

The global reach of the online business has stretched to 77 countries.

“It is amazing to me how people all over the world are interested in model trains,” Jay said. “There was a day when I shipped orders to all six inhabited continents.

“I have met a lot of great people from all over the world, who share a common interest in model trains,” he said. “That is a nice benefit of doing this.”

Diana hopes to add to the look of the store in the near future.

“We don’t have a train set at this time,” she said. “I would like to have one up, but I need to redo the layout a little bit to make room.

“Also, we are not buying used train sets at this time. A few people have already asked about that.”

Jay and Diana are excited about the opening a store, which is rather unique to the area.

“There are a few other places in the area that sell model-train stuff, but they are not exclusive,” Diana said. “We are full-service model-train shop and that’s the only thing we do. I also think we have a good location, with a lot of traffic passing us in the downtown area.”

“I am confident that people with like what we have to offer,” she said. “Despite the economy, our online sales have actually increased in the past year. I think we have a perfect fit here, and we are very excited to get this going.”

For more information, call J&D’s Whistle Stop at 920-458-7246, visit the Web site www.internetrailroad.com, check eBay seller name internetrailroad or e-mail trains@charter.net.