The Dressing Room St Albans | Small Business Saturday
Hey hey! Happy Friday!
I’ve always adored the feeling of an independent retailer; boutiques, coffee shops, salons . . . it’s a charming sentiment to think that the business owner has a hand in every element of their enterprise. Both of my parents own small businesses, so I’ve had an inherent respect for business owners from day dot - it’s tough! - but on the flip side, I’ve witnessed how rewarding it can be too.
Given my love of independent stores, I was so excited to be approached to work on Small Business Saturday; an initiative focusing on small retailers, supported by American Express and others.
Mark the date in your diary guys - retailers up and down the country are partaking in Small Business Saturday tomorrow on the 6th of December, this weekend. It is my pleasure to have visited one of the lovely independent stores American Express works with - The Dressing Room in St Albans. I sat down with the boutique’s owner Deryane Tadd, for a chat about her store, and what it means to be an independent retailer.
I may have squeezed in a little shop of my own too . . . !
Read on for an insight in to The Dressing Room's super inspiring business, and a peep at some of my favourite items . . .
Previous to the Small Business Saturday initiative, I’d had The Dressing Room on my radar for a while. The store stocks a number of brands which I love, including Becksondergaard, Twist & Tango and American Vintage. On my visit I learnt that The Dressing Room is in fact the official UK partner of Becksondergaard, and has the largest selection of American Vintage in the UK - they outsell Selfridges on the brand!
About to celebrate it’s 10th year in 2015, and with growth in double figures year on year (almost unheard of!!) it’s clear that The Dressing Room knows its customer inside out, and can facilitate an excellent shopping experience. On sitting down with Deryane, it was clear that her passion for retail, which began with her first shop job at 16 (!), trickles through to every element of her store. Currently The Dressing Room has sixteen employees, the majority of which are full time. This in itself surprised me; when I worked in retail myself, the staff were largely part time. I came to understand that Deryane prioritises nurturing her staff, encouraging them to build their career with The Dressing Room. This clearly pays off, the strong sense of team was palpable from the moment I walked in to the store, and Deryane reiterated how critical it is to her to have impassioned team members - the staff currently with the store are, of her own admission, the strongest she has ever had. When I asked Deryane how independent retailers differ to multi-chain stores, she reiterated the ingrained pride, enthusiasm and customer discernment herself and other small businesses have.
In terms of the stock, The Dressing Room is an emporium of beautiful, easy to wear pieces, with just the right amount of edge. Deryane told me of her different customer tribes, all of whom are interested in purchasing pieces with longevity, but with style kudos too. Some of The Dressing Room’s customers are classically inclined, others love to tap in to current trends, and some are a bit of both! Deryane knows all of them, and the pieces they’ll like. Deryane herself was stylishly turned out when I visited the store, wearing a gorgeous Day Birger et Mikkelsen jumpsuit (which I totally want for myself!), suede ankle boots and an armful of ChloBo bangles.
The Dressing Room's Deryane Tadd
My favourites! The Bobbl Hats
I am no retail expert myself, but I picked up on elements of the store which really made it tick. It’s not overstocked for one - there’s a lovely sense of space. Clothing items are conveniently merchandised so it’s easy to put together outfits. For instance, need a cashmere jumper to go with your Frame skinnies? It’s right there. Oh and ASH slip ons? Again, right there. And a bobble hat for the season? Tick, tick and tick. The bobble hats by Bobbl were one of my favourite items in store. The bobbles are interchangeable so as to allow a switch of colour whenever you should fancy it. I saw one lady come into store wearing a black hat with blue bobble and purchase two further toppers! Clearly once you’re hooked . . .
Obviously I would love for each and every one of you to be able to visit The Dressing Room on Small Business Saturday, and every other day too! But I get it, some of you awesome peeps are over in America! And others just the other end of the country! Well for you, I’ve got good news! The Dressing Room also boasts an excellent online store, which stocks 80% of the products in the retail space. Deryane is as passionate about the online arm of The Dressing Room as she is the store, and the same customer service, ease of shopping and product range is available.
The Dressing Room's Custom-designed Glass Chandelier
Small businesses make up the DNA of towns, no two ways about it. When I think back to places I’ve visited, it’s often a little deli, flower shop or boutique which stands out in my mind as having summed up a location. Even in New York, Oli and I revisited Soho almost daily, as we were so charmed by the small independent stores we were discovering.
I am thrilled that American Express has recognised the special place independent stores have in local communities, and further to this, the wider influence they have. I am even more excited that we can all be a part of celebrating small businesses! Tomorrow, on Saturday December 6th, if you can, take the time to visit an independent store. Let me know how you get on by tagging @MonicaBeatrice in your Instagrams and Twitter, and tag @AmexUK on Twitter #ShopSmall too!
You can read a little more about Small Business Saturday here.
Do you have a favourite independent retailer? I want to hear it! Do you feel passionate about small businesses too?!
Have a great start to your weekends all!
Love,
MB x
Sponsored feature in association with American Express®
Please note, the opinions shared in this post do not necessarily reflect the opinions of American Express.
