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The Gifted Retailer

Retail Editor 2 -- Gifts and Dec, 10/3/2011 11:45:07 AM

When it comes to creativity, Angela Hicks, creative director of Rolling Greens in Los Angeles, refuses to compromise. She believes in taking risks, not following trends or doing anything by the book.

Gifts & Decorative Accessories: What do you like best about being a retailer?
Angela Hicks: I absolutely love the freedom that I have to be so creative and take all of the different things that we find in the world and create our own edited collection of those unique finds. Rolling Greens prides itself on having our own aesthetic that is represented in every aspect of our business from our creative team to our marketing, our products and every inch of our stores. Because we believe in doing things our own way, the possibilities are always endless and we don't have any rules we have to abide by. The ability to really inspire customers through our lifestyle merchandising approach is the most exciting part. We are able to really create an environment that people feel comfortable in and want to actually spend some time in. We've discovered that people want to come back again and again to see what other tricks we have up our sleeve.

I also love having the opportunity to travel to so many different places to buy for our stores. The team that I get to travel with keep things interesting and we always come back so excited about all of the new treasures we get to introduce our customers to.

G&DA: What was the most valuable piece of business advice that you ever received?
AH: "Never compromise your creativity." That is certainly something I believe in when it comes to Rolling Greens. I am never willing to sacrifice my personal vision and direction for the store if it means conforming to what others in our industry may be doing. We aren't ones to follow trends or do anything by the book, we love to take risks and experiment when it comes to both what we buy and how we display. I strive to be creative in every aspect of my job and refuse to not express that passion to the fullest.

G&DA: What is/was your most successful promotion?
AH: This summer we dedicated all of our marketing in July to outdoor living and dining. We featured some of our favorite vintage outdoor furniture as well as our most delicious gourmet items from our pantry. Through styling various photoshoots of picnics, outdoor tablescapes and dreamy patios we definitely saw a peeked interest in creating a stylish Rolling Greens outdoor space. We've found that when we really choose a theme to promote through our marketing and highlight in our store displays we always see increased results and interest from our customers.

G&DA: What three products/lines are you best sellers?
AH: Because we are a lifestyle store, our most successful products certainly vary depending on the season. However, no matter what time of year it is we consistently sell a lot of succulents, found objects and books. Our found objects are what make our shopping experience more unique than others because we sell absolutely everything that we find. We travel the globe searching for an eclectic mix of vintage found objects that bring together different styles and ages that aren't usually put together. Everything from furniture, statues, industrial parts and art is incorporated into our displays to give them each their own identity.

G&DA: What are you doing to attract new customers?
AH: We have definitely put a lot of focus into social media marketing. Part of our creative team is dedicated to creating effective promotional campaigns for Facebook and Twitter, as well as our own blog. Through these outlets we are able to attract those that are a part of design in Los Angeles, peek their interest and get them into our stores. We've also increased our in store promotions and events to get people more involved in what we are doing and transforming ourselves into more than just a shopping destination.

G&DA: What was your most effective display?
AH: When it came time to change our store over for fall this year, we really wanted to create some unconventional moments that still felt appropriate for fall but weren't what was to be expected. Our most successful display that we were able to do this through was equal parts industrial, antique and museum. The display brought together items such as glass cloches, industrial found objects and lighting, vintage European paintings, old books, metal trunks and decorative hardware, among other things. We chose to balance all of the more rusted tones of the items against a steel blue painted wall to keep it feeling fresh and current. This is a focal point display in our highest volume part of the store and customers have definitely shown a lot of interest in this display. In the month or so that is has been up, we've had to update it every week as parts of it continue to sell out. Rolling Greens

G&DA: How do you find your best employees?
AH: We really look for people who understand our aesthetic above all else. Our employees that have been with us for years are those that really fit into the Rolling Greens culture and share our same passion for our store's lifestyle and brand. We aren't looking for just good salespeople because for us it's about finding unique people that are just as inspired by what we do as our customers are who are coming in to shop. It's also a very hands on and community sort of environment, and working in a nursery you definitely have to be fine with getting a little dirt on your hands.

We also have a wonderful relationship with FIDM (Fashion Institute of Design and Merchandising), where I currently teach classes that provide the actual skills needed to do what I do for our store. Because of this, I have been able to give opportunities to dozens of students for internships with us where they work hands on with our creative team to really get involved in our style of merchandising and display. Our internship program often proves to be an interview process as it goes on and we've been lucky enough to find some of our most passionate and talented employees through FIDM.

G&DA: What was your biggest retail problem and how did you solve it?
AH: One thing that we had struggled with in the last couple of years was promoting traffic into our second location in Hollywood which opened in December of 2009. Our Culver City store has been open for over 50 years and has a devoted, more wholesale based clientele that keep business going. The Hollywood store is a different concept that is focused more so on the home. There was a lot of interest in the Hollywood store and great press coverage when we Rolling Greens opened it but we still had to get the amount of traffic to be at the same level as to that of the Culver City store but with a different crowd.

In order to do this we really used marketing as our main tool. We started promoting through in store e-mail sign ups, created a Facebook page, Twitter, and added a blog. We changed our marketing approach from a more product centered campaign to one that really focused on the beauty and originality of our actual Hollywood store, while still promoting new products and generating sales. We also really wanted to create a sense of community within our store. We started a 'learn + grow workshop' series that allowed hopeful gardening artists to team with our Rolling Greens experts to acquire the skills needed to create their own one of a kind arrangements of all different types. All of these tools really helped turn the Hollywood store into what it is now and has allowed us to really expand it and make it everything we've ever wanted it to be for our most loyal customers and all future ones to come.

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