Cheryl T
Footwear Retailer of the month Q&A:
Name: Ellie Dickins. Shop: Ellie Dickins Shoes, 97 High Street, Hungerford. Brands: Gardenia, Amalfi, Ara, Wolky, JJ Footwear, Moda di Fausto. Carmen Poveda, Yves de Beaumond, Riva, Haflinger, Collonil / Pedaq.
1. How did you get into footwear? Tell us about your background and your current business? I’ve always had problems finding shoes to fit my very long narrow feet. I was a size 9AA at the age of 11.. Most shoes that were offered were old fashioned, styles that even your Granny wouldn’t wear. Not finding fashionable shoes to fit, especially as a teenager was really tough. During my early 20’s when working in Healthcare, I took every opportunity to speak with customers, and others to ask what they did when it came to finding larger shoes. Over 95% of ladies she spoke to struggled to find shoes of any kind, let alone styles that were fashionable, and flattering on a larger foot. Following the advice of relative who had worked at SATRA for 25 years, I decided to open a shop catering for ladies with larger feet. Within 6 months,
aylor talks to Ellie Dickins of Ellie Dickins Shoes, Hungerford.
the size range expanded from an English size 1 to a size 12, as well as offering width fittings from a AA to EE.. I buy shoes from small factories based in Europe, mainly Italy and Spain. I ensure that the styles that are chosen look flattering on a large foot, as well as being stylish and modern in design. I work with the manufacturers to make lasts in larger sizes, and that only the best quality leather is used for the uppers as well as the lining, and in a lot of cases the soles as well.
2. Where are your premises located and how many people do you employ? Do you have a high turnover of staff? Tell us about your shop, the local area, your customers and their requirements? Ellie Dickins Shoes is based in Hungerford, Berkshire, which has easy access to the M4 and A34. We supply shoes from a size 1 to 12 (EU 33 – 46) and offer width fittings from AA to EE The loction is ideal as many of our customers come from far afield, due to our speciality of providing a huge size and range of widths in footwear. We employ 3 staff that are all long-standing employees and have between them over 26 years of fitting experience. This together with our level of service ensures we build our relationships with our customers from the first time they visit the store
3. How important do you rate customer service in your business I’m passionate about the service and expertise that my shop offers. Each customer is given the opportunity to be measured. And then a wide selection of footwear is offered.. I mean 20 – 30 styles in large sizes, 10 – 20 styles in smalls, whether it be courts, boots, sandals, casuals etc . We will also fit them, check that they are a good fit, and discuss each shoe as to its comfort factor, style and overall look. We stock ½ sizes wherever possible, and have the expertise to add insoles and other devices to ensure the best possible fit for each shoe, for each customer.
22 • FOOTWEAR TODAY • JUNE2011Y
MAY /JUL 2012
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