CANVAS KEEPSAKES HELLO BEACH
aren’t many such things around,” Byrne says. “It’s kind of a statement about you, and that seems to be appealing.” It isn’t only monograms that they can put on the boots to
make a statement. “We’ve also put it out there that if you’ve got a symbol or a logo or something that you’re particularly fond of, we can digitize it,” Byrne says. Sororities like to put their Greek letters on the boots, giving them unique footwear you won’t fi nd just anywhere. Zoubaby also carries children’s boots — and will soon
offer more color options — as well as umbrellas, tote bags and tablet cases.
In a New York minute It’s easy to see why products personalized for consumers would be appealing — but with that extra appeal comes extra work. Alyssa Tierney, who owns Monograms off Madison on
the Upper East Side of New York City, almost exclusively sells items that require some degree of personalization. “We have to take all the details and be really diligent,
and then we have to take the product to the back room, monogram it, check it, wrap it and pack it,” she says. “It’s so much more labor-intensive than a regular store, but it sells.” For anything that’s painted, printed or stitched in-house,
the turnaround time is typically two to three days. Other items that need to be personalized off-site — like a cut-out gold necklace — can take longer. “It’s a challenge,” Tierney says. “Especially in New York, people want everything in a New York minute.”
112 GIFT SHOP n Winter 2014
Other challenges include spending a lot of money on samples and vendors discontinuing
items
that you’ve devoted resources into creating displays for. For those
reasons, Tierney stocks more classic
products than seasonal and fashion items, which might be in today but out tomorrow. She also focuses a lot of energy on training staff, which can make or break these types of sales.
products,
For stores that aren’t devoted wholly to personalized Nouri
from Sasha Nicholas recommends
stationing employees near these items when possible. “It’s very good to have personalized and custom-specialized products near where the staff tend to be the most, whether by the front door or where customers check out,” she says. “Often they’ll look at it and love it, but they’ll have a question about it — [if no one’s around,] they may not ask the question and move on.”
Something special
Even with the challenges of personalization, it’s an exciting time to offer these products — advances in technology have made more options possible than ever before. Bonnie Marcus started her stationery line, Bonnie Marcus Collection, more than a decade ago, after discovering in her role as a wedding planner that there weren’t a lot of fun and fashionable, chic and stylish designs for brides to choose. “The technology has really helped in terms of being able to do personalized one-off products,” Marcus says. “Now
GiftShopMag.com
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