InStore Summer 2023

Dig In!

Unearth must-have products for spring and summer

A curated assortment of flawless products for fourth-quarter gifting

HOLIDAY 2023 IS IN S TOC K & READY TO SHIP

RAZ IMPORTS IS THE LEADING SEASONAL

& DÉCOR LINE, IN THE MARKETPL ACE

RANKED #1 HOLIDAY LINE SEVEN YEARS IN A ROW BY GIFTBEAT MAGAZINE

inStore

inStock

DEPARTMENTS

18 Fresh Scents

New scented products for autumn and winter

20 Stylish Stationery

Great new greeting cards, books, notepads and more

22 Delectable Delights

Delicious chocolates, cookies, sauces and teas

24 Body & Soul

Canadian-made products to wear and consume

26 Truly Unique

One-of-a-kind items from Canadian artists, artisans and makers

FEATURES

63 Annual Girlfriend’s Gift Guide

Our annual guide of the best items to gift girlfriends and all the ladies on your customer’s shopping lists

89 Bi-Annual Baby & Kid’s Gift Guide

A curated gift list for newborns and littles

inStyle

DEPARTMENT

114 Trend Alert! All things 1970s are having a moment in the spotlight right now

FEATURES

75 Come Together

For an always on-trend table choose between classics and neutrals

105 Fall Forward

For an ideal fashion and jewellery assortment mix beautiful basics with chic boho finds

inSight

DEPARTMENTS

12 Hello! By The Numbers

36 Shop Profile

XO & Mane in St. Albert, Alta., is a stunning gift boutique that offers a beautiful shopping experience which satisfies all the senses

FEATURES

71 Location Considerations

Should you stay or should you go?

By Natalie Hammer Noblitt

80 The Power of Colour

The importance of harnessing the influence of hues

By Andrea Hein

85 Reboot Your Creativity

How a Canadian jewellery designer launched a successful podcast during the pandemic and found a renewed passion for her wholesale business

By Erica Kirkland & Kate Sheppard

inForm

DEPARTMENTS

28 News & Notes

New lines, launches and industry goings-on

111 Retail Visions

Unleashing the power of storytelling: How to create displays that captivate hearts and minds

FEATURES

54 Open Your Door and Close a Sale

As soon as you unlock your doors, the sales process begins

By Claire Sykes

58 Clearing Out SlowMoving Inventory

Why you should choose clearance events over sales

By Natalie Hammer Noblitt

99 Ready, Set, Motivate! How to keep your employees going

By Claire Sykes

By The Numbers

Devoted to Canada’s vibrant gift, home décor and lifestyle business-tobusiness communities, the Summer 2023 issue of InStore marks our 36th edition of the publication!

From day one InStore has celebrated the art and challenges of independent retailing in Canada. In each of our four annual issues, we deliver the latest news, products, trends, business-boosting advice, insightful articles and display inspiration.

All the content we produce is supported by a loyal and growing group of advertisers. Without them we wouldn’t be able to create, print or mail InStore to 12,000 plus stores across the country. Their continued support illustrates how impactful our publication is as a business-to-business marketing medium. Case in point: year-overyear sales for this issue are up by over 40 percent. With an additional 15 pages of advertising support, we’re able to bring you even more of the content we know you love.

How are we so certain that we’re continuing to meet the needs of our audience? Well, this past April we conducted a survey to understand how many store owners are reading InStore. A whopping 88 percent of retailers reported they read InStore on a regular basis with 87 percent considering themselves to be “loyal” readers. Not only do they read the magazine, but they also take actions: 87 percent visit an advertiser’s website, 61 purchase product(s) they’ve seen in the magazine and 48 percent contact an advertiser for more information.

The survey also helped us finetune our content so we can bring you more of what you want: features of successful store owners (see page 36 for a profile of XO & Mane, a stunning boutique in St. Albert, Alta.) and product from a diverse range of vendors – large and small, artisan produced and mass manufactured. To that end, we’re pleased to report that we’re showcasing products from over 50 vendors in our editorial pages and more than 90 companies are advertising their products and services in this edition including 22 companies we’ve never partnered with before.

As you settle in to read this issue of your favourite industry publication, we hope you enjoy it as much as you have the other 35 issues we’ve passionately created for you. Thank you all for your ongoing, unwavering support and love for what we do.

THE DEFINITIVE RESOURCE FOR INDEPENDENT LIFESTYLE RETAILERS

Editor & Publisher

Erica Kirkland ekirkland@instoremagazine.ca

Design & Layout

Gerry Wiebe

Advertising & Production Coordinator

Tina Nicholl tina@instoremagazine.ca

Advertising Inquiries ekirkland@instoremagazine.ca 905-690-0492

Mailing Address: 103 Niska Drive Waterdown, ON L8B 0M8

Contributors

Castlerock Studios, Will Fournier, Leslie Groves, Andrea Hein, Nickeisha Lewis, Natalie Hammer Noblitt, Melanie Pugsley, Kate Sheppard, Claire Sykes

InStore Magazine™ is published four times a year for independent retailers in Canada selling giftware, home décor, fashion accessories and lifestyle items. The magazine is mailed to 12,000 stores including gift, home décor, hardware, pharmacy and florist.

© 2023 InStore Magazine™. The contents of this publication are the property of InStore Magazine. Reproduction or use of the contents in whole or in part, for any reason, is strictly prohibited without the written consent of the copyright owner. The publisher is not responsible for product claims made by the companies mentioned herein.

Printed in Canada

Publication mail #40841587. Return undeliverable Canadian addresses to: InStore Magazine™, 103 Niska Drive, Waterdown ON L8B 0M8.

