Heidi Haas Sheard knows 44th Avenue.
Some might even call her an expert since she grew up on the avenue in the house behind her parents’ store, Swiss Flower and Gift Cottage, 9840 W. 44th Ave., Wheat Ridge.
Sheard has owned and operated the cottage for 20 years, but it was opened 43 years ago by her parents. The cottage isn’t alone in its longevity.
Many businesses along 44th have been operating for many years, Sheard said, but have not received much attention lately with the grand opening of the Ridge at 38, or 38th Avenue in Wheat Ridge.
“That’s fine, but there is another number that exists in Wheat Ridge,” Sheard said.
She explained she is fully in support of the activities on 38th and is happy so many positive improvements have been made, but she has decided to take a proactive approach in order to remind people about 44th and what it has to offer.
Sheard launched a marketing campaign by creating a postcard that lists all businesses on 44th. She has distributed 20,000 postcards to business owners on the avenue and has asked them to hand the cards out to customers.
The postcard has a map of 44th from Harlan to Ward streets, and lists all businesses in order of appearance. Tim Berland helped design the card and the website
Sheard explained shoppers can find anything from a chiropractor to car repair shops, bakeries to furniture stores on the avenue.
Barb Ursetta, an Arvada resident who used to live off of 38th in Wheat Ridge, said she has been shopping at Swiss Flower and Gift Cottage for almost 30 years. Although she has been shopping at Sheard’s store for many years Ursetta said she doesn’t shop anywhere else on 44th.
“I never go down the other way,” she explained.
Helene Melrood, Swiss Flower and Gift Cottage employee, said she recommends newcomers to 44th start with Pietra’s Pizzeria and Italian Restaurant, 9045 W. 44th Ave. The restaurant has been at the same location since 1964 and is owned by Joe DeMott, city councilman for district IV.
For more information about 44th visit Swiss Flower and Gift Cottage or many other businesses on the avenue to pick up a postcard, or online at www.shop44th.com.