“I think it’s clear that the Square will continue to change,” says DiGiovanni, who is also president of Trinity Properties, which owns many buildings in the Square. “It’s a gradual change, the majority of which is motivated by the marketplace.”

Even the staunchest critics of recent changes say that, in order to maintain its place as the second leading tourist attraction in Boston behind Faneuil Hall Marketplace, the Square must sometimes sacrifice its other qualities as a cultural and recreational destination.

“Decisions about the businesses that are in the Square are made in economic terms, not in terms of the touchy-feeliness of character and uniqueness,” Nathans says.

Jeremiah P. Murphy ’73, president of the Harvard Coop—another major Square landlord which owns the building that now houses the Grafton Street bar—says there’s no secret to success that’s limited to a certain set of businesses.

“Obviously a business should offer a product or service that customers want, so they are willing to support you and your store,” Murphy says. “If you don’t keep up with what customers want, then you won’t be successful.”

Three months after it welcomed its first customers, a red sign in the window of its Mt. Auburn Street building still advertises the “grand opening” of Unique Nails—a boutique looking to fit into the sort of niche that Murphy describes.

Business has been “slow” at Unique, the second location of a store that originated in Newton, according to manager Kelly Nguyen, who stands in the doorway as her two stylists sit on plastic chairs outside.

Most customers are walk-ins, mainly students who are looking for a low-priced manicure, but sometimes even tourists stopping to get their nails touched up. Word of mouth has helped, Nguyen says, as students learn of the Square’s first discount shop specializing in nails.

“Before they had to go far,” she says. “And we are not expensive, which is good for them.”

Keeping the Character

Leaning against the garage door that leads to the alley behind Dickson Brothers hardware, store manager Edward Santamaria says his store does what it can to encourage small businesses in the area.

Many mom-and-pop stores start accounts with Dickson Brothers, and in return the Square’s only hardware store offers special discounts, in addition to its usual free delivery.

Santamaria, who has worked at Dickson Brothers for 32 years, says he believes the comings and goings of Square shops in the last few years have been “good and bad.”

The arrival of national chains, whose purchasing decisions come from headquarters far from the Square, makes it harder to keep up sales to local businesses.

“Everything’s handled by corporate,” he says. “They won’t buy from you.”