Email: editorial@instoremagazine.ca

Erica Kirkland, Publisher & Editor

Fresh Scents

Fall in love with these new scented products for autumn

1/ Body-wash infused soap sponge from Spongelle, from $26.99 retail, Bella Flor, 800-667-1902, www.bellaflor.ca

2/ Fresh buttermilk body butter from Walton Wood Farm, from $25 retail, Koppers Home, 866-604-0490, www.koppershome.com

3/ Pink Pepper body cream eight-ounce refill container, from $35 retail, Barefoot Venus, 888-490-1756, www.barefootvenus.com

4/ Tropical candle, from $19 retail, Nostalgia Import Canada, 800-785-7855, www.nostalgia-import.com

5/ Lip balms, from $8 retail each, Barefoot Venus, 888-490-1756, www.barefootvenus.com

6/ Reed fragrance diffuser from Marmalade of London, from $49.99 retail, Edenborough, 800-265-6398, www.edenborough.com

STARTER KITS

Sleep Stones

Essential Oils

Moncillo Pure Cleaning

Muscle & Joint

Dream Stones

Outback Baby

Kool Woman

Massage oils

Wellness Sprays

Cooling towel's

Aromatherapy Roll On's

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Stylish Stationery

Take note of these great new greeting cards, books, notepads and more

1/ Sketchbook Challenge, from $24.99 retail, Canadian Manda Group, 855-626-3222, www.mandagroup.com

2/ One Color a Day Sketchbook, from $21.99 retail, Canadian Manda Group, 855-626-3222, www.mandagroup.com

3/ Daily journal, from $9.95 retail, Canadian Manda Group, 855-626-3222, www.mandagroup.com

4/ List pad from Primitives By Kathy, from $7 retail, Candym Enterprises, 800-263-3551, www.candym.com

5/ Greeting card, from $6.50 retail, Kristine Lee Designs, www.kristineleedesigns.com

6/ Checklist notepad, from $5 retail, It’s OK. It’s Art., 705-868-4336, www.itsokitsart.com

7/ Notepad, from $3 retail, Nostalgia Import Canada, 800-785-7855, www.nostalgia-import.com

Delectable Delights

Delicious chocolates, cookies, sauces, tea and more

1/ Piri Piri sauce from Portugal, from $6 retail, Portugal Imports, 866-317-0702, www.portugalimports.ca

2/ Gift-boxed shortbread, from $22.70 retail, Mary Macleod’s Shortbread, 416-461-4576, www.marymacleod.com

3/ Spicy pepper spread set, from $14.95 retail, SaltSpring Kitchen, 250-931-6000, www.saltspringkitchen.com

4/ Cilantro salsa from New Canaan Farms, from $16 retail, Design Home Gift & Paper, 800663-9950, www.designhome.ca

5/ Boba tea sachets from True Brands, from $20 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca

6/ Party box of caramels from McCrea’s Caramels, from $60.50 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca

BodySoul&

Canadian-made products to wear and consume

1/ Monstera leaf walnut necklace, from $27 retail, BEL Jewelry, 403-340-0742, www.beljewelry.com

2/ Gardener’s Survival Kit, from $44.95, Wild Prairie Soap Company, 866-681-7627, www.wildprairiesoap.ca

3/ Gourmet flavoured honey, from $16 retail, Heritage Bee, 705-466-2337, www.heritagebee.com

4/ Mason Tea Mugs, from $22 retail, The Lovely Tea Company, 705-333-6587, www.thelovelyteacompany.com

5/ Canadian Crunch Toffee from Templeman’s Toffees, from $9.99 retail, Bella Flor, 800-667-1902, www.bellaflor.ca

6/ Charcuterie mustard, from $14 retail for 270 ml jar, SaltSpring Kitchen Co., 250-931-6000, www.saltspringkitchen.com

Truly Unique

One-of-a-kind items from Canadian artists, artisans and makers

1/ Winter Warrior Body Oil, from $25 retail, Sewa Skincare, 403-903-2758, www.sewaskin.ca

2/ Creamy Cleansing Wash, from $20 retail, Barefoot Venus, 888-490-1756, www.barefootvenus.com

3/ DIY beeswax tealight kit, from $18 retail, Cheeky Bee Candle Company, 1-866-243-3592, www.cheekybee.com

4/ Coaster, Elena Markelova, 604-368-4370, www.elenamarkelova.com

5/ Soap bar, from $16 retail, Soak Bath Co., 204-806-2345, www.cksoakbathco.com

6/ Sunglasses made from recycled skateboards, from $115 retail, SKRP, www.skrp.ca

7/ Drip soap in Violet, from $14.95 retail, Soap So Co., www.soapsoco.com

Natural ingredients

Heritage

Ethically sourced Sustainability

No animal testing

News & Notes

IN MEMORIAM

YVONNE BRIDGMAN

Honouring Yvonne Bridgman and Her Contributions to the Industry

As the founding executive director of the Canadian Gift & Tableware Association (now CanGift), Yvonne Bridgman was passionate about the gift industry and its need to combine stakeholders into an association. She believed strength in numbers was required to lobby the government regarding issues of concern as well as negotiate discounts with suppliers, such as shipping companies and insurance programs.

In the 1960s, before becoming the executive director of the association, Bridgman was instrumental in the foundation of her family’s business, Bridgman Importing. She then went on to work with Genin-Trudeau (now Trudeau) and Gilbro, located on Railside Road in Toronto, Ont.

Many gift companies at that time – the 1970s – were located on Railside Road including Samaco Trading and Swedish Glass, and it was here that the seeds for the association began to form and blossom. Companies in the area began discussing the importance and strength that would come from founding an association and Bridgman began volunteering her time and home to house the association and its business.

The association was formed in 1976 and its first move was to create a credit agency specific to the gift industry and gift retailers. Bridgman’s daughter Shelley remembers stuffing envelopes for mailing to members while her sister Wendy remembers the association starting off with six core companies. It rapidly grew and ultimately Bridgman became a paid executive director, reporting to a board of directors comprised of members.

During her 20-year tenure, the association celebrated many accomplishments including the creation of the CGTA Gift Show (now the Toronto Gift & Home Market) in Toronto in 1984 alongside building an affiliation with and sponsorship of the Edmonton (1983) and Montreal gift shows. She oversaw the creation of an inhouse hospitality bureau which handled hotel arrangements for retailers and vendors travelling to the gift shows. Her final accomplishment was the creation of Retail News magazine which was founded in 1996 and ceased publishing in 2014. Bridgman strongly felt that the industry needed the representation that a trade magazine provides and was a cheerleader for the formation of InStore when it launched in 2014 under the sole ownership of Retail New’s longstanding editor Erica Kirkland.

Under her guidance, the staff at the association grew from three to over 35. Many of her former team members are quick to recall her strong leadership skills along with her goal of and ability to help employees shine based on their unique strengths.

Bridgman retired from the association in 1996. Four days later her first grandchild was born marking the beginning of a new and beloved chapter in her life. She was blessed with an additional two grandchildren whose presence filled her days.

