Gift Focus - Nov/Dec 2017 (Issue 104)

Can you tell us a bit about The Guernsey Shop? The Guernsey Shop has been around for a long time, I would guess at least 20 years. It originally focused on selling Guernsey knitwear more specifically the local ‘Guernsey’ (a hard-wearing warm jumper – an essential part of any seafaring man’s wardrobe). The shop has changed over time and now offers a range of clothing, giftware and souvenirs but we still sell ‘The Guernsey’. The shop hadn’t changed for a number of years and was looking dated, it was quite full and so it wasn’t easy to access the whole shop, or navigate it, particularly if you had a pram or mobility issues. So remodelling made perfect sense. We were also able to increase the size of the shop by making changes to the window and desk area so although a smallish shop it certainly feels more spacious. We like to think of ourselves of being just like our island – small and infinitely charming. How was business for your shop during the summer season? We’ve had a good summer although early in the season seemed a little slow. Our shop and many others in the island rely on tourism – our sales and tourism arrivals are therefore inextricably linked. Though we do stock products that we hope will also have appeal to the local market. Has the current economic climate affected business? If so, in what way ? As explained, the Guernsey Shop and many other retailers in the island rely heavily on tourism, so business is very seasonal. We have recently seen a decline in staying visitors due to the high travel costs of getting to the island but this has been offset by an increase in the number of cruise liners calling here. Cruise liners are great for business – the passengers disembark for the day, tour the island and frequent local retailers. Cruise tourists always seem to want souvenirs of the ports of call they visit. We’ve had to review the brands that we sell as we’ve seen a change in the average spend and the previous willingness of customers to pay a high price for one gift or single item of clothing. We’re very much looking forward to the release of the movie currently being made based on the book, The Guernsey Literary and Potato Peel Pie Society, which is a heart- warming and nostalgic story inspired by the author, Mary Ann Shaffer’s brief trip to Guernsey in 1978. We believe the film (starring Lily James and Michiel Huisman) will generate more interest in the island and its history, entice more visitors and of, course, more business for us. We’ve been meeting with the island’s tourist board to see how we can all maximise the opportunities from this. Was this the first shop you opened? This is my first shop and very different from anything I’ve done before but I’m absolutely loving it – I’m a Guernsey girl so have an interest in making things here work well. Although it’s a small concern, the ‘science’ of retail certainly intrigues me. I’ve been in digital print for my whole career (16 years in South Africa) and more recently Jeunene Bell, Owner of The Guernsey Show describes her gift shop, perfect for tourists and locals alike isl nd life 56 giftfocus