a real talking point.
I have supported charities
through fashion shows and organised a few ladies events but up until now my only real form of advertising has been through word of mouth so I would like to promote the shop further on social media this year.
How are you finding the footwear market currently? Really good thank you. There are not many independent shoe boutiques offering something different at competitive prices. Although I am finding the success of a season in footwear is very weather dependent!
What’s selling well? Any particular trends? (Which are your best selling footwear brands – and why?) We offer shoes that take you from everyday comfort right through to elegant evening attire. Variety is what I find so appealing in ladies fashion…just when you think there is a trend for flats, it can turn on a sixpence and everyone wants some form of a heel!
cater for both generations.
It also works well as
we are able to test the shoes for comfort, something which our customers appreciate. Although both a size 4, we have different shaped feet so if it doesn’t fit me and Mum doesn’t find it comfortable either, it’s out!
Which footwear shows do you attend, how do you rate them? We attend Pure and Moda in the UK, but also source individually from abroad.
I like both shows
for different reasons - they have their own vibes. This year Pure seemed to be better for accessories and Moda for Footwear. The shows are quite intense but it is great to compare when you see everything in one place.
I think manufacturers
realise that ladies still enjoy wearing heels though and so are trying to make them more comfortable for us. As we live by the sea we do very well with sandals and being down the road from the port of Southampton a lot of our customers go on cruises so our Spring/Summer season is particularly strong.
Does your shop sell other items besides footwear? People have described it as a real walk-in wardrobe feel - recently I have increased the number of accessories whether it be a one-off bag from Italy, a piece of handmade jewellery from Spain or a beautiful soft scarf from Nepal. The shoe-shaped lip balms were particularly popular over Christmas.
Do you use an EPOS (retail technology) system in your shop? Not yet. As we get bigger I have no doubt we will need to adopt an EPOS but at the moment I prefer my hands-on approach.
Any difficulties/problems? Trying to reach new customers and finding enough time in the day!
How do you select your products – which criteria do you use / what are your customers looking for? We invest a lot of time in carefully sourcing our products, with particular emphasis on quality. I am always looking for something new, whether it be a manufacturer or product; I suppose that stems from my journalistic background, the thirst to be at the forefront of something innovative and ground-breaking.
I particularly like working in
partnership with manufacturers where you are able to put your own mark on the shoe, whether it be choosing the colour of the leather or the trim. My Mum and I are sample size and do the buying together, which is a useful combination as we can
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Do you have a favourite footwear agent you can tell us about? I feel we have a really good rapport with everyone we work with; they are all supportive, obliging and make the buying even more fun. This is very important to me, you have to be on the same wavelength - the right relationship with the agent is just as important as the product.
Have you always had a passion for footwear? How many pairs of shoes/including running do you own? Do you have a favourite pair? Summer or Winter? Autumn or Spring? Smart or Casual? Heels or flats? Boots or Shoes?:) I have a favourite for each occasion.
I also adhere to
Marilyn Monroe’s famous quote… “Give a Girl a Pair of Shoes and she can conquer the world”…or a hundred in my case!
And, the next step? Any plans for the future, new lines, retail systems/new technology, etc.? I love my shop and the way the business is progressing so I would like to invest time in consolidating what I have done so far.
I am
constantly looking for suppliers who offer unique, quality products but also a manufacturer who might partner me in the development of the “GEMMA” brand.
Contact: GEMMA Ladies Shoe Boutique
www.gemmaofwestbourne.co.uk boutique@gemmaofwestbourne.co.uk www.facebook.com/GEMMA-Ladies-Shoe -Boutique-149363775396649/
Tel: 01202 761 984
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