To the end she was an enthusiastic cheerleader for her daughters Shelley and Wendy and for the gift industry as a whole.

Sadly, Bridgman passed away on June 6 at the age of 93 due to complications from a stroke. A quiet visitation was held followed by a private family internment in Barrie, Ont.

REUSABLE COFFEE SLEEVES

CARVED SIGNS

PICKLEBALL PADDLES

GARDEN STONES

THE GOODS

News & Notes

Permanent Showrooms Expand at Toronto Show

This August, Show T.O. will expand its collection of permanent showrooms at the International Centre in Toronto to include an additional seven home décor and giftware suppliers in more than 100,000 additional square feet.

Joining the Show T.O. collective are Indaba, L’othantique, Tate Group, SDS Distributors, Ampersand, Canadian Manda Group and Pavilion Gift Co.

This group joins an existing 14 tenants: Abbott, Accents de Ville, Auralim Gift, Avocado Decor, Forpost Trade, Celadon Art, Canadian Gift Concept, David Youngson & Associates, Danica, Danesco, Edenborough Limited, Group One Associates and Gunther Mele.

“Our decision to open a permanent showroom space was something we’ve considered for many years with many different potential iterations,” said Carey Low, president of Canadian Manda Group. “Now we’re able to showcase and promote our product 365 days a year at a destination that makes access easy and convenient for our customers.”

In addition to the new wholesalers, some existing showrooms are expanding. As well, IDC Home, already located in the International Centre, has joined Show T.O.

Mode Show will again be co-located with Show T.O.’s summer and winter markets with a temporary gift, home and lifestyle show hosted on the first floor of building one in the International Centre

Marolin Glass Ornaments

ADEPT24 Business Solutions is presenting a new addition to its portfolio of renowned European brands. With a focus on fine craftmanship, Marolin Manufaktur creates enchanting vintage ornaments and paper mâché creations imbued with nostalgia. Each item is meticulously crafted by skilled artisans, resulting in heirloom-quality decorations that can be cherished for generations. Retailing from $17.90. (778-251-9456, www.adept24.com)

Koppers Home Partners with DeluxeHomeart LED Candles

Ron Koppers, president of Koppers Home, recently announced the company’s new alliance with Danish brand DeluxeHomeart. “We are extremely excited to be partnering with DeluxeHomeart as their exclusive distributor,” he said.

The new European luxury flameless candle brand owns a global patent for what it claims are the most realistic-looking LED candles on the market. These new LED candles have a patented resin “Wetlook” which resembles melted liquid wax pooling around the wick combined with a realistic 3D flicker-flame effect in a multitude of on-trend colours and sizes. Available as both remote-controlled, timed indoor candles in pillars, tapers and tealights as well as weatherproof outdoor pillar candles. The candles are available to view and order in the company’s Guelph and Vancouver showrooms, through company sales reps and online. In addition, the entire collection will be on display at the Toronto Gift & Home Market in August. (www.koppershome.com)

THE GOODS

Canadian Tea Trotter Series

The Canadian Tea Trotter series from Natural Moose was born out of a desire to combine flavours from all over the world with specific Canadian locations from Calgary, Edmonton and Whistler to Montreal, Moraine Lake and Toronto. Each of the tea creations represents a unique journey with different enchanting aromas and scents in every sip. (www.moose-wholesale.com)

Celebrating Diversity

Proud Zebra is a young company with a goal of celebrating the vibrant diversity of the 2SLGBTQIA+ community through its unique queerowned brand. Founded by Delwin and Jimmy, a gay couple living in Vancouver, B.C., the company’s mission is to uplift and empower individuals by crafting one-of-a-kind accessories and embellishments that help people embrace and showcase their authentic selves. The thoughtfully designed product line caters to over 35 unique 2SLGBTQIA+ identities, and the company donates a portion of profits to local and international charities. Proud Zebra’s diverse offerings include enamel pins, drawstring bags, scarves, bag charms, shoelaces, lanyards, stickers and shoelaces. (www.proudzebra.com)

News & Notes

Inside Track

Sustainability Booms at Ambiente

The world’s leading consumer goods trade fair, Ambiente, was held at the Frankfurt exhibition centre in Germany from February 3 to 7 and the meta theme of sustainability ran like a red thread through all the exhibition halls. Ambiente exhibitors presented innovative sustainability concepts and products which inspired a rethink and drove change in

In society and in the consumer goods landscape a shift in thinking towards a more sustainable lifestyle and a more conscious consumer behaviour is taking place. Sustainability has long been a decisive purchasing criterion and remains an important focus topic.

As the world’s leading consumer goods fair, Ambiente has been picking up on these developments and the vibrant meta theme for years: From production and point-of-sale to marketing, it provides exciting impulses, sustainable new products and alternative approaches to solutions.

“Ambiente is the central marketplace for all those who are looking for consumer goods produced in an environmentally friendly way and for new, sustainably oriented business contacts,” said Julia Uherek, vice-president of consumer goods fairs for Messe Frankfurt, the organizers of Ambiente. (www.ambiente.messefrankfurt.com)

IMC Unveils New Vision and Brand Identity

International Market Centers (IMC), producers of the Atlanta and Las Vegas markets, announced in June that the company is unifying its physical marketplace business with the Juniper digital offerings and rebranding as ANDMORE, an omnichannel wholesale market maker. This follows a year-long initiative to redefine the company’s vision, align all channels under a single brand experience, and offer more ways to seamlessly connect wholesale buyers and sellers through physical and digital platforms.

“ANDMORE captures our spirit of innovation and focus on doing more to support our customers by enhancing and extending the value of our physical markets for both buyers and sellers across the furniture, home décor, gift and apparel industries,” said Bob Maricich, CEO of the company.

In addition to the new name and branding, ANDMORE will introduce a host of innovative features and enhancements to its upcoming markets and digital offerings. The first product introduction under the new name is a buyer mobile app, which launches in time for the summer markets in Atlanta and Las Vegas. The @Market app includes pre-market planning tools, a personal QR code for quick badge pick-up, the ability to capture and organize images with notes, turn-by-turn directions to help buyers make the most of their time at market and a comprehensive, post-market recap for easy follow-up and ordering.

