Sewing is a passion, so I've been to fabric stores all over the world. This one is very reminiscent of Gail K in Atlanta or several medium-sized wonders in LA's Garment District. The hugest downside is that they're the only one of their kind in town.
Stopped in twice over the course of 2 days and wasn't greeted or helped either time. Kind of a bummer when you're spending over $80 bucks on one piece of fabric. Doesn't seem like the "customer service" light pops on until it's time to cut unless they already know you.
I totally get the draw to this place. They have what you need in the color of your dreams. You will pay a pretty penny for said color and dreams. Bottom line.
If JoAnn had an evil, well-dressed stepsister, Heddy's is her. Don't expect to meet your new bestie on staff here. Just go in with solid ideas, empty your whole wallet, measure thrice, cut once, and make something brilliant.