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There was a time when the words "downtown," "Greensboro" and "retail" all together would elicit laughs.

Those days are long gone.

In its place are success stories of entrepreneurs and retailers coming downtown and thriving in the eclectic environment at the heart of the city.

When Christina Brown decided to open a shop two years ago to showcase artists' work, she gravitated to downtown.

"A shop that carries handmade items by artists across the U.S. really needed to be in a unique environment," said Brown, who owns the boutique Just Be on Elm Street. "I felt that downtown was the only place I could see my store. I didn't want to be in a traditional shopping mall or something like that."

The downtown area - which spans the rectangle between Murrow Boulevard, Fisher Avenue, Spring Street and Lee Street - has more than 50 restaurants and close to 80 retail salons and shops, said Ed Wolverton, the president of Downtown Greensboro Inc.

Its strengths are in antiques, arts, service retail and entertainment retail.

"We have a great mix of antiques from high-end European to just above yard-sale items," Wolverton said.

Downtown's authenticity comes from its largely local ownership. The area has a scant national retail presence and mainly lower-priced casual and fast-food restaurants, including Subway, Quiznos, Chick-fil-A and Jimmy John's.

Beyond that, the area flows with the flavor of the Gate City.

"It's a distinct retail environment," Wolverton said. "There are things there that you can't just find anywhere."

That's what attracted Agatha Grimes, owner of The Pink Cupcake, a salon that caters to children and adults. She opened her salon on West Smith Street in the fall of 2007.

"I see the growth and the potential," in downtown, she said. "That's why I came."

Downtown is synonymous with a place to shop, eat and have fun, she said. "And that's what The Pink Cupcake is, a place to have fun."

The area also thrives because of its diversity. Whether you're craving international cuisine, a soothing massage, a dramatic play or a wedding gown, the city's center has something to offer.

"There's such a sense of cultural diversity," said Sheila Paquette, owner of Chakras Spa on Elm Street. "At 10 o'clock at night, you see people leaving the theater and club kids."

Merchants say the area hasn't peaked yet.

"I feel like there's a lot of positive energy being put towards downtown but there still are people who haven't ventured down here yet," Brown said.

"Somehow we've got to get that to be people's initial thought, to come downtown first," she said. "We have competition with places like Friendly Center, but what they don't have is the charm that downtown has."

Contact Lanita Withers at 373-7071 or lanita.withers@news-record.com