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The Gifted Retailer

GDA Staff -- Gifts and Dec, 12/19/2011 10:09:08 AM

Berley Lindler, owner of Evelyn's Jewelry & Gift Shop in Barnwell, SC, offers a simple piece of advice: Don't wait for customers to come to you. Give them a reason to shop at your store.

Gifts and Decorative Accessories: What do you like best about being a retailer?
Berley Lindler: The best part for me about being a retailer is the opportunity to express my creativity in visual merchandising. I love interacting with my customers and showing them creative and inventive ways on using the products we sell. Being a small retailer affords us the chance to romance the products we sell so that our customers will love them as much as we do.

GDA: What was the most valuable piece of business advice that you ever received?
BL: My best piece of business advice I have received is for the shop to be its own unique brand and to promote it to its fullest every single day. By doing this, our customers shop with us because of the great experience they have in the shop and not for just a single brand name item we sell. Customers can buy similar products at numerous places, but they shop with us because of the whole shopping experience they gain from us.

GDA: What is/was your most successful promotion?
Evelyn BL: During these tough economic times, we can't just open the door and wait for customers to come in. We therefore have to give our customers reasons to shop with us. All our special events are our best promotions to get our loyal customers and our new customers the great opportunity to see what is new at Evelyn's & what our shop is all about. We present two Evening of Design events per year that benefit a local cultural arts organization. These events show a hands-on approach on how to creatively use the many great products in the shop. We also host Spring, Fall and Christmas open houses each year that are very well attended. And one of our newest events, and most popular, is our Witches' Night Out. This is a fun evening of women wearing their favorite witch's hats and enjoying our ghoulishly delicious appetizers and blood orange martinis.

GDA: What three products/lines are your best sellers?
BL: Because we run the business on being our own brand, we don't promote specific vendor brands. People in the south love their monogram, so it is no surprise that our monogrammed jewelry, scarves and gift items are our best selling products. Our shop is known for our wonderful bridal registry and our china collections are our second best selling products. And, we are becoming better known for our unique home accessories collections. Many customers come to us for inspiration when they are looking to update their decor and we are happy to offer them a great collection to meet their unique style.

GDA: What are you doing to attract new customers?
BL: I am finding that social media is the perfect opportunity to attract new customers who may never have been in the evelyn shop. For us, Facebook has been one of the best ways for us to let our customers and prospective new customers know what new products have arrived and what special events we have planned. We have had a website for many years that has been a great selling tool for people to shop our store on their own time. We also have a presence on Twitter and Linkedin. And we send out weekly enewsletters.

GDA: What was your most effective display?
BL: Our most effective displays are always our window displays. Our windows are the eyes to the shop. They are the most effective way to showcase our shop and to create curiosity on what great things can be found. Once in the shop, our relaxed and unique shopping experience keeps customers coming back to Evelyn's.

GDA: How do you find your best employees?
BL: We are so lucky in that we have wonderful employees that love the shop as much as I do. We have very little turnover. Our employees have been our loyal customers and the children of our loyal customers. These are the people we know we can trust to maintain the level of customer service we offer.

GDA: What was your biggest retail problem and how did you solve it?
BL: Being a small business in a small town, we have been turned down and ignored by many large vendors whose products would have sold great in the shop. But, this has been a blessing in disguise as we have found many wonderful small vendors that offer unique and cutting edge product that is not found in every shop and big box store.

Evelyn GDA: How is the current economy affecting your business?
BL: Several years ago we lost two major industries in our town. This has had a huge impact on our local economy. Because these industries decided to move their factories overseas, I have decided to be more aware of where products are being made. I am constantly looking to add more made in the U.S.A. products. All of the made in the U.S.A. products we sell are clearly labeled and promoted. It's great when we can support American-made vendors.

GDA: What advice would you give to a struggling retailer?
BL: My best advice is to always keep a positive attitude about your business, even during the tough days when there is very little business. Your customers do not want to hear how bad business is. They want to always see you and the shop in a positive light. You must be passionate about your business and your customers will see this in you and the way your shop is presented. Always showcase your shop in the best way through creative displays and outstanding customer service. Customers will continue to come back to you if you offer them a relaxed and inspiring shopping experience. And always have your name out there creating excitement for the shop.

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