Balancing one’s budget with necessities and the fun stuff shouldn’t be impossible, even with an inflation rate that has cut many Americans’ spending money - at least, that’s what new business owners Ron and Veronica Herget think.

"There’s no reason that things have to be that expensive," Veronica said on a recent Saturday, as she stood with her two daughters and son, cutting out Trendz Discount Bucks coupons. "We can all make a living, have a good time at it and have our customers be happy about it. It just - it bothers me. I have three kids. It’s hard. I want each one of them to have the fun stuff, the cool stuff."

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When Veronica was a single mom, she found it hard to make ends meet, she said. Then, after her and Ron’s families merged five years ago, her son, Cody, was diagnosed with leukemia. Ron supported the family with his human resources job, she said.

Cody has since recovered, but the family’s new business has their budget strained still, Veronica said. But even during difficult times, children still have needs to be met, she said.

"The kids still have to have birthday presents, and they still have to have the fun stuff, and this is a way for people to afford that," she said.

Inspired by their love for frugality, and determined to start a business dedicated to everyday people, the Hergets decided to buy the concept of Trendz Discount Zone as part of a turnkey program, Ron said. They opened on Oct. 20.

The Hergets call Trendz Discount Zone, 595 E. Wetmore Road, an "accessories store," one that offers popular merchandise at a lower cost than other chain stores like Claire’s or Dazzle, where their daughters used to go shopping with $10 each but came out with only one thing, Veronica said. She lifted a headband from one of Trendz’s racks, pointing at the price tag. Hers are $1.99. She compared it with the same headbands at Claire’s for $7.99.

Though the Hergets sometimes disagree on how to price something, they always aim for the lowest cost while still maintaining a profit, Ron said.

"It’s so easy to see what the hottest thing is and to mark it up," he said. "We want to avoid that just because people will feel taken advantage of. The consumers are not dumb, and they’ve got many choices."

Customers like Jaymi Davis have taken notice.

"I like it because it has a lot of the things that you’d see at the mall - you know, cute little accessories, jewelry - and they’re quarter the price what they are at the mall," she said.

As Davis perused the store, trying on sunglasses and carefully inspecting earrings, two people slowed outside the front door, glancing in. They paused. One said, "Do you have any money?" "No," the other person replied, and they continued walking.

Drawing in customers has been the biggest challenge at Trendz so far, Ron said. He and Veronica spent several months sitting in parking lots on all sides of Tucson, doing car and people counts, before deciding on their location in the plaza with Best Buy, he said. But because they are on the less-busy side of the strip mall, many people don’t know they exist yet, or don’t realize their affordable prices, he said.

To help spread recognition, the Hergets’ children helped hand out Trendz bucks in the parking lot. Decked out in Trendz T-shirts, and, for Cody, 13, a short blue mohawk, the trio headed out into the parking lot. But before they made it out the door, Veronica reminded Brittny, 13, not to block other businesses.

"She got ran off from Best Buy," Veronica said, chuckling. "Instead of stepping to the side, she stood in front of their doors."

Brittny came up with the idea of using a Z in the store’s name. Cara, 14, is the family’s fashionista, helping keep them up to date with the latest teen trends, Veronica said.

The whole family used to work every Saturday, Veronica said, but "they had no life. We had no life." So now Veronica and Ron rotate weekends, at least until they have enough customers to afford to hire sales employees.

"This is impulse-generated - they (customers) may not even be thinking about this store when they leave their house," Ron said. "We want them to feel that we appreciate them even walking into our store, whether they spend a dollar or a hundred dollars."

Davis, who calls herself a frequent customer, said she found out about Trendz through the tanning salon she visits regularly next door.

"I don’t know what their secret is," she said. "I have no idea. It’s that one store - really at this time - that I know has the cheapest price for really nice things, so that’s why I’m drawn to them mostly."

As business picks up, the Hergets intend to involve other parts of the Tucson community by being affiliated with the Girl Scouts and beginning "some type of sponsorships" with the Amphitheater School District, Ron said. They have a goal to open a second Trendz store on the East Side by 2009, he added.

Davis expects the store will succeed not only locally, but nationally.

"I really wouldn’t be surprised if they turn into a franchise somewhere," she said. "They are in the business."

Trendz Discount Zone

 (520) 887-3075

An "accessories store" that offers jewlery, t-shirts and accessories at a lower cost than similar chains.

595 E. Wetmore Road

Lauren LePage is a Tucson-based freelance writer.