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The State News

Family community services senior Betsy Roehl, right, sorts through a pile of jeans Tuesday at The Refinery, 115 Albert Ave. in East Lansing. The new upscale clothing store, which opened April 1, is owned by former MSU hockey standout Ryan Miller and his friend Jason Snyder.

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Sign of the times

Ex-MSU star opens E.L. shop

Buffalo Sabres goalie Miller, former filmmaker Snyder open N.Y. fashion store

Five years ago, Buffalo Sabres goaltender Ryan Miller was playing hockey in Rochester, N.Y., and came across Jason Snyder's clothing store, Men-tality.

The two became friends after talking, and decided to team up to spread their love of fashion to East Lansing.

Six months later on April 1, their plan was complete as they opened The Refinery, 115 Albert Ave.

After three seasons of hockey as a Spartan from 1999 to 2002, Miller, 26, moved to the American Hockey League to be a part of the Rochester Americans. He has played for both the Americans and the Buffalo Sabres.

But it was always Miller's dream to come back to East Lansing — the place he grew up.

"This store was something the town could appreciate," he said. "They needed something local and trendy providing students in Okemos and East Lansing an opportunity to get a taste of what is usually reserved for Chicago."

The growing college population in East Lansing has fueled Miller's desire to return.

"With a couple great colleges in the area, there's going to be a lot of people wanting to express themselves," he said.

Like Miller, Snyder, 30, wasn't always in tune with the fashion.

A New York City filmmaker for years, Snyder was inspired by his family's success in their New York women's clothing store, L'Avant Garbe, which they have owned for 18 years.

"I saw my family with the store — how great it was and how much fun they were having — and I knew that it was something I wanted to do," he said.

Snyder moved home to Rochester to get involved with the business, but didn't stop there. Four years ago, he opened Men-tality.

Having his other businesses made it easy for him to open The Refinery, he said, and many of the clothes he sells in New York are the same items the Refinery offers.

"I had a pretty good idea of what it would take," Snyder said. "It was controlled chaos, but I work better when I am under a lot of pressure."

The most difficult part for Miller, currently in New York playing hockey, is not being able to be in East Lansing for the opening.

Miller hopes to come back by June, but with playoffs starting in about 10 days, he said the later he gets back, the better it will be for his team.

For now, Miller said their strong business plan and the daily picture messages he gets on his cell phone from fellow workers keep him confident in the store's success.

"I was really comfortable with the brands, and I am keeping tabs with Jason and tracking things on the Web too," he said.

Some of the store's top brands include Lacoste, Rock and Republic and True Religion, Snyder said, and business is already booming. While mornings are slow, he said that as soon as classes let out around 1 or 2 p.m., people start coming through the doors to shop.

Business junior Julianna Joubran said the store carries many name brands that can't be found in other stores around the East Lansing area, and the only thing that would deter her from shopping there is the cost.

"It's a bit expensive," she said. "But for things like a birthday, their unique dresses would be perfect."

Miller and Snyder want to expand to other Big Ten cities — such as Madison, Wis., and Bloomingdale, Ind. — but for now, Snyder likes East Lansing's energy.

"It's a youthful environment," he said. "It's enthusiastic. In New York, it's more jaded and pessimistic."

Snyder plans on returning to New York in May, but coming back to East Lansing every month for two weeks to check on the store. He said he will have to balance his New York businesses with his time here.

Miller said he hopes the store will not just be a place to shop.

"I hope that people come and catch up with friends and relax," he said.

While Miller continues to stay busy with hockey, he knows it is something that won't last forever. He said the opportunity to start a business in East Lansing was something that he just couldn't pass up.

"I really like fashion," he said. "Everybody should look good."

Published on Wednesday, April 4, 2007