Ni Oct09 PG10.PASSED:NOV_08_p.6-13_News_legal.qxd 24/09/2009 09:20 Page 10
Ni Retail Spotlight
Exclusive designs without the price tag
This month we talk to Gayle Haddock of Carry Me Home about
how her range of baby clothes, toys and gifts offers something
different every time.
You began trading in London's Spitalfields Design Market 8 years ago
and can still be found there on a Sunday, while your store in Carnaby
Street is open seven days a week. Both venues are real design hubs,
famed for their eclectic sense of style - did you find inspiration there in
the early years?
I wasn't a designer and didn't set out to work in such fashionable places, it
happened by accident really! My background was in Performing Arts and I
wanted a creative outlet so, 10 years ago I began creating slogan tee-shirts for
adults, then I started doing a few for babies and it grew from there.
Based at Spitalfields, my customer was the city type during the week, while
on a Sunday I got all the media types. The one thing they had in common was
that they all bought baby clothes, so I developed my range to cater to this
demand.
A lot of designers and buyers go to Spitalfields for inspiration - that's where
Selfridges and Shoon picked up my designs. And I now stock the products of
Carry Me Home was already a successful range available in Selfridges
some of the people I met there in my shop.
wasn't it? When did you open the doors on Carry Me Home and why?
You are taken on a journey by the people you meet - becoming a designer
Yes I had a range of my slogan babygros in there and it was very successful,
and retailer was a happy accident - I had no idea what would happen when I
but after a while I decided I could be more profitable and have more creative
joined the Spitalfields community, but I am very happy with the way things
freedom if I went it alone. An opportunity came up for a shop in Kingly Court
have turned out.
and I thought - "I can do this". I had an idea of how I wanted the shop to
look and what I wanted to stock it with. I don't have any children of my own
yet, so I look at it from a gift perspective - I design and source products that I
would like to buy for people.
Briefly describe your store and customer base?
I design clothes and I have people who design clothes, gifts and accessories for
me. The shop has grown; I have grown. Carry Me Home is very eclectic,
offering a nice mix - some things in here are 'one-off designs' exclusive only to
us. I have a lot of loyal and new customers all looking for something extra
special. People often think that as a shop in the centre of London I will be very
expensive, but I cater for all price points. I don't want my shop to have the
look or feel of an expensive boutique - I want it to look inviting, not imposing.
How do you source products, what are your criteria?
While I always look for something different, I know my customer so I always
try to find something that will fit in with what they have already got. I cater to
their tastes, offering something individual every time.
What other services do you provide?
I offer a very popular personalising service - painting Babygros by hand with
words or little pictures, enabling my customers to make a more exclusive
purchase. I only charge a little bit more for this - it's £19 to have one
personalised, £15 as standard. I have someone else who can do calligraphy on
mirrors, pigs, or plaques.
Do you think you will ever branch out into other nursery sectors, or are
clothing, accessories and gifts successful enough in their own right?
I can't see myself going into bedding and furniture, but never-say-never. If I go
for a bigger shop I might look at such areas.
You have a great website, with a very personal feel. How successful is
your blog in terms of revenue?
I am in the middle of talks about how we could make better use of the
website. Steven, who works for me, writes our blog, which is popular. Revenue
is mainly generated from the shop; but we are getting more and more sales
from the web now too.
www.carrymehome.co.uk
10
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NURSERY INDUSTRY
•
OCTOBER 2009
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www.nursery-industry.co.uk
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