Gift Focus inc Attire Accessories - November/December 2020

RETAILER INTERVIEW 139 THE BIAS CUT www.thebiascut.com What is your experience of COVID-19? Overall, we’ve been in a very fortunate position throughout the pandemic. We’ve continued business as usual, and our sales have more than doubled. And that’s down to having hugely supportive customers and an amazing team. We did see a drop in sales just before lockdown as there was so much uncertainty, but soon after, sales rapidly picked up, and it was wonderful hearing from customers how shopping with us was bringing them some joy in an otherwise very difficult time. The team has been incredibly hard working, and we’ve constantly been thinking outside the box to keep up with demand and changes. In as early as April, Jodie, our sales & relations manager, suggested we started to develop face masks, so we had them ready as soon as customers were starting to want them. It’s also meant a lot that we’ve been able to support charity Hospice UK – the national charity for palliative and hospice care – both with a two-month long promotional campaign and our face masks. So, we’ve had a better experience than most throughout the pandemic. That said, we’re acutely aware that anything could change and we’re not resting on our laurels. We’re continuing to explore new opportunities to meet our customer’s needs and keep up with retail’s changing landscape. Would you consider opening high street stores across the UK? It’s never been my intention to open high street stores, but we have done pop-up shops and events, and we hope to continue with this. I firmly believe the high street and online can co-exist; it’s about offering different experiences. So, our pop-ups are important for new or uncertain customers to feel and try on our collections, and we also put on events such as #AgeismIsNeverInStyle panels. I intend to focus on the online boutique, but my goal is to have a showroom in London where we can continue to host events and private appointments. What has been your standout moment since launching, and why? Just over a year after launching, I was invited to speak at Pure London on my experience starting my business. And I was invited back last year to speak both at Pure and Moda on embracing age-inclusivity in the fashion industry. Each time, it has been very rewarding to be recognised by my peers, but last year was a particular highlight given only three years prior so many labels and designers had been dismissive of our vision for age-inclusive shopping. What advice would give retailers looking to develop their online presence? You don’t have to be a tech wizard to do well online. There are so many resources out there – articles, videos, podcasts – that can help guide and teach you how to develop your online presence. So, invest the time, do thorough research, and keep exploring new ideas. What are your plans for the future? Having established a strong, loyal customer base, we’re focused on growing our brand awareness and exposure. We’ll be introducing some new labels next season, working on more collaborations, and developing Jacynth London. We’re also continuing to grow our Ageism Is Never In Style® community. And fingers crossed we’ll be able to host some more pop-ups sooner rather than later!