retailer spotlight: you, ruby loves and baby you

here a long time and I think shop- pers find this reassuring.” She enthuses about her team of staff and says that their dedication and the rapport they build with cus- tomers have been crucial. Ruby Loves is a completely con- trasting, but equally fascinating experience. Bright colours and pat- terns stretch from floor to ceiling whilst Florence and the Machine plays, combining to create a trendy and youthful setting for the shop’s quirky gift and fashion lines. It is a mecca of girly treats; strings of vi- brant beads and bangles adorn the walls whilst ice cream lip-glosses and candy-coloured jewellery by Big Baby are arranged like pic’n’mix. Hearts, cats, shoes, initials, lips, dolls, roses and rabbits are all popu- lar motifs that emphasise the shop’s playful and light-hearted approach. Prices range from pocket-money treats, for pieces from brands such as Bombay Duck, to investment pur- chases for items such as the handbags and finer jewellery by brands including Owen Barry and Marc B. The shop’s past identity re- veals itself with handmade cosmetics by Bomb (which look so

12 Gifts & Housewares

edible a sign warns shoppers not to eat them!) and an array of pretty pastel body treats by Nougat. Diamante studded wellies by Holster and bright umbrellas hint towards fashion-conscious customers that enjoy the country lifestyle but don’t want to compromise on style. “People want to have nice things, whether they are big or small and Ruby Loves caters to this by offering treats of all sizes. It could be some- thing really small that just cheers you up,” explains Liz.

A selection of brightly coloured clothes by Spanish brand Desigual offer a European element to the product offer, and Liz says they at- tract loyal customers of all ages. “The clothes in Ruby Loves appeal more to a certain look rather than age; I have customers of all age groups that love the pieces and re- turn time and time again.” In fact Liz says that, though she shops are so distinct, there aren’t separate de- mographics that they appeal to. “The generation gap has really closed so we no longer target a specific age group. You attracts Mums and daughters, as well as couples that shop together at the

weekends, and to young profes- sionals with disposable income. Ruby Loves appeals to girls of all ages, particularly the local school- girls, but also to women of any age that connect with the fashion ranges. Overall it has a slightly younger customer, but this isn’t black and white, it can change.” When it comes to selecting prod- ucts for Ruby Loves, Liz says she enlists the help of her loyal team, “I do most of the buying but I do get input, particularly when it comes to Ruby Loves as the girls that work there have great instinct when it comes to knowing what customers want and what will work.” To ensure the right product selection, Liz visits six key shows throughout the year: Spring Fair, Autumn Fair, Home & Gift, Pure, Pulse and Top Drawer. She says that her approach to shows is to look for the stands that are busy and those that look good, “If the products are well presented on stands then you can get an idea of how they will look in the shop and it reflects the commitment that the supplier has.” The recession has changed her thinking slightly, “I have really stuck Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20