Business Forum - Artistic Gifts
For Andy Spyros her store is her art.
Tina Benitez -- Gifts and Dec, 8/21/2010 2:38:47 AM
Even after 15 years, Handmade Galleries, Sherman Oaks, CA, continues to offer some of the most unique, artist-designed items anywhere. Owner and founder, Andy Spyros, talks about keeping her 5,000- sq.-ft. store full of, life, love, art and levity.
Artist-designed and handcrafted items are the focus of Handmade Galleries’ offerings.
Gifts & Decorative Accessories: What do you like best about being a retailer?
Andy Spyros: I love the community of creative people that I get to connect with on a daily basis: customers, artists, reps, creative manufacturers. I love the creativity of the industry itself. Handmade is one of the ways I express myself as an artist. It's my installation art piece that is continually changing, growing, evolving.
G&DA: What was the most valuable piece of business advice that you ever received?
AS: Sonia Choquette told me that my intuition was "my vein of gold," and it was the first time that I realized that I had been using my intuitive gifts to run my business and create its success. Since then, I've been conscious of my process and have been able to use it even more effectively to move my business forward.
G&DA: What is, or was, your most successful promotion?
AS: Our most successful promotion was a series of art jewelry trunk shows that we did in the fourth quarter last year. While we did use postcards and social media to promote the event, I really attribute the success of the promotion to the independent rep, Shirley DeMarco. [It was her] salesmanship, professionalism, magnetic personality and sheer passion for the art jewelers she represents [that] drove sales those days. That experience showed me that it's not how you get customers in the store, it's what you do once they are there that matters.
G&DA: What three products or lines are your best sellers?
AS: Teri Lee Jewelry, Lightwaves by Emily Ito, Papaya. Stella Neptune uses recycled cashmere that might have moth holes, so she'll add a screen-printed cashmere moth or a different fabric over the holes. That kind of tongue in cheek art makes me giggle!
G&DA: What are you doing to attract new customers?
AS: We recently hired a PR firm to solidify our brand in the marketplace. We just have fun in the store with each other and with the customers. We love working with our artists and our customers. We're able to create such a memorable experiences for them that they come in with friends or family or out-of-town guests. We have become a place that feeds their spirit and makes them feel good.
G&DA: How do you find your best employees?
AS: I try to be extremely clear about what I want and what would work best for the store. I write a very detailed description and take some time to really think through it and even get feedback on refining my vision. Whenever we hire new sales associates, we do the same thing, getting very clear on not only their expertise as a sales associate, but how well they fit with the team and what other skills we might like them to have (photography, social media, merchandising, organizational or management).
G&DA: What was your biggest retail problem and how did you solve it?
AS: My biggest retail challenge began with sales plummeting in November of 2008, right as my lease was up. Immediately, I recognized there was a blessing in what happened. Had this occurred any earlier, I would have been locked in a lease, which would have made the negotiation almost out of the question.
I made necessary changes to my purchases and payroll. I also reached out to my community of mentors and peers for support and advice ... some people whose business acumen I admire, but didn't know. At one point, I sent a tweet to Tony Hsieh CEO of Zappos.com (whom I only knew because I followed him on Twitter) asking him for help. He very graciously connected me with an expert within his company.
By choosing to believe that everything was happening for me instead of to me, I have not only been able to move my business forward, but also become more active in moving my industry forward as well.
We would love your feedback!
-
The Gifted Retailer
Sep 8, 2011 -
The Gifted Retailer
May 16, 2011 -
The Gifted Retailer: Pauline's Gifts
Sep 10, 2010 -
The Gifted Retailer
Aug 8, 2011 -
The Gifted Retailer
Jun 24, 2011
Featured Company
-
Brandwise Inc.
Brandwise serves a model - not just an industry - by integrating, automating, and optimizing the entire sales channel, from wholesale Suppliers to their Reps and the Retailers they service. In short, our software helps Reps and Suppliers sell more and create... more
VIEW ALL GALLERIES