(www.andmore.com)

XO & Mane BOUTIQUE

Upmarket Gifting

A dream shopping experience in St. Albert, Alberta

By Melanie Pugsley

This St. Albert wedding and gift boutique offers a beautiful shopping experience that satisfies all the senses. Offering luxury items that are both flattering to the eye and sassy with personality, this lifestyle and home décor boutique is an aesthetically pleasing and a welcoming spot where customers can browse and buy the finer things in the gifting world. Opened in 2021 by wedding planner Sandra Cassios, owner of Sandra Bettina Weddings & Events, this inspiring entrepreneur combined her event planning skills with her passion for gift giving, curating a dream shopping experience for everyone that sets foot through the door. XO & Mane truly

helps bring a superior statement to even the simplest of gifts for any occasion.

What makes your store unique? The feeling you get the moment you walk into the store. It’s not your typical gift shop full of tchotchkes. It’s a beautifully detailed shopping experience that is very polished, never overstocked and even smells good. We also provide sustainable, beautiful gift bags which make each purchase memorable and posh.

How would you describe your store and its atmosphere?

Cozy elegance. We want our customers to feel welcomed and comfortable while we provide an elegant experience

JUST THE STATS

Store: XO & Mane Boutique

Location: St. Albert, Alta.

Square footage: 700

Employees: Three

Top-selling lines: Bling Brushes, Spongelle, Teaspressa, Blume

Website: www.xoandmane.com

with interesting and sometimes sassy products in beautiful packaging.

What is your background and why did you decide to get into retail?

I have a wedding planning business that has always been my focus and when it was time for a larger space, I came across this location in the historic district with an amazing brick exterior that reminded me of where I grew up in Germany. I’ve always been known as an incredible gift giver and while I never thought I’d get into retail, the moment I saw this location I got a vibe and a vision to have a small gift shop in the front of my wedding planning space. The street-level shop quickly became a full-time store business taking over the entire space within the first four months of opening.

To what do you attribute your success?

The overall atmosphere and a no-pressure environment. We make it known to customers that it’s okay to browse. We have reasonable pricing and don’t overfill our shelves, so you can see everything clearly. We also offer unique items with beautiful packaging.

How do you promote your store and what are your most successful promotions or marketing mediums? We have an active Instagram presence where we highlight a mix of pretty things with our fun personalities. Word of mouth plays a big part, as well as a very large and successful farmers’ market in town that runs from June to October which helps bring in new customers.

What has been your most successful recent event?

Every month we host an event and collaborate with other small, femaleowned businesses. We recently hosted a Shop the Runway night where customers could shop full looks amongst the runway of mannequins and mingle as they pleased. We also had an International Women’s Day wall of celebration to honour some specific women and a champagne wall to complete the upscale evening.

Do you have a favourite product line?

I have two! One being the Bling Brush which is an on-the-go jewelry cleaning brush. The other is the Spongelle, a body-wash infused sponge with a hanging string attachment that smells so good.

Looking back, what is the biggest lesson you’ve learned?

I am still learning all the time; retail is a whole different beast than what I’m used to with wedding planning. Everything from how to budget, to predicting and learning to predict what will do well based on the season. The number one thing I’ve learned is it’s okay to adjust for your store. Just because something worked for one store, doesn’t mean it will work for mine and that is perfectly acceptable.

What do you see for the future?

Honestly, I’m not sure. I do love the idea of doing workshops for women and creating pop-ups within the store to feature other small businesses. I always want to show that it’s okay to do things your own way.

Finally, how do you stay inspired?

I look for inspiration in the whole world and pull from all sorts of things. Inspiration is a gift and with that we can use our creative brains to utilize ideas for what works for us. To all small business owners, you’re in control, be resourceful with everything you see.

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Styling by Leslie Groves

Photography by Will Fournier

OPEN YOUR DOORS & CLOSE A SALE

By Claire Sykes

The first moments of the day in your store set the stage for everything that follows. Closing the sale isn’t a single event. It’s a series of decisions that lead to matching a customer’s needs with the most appropriate and available products. From greeting that person to accepting their credit card, closing a sale is about building customer relationships.

KNOW YOUR PRODUCTS

When you’re truly familiar with your store’s merchandise, you better help customers with their buying decisions:

• Educate yourself. Read product literature, visit company websites and ask vendors questions.

• Attend vendor training. Ask companies to conduct regularly scheduled sessions about the products you buy from them.

• Know what’s in stock. Sell customers products you already have, not those you need to special order which they’ll have to wait for.

• Know the products’ particulars. When you do, you can more fully answer customers’ questions about them and tell them things they didn’t know to ask about.

• Know what’s worthy. For the gift that needs assembling, for instance, when you can attest to how easy that is for customers, you can more easily sell its value to them.

• Be brand aware. Know what’s special about a manufacturer, such as their environmentally friendly products, to further excite customers to buy.

THE FIRST HELLO

Instead of pondering profits, consider your customers and their first impressions of you, your staff and your store:

• Be there. Let customers see you the minute they enter. They may want to wander around by themselves first, but make sure you’re readily available.

• Be quick. Immediately greet people when they come in. Make them feel like they’re more important than anything else (because at that moment, they are!).

• Be yourself. Welcome customers with a smile, genuine warmth and a friendly attitude.

• Be inviting. Ask them open-ended questions such as, “What brought you into the store today?” and “How can we assist you?”

• Be helpful. Your goal is to serve your customers and assist them in making the best buying decisions.

• Be remembered. People may forget faces, but they’ll often keep business cards. Give them yours or have them take a picture of it, so they’ve got your contact info handy.

As soon as you unlock your doors, the sales process begins

KNOW YOUR CUSTOMERS

Shoppers will let you know how they want to interact with you via their body language, eye contact or lack thereof, words and behaviour. There are five types of shoppers:

• The Approacher. This person may or may not have decided what they want to buy, but they’re sure they want to be waited on. Say hello and let them talk.

• The Avoider. They dodge you and head off on their own. Leave them alone. Then, after a few minutes, work your way toward them and casually engage them in conversation.

• The Browser. They tell you they’re “just looking,” expecting you to ask if they need help or walk away. Do neither. Instead, ask this customer open-ended questions.

• The Visitor. This person doesn’t want to buy anything. They’re just killing time or wanting to be sociable. Try to interest them in your products anyway!

