Gift Focus - Nov/Dec 2018 (Issue 110)

upon the seasons. Our biggest window of the year is Christmas, which is unveiled after Bonfire Night and goes right through to New Year. Mostly, we look to change windows every three to four weeks. Shop displays can change weekly depending on stock. This summer, the shop played host to a seahorse statue as part of a town-wide trail, celebrating Ipswich’s maritime heritage, as we have seahorses on our coat of arms. The window was dressed with an under-the-sea theme, and we incorporated many of the Jellycat sea creatures currently in its range. The window has been a big hit this season and has proved once again that this is one of our most important marketing tools and is very Instagram friendly. Which trade shows do you attend and why? The only trade shows I visit are in London: Pulse, Top Drawer and Progressive Greetings. Budgets are always tight, so I need to be tactical when I shop. I find these shows offer what I need, and I supplement my buying with research online or on social media. Many producers now find us through social media as well. How important is using social media for the business? Social media has become an increasingly important tool for us. Our website is under review, and I use social media to great effect. We engage with many new customers, especially when we use specific hashtags. I find new producers, and they find us. What has been the highlight event for the business? The highlight so far has to be celebrating our 10 th anniversary on the high street. We had a week-long celebration. As it coincided with the end of October, we designed a Day of the Dead-themed window. The week culminated with a party with friends and customers. Given what is happening on our high streets, it focused my thoughts for the next 10 years and the new challenges facing the small indie retailer. What advice would you give to someone wanting to open an independent gift shop? Three words: tenacity, passion and energy. Many people will tell you not to bother, so stick at it and be passionate because if you’re not, no one else will be. And make sure you have loads of energy – you will need it! Set realistic goals, know your market and choose your location wisely. I have found being part of a community of small businesses very beneficial, from both a support and marketing perspective. Become a destination with other shops. This will attract far more visitors. As our shopping patterns change, the experiential high street is becoming the norm. Also check out whether there is a Business Improvement District in your area. These organisations are champions of the high street and town centres, so get involved. What does the future hold for Loveone? Given that we are facing many new challenges on the high street, I am concentrating on what we do well, which is great customer service and well-curated product ranges. I will ensure we maintain this and work more with our community to deliver events on our high street. We will develop our online presence but ensure we remain rooted in our community so that hopefully we will see another 10 years. Loveone 21 St Peter’s Street, Ipswich, Suffolk, IP1 1XF T: +44 (0)7711 517 787 loveone.co.uk Instagram@shoploveone giftfocus 57 retailer interview