“When we moved to South Grand, we lost our collectiblebased-customer and we started changing direction,” offered Neal. “That’s when we started getting all of the fun stuff in and merchandizing and in effect became more of a retail outlet.” Still those were lean years and there were more than a few $100 days. But in 1994 the opportunity to partner with body piercer, Stan Schober presented itself which gave way to increased traffic and an expanding customer base. It would prove a turning point for the quirky shop. In 1998 St. Louis Pridefest made the jump to South Grand and Tower Grove Park. Each June rivals the holidays in revenue and the shop is silly with rainbows, cards and assorted Pride paraphernalia. “I think one thing that has saved us constantly is our diversity because we try to cater to the whole community,” explained Mahler. “We encourage everyone to shop there as long as they get along with each other. So it’s not uncommon for us to have truckers shopping next to a drag queen.” “We’ve got the customers that nobody else wants,” Neal said with pride. In 2003 William Spencer took over the reins of the piercing services and added tattooing to the menu. Cheap Trx is now divided into three separate yet cohesive identities: Cheap Trx is the retail store on the street level and offers an array funky, fun and fabulous finds; TRXi’s (a.k.a. The Cage) is the lower “adult” level boutique; and TRX tattooing/piercing operated by Spencer is the service part of the business on the second floor. Mahler and Neal believe in giving back to the community that has supported them and donate to myriad organizations and charities. For over the past two decades Cheap Trx has become a touchable anchor for the LGBT community and their shop is oftentimes the first stop for out-of-towners or those first stepping out into the community. “Every weekend there’s people coming into town who stop in to ask what else is there to do in St. Louis, where else to go and what bars to go to and all that,” said Neal, who is now retired from the shop. “It’s a constant question and answer thing.” “It’s really fun,” offered Mahler. “I really enjoy it when we have the new generation coming through. And it’s kind of scary too because now we’re getting people in the shop who are turning 18-19-years old and we’re thinking—you weren’t even born yet when we opened up the shop.” Mahler and Neal celebrated 30-years together last fall. In 1996, they partnered with Stan Galczynski to round out the Cheap Trx trio. Galczynski is the Trx staff photographer and web designer.
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