• The Competitor. Just as you go into other stores to see what they sell, so do other retailers. Whether you know who they are or not, treat them like all your other customers.

INVOLVE THE CUSTOMER

Your goal is to keep customers engaged. Earn their trust and confidence and they will talk freely with you. You can:

• Listen. You can learn a lot with your ears. And people love the person willing to give them their all. Let them do most of the talking and you’ll be closer to making the sale.

• Ask questions. Again, open-ended ones. If it’s an outdoor tableware set they’re after, ask the customer about the style and colours of their patio furniture.

• Watch your body language. Keep your posture open instead of crossing your arms, offer a handshake, periodically nod in acknowledgment and maintain good eye contact.

• Paraphrase. Before you explain or show any products, assure the customer you understand what they’re looking for. Occasionally repeat what you heard them say.

• Give control. Don’t let the customer feel pressured to buy. Let them feel in charge of the sales process so they’re empowered to make a decision.

SEAL UP THE SALE

Try to do it that day with the customer. Retail is too competitive not to. While the customer is still in your store, you’ve got a dedicated “audience,” and you have to assume they might not come back. If you have to, come right out and ask the customer to buy.

WHEN TO INTERVENE

What if you think that the customer might leave your store empty-handed? As the owner or manager, don’t step into the middle of your sales staff’s efforts thinking you can “save the sale.” If you do this or do it too often you could end up making this employee dependent on you when they should be learning from their own experiences. Still, your intervention may be necessary, given the following:

• An unqualified salesperson. If the employee can’t answer the customer’s questions or resolve their purchasing needs, let another salesperson give it a go.

• A personality difference. Maybe the customer and salesperson just couldn’t connect or one feels uncomfortable with the other. Try a different salesperson.

• The customer’s request. They might feel more confident if someone higher up in your company explains the product further or verifies information about it.

If you do get involved in an employee’s sales process, go in easy. Be gentle and somewhat casual about it, so the customer feels it as a smooth and seamless transition. If you’ve trained your employee right, they’ll introduce you to the customer — using your full name and title — and summarize, at that moment, the customer’s needs and how you can help. You want to have all the necessary information so you can proceed further with closing the sale.

VALUE YOUR STAFF

After the customer has left your store, privately discuss with the salesperson where they may’ve gone wrong and guide them on ways to improve next time. Spend the time it takes to effectively train sales staff and keep coaching. When you value your sales staff, they’ll value your customers, increasing the chance of closing a sale the next time a customer walks through your door.

FOUR WAYS TO CLOSE A SALE

By Claire Sykes

If you’ve properly presented your store and products to the customer and focused on their needs — instead of your need to close a sale — the sale will often close itself. Meanwhile, you can rely on the four most effective closing techniques:

1. The minor-decision close. Perhaps the customer isn’t ready to make a major purchasing decision if it’s an expensive item. Engage them in a series of minor decisions that may inspire them to slap down their credit card. For example, ask, “What is the special occasion for the item?” and “Are you considering purchasing something instead of this item?”

2. The presumptive close. If the customer asks if the product is in stock or if it can be delivered to them that day, presume they want to buy it. Your question should be, “How would you like to pay for that?” It’s not a pushy one. Indeed, it may be just what they’re ready to hear.

4. The reflective close. Let’s say the customer asks you a question that indicates they want to buy, such as, “Do you take Visa?” or “Do you offer financing?” Respond with a decision-making question like, “Are you ready to pay with Visa?” or “Would you like to take advantage of our financing program?” Direct the customer towards an answer that either leads them to buy or postpones their decision.

6. The either-or close. When the customer has shown that they want to buy but they haven’t explicitly told you, offer twochoices by asking, “Would you like to take this with you nowor arrange for delivery?” The person might be compelled toselect one of them.

Clearing OutInventory

Choose Clearance Events Over Sales

By Natalie Hammer Noblitt

ales may help clear some slow inventory, but too many sales — or putting the whole store on discount — is bad for business according to expert Bob Phibbs, The Retail Doctor. He says understanding the difference between sales and clearance is key to clearing out excess inventory effectively. Clearance is typically the best way for gift retailers to move stale merchandise and keep profits solid in the rest of the store, he says.

CLEARANCES GET MORE ATTENTION THAN SALES

Immediacy is the power of the word clearance. It lets people know this is their chance to buy. If it’s a great price, a thrifty shopper will love the idea of getting a fantastic bargain even if they don’t really need the item. They know they can’t watch and wait; they must buy it now. It sparks the fear of missing out.

A sale is more like frosting on the cake for a shopper who already came in to make a purchase. It works best set as a targeted promotion for one category or brand.

A clearance display is more likely to make a shopper buy something they didn’t consider before they arrived. Clearance functions to get some of your product investment back before it becomes totally worthless.

DETERMINING WHETHER TO HOLD A CLEARANCE OR A SALE

Don’t be intimidated to get rid of slow movers or feel you must get every penny you can for them. If you order a dozen of an item, employees might buy four of them and there are another eight to sell. It may seem in your POS system that the item is selling, but is it really?

If by the first six weeks you’re not able to move it, check to see if you should display the merchandise in a better location. By three months, the stock should be at least half sold. If not, that means you’ve grown bored of it and your staff is no longer talking about it. If moving it or trying a different display style hasn’t worked, it may be time to clearance.

CONSIDERATIONS WHEN CHANGING DISPLAYS OF SLOW-MOVING ITEMS

Retailers often buy items at trade shows because the vendor did a fantastic job merchandising it in the showroom. Remember not to buy anything you won’t be able to give that same great attention to. If you order this item and put it on the cheapest shelving in your store, chances are it’s not going to look as great to your shoppers as it did to you. If you’re struggling with display ideas, ask the vendor how to successfully merchandise

that item or type of product. Make sure your staff know how to sell it. Spell out the features of the product, and don’t assume shoppers know what it is or what it does. Don’t rely on a discount to sell it.

CLEARANCES ARE BETTER THAN SALES

Moving out old merchandise and bringing in fresh just feels better to you and your shoppers. Cut your losses and clear out what’s no longer exciting. Holding on to an item too long just hurts your cash flow. Be honest with yourself and recognize that long-sitting items aren’t going to become more attractive with time.

