NEW 'Specialty Shop Retailing' Book

the 4th edition of the book Specialty Shop Retailing released last month,

with this revised and expanded edition offering an in-depth education for any retailer.

aimed at stores offering a specific product mix to a targeted niche demographic, 

the wealth of information within the pages will be of help to every retailer - 

from those who've grown up to take over a venerable family business 

to the entrepreneurial generation striking out to make their own mark.

whether you've been at it for years, or are just starting out, 

this book WILL help you - so get your hands on it and read it cover to cover!

I've spent a lifetime providing visual merchandising services to specialty retailers large and small - 

wineries, hotel gift shops, scrapbooking stores, local yarn shops, and finally,

the highly niche-dependent Walt Disney Corporation.

as i have learned through hands-on experience and through success and failure,

this kind of retail is not the same as 'we offer it all' department or big box stores, 

and this book provides an educational resource for attaining success in your specialty niche.

I highly recommend it!

author Carol Schroeder and I have been speakers at the same retail industry events for decades.

we have concurrently contributed to many of the same retail resources, 

including a killer visual merchandising Pinterest board ;) 

I am honored that she asked for a contribution from me for this book...

Carol included this photo of one of my displays for a winery on page 171,

in the 'Visual Merchandising: Displays That Sell' chapter:

I agree with Carol that this display works well as an example of cross-merchandising,

from the juxtaposition of products, textures, and shapes to the 'lifestyle' presentation style.

a 'vignette' of furniture and decorative accessories - linens, pottery, and floral elements - 

adds visual interest to the massed shelving of product (wine) accessible to shoppers,

and inspires customers to buy more than just wine...

which is the main reason to use this style of display:

offer more than expected to entice customers to increase their purchases.

click to see more of my winery displays in my portfolio

the book is available through major retailers - but let's go with the spirit of it,

and order/purchase from small specialty retailers!
Carol sells the book at her own store, Orange Tree Imports, 

and online at IndieBound.org and SpecialtyShopRetailing.com 

Vintage Vendor Space Makeover

BEFORE

Let's talk about vendor booths in stores. 

Vintage, antique, handmade - doesn't matter what they sell,

they have to deal with limitations of space and lighting in every situation.

I recently had the opportunity to make over a vendor booth, 

so I thought I'd share the process...

The photo above shows you an 8' X 10' room inside a multi-vendor store.
That vendor moved to a larger room, and a new vendor took over the space...

(I'm showing you this shot so you can see the huge difference as the space progresses)

Once Vendor 1 moved out, the room looked like the top row of images in the photo below: 

empty. and filled with blue light, most of it from the overhead florescent fixture. 

The challenges here: 

counteract the blue light. warm it up.
make the space seem larger. infuse some personality into the room to help tell a story. 

oh - and it all has to be removable, non-permanent, and CHEAP. 

sure, I can do that ;) 

 In the center of that photo, you'll see the 'DURING' segment.

,

In this phase, I brought in wall and window treatments that accomplished the main goals:
Warm up the space - the aged, yellow-gold tones of the vintage book pages & sheet music

help to counteract the blue-white walls and blue light present in the room.
To overcome that florescent fixture, I covered it with yellowed piano player music rolls.

The light is now MUCH warmer, without making a change to the bulbs.

Below, you can see details of the wall treatments that I created...

On the left below, which is actually the wall on the right as you enter the room,

I created panels of pages by gluing them onto simple posterboard sheets.
This made installation quick, easy, and possible for one person to handle alone (that would be ME)

and it also makes this effect easy to remove when the time comes.

I was able to create the panels in my studio beforehand, saving me time and money

over having to apply pages and pages directly to the wall.

On the right below, which is the wall on the left as you enter the room!, 

is a collage 'art piece' made up of a few more posterboard panels, an old projection screen,

player piano music rolls, and miscellaneous items like boxes, hooks, and books.

