Attire Accessories - Jul/Aug 2019 (Issue 77)

RETAIL INTERVIEW 107 GILLIE G’S T: +44 (0)1730 260 920 W: gilliegs.co.uk HB, Hogl, Holster, Kanna, Lunar, Sabrinas and Thierry Rabotin, Our jewellery range includes The Branch, The Real Pearl Company, Strata, Etnika and, new for this season, Eliza Gracious. These brands are all chosen for their quality and point of difference and cover various price levels. We aim to offer brands that are not dominant in the high street, therefore offering our customers something out of the ordinary. How often do you change up your window dressings and displays? Usually we change the windows every two weeks. With the inside displays, we are continuously moving stock around and redressing the mannequins just to ring the changes. Customers will see something as new stock, even though it’s just been moved. What are your plans to do develop your online presence? We have had a transactional website developed for us at gilliegs.co.uk, which is a constant work in progress. We add new stock and images on a regular basis. Do you attend any trade shows, and if so, which ones and why? I always attend Pure, which has a great buzz about it. I order any accessories there and search for other new suppliers that offer something that’s a bit different. During our opening period last year, we also attended Top Drawer and Moda as we hadn’t established the direct relationships with the brands. Now I buy direct from the brands’ showrooms or agents for clothing and shoes. Are you looking to open more stores across the UK? Not at this current time. We have been open a year and want to establish a solid business before thinking about any expansion. What has been your standout moment since opening the store, and why? Apart from the day we opened, with the Mayor cutting the ribbon, thick snow on the ground and still having a shop full of customers all day, I would say it was our first preview evening for the autumn collection. We sent out invitations to everyone on our mailing list, offered canapés and bubbly and a 10 percent discount on any purchases that evening. The shop was buzzing, there was a fabulous atmosphere and lots of purchases were made. Our customers loved the fact they’d had a special invitation and, of course, the discount. It was such a lovely feeling to look around the two floors of the shop and think, “Wow! This is ours, and the customers really like the brands we are offering.” How do you view the retail market at present, and what advice would you give other retailers? It is difficult, and some days can be slow, but it also depends on what you are selling. Our customers want value for money and something a bit different – if it’s good quality and not the run-of-the-mill, they will buy. It can be a handbag or pouch, a necklace, bracelet or a £25 T-shirt that offers little bit of extra detailing – if they like it, they will buy it. In a market town like Petersfield, they do not want to walk down the road and see everyone else in the same outfit. Therefore, we generally only have one of each size in clothing and two of each in jewellery or bags. I would say always be cheerful when greeting your customers, get to know them, keep your existing supporters coming back but try to draw in new ones. Look after them with your service, and they will look after you with recommendations. Make the effort to spend time with them, even if it’s just a chat, and make sure they feel it’s OK just to pop in for a browse. They may not buy that time, but because they feel unpressured and relaxed, you will be their first port of call next time. Be aware of their needs; some like the attention, and others don’t. But give them the time and space they want. Everyone wants to feel appreciated. What are your plans for the future? To continue to grow the business in the local area of Petersfield by offering a range of clothing, shoes and accessories to suit a wide range of budgets. We are aiming to be known as a friendly and relaxed place to shop for complete outfits or where you can find something a little bit different. Our website is now up and running to enable us to attract a wider customer base.