Reba Place Fellowship approved the proposal for Plain and Simple on July 31, 2004. The month of August went to a gut rehab of the entire space, hiring staff, acquiring equipment and inventory, and preparing toward an early fall opening. Doors opened on September 4. At first it seemed that almost no one knew we were here. We handed out flyers at the local Metra station and door-to-door in the immediate neighborhood. By December there were respectable early-stage sales, but during the winter of 2005 it was hard to see how we could keep going. Large sales during the June Custer St.