 The photo above shows a larger view of the left wall 'art collage',

which was created to utilize vertical wall space for the display of jewelry and wall art.

The hooks, boxes, and even folded pages of books will hold merchandise

well within reach of customers. Plus it's really unique and eye-catching!

The window, shown in the photo below, was partially covered with a 'valance' 

made out of piano player music rolls hung from a simple curtain rod.

The panels help to diffuse the blue light coming in (and keep you from seeing the metal security bars outside).

You can also see that I treated the funky shutters on the wall as a 'window',

adding a canvas' awning' above it from two curtain rods and a set of brackets.
(Eventually, when we find a mirror that fits the hole in the wall behind those shutters,

we'll install it and open up the shutters to enhance the 'window' effect - 

and the mirror will bounce more light around the room.)

Once the 'backdrop' was in place, I brought in some basic table fixtures to hold merchandise - 

a long, narrow table on the longest wall and a round tall table to the left inside the door.

The rocking chair, wood ladder holding the sign, and mannequin (under the coat) are funky props

that add interest and will hold a plethora of products.

This approach utilized the narrow space efficiently, and make it seem larger.

Then the merchandise was loaded in,

filling the tables, art collage wall, mannequin, window, and rocking chair with treasures

both vintage and handmade. That brings us to the 'AFTER' part of the photo.
(NOTE: this is not the same vendor that occupied this room in the top 'before' photo)

Now I'd like you to scroll back up to the first photo I shared.... it's ok, I'll wait!
Look at that room, and then scroll back down here and look at THIS room.
Both photos of the room were taken from exactly the same vantage point.

They don't even look like the same room, do they? 

The lower one seems to be wider, not quite so tall and skinny, and clearly warmer.
You can't see everything offered in one glance... things are hidden.

The room welcomes you in. It invites you to browse and discover what's offered,

 and take a bit of this mood home with you.

THAT, my friends, is why visual details count. 
It's all an illusion. And it can work in your favor.

Need help with YOUR space? Shoot me an email!

Going Above & Beyond 'Business'

I just can't stop thinking about this.
And though I had planned to write a post about a different subject this week,

this situation is one that bears sharing and honoring...

Honestly, folks, how many retailers do you know who would open up their stores / showrooms to refugees in their own hard-hit community? How many would allow hundreds of people who are soaking wet and likely covered with dirt and detritus from flood waters to walk on the carpeted floors, and sit and sleep on the brand-new furniture that's for sale? How many would also provide them with food and water?

There are many people reaching out to Texas right now, and it's heartwarming to see. 

But THIS... well... 

Mr. Jim McIngvale, owner of Gallery Furniture in Houston, Texas, gets a standing ovation from me, for showing the world why independent 'mom n pop' retailers aren't the 'dying breed' the media likes to make them out to be: By opening his two furniture stores as shelters for displaced residents impacted by Hurricane Harvey, he rises above not just the water, but also the clamor of noise about how business is all about sales technique and merchandising and marketing and gift shows. He's interested in bettering his community and the people in it, as are so many of you. BRAVO, sir!

People like Mr. Jim McIngvale aren't just serving their local communities with actions like this.... they are rebuilding my hope in humanity. God bless you, sir, and all who open their hearts and arms in times like these. I'm learning more from you about how to 'do' business than through any book I've read or course I've taken or podcast or seminar I've listened to, and from businesses I have worked with / for. People like Jim have a lot to teach us. 

See the whole story in this news video

Edited to Add:
I just learned of another Houston-area retailer who is stepping up: 

Retail chain Academy Sports + Outdoors opened its Houston-area stores to rescuers in need of boats, life preservers and other supplies. They have now converted their corporate headquarters into temporary residences for hundreds of police and other emergency responders. As of this morning, they are hosting more than 400 rescue-team members at the corporate campus west of Houston.

 I offer a hearty round of applause and gratitude to this company and its dedicated staff!

