retailer spotlight: you, ruby loves and baby you

with tried and tested suppliers throughout the last year as I know that I can work with them, and know the brand and how well the products will sell. The level of serv- ice has become a tremendously important factor. At the shows I go specifically to see what new prod- ucts they have developed.” Baby You is the most recent addi- tion to the couple’s growing empire and offers an atmosphere that nods towards nurseries from decades past. Customers are greeted with 50s music fills and a traditional rocking horse. The front of the shop offers beautiful sets of baby clothes by brands such as Catimini, Kissy Kissy, Mini A Ture and Emile et Rose. “Chains are able to be so price competitive that many cus- tomers prefer to source staple baby clothes for lower price points, so with Baby You I try and offer some- thing different, like special outfits and pieces that can be combined with everyday staples for treats and special occasions,” explains Liz. She describes the shop as somewhere parents, grandparents, friends and relatives can come to find things to

ground. By contrast, the gift trade is fabulous; people still want to give presents and are spending more time picking things that mean something. Pandora has really taken off and on the trade side of business, suppliers are put- ting their heart and soul into what they produce.” She continues, “I have bought little and often, kept and reign on budgets and have been fortunate; I have a great team of 10 staff that I can rely on. Good customer service makes people return and I have really re- lied on my reputation. Christmas has been especially hard, as it seems to be getting later. Last year we only really had four to six weeks of trading and when the weather is unpredictable you just don’t know if shoppers will come through the door.”

When asked about her hopes for the future she says “I do worry that independents will fall on hard times because chains seem to be taking over and it’s a shame because inde- pendents have a lot of heritage and personality; I wouldn’t want Stamford to lose that.” However

“The shop’s past identity reveals itself with handmade cosmetics by Bomb (which look so edible a sign warns shoppers not to eat them!) and an array of pretty pastel body treats by Nougat.”

spoil little ones. It is specifically fo- cussed on babies and toddlers and has a selective offer with a bou- tique feel. Soft plush toys by Jelly Cat sit above clothes ranges and cute velour bears, rabbits and mice by Kaloo spring from round boxes. The back of the shop is a cavern of toys covering traditional hobbies such as craft, cooking, travel, boat- ing and camping. Childhood icons such as Beatrix Potter characters and Mimi Maisy Mouse adorn books, dinner sets, lunchboxes and other toys. Prices on the whole are certainly mid-range and upwards, but there are things to suit almost every budget, from small tokens to full designer outfits. It is an offer that clearly connects with cus- tomers, as the shop is full even on the Tuesday afternoon that I visit. I asked Liz how the recession had impacted business and, after thinking for a moment, she said, “Lifestyle housewares products have become more difficult to sell over the last year or so. There has been some innovation, but as re- tailers we really need new designs and ideas to get people to spend and it has been thin on the

this doesn’t dampen her enthusi- asm for the business, “I want to maintain a shopping experience here and to evolve and grow the businesses day by day to keep them fresh. If I could offer other retailers one piece of advice, it would be ‘don’t be afraid of your vision, and to adapt and change”.

Lastly I ask Liz what, in her opin- ion, gives a product the instant ‘wow’ factor for her and she con- cludes, “It needs to be unusual, good value for money and simple; products that need explaining don’t work well for me. It has to combine fashion, function and form, and be versatile, so it could be for the cus- tomer or work as a gift.” Judging by the shops this is a buying mantra that Liz has remained true to and it

certainly seems to be paying off. ■

Images on the left page: Ruby Love offers pieces that combine country lifestyle and fashion.

Images on this page: shots from Baby You.

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