Best friends join Johnstown’s downtown revitalization with Classic Elements shop

Classic Elements, a unique hybrid of independent bookstore, coffee shop, and gift shop all in one, is the brainchild of best friends Jen Galiote and Michele Kupchella Adams. Circa 2018, Galiote and Adams were having dinner at Balance, a restaurant in downtown Johnstown. As they sat there enjoying their meal, they began observing this flurry of people and felt the resurgence of life.

“We began brainstorming about how we could become a part of what was happening,” Gailote said.

“We saw this gap, and we saw a downtown that was beginning to emerge from distress,” Adams said. “The time felt right, and now we are seeing more and more businesses opening in downtown Johnstown.”

We saw a downtown that was beginning to emerge from distress. We began brainstorming about how we could become a part of what was happening.

“Jen and Michelle wanted to be just a part of the downtown revitalization,” Startup Alleghenies coach Blake Fleegle said. “But, with their recent expansion, their shop now plays a vital role in bringing people downtown to shop, eat and drink.”

Sometimes our coaches get their hands dirty. “When we were getting ready to open, Blake stopped by the shop,” Galiote shared. “While he was there, he helped us install and program our coffee maker—he didn’t have to do that, but he did!”

“Blake is an unassuming guy with valuable ideas and advice, and his personal experience is invaluable to what he has to offer,” Adams said.

“We were both working full-time jobs when we started to venture down this path,” Adams said. “I thought it would be a side gig, and then I was laid off, and it was perfect timing.”

Adams always wanted to own a business. “My family is very talented, and I always had this idea that I would create a shop that would feature that talent,” she shared. “Our shop carries one of my uncle’s pottery and another’s glasswork. But more than that, I wanted something to call my own Having a partner to do this business with has made it more attainable.”

“I wanted to create something that impacted the community I grew up in,” Galiote added. “This is a place for our community to foster relationships and come together to enjoy themselves… and a town without an independent bookstore just didn’t seem right.”

Blake is an unassuming guy with valuable ideas and advice, and his personal experience is invaluable to what he has to offer.

As they began exploring what this venture could look like, they realized their idea appealed to the community. “The universe was conspiring to allow us to do this,” Adams said. “Someone else had already signed a lease for the space we now occupy. The day we were ready to start looking for viable options, that lease fell through, and we snagged it.”

The team shed blood, sweat and tears to get this off the ground. “We did everything. Our families were right there with us, knocking down walls and painting new ones,” Adams shared. “Our family and friends helped make our opening in 2019 possible.”

They continue to knock down walls in this downtown shop. “Our shop was initially very small, but we knocked down a wall about a year ago and expanded to add the café and wine bar,” Galiote shared. “We have partnered with Armstrong Valley Vineyard and Winery in Halifax to offer a nice selection of wines.”

“We also have an event space where we can expand the events we host. That could be live music, trivia, paint parties and so much more,” Galiote said.

Classic Elements has a lot to offer—something for everyone, really—but Galiote and Adams gave us a peek into their secret sauce. “It’s our relationship. Our backgrounds and skill sets complement each other so well. We are like Yin and Yang and keep each other on the rails,” Galiote said.

“Secondly, our employees,” Adams added. “We have a phenomenal crew and couldn’t do it without them. They share our vision of this being a welcoming atmosphere and are skilled at making people feel like family.”

With growth and expansion now, the duo said that starting simple is key for new businesses. “We had a limited menu and started with a soft opening to work out the bugs,” Adams shared. “We quickly learned what was working and what we needed to cut… don’t be afraid to pivot and cut what isn’t working.”

“Do market research. Physically go into shops that are doing what you want to do, talk to the owners,” Galiote added. “They love sharing their story and offering tips and advice to help you succeed.”

Startup Alleghenies helps startup and emerging small businesses succeed by providing free coaching to entrepreneurs in Bedford, Blair, Cambria, Fulton, Huntingdon and Somerset counties. To access personal, one-on-one support from a coach in your county, including guidance, resources, tools and networking opportunities, sign up at startupalleghenies.com.