See the whole story in the Wall Street Journal

I'm not going to endorse any one charity here, 

but I will encourage you to donate in some way to assistance for Texas. 
I'll be donating a portion of my fees as a stylist and photographer for The Vintage Marketplace show,

my project next week, to a charity that is offering assistance to Texans affected by Hurricane Harvey.

Containing Community & Commerce

I love watching the changing face of retail...

over my 45 years of involvement with the industry, 

I've seen many 're-inventions' and new concepts rolled out.

Some fail, some succeed.
But I am always wondering 'What's NEXT?' for retail.

I recently had the chance to see a concept that has every reason

to become a successful way to create shopping experiences all over the globe...

The Las Vegas Downtown Container Park 

is probably one of the most unique retail spaces I've seen.
Located on Fremont Street, just a few blocks away from a neon-lit tourist mecca of casinos,

 it's an open-air shopping center and entertainment venue  

that was built in 2013 from 43 re-purposed shipping containers

and 41 locally manufactured Xtreme cubes to create individual retail spaces. 

Situated on three levels,

the center offers wide open spaces along with retail and food service space:

The shops range from boutiques offering a variety of apparel, jewelry and accessories 

to art galleries, home décor and fixtures, 

and a barbershop housed in a retired boxcar and caboose. 

The park also includes restaurants and bars with indoor and outdoor seating, 

a park and raised stage for entertainment, and spots for a quick treat - 

including cupcakes, an old-fashioned candy shop, a gourmet popcorn store, and more.

In all, there are 39 retailers located within the complex.

At first glance, it's a cool industrial vibe.
On second thought, it's a brilliant way to re-purpose shipping containers - 

which too often simply rust away to nothing in salvage yards.

I wonder how many of these centers of commerce and community

could be created in areas around the globe, in virtually any economic setting,

to offer cost-effective venues for merchants, artisans, growers and makers? 

Include service providers - hair, nails, tanning, massage, urgent care, pet grooming - 

and you've another group of small businesses to serve.

We're in the midst of National Small Business Week, 

and I can imagine that this creative and economical kind of structure

could have a far-reaching effect on small businesses in communities everywhere.
What are your thoughts?
Would YOU embrace this in your community? Would YOU rent space like this?

information for this post was gathered from this source

Magnolia Silos Retail, Part Deux

Okay, Y'all.... I promised you MORE photos from my recent visit

to the Magnolia Silos in Waco, Texas...... Here they are!

.

The 2-acre site was formerly an abandoned agricultural property,

then Joanna & Chip Gaines reclaimed, rehabbed, remodeled, revived, and re-branded it

into a retail village, right in the heart of downtown Waco, Texas.

They've made use of the existing structures and architecture in an appealing way...

The first thing you notice when you walk into the development is that it's BIG.
Not just the land... but everything ON it! BIG BIG BIG!

 

 As a matter of fact, it's so BIG that you need directions to find everything. 

There's a MAP for that!

Very smart, if you ask me.... you don't want to miss anything while here,

and the map (located in front of the main retail store from my last Magnolia post) makes sure that you don't.

Along with that main store, there are two other retail buildings on site
(with a third in progress - inside one of the silos!)
The Silos Bakery:

The patio area outside of the bakery is a very nice touch - and it was FULL!

I was unable to visit the inside of the bakery, 

because the line outside was two blocks long

and I wasn't going to ask my family members to wait two hours for me

to get a cupcake and snap some photos.
(but those musta' been some REALLY amazing cupcakes!)

Another building is the Garden Store:

 Signature decor touches and merchandising style reflect the aesthetic of the main store.

This area is much less busy than the main store, but has a nice selection of 

branded apparel and garden tools & accessories.
If you want to take home a Magnolia souvenir but hate waiting in long lines,
I recommend shopping in this location ;) 

Near the Garden Store, across the beds of flowers and vegetables, 

is the Garden Shed (not accessible to guests)

The garden area is decidedly less busy than the large (faux) lawn and picnic table areas,

so it's possible to sit in a willow tree chair and find a bit of silence amidst the crowds...

