Tanya Jones

January 2006

2006-01-31T21:40:00.000-05:00

The truly challenging months are here. You can hear a pin drop on the island. I am focusing on booking home parties in the surrounding areas,including Manhattan,New Jersey and Conn. Currently I am marketing to new customers to make them aware that Fashion Crest will host a party in their homes, social groups, book clubs etc. In the past I have donated a percentage of the proceeds to each groups favorite charity. This year the donations will furnish Habitat for Humanity homes for Katrina/Rita survivors.

All of my mentors continue to challenge me to have a web site. Due to the cost of designing and building a web store, I am considering opening and eBay store. If anyone has had any experience owning one of these stores, I would love to hear your story.

The fact the we are all pulling for one another propels me and the business forward in my most challenging months.

December 2005

2006-01-31T21:18:00.000-05:00

It was wonderful to see old friends and to meet new ones at the M3 event. I went back to my boutique with such great energy. Based on the success of "Big Girls Wish List"(a gift registry party),I hosted a similar event for local teens. Friends and family members came into see the girls registry list. A few of the grandmothers were shocked to see the choices the girls made, yet each one of them purchased at least one item off of the list. Many of the grandmothers were pleasantly surprised to find items they personally enjoyed. In some cases I know have three generations of the same family shopping in the boutique.

We received so much vital information at the M3 event, but the bit that served me best was Dresdene Flynn-whites challenge to find our "french fries" a la McDonald's known for its famous add on. My fries turned out to be an $8.00 lip tint. I was able to add a lip tint to 90% of my sales for the holiday season. Thank you Dresdene!

I continue to be inspired by all the information and challenges I receive from CMI.

October 2005

2005-12-14T20:08:00.000-05:00

October, 2005

Fashion Crest boutique began its third season in a new location. Being that the store is located on an island the bulk of the business takes place from May to September. The new location is on a heavily trafficked corner. Not only do tourist and locals stroll by, but traffic from the ferry goes by as well. FC is nestled between an antique shop and a home store. This has created a great retail atmosphere, allowing all three businesses to foster an increasing client base. The realization of increased foot steps really hit home on July4th weekend. Traditionally on the day of the fireworks business drops off at 3pm. Realizing that people were still coming in at 5pm, I started asking questions. The shoppers were day trippers, (not on the island for the fireworks) and they had never noticed the store in its former location. FC did a brisk business until 7pm.

Based on the coaching received I have worked diligently on creating a brand. From the color of the walls to the color of the tissue paper, the message is consistent; FC continues to be a beautiful store where you can find beautiful items that are special and unique. F.C. has strengthen its niche by adding mentis ties and novelty gifts such as jeweled picture frames and velvet boxes. FC is building a great reputation for in store events featuring the work of local designers as well as the launching of new lines. This summer a meet and greet shoe event was recommended as a must attend in Danish Paper, (a Hampton publication). Free press is always a wonderful marketing tool. This experience continues it stimulate and challenge me to grow professionally and personally.

Thinking out side of the box has led me to extend the holiday gift registry to include birthdays as well. Baskets donated to local charities now include items from the store and a gift certificate, (resulting in increased footsteps). Recently I worked with a group of business owners to create a restaurant and retail association. The participants include but are not limited to art galleries, bistros and boutiques that have developed over the last few years. We are the new generation of business owners looking to make the island desirable to consumers year round. In one months time we have produced a marketing campaign called Home for the Holidays. As a group we have a mailing list of 4000 viable consumers.

As an individual I continue to research the means to launch a web site. I look forward to garnering a better sense of myself as a woman and a business owner.