79 RETAILER INTERVIEW KIND CLOTHING Louise Rideout runs Hertford-based boutique Frankie and Olive, championing sustainable fashion and immersing herself in the local community – a key way for retailers to survive COVID and more… Tell us a bit about your store and how you came to open the business. The name Frankie and Olive stands for ‘honest and green’, it is a fresh, friendly, independent women’s boutique in Hertford. Having moved back from living in New Zealand for 16 years where I owned an award-winning shop selling sustainable clothing and gifts, I quickly noticed a gap in the market for a similar business with an ethical ethos. Frankie and Olive believes in Fairtrade, fair wages and safe working conditions for all workers and buys from labels who share these ethics. There are regular deliveries of thoughtfully sourced clothing and homewares offering quality, affordable pieces in natural, sustainable and ethically-produced materials. Is the location important to the success of your store? The location is just out of the town centre in a parade of other independents. Although the foot traffic is considerably less than it would be if located more centrally the costs involved are obviously significantly lower and it enables us to focus on customer service ,which I would not want to compromise. What challenges were overcome when the company was starting out? When I was setting up the business I found it quite challenging to source the right products that fitted with the sustainable ethos that were available in season. What is your customer base? Frankie and Olive’s customer base is quite broad, often encompassing three generations, but the main target audience would be 35 to 65 years approximately. They are women who appreciate good quality at affordable prices with personal service. What’s your USP? Our USP is that we offer ethically sourced and sustainable products including locally produced jewellery, candles and artworks. What are your current bestselling lines? Our current bestselling lines would be Fairisle knitwear, Suzy D Ultimate Joggers, Nkuku and Hertford Candle Co. products. Are you active on social media, and how do you use it for your business? Frankie and Olive has both Instagram and Facebook accounts. I use Instagram
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