The facility functions as a community space, 

with room for lawn games, picnics, and stopping to smell the roses

along with - or instead of - shopping for retail treasures.
The only issue is limited parking.... on Friday & Saturday, it's gonna' be a hike.

There is ample space on the grounds for a weekly gathering of gourmet food trucks,

and the twice-yearly 'Silo-bration' event,

where the Gainses invite purveyors of handmade & vintage goods to sell to their customers.

Personally, I think that's smart - it's a way for the loyal Magnolia fans to

get their hands on authentic vintage goods along with the Silos experience - 

because the store's main offerings are 

brand new, mass-produced, home decor accessories, which are available on their website,

with a few handmade items sprinkled in.

.

All in all, I was very impressed with what the Gainses have created,

how it is true to their brand and style,

and how they have brought their tv show to life so that people can experience it in a new way.
They are 'Telling Their Own Story', so to speak... 

which is something I've been advocating in seminars, articles, and blog posts 

for over two decades now.

That's just smart business.

For more about Magnolia Marketplace, the Silos, and Fixer*Upper,
visit the Magnolia website.

.

5 Business Tips for Creatives

Let's Talk Shop@, shall we?

I usually give you advice about the visual aspects 

of your store, show booth, showroom, studio, and displays.

But National Small Business Week is coming up, 

and I'd like to look at the 'business side' of retailing for a moment

as I share a few tips that I've learned along this crazy 'self employed' road.
These won't be the typical ones that you read in magazines, 

because I'm not a typical business person.

I'm a creative person - and that's how my business has grown: Creatively. Organically. 

And while my growth has always been focused on the central aspect of 

educating & inspiring people to think creatively when it comes to their stores, 

it hasn't all gone 'according to plan'.  Mine or anyone else's.

I spent my teen years and early adulthood as a retail visual merchandising employee,
where most of my employers saw my potential and gave me carte blanche with displays.
(One clothing chain even hired me to dress windows in three mall stores - when I was 17.)
With a lot of initiative and energy, I pitched more and more projects,

and eventually ended up handling the visuals and holiday decor for some major Seattle retailers,
along with holiday decor for executive residences.
Independent retailers contacted me to style their store displays,
and help plan their move into new locales or expansions of their existing spaces.
I blogged here, sharing my tips, tricks, and ideas with retailers looking for ideas.
And I was perfectly happy doing that. Until....

.

Out of the blue, I stumbled across the opportunity to speak at a wholesale gift show, 

then that grew into speaking at other shows across the country.

Which turned into requests for written content for publications in the retail industry

and invitations to speak at other kinds of shows and conventions,
and a contract to produce a video series.
Eventually, opportunity led me to become an employee again, for a time - 

for the ONE giant retailer that I built my own visual philosophy around

and had used as a benchmark of successful retail practices throughout my career.

I didn't see most of that coming, to be honest, but I am thrilled that it all happened!

Which leads me to my first point: 

You can't plan for everything that will happen. And that's GOOD!

1.
Say Yes - whenever you can, try something new.

Unexpected opportunities may appear that are something you didn't plan for - SAY YES to them.
I was perfectly content to provide hands-on display styling services to my local clients,
when an opportunity to design a new floor plan for a client's shop came along. I said yes.
Then the speaking engagements appeared, and I said yes.
Then the requests for magazine and online content came in, and I said yes.
Then a company approached me about creating a video series, and I said yes.
I made time, I made an effort, I rearranged some other things, 

and I followed the path of adventure and risk.
And it paid off  - 

by making me a better designer, a stronger business owner, and a less risk-averse person.
Dare I say it makes me a more creative-thinking person, as well? ;)

... and in regard to that 'becoming an employee again' situation:

2.
Don't Be Afraid to Circle Back - because you can't step in the same river twice.

(Yes, there's a pun in there. If you've read my blog for any length of time, 

you know that I am an unabashed Disney fan. That line is from Pocahontas.)

