I am listening to "Saturday Night Fever" blasting my ears off..I am thinking back over the years I have been in Retail and all my experiences. I have been a Couture Designer and seamstress all my life, with 20 of those years working off my kitchen table with 3 sewing machines ready to roll. My work day would start after dinner working into the night, often to 4 o'clock in the morning to meet deadlines. I would draw the pattern which I could only understand, lay the fabric on the kitchen table and cut away and put the pieces together of my newest creation. Adding the fine finishing touches to complete the masterpiece I was creating took the longest, as everything had to be perfect. Like Dior, my label would be the last item to be sewn on the garment with my hand finished logo. It was a done deal, but I felt proud of my accomplishment.
I did not open "Collezione Fortuna Fashion Boutique" until I was 52 years old. Many thought I was brave or crazy. Our original location was at 121C Lightouse Avenue,Monterey,CA 93940, which was the last turnout coming from Pacific Grove towards Monterey approaching the tunnel. Yes, we had remarkable visability, but it never dawned on me or anyone else at that time it would be one of the most difficult locations. Possibly finding the "Hope Diamond" would have been easier! I can't recall anything negative about the place itself. We gave the best "in store" fashion shows in town with beautiful Models, many I mentored into the Modeling Business. I also was recognized and honoured by my Mentors with the "Business Excellence Award", Monterey Peninsula Chamber of Commerce in 2006. This was an award I did not expect to receive, as there were other businesses who were more deserving than I, an extremely humble to accept. This opportunity opened my eyes to the definition of what the term "Shop Local" really meant and means to me today.
Going on my 8th. year, 4 of it now in Carmel-by-the-Sea, CA, I am now operating a successfull Bridal Salon and have made it thru one of worst economic "recessions/depressions" in history. Are we out of it yet...I thing we have to weather it out more. During the last few years we have had to "rethink" what is working and not working for our businesses from Advertising to Merchandising. This meant looking at the overall picture and studying our customers need, wants, and the dollar amount they are willing to spend. Although,this area has affluence, this doesn't mean our customers will spend impulsively. With housing forclosures, and job losses, this is still a working community. Independently owned businesses failing to watch the trends,and change their ways have gone out of business.
These are the trends I see coming for a Small Business to thrive:
Take a look at your Inventory and see what has sold and the dollar amount spent per item. You may have to adjust and look at other Vendors that offer quality product that will sell in your demographics. For example, if your local customers budget or a wedding dress is under $2,000., it would be foolish for you to bring in inventory that offers wedding dresses for $5,000. Alterations are always going to be extra costs..I don't care what anyone says about this matter. You have to pay the seamstress, don't you?? I never heard of anyone working for free, have you?
Social networking is becoming more powerful that ever. Ask your customers how they are finding you.Most of mine have been through Google, my Website, and other Social Network sites, my blog, ect., and of course "word of mouth" referrals. Most of these advertising tools are free or cost very little money..and network as much as you can, especially in circles that relate to your business.
Check with your local Chamber of Commerce for SCORE Business Counselors. This is a wonderful organization of retired business owners who have had years of expertise from CEO's of Fortune 500 Companies to Small Business Owners. They can give you free Consultations from establishing your Business Plan Goals, Marketing, Patents, Advertising, ect. I consult with SCORE to this day and I cannot give a better recommendation about their organization. Visit their website at www.score.org. for more information.
One last thing, by shopping locally at an independently owned business, you are allowing this business to remain open. These businesses offer the best Customer Service available today by building relationships with their customers and this helps them understand their needs and wants. Not only offering better products that aren't mass produced, it helps build a stronger community.
Now..back to the Bridal business!
Sunday, September 30, 2012
Sunday, September 23, 2012
Collezione Fortuna: I CAN'T STOP THINKING ABOUT THE DRESS-WHEN TO STOP...
Collezione Fortuna: I CAN'T STOP THINKING ABOUT THE DRESS-WHEN TO STOP...: My thoughts have been heavy, looking thru a Bride's eyes and heart. As a Bridal Boutique owner I had to step back and give some thought t...
Tuesday, September 18, 2012
Collezione Fortuna: I CAN'T STOP THINKING ABOUT THE DRESS-WHEN TO STOP...
Collezione Fortuna: I CAN'T STOP THINKING ABOUT THE DRESS-WHEN TO STOP...: My thoughts have been heavy, looking thru a Bride's eyes and heart. As a Bridal Boutique owner I had to step back and give some thought t...
Collezione Fortuna: I CAN'T STOP THINKING ABOUT THE DRESS-WHEN TO STOP...
Collezione Fortuna: I CAN'T STOP THINKING ABOUT THE DRESS-WHEN TO STOP...: My thoughts have been heavy, looking thru a Bride's eyes and heart, as a Bridal Boutique owner I had to step back and give some thought.....
