STRAP
Cheryl Taylor, Editor, talks to Independent Children’s Footwear Retailer Sonja Atkin, of Wiggle Room, Durham Q&A:
When I had my two boys, I was living in the UK and I didn’t like the high
Name: Sonja Atkin Shop: Wiggle Room
Brands: Froddo, Ricosta, Petasil, Noel, Bobux, Primigi, Teva, Hummel, Bogs, Gumbies, Livie and Luca.
Home town: Wiggle Room was born in Durham UK and I in Zagreb, Croatia
Family: Two boys and one dog
How did you get into footwear? Tell us about your background and your current business? My background is in marketing and languages (translations). I always loved shoes though and was taught by my mum from an early age to only ever buy good quality footwear, but I never thought shoes would become such a huge part of my life. I grew up in Croatia and have always enjoyed having a choice of so
many different brands and styles in various colours. I was particularly passionate about good quality sandals and boots and comfortable heels for my office job.
42 • FOOTWEAR TODAY • MAY/JUNE 2019
street brands on offer. I didn’t want them to wear heavy shoes with rigid soles but I really struggled to find good quality, colourful footwear so, while finances allowed, we regularly travelled to Croatia to buy the boys’ shoes. I always loved Froddo shoes and wore them myself so this was the logical choice for my children too. At the time I worked as a freelance translator so I could stay at home with
the children but once they started school, I fancied a change of career. We were living in Durham at this time and as I was still finding it hard to source nice shoes for the boys, the idea was born: I wanted to fill the gap in the market and as I have never been a sales person, I wanted to create a different kind of shop – with no hard sell, no upsell, no targets…just honest and truthful service and a great fit.
Where are your premises located and how many people do you employ? Do you have a high turnover of staff? Tell us about your shop, the local area, your customers and their requirements? I decided to open the shop on a residential estate because of the proximity of many nurseries and schools and also as my goal was to create a quiet, friendly, comfortable and home-like shopping environment, I needed to avoid the busy and noisy high street with many browsers. I wanted to be able to focus on service and create an atmosphere that will
help toddlers relax and in order to do this, we needed the shop to be in a quieter area. The premises I found are right in the middle of a small shopping parade with free parking, good access and lovely small pedestrian bit in front of the door that makes is so much safer for little ones. We have placed our bigger sizes close to the door and the teeny ones,
together with the play area, right at the back of the shop to keep the little ones away from the door and so mums can easily keep an eye on them!
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 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48