Clearance items should be displayed together at the back of the store so bargain shoppers can find them in one place. Mixing full price items with discount ones confuses shoppers. And putting clearance up front stops shoppers from coming all the way in to see what’s fresh and full price.

If someone has committed to driving to your store and coming inside, they’re already likely to make a purchase. Clearance sales can be add-ons rather than replacing what they sought out in the first place. Shoppers don’t usually look at the original price of a clearance item as much as they pay attention to the discount you’re offering. They love to see how much they saved.

“Understanding the difference between sales and clearance is key to clearing out excess inventory effectively.”

TOP TIPS

How to Move Merchandise

• Six weeks after it hits your shelves, half of an item’s original inventory should be sold. If not, something must change to help it sell.

• Try new placement or display styles, but don’t let it sit too long if it’s still not selling.

• Start your clearance with 30 percent off marked prices for one week. Alert customers via social media or email about the great bargains on their favorite brands, noting selections are limited.

• Mark down whatever is left at 60 percent off to sell for another week. Again, send out alerts, maybe even run a paid Facebook ad.

• Another strategy can be to host an event when many items are ready to be cleared with a big discount. This can help move them quickly and get attention.

• Donate items to charity if hefty discounts aren’t working. If it can’t be donated, don’t keep it. Write it off as a loss and throw it out. Do not let it stay in your store or backroom.

• Once you aggressively clear out what’s not selling, do a physical inventory. This way you’ll get an accurate picture of what new products you need to buy.

Storewide sales won’t help you with slow-moving items. In most places, you’d need to offer 20 to 30 percent off to get real shopper attention. There’s no reason to give up profit on everything in your store when it’s only specific items that need to really move. Also, hosting storewide sales usually means making exceptions that won’t be discounted. No shopper likes to hear the whole store is on sale except for that one item they really wanted. It feels like a trick.

LETTING SHOPPERS KNOW ABOUT CLEARANCE DEALS

Promote clearance events on social media, through emails and any way you normally tell shoppers about sales. If you want to host a big event and create some hype around the deals, promote it and make it special. Set it for a day where traffic is usually slow in your store. Don’t make it on a Saturday when you’re likely to have your best sales volume naturally.

Invite your loyalty club shoppers to come in an hour before you open and to bring along a friend in order to make the event something to look forward to. These shoppers will feel they’ve gotten special access and you’ll be on your way to making room for fresh merchandise.

Girlfriend’s Gift Guide

Our annual guide of the best items to gift girlfriends and all the ladies on their list

Styling by Leslie Groves

Photography by Will Fournier

Classically Styled

1/ Multi-strand floating pearl necklace, from $60 retail, Jacqueline Kent, 888-963-9097, www.jacquelinekentjewelry.com

2/ Oval pendant with pearl, from $39 retail, Suzie Blue, 613-761-7889, www.suzieblue.ca

3/ Bookmark gem, from $10 retail, Vicky Harrison Designs, 306-514-3171, www.vickyharrisondesigns.com

4/ Tea for one from Maxwell & Williams, from $69.99 retail, Canfloyd, 800-263-3551, www.canfloyd.com

5/ Gold and pearl bracelet from Demdaco, from $43.50 retail, Canfloyd, 800-263-3551, www.canfloyd.com

6/ Baroque pearl drop hoop earrings in gold, from $42 retail, Pika & Bear, 306-537-0558, www.pikaandbear.com

7/ Midnight sparkle hair band, from $50 retail, Jacqueline Kent, 888-963-9097,

Nature Lover

1/ Women’s socks, $18 retail, Socksmith Canada, 416-650-0440, www.socksmithcanada.com

2/ Wine tumbler from Primitives By Kathy, from $32 retail, Candym Enterprises, 800-263-3551, www.candym.com

3/ Avery crossbody, from $90 retail, ESPE, 800-786-7690, www.espe.ca

4/ Skinnies from Snoozies, from $12.50 retail, distributed by Cross Border Sales Gift Agency, 905-417-6332, www.snooziescanada.ca

5/ Swedish dishcloth, from $6 retail, Pika & Bear, 306-537-0558, www.pikaandbear.com

6/ Coco pearl hair band, from $20 retail, Jacqueline Kent, 888-963-9097, www.jacquelinekentjewelry.com

7/ Alphabet necklace, from $40 retail, Pika & Bear, 306-537-0558, www.pikaandbear.com

AUTUMN 2023 MARKETS TGHM TORONTO TRENDS APPAREL EDMONTON THREDZ APPAREL TORONTO

CANADIAN DESIGN EXCLUSIVELY WHOLESALE TO THE RETAIL INDUSTRY

BlingBabe

1/ Azure Frosting tumbler, from $98 retail; wrist lanyard, from $15 retail, Jacqueline Kent, 888-963-9097, www.jacquelinekentjewelry.com

2/ Blossom earrings from Natalie Wood Designs, from $92.50 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca

3/ Women’s socks, $18 retail, Socksmith Canada, 416-650-0440, www.socksmithcanada.com

4/ Maxi Party Popper from Legami, from $14.95 retail, Jannex Enterprises, 800-668-8644, www.jannex.com

5/ Regal black and gold hair band, from $40 retail, Jacqueline Kent, 888-963-9097, www.jacquelinekentjewelry.com

6/ Gold serving tray, from $35 retail, Harman Imports, 800-363-7608, www.harmaninc.com

7/ Guided journal from Compendium, from $28.50 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca

CONTACT FOR MORE INFORMATION: Bougies La Française (Maison Berger Paris) info @ maisonberger.ca

Should You Stay or Should You Go?

By Natalie Hammer Noblitt

Location Considerations Y

ou’ve heard all the sayings about the value of location. But in retail, there are many factors a store owner must weigh when choosing a physical space — or deciding whether to relocate. Long-time retailer and consultant Cathy Donovan Wagner of Retail Mavens says miscalculations often happen that can cost store owners much more than expected. We’ve asked her to share important insights for retailers to consider.

WHAT SALES PER SQUARE FOOT SHOULD RETAILERS TARGET WHEN CHOOSING A LOCATION?

