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| By The Cross owner Kevin Niles poses for a photo in the new church supply and Catholic gift and bookstore located on the east side of Madison. The store has been open since August 2012. (Catholic Herald photo/Kat Wagner) |
MADISON — When the longtime church supply store and Christian retailer Madison Church Supply went out of business in 2011, a void was left in the local community.
Into that breach stepped Kevin Niles, the owner of By The Cross Church Supply and Catholic Gift and Bookstore in Stevens Point. Originally from Texas and a transplant to Wisconsin by virtue of his wife, with whom he has six children, Niles has owned and operated the store in Stevens Point for three years.
The business, which primarily supplies the liturgical and educational needs of churches, first began as a mission: “I wanted to learn more about my faith,” he said. “And I was having children, and I wanted to help them learn more.”
He began searching for products that could help him in that effort, and soon found his passion in searching for the obscure and unique items that represent and help teach the Catholic faith. As an elementary education teacher himself, with a love of teaching, it was natural to take that love and offer it to others.
“It has been a wonderful blessing,” Niles said. “I wanted to take what I learned and make that available for other families, to make that available to parishes, to religious educators.”
Providing unique items
In his position, Niles visits trade shows and searches far and wide for items that will best fit the needs of the Church community.
One of his favorite unique finds, he said, was a statue from South America of a pregnant Mary, Mother of God. “It’s such a joyful statue of Mary,” he said. “I love the joy a woman has with a pregnancy, and to have that image of Mary is amazing.”
He’s been able to bring that piece to pro-life centers, Catholic doctors, and even people looking for a present for their pregnant daughters.
“And I just happened to stumble upon it,” he said. “That’s what I love — searching through and finding and offering these unique items.”
Needs of Catholics
Opening the Madison store has provided Niles with the opportunity to connect with the community in the southwestern part of the state.
“It’s been great meeting all the different people, individuals and Church leaders, priests, getting to meet them and listen to them and help them,” he said. “Overall, it’s been a positive response. A lot of people have gone out of the way to go out there and spread the message.”
One of the advantages for Catholics in the diocese, as well, is that Niles, as a lifelong Catholic, is attuned to the often special needs of a Catholic parish.
“People were happy to see someone who understood what they were looking for,” he said. “With all of our saints, devotions — Divine Mercy, for instance — understanding what they’re looking for is an important factor.”
Community connections
The store front, with its fairly large selection of books, sacramentals, statues, icons, and more, is only a small part of the business. By The Cross can help churches fill their other liturgical and educational needs.
Having the former phone number of Madison Church Supply, Niles has been able to connect with clients who only once a year come in search of Paschal candles or only occasionally order altar cloths or other supplies. This has not only helped with the continuity in the area, but also with reaching out to non-Catholic churches and clients.
“I enjoy working with the churches personally, providing a local source,” he said. “It keeps things local, which for a church is important. The money goes back into the community where the parishioners live.”