Sharon started doing some local research. She went up and down the street and jotted down what retailers were there and what retailers were missing. No one was doing linen. Sharon worried about the fact that linen may be too much of a one off purchase and that she would not get repeat business. Then again, linen was something she loved and was interested in.
Challenge: Zilch Experience In Retail And A Linen Store To Open In 18 Days!
Opportunity: A Friend Willing To Give Sharon A Head Start. “I was very fortunate, a friend of a friend, introduced me to another retailer in a different part of NZ and I went and spent a whole day with her and she gave me a lot of advice and a whole supplier list. She was in linen, outdoor furniture and gifts. I really wouldn’t have been able to do it without her help. She sat with me the whole day, I took notes and went in and looked at her shop and basically went from there. “ says Sharon.
Then, Sharon went on to work out her product range, buy all the stock, fit the shop out, and open for business. All of that in 18 days. ‘The Haven” was born.
Her product range has evolved since then. She has introduced a gift line, wall art, jewellery pouches, candles and bathroom accessories, which are product lines that are all complementary to linen.
“I think initially I modelled my store after the other lady’s store and kind of copied what she does in her store. But now as it has developed and grown it has become more my store. As I have grown in confidence, I’ve put my own stamp on it,”says Sharon.
Challenge: Stay Ahead Of The Competition.
Opportunity: Innovation In Service. A common temptation in the retailing space is to heavily discount products to keep the cash register working. Not so with Sharon. She has honed her attention in on what her clients are really after. She has introduced a new set of initiatives that meet the needs of each individual shopper. She worked out that she was not just selling linen, she was in the interior decorating business. She found that people wanted more help with putting together their soft furnishings. So she introduced in-home consultations and ‘try before you buy.’ This has helped her to differentiate herself from her competitors and made a huge difference in her business.
“I think innovation is critical in a business, and not just big scale innovation, but the small things. Like taking small steps of innovating to solve a problem. Doing whatever you’re doing, but doing it better,” says Sharon.
Challenge: Be A Full-Time Grandmother In A Couple Of Years.
Opportunity: Get The Business Consistently Profitable And Self Sustained. Sharon is looking forward to setting herself free from the day-to-day running of the business so she can spend time with her grand children. Ultimately, she wants to sell it. Either way, she knows she has some work on her hands to get the business to that level. She gets very busy on a day-to-day basis even though she does not spend much time in the shop. She knows there is a lot of work to be done to get the business to the level she is aiming for. But she knows that if she surrounds herself by the right people and support, she will get there.
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Photos: Sharon and Eddie De Heer, and The Haven f
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