Landlords love to talk in terms of cost per square footage, so it’s easy to get into that mindset. It’s better to focus on being able to pay yourself and aligning your location and marketing expenses with sales. It’s never about sales per square foot. Think instead about rent/ location costs as a percentage of your sales. And don’t forget your total outlay of cash every month is more than just rent. A triple net lease (NNN) means paying rent and utilities, as well as property expenses like insurance, common area maintenance and taxes. Location costs should be no more than 10 percent of sales. Adding advertising to that should make up no more than 12 percent. If location costs can be kept lower than 10 percent, more

money is available to advertise and help increase sales. Allowing more than this is dangerous because 10 percent should also be budgeted for hiring staff and creating a manageable schedule for the owner.

SHOULD NEW RETAILERS START WITH A SMALLER LOCATION AND SCALE UP LATER?

Many new store owners consider starting small with the idea that they can always

expand in the future. But that’s often a mistake and can hinder generating enough sales to provide an income for themselves. An owner’s income should be capped at 10 percent of sales. A small location will limit what you sell and pay yourself. My advice is that 90 percent of the time a location should be no smaller than 1500 square feet. Some businesses can work in a smaller space, but most will not. Also consider your clientele. If you expect customers to shop with children or while pushing strollers, 2000 square

feet makes more sense. You don’t want the store to feel crowded. And when considering size, don’t forget to allow space for backroom storage.

HOW DO YOU PREDICT WHAT YOUR SALES WILL BE IN ORDER TO ESTIMATE WHAT TO SPEND IN RENT?

Honestly, I would never make this estimation without expert guidance. Seek out someone who has been down this path many times before. If you’re just starting out, you don’t know what you don’t know — and you don’t know what’s possible. For some niches, and businesses in the right areas, opening and doing $750,000 in the first year is possible. For others, $300,000 might be the best they can do.

WHEN SHOULD STORE OWNERS CONSIDER RELOCATING?

This is a hard decision to make. Know first that growing your store by adding more square footage will not solve any current issues you have with cash flow. Have you tried maximizing cash flow in the space you have now? By that I mean your business should be profitable now before taking on more space and more debt. Increasing the size of your store isn’t going to solve shortfalls in cash. In my experience, any time a retailer moves location, even a very short distance away, sales decline by 10 percent or more right away. That will need to be overcome before profits increase.

If the cost of your rent is what’s making you reconsider your location, it may be time to negotiate with your landlord. It may not work, but it’s worth a try. Famed hockey player Wayne Gretzky said, “You miss 100 percent of the shots you don’t take.” In this case that’s true. We advise clients to keep trying. Ask nicely, but keep asking. Try asking at least seven times within seven months. It’s easy for a landlord to say no in the beginning. If you’re persistent, they must truly consider your request.

IS A LOCATION WITH GOOD FOOT TRAFFIC OR DRIVE-BY POTENTIAL WORTH MORE?

Over three decades, I’ve never seen the data given to retailers about traffic prove to be true. All that matters is the sales you can drive into your store and the community you can build. It’s not just marketing, but instead about creating a loyal community. A community of great customers can totally overcome any lessthan-ideal space. Looking for a certain amount of drive-by or walk-by traffic won’t make up for bad marketing and a lack of community.

If you want to maximize your location, it’s essential you know who your ideal customer is and where they want to shop. Before committing to a location, spend time parking there and observing who walks by, who shops at the other businesses and whether the location will attract the people you’re trying to reach. Location is important, but you can’t expect to open the door and have people just walk in because of it.

I know a retailer who moved within her same neighbourhood and saw a decline in sales. Her clothing boutique sold fashionable items and served college students and young professionals. The block she relocated to was near a park that attracted moms of young children. That wasn’t where her ideal clientele wanted to be. Observation would have let her know this wasn’t a convenient spot for her community.

WHAT SHOULD A STORE OWNER DO IF THEY FEEL THEIR CURRENT LOCATION IS WORKING AGAINST THEM?

Demographics and areas can change. You don’t want to be fighting against the conditions of your location, whether it’s space or the neighbourhood. It may be time to try a new location. What you must make sure of is that you have access to enough capital to start over as if you are new. For those who choose

wisely and keep marketing, business will rise.

Although it wasn’t easy to move, a toy store client I worked with found a new location that was near an ice cream shop and daycare. The move made a world of difference in helping generate sales. But it cost a lot for the move, more than I even would have expected. For this business, it was worth it. But they observed and knew that the increased traffic from their ideal customer would generate new sales in the long run.

At the end of the day, most retailers who are looking to move locations hope that this change will be a savior to their business and that usually isn’t the case. It’s hard to see retailers plunk down all their hard-earned cash and wind up with a business that still can’t support them. Many people who become retailers get into it because they love something other than numbers, but paying attention to the numbers is what ultimately determines success. There’s no other magic bullet. Understanding the foundations of being profitable and being able to create sustainable sales is what will pay you and pay your team.

As a former retail store owner, Cathy Donovan Wagner learned how to master numbers to go from near bankrupt to owning three successful multi-milliondollar stores. Cathy went on to found RETAILMavens where she uses her cutting-edge expertise in retail and consumer behavior, along with her Profit First Professional certification, to help thousands of independent store owners increase sales and improve cash flow, using her proven Sales Breakthrough System. Together with her RETAILMavens team she guides retailers to more profit, better sleep and living a life they love, through powerful group and private coaching programs, industry speaking events and a thriving online community.

(www.retailmavens.com)

“Paying attention to the numbers is what ultimately determines success. There’s no other magic bullet.”

Come Together

For an always on-trend table choose between classics and neutrals

Styling by Leslie Groves

Photography by Will Fournier

1/ Coasters, from $34.50 retail, North American Country Home, 888-303-2221, www.northamericancountryhome.com

2/ Placemat, from $5 retail, Nostalgia Import Canada, 800-785-7855, www.nostalgia-import.com

3/ Mortar and pestle from Texxture, from $51 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca

4/ Placemat, from $10 retail, Harman Imports, 800-363-7608, www.harmaninc.com

5/ Mango wood paddle board, from $30 retail, IH Casadecor, 888-299-5678, www.ihcasadecor.com

6/ Floral tablecloth, from $20 retail, Brunelli, 866-971-4553, www.brunelli.ca

Come Together 5 6 76 inStore. Summer 2023 inSpire. inForm. inStore.