I CAN'T STOP THINKING ABOUT THE DRESS-WHEN TO STOP THINKING AND TIME TO BUY
My thoughts have been heavy, looking thru a Bride's eyes and heart. As a Bridal Boutique owner I had to step back and give some thought to this..why are these young woman loving these dresses and not committing to buy them?
I never could figure this out until now. When I got married 40 years ago at the tender age of 19 years old, we didn't have the media exposure in 1972 like the Internet, allowing us to look at several options available today. Many are fabulous, however, most are not the wisest choices, but they are out there! Women are delaying their weddings until they complete their education and become established in their careers into their late 20's and 30's...some do not find their mate until they are much older.
Their dreams are never gone no matter how old they are or if it's their 2nd. or 3rd. marriage..they want to "shine!" If the dress they are searching for doesn't do this to their heart the search continues.
For example, a very nice "Bride to be" came into my boutique 3 months ago and tried on some wedding dresses. She brought 2 friends with her. One was supportive of her choices, the other talked her out of everything she tried on, which confused her even more. The Bride loved this particular dress which looked absolutely gorgeous on her. Her "supportive friend" thought so, I thought so, her "unsuportive friend" thought it was too casual and became adamant and negative to the point of upsetting the Bride. To make a long story short...she left the store and waited outside until the appointment was over. The Bride still loved the dress she tried on and we all loved it on her as well, however, emotions were kicking in and she wasn't ready to buy, which had to be respected.
I spoke with her a few days later, and she agreed to return again with her "supportive girlfriend" but didn't want to try on anymore dresses anywhere else because she felt that "was the dress."
She called me a couple of weeks ago asking if I still had the dress she absolutely loved, and indicated she had gone out of town to look at other Bridal Salons, but she could not get this particular dress in my Salon out of her mind. She returned to the shop, tried it on again and bought the dress! She had tried on 12 gowns altogether.
It's not a question of liking a dress, Brides have to LOVE IT. With time being an issue in ordering dresses, and companies taking 6-9 months in production time to make your wedding dress, unless you are fortunate to find the dress you "absolutely love" and buy it off the rack..Brides have to order their dresses early and start shopping early or their dress will never arrive in time! When you do find your dress, you have to stop looking at other dresses and stop asking yourself the "what if I don't like it ."...it's DONE.
https://twitter.com/luckycollectionIn the meantime, the Holiday's are creeping among us, and many young women will be getting engaged during Thanksgiving, Christmas, and New Years and we will have 2014 Brides looking for their wedding dress that will make their heart sing! It will be a dream they will never forget.....
I never could figure this out until now. When I got married 40 years ago at the tender age of 19 years old, we didn't have the media exposure in 1972 like the Internet, allowing us to look at several options available today. Many are fabulous, however, most are not the wisest choices, but they are out there! Women are delaying their weddings until they complete their education and become established in their careers into their late 20's and 30's...some do not find their mate until they are much older.
Their dreams are never gone no matter how old they are or if it's their 2nd. or 3rd. marriage..they want to "shine!" If the dress they are searching for doesn't do this to their heart the search continues.
For example, a very nice "Bride to be" came into my boutique 3 months ago and tried on some wedding dresses. She brought 2 friends with her. One was supportive of her choices, the other talked her out of everything she tried on, which confused her even more. The Bride loved this particular dress which looked absolutely gorgeous on her. Her "supportive friend" thought so, I thought so, her "unsuportive friend" thought it was too casual and became adamant and negative to the point of upsetting the Bride. To make a long story short...she left the store and waited outside until the appointment was over. The Bride still loved the dress she tried on and we all loved it on her as well, however, emotions were kicking in and she wasn't ready to buy, which had to be respected.
I spoke with her a few days later, and she agreed to return again with her "supportive girlfriend" but didn't want to try on anymore dresses anywhere else because she felt that "was the dress."
She called me a couple of weeks ago asking if I still had the dress she absolutely loved, and indicated she had gone out of town to look at other Bridal Salons, but she could not get this particular dress in my Salon out of her mind. She returned to the shop, tried it on again and bought the dress! She had tried on 12 gowns altogether.
It's not a question of liking a dress, Brides have to LOVE IT. With time being an issue in ordering dresses, and companies taking 6-9 months in production time to make your wedding dress, unless you are fortunate to find the dress you "absolutely love" and buy it off the rack..Brides have to order their dresses early and start shopping early or their dress will never arrive in time! When you do find your dress, you have to stop looking at other dresses and stop asking yourself the "what if I don't like it ."...it's DONE.
https://twitter.com/luckycollectionIn the meantime, the Holiday's are creeping among us, and many young women will be getting engaged during Thanksgiving, Christmas, and New Years and we will have 2014 Brides looking for their wedding dress that will make their heart sing! It will be a dream they will never forget.....
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