My point is that even if you shift into reverse and go back to doing something that you did before,

downsize your biz to focus on the basics, or even stop for a while and become an employee again
(as I did when I became a Retail Visual Specialist employee/ Cast Member at Disneyland),

you're going to learn something new. 

Even if you're in an old place. Because everything changes:

YOU. Business. Technology. The world.
And what you learn looking back might just be the thing that propels you forward.

One of the hardest things about business is adding new clients & customers.
Help yourself in that area by showing them how to become one:

3.

Tell Prospective Clients HOW to Hire You - explain your process and give them a formula to follow.

Communication is hard. It shouldn't be, but it is.
It takes guts for a potential client to contact you, so make it as easy as possible for them to do so.
Tell them where to contact you, and give them an outline of the information you need at the get-go, 

somewhere very visible & accessible on your website, blog, and social media.

I created a page on my design blog and website in the form of an email 'example', 

showing prospective clients exactly how they could jump-start my work on their project

by giving me pertinent information about their biz, their challenges, 

along with how & when they need me to help them... in their very first email to me.
I call it 'How to Hire Me #101'. See it here.

I've received  40% more inquiries and requests for work since adding that information,

telling me that spelling it out really does add up.

Next up... realize that you're gonna' need help.

Not one single person who's ever opened a business knew EVERYTHING about EVERYTHING

at the start. You don't even know what you don't know yet. 

4.

Never Stop Learning - because you don't know what you don't know yet.

Many artisans create beautiful wares, but have no idea how to best display them to sell.
Many retailers open stores to sell merchandise - but have no idea how to market themselves.
Get online and find information about marketing and merchandising and store planning
(or whatever it is that you don't know much about) and learn what you can.
As a matter of fact, assign yourself homework -
pick up / download books on business - all kinds of business, not just yours -
and keep reading. Keep learning. Keep stretching yourself.

You can also hire a consultant for an hour, to answer your most nagging questions. 

I do this all the time - you don't have to hire me to completely design your space. 

Hire me for an hour and then ask me questions like "Where do I put the register?".

I'll not only show you where, I'll tell you WHY. ;)

... and along that same thought, don't do everything the hard way!

5.

Know Your Strengths - and get tools to help you overcome your weaknesses.

. 

No one is good at everything... and there are solutions for that.
Sometimes, the solution is to LET IT GO and let someone else handle it for you.
(that's not a Disney reference, it just sounds like one)

Is your weakness negotiating a lease? Call a realtor and ask a few questions to clarify,
or pay a paralegal for an hour to review the lease before you sign.
Do you feel out of touch when it comes to social marketing? Ask your employees - 

especially the Gen X and Y crowd, because they GET IT - and hand over the task.
Is your challenge presenting your merchandise in stunning displays THAT SELL?
Well, you know who to ask - and now you know HOW to hire me!
,
I'm a creative-brain person, and numbers put me in a tailspin. I accept this.
You can't run a business without accounting,
and there's no better resource for that than Quickbooks from Intuit.
It's the software equivalent to being a Mensa society member,
and it's saved my sanity - and TONS of time - for many years.
_________________________

Disclosure: I've partnered with Intuit to share this information
in return for inclusion of one of my tips in their site's NSBW post.

Update: May 5
I just received the link and graphic from them. Their post published today.
It's the last day of NSBW AND they got my name wrong. Not thrilled.
__________________________

Owning your own business is a continual learning experience.

As a matter of fact, self-owned businesses are often referred to as a 'baby', 

and it is indeed a LOT like parenthood: a learn-on-the-job undertaking.
And just like parenthood, it requires that you get advice, 

read all you can and sift through what 'fits', 

understand that it requires sacrifice and sustained effort with little sleep,

taking chances & risks, trusting your gut, and focusing on growth - YOURS included!

Visit the SBA website for helpful tools + information about National Small Business Week