Classic Choices

1/ Now Designs stamped bowl, Danica, 888-632-6422, www.danicabrands.com

2/ Pan holder, from $90 retail, Nostalgia Import Canada, 800-785-7855, www.nostalgia-import.com

3/ Cheese knife set from Texxture, from $51 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca

4/ Mug, from $12 retail, Koppers Home, 866-604-0490, www.koppershome.com

5/ Platter from a chip and dip set, from $76 retail, Candym Enterprises, 800-263-3551, www.candym.com

6/ Mortar and pestle, from $30 retail, Nostalgia Import Canada, 800-785-7855, www.nostalgia-import.com

The importance of harnessing the influence of hues

By Andrea Hein

olour is one of the most powerful tools in a retailer’s tool kit. It has the power to turn us off or pique our interest. It grabs our attention and draws out our emotions – and has the power to invoke memories instantly.

Using colour correctly in the retail world is extremely important. “Colour is the key to success in the design industries,” says Marcie Cooperman in Color: How to Use It. “Colour is what drives customers to your door. But the wrong colour can keep customers from buying your product.” If you take nothing else from this article, take that sentence and remember it.

COLOURS DEFINE BRANDS

As business owners, managers or merchandisers, our focus is always on the customer – what do they want, what do they need and what could make their shopping experience easier? We

pigeonhole them and try to figure out who they are and what target market they fit into, but when it comes to colour, we need to simplify things.

The POWER of Colour C

Colour evokes emotion in us unlike anything else and we create emotional attachments to colour. When a brand features one of the colours in their line or their displays we easily form attachments to those products. Think about Kate Spade’s pink and green purses or Dior’s black and white offerings.

PERSONAL COLOUR STYLES

Colours define brands, but they also define our personal style and influence where we choose to shop. If you’re not interested in bright handbags and bold scarves, you’re unlikely to go into a Kate Spade store at all.

Colour also tends to bring out our picky nature. You could fall in love with a style of boots or a watch, but if it doesn’t come in a colour you’re attracted

to, you won’t buy it at all. Recently I returned a SMEG toaster because it was off-white not ice white. Still white, but it didn’t match my other appliances. Hues and tones of colour matter so much, especially when it comes to fashion. A bubble gum pink dress could make us feel juvenile, while the same dress in dusty rose would make us feel sophisticated. While we’re on the topic of pink, consider the difference in a menswear shop where pinks aren’t pink, but rather salmon.

Each of us has a personal colour style, whether we’re aware of it or not. Take a look at your wardrobe or the furniture in your home, and you’ll start to pull your colours together in a mental mood board pretty quickly.

COLOURS OF PRODUCTS BEYOND OUR CONTROL

It’s important to remember that product colours and fashion lines are not determined by shop owners and

merchandisers. By the time these items get to us they’ve been selected up to two years prior. Yet, shop owners and buyers still have the ability to select within those lines to create a powerful colour story which communicates their brand to customers.

YOUR STORE’S BRAND COLOURS

Your brand starts with your logo where you have all the control. Your logo should communicate to customers what they can expect in your store. Then you

move onto your shop’s brand colours.

“Colour is the marketing tool that sends a message to customers instinctively without engaging their conscious attention,” says Cooperman in Color: How to Use It. “The message of colour is actually understood faster than words”.

Consider what the colours you’re using are communicating to customers utilizing this chart from Xtreme Brand Makeover (www.xtremebrandmakeover. com). As you run down the list of colours and their associated emotions

you can start to make connections with familiar brands. For instance, RBC uses blue and gold with blue offering security, trust and authority and gold signifying something valuable and prestigious – all the things you want from someone holding your life savings.

The black and red of Lululemon’s logo communicates strength, elegance and passion. Sportwear companies typically choose bold, vibrant colours because we understand subliminally that those colours mean health, vibrancy, youthfulness and energy. As you can see, colour can and will do most of the marketing for your store.

Hospitals are painted with neutrals, soft greens, blues and yellows to convey a sense of calmness and peace. You’ll find the same colour tones in therapists’ offices, whereas offices for a creative advertising agency would be filled with vibrant colours to communicate the sense of energy, boldness and playfulness that communicate the personalities of their employees and values.

Once you’ve presented your brand to your customer and piqued their interest through your exterior presentation, the interior of your store must hold the same power that your logo does. Your walls and your packaging must be consistent with the colours in your logo and the message you’re conveying because colour will set the mood for your customers the second they step through your door.

The colours you choose inside your store should say just as much about the products you offer and your brand as your logo does. You want to create a welcoming environment that expresses who you are and what your shop is all about.

Andrea Hein is the coordinator of Conestoga College’s Visual Merchandising Program as well as the owner of Andrea Hein Occasions which specialises in custom décor for various clients including the Buffalo Bills. Hein started her career at Walt Disney World and has worked for both boutique and big-box stores. (www.andreaheinoccasions.com)

REBOOT your Creativity

How a Canadian jewellery designer launched a successful podcast during the pandemic and found a renewed passion for her wholesale business

By Kate Shepard & Erica Kirkland

Kate Shepherd, the artist and founder behind Morning Moon Nature Jewelry, has a passion for and deep connection with nature which has inspired her to create a unique line of jewellery that celebrates the beauty of the natural world.

Kate’s journey into jewellery making can be traced back to her childhood when she would spend hours exploring the beaches and forests near her childhood home in Nova Scotia collecting beautiful objects with textures and meaning that spoke to her. As she grew older, she pursued a degree in the arts, studying painting, sculpture, printmaking, weaving and photography, but it wasn’t until she studied silversmithing that Kate found her medium. She was keen to unite her love with nature and all the messages it had been whispering to her since she was little, with her art and set to work experimenting with ways to transmit nature’s secrets into wearable talismans that would allow people to have the magic of nature with them wherever they went.

After an unexpected traumatic event in her mid twenties, Kate faced the emotional and financial challenges of starting over. Instinctively, Kate turned even more deeply to her love of nature for solace and inspiration. She began to create jewellery pieces that were not only beautiful but also symbolic of the transformative power of nature.

Kate spent the next 15 years building her brand Morning Moon. She began to hear deeply moving stories from her customers. One woman wrote to her about how putting on their cedar earrings each morning had become a ritual of strength, reminding her of what she was capable of and another of how her fern earrings made her feel truly beautiful after a lifetime of believing she wasn’t.

Her pieces are lovingly handcrafted using traditional metalsmithing techniques, which gives each piece a unique and personal touch. Kate’s attention to detail and her love of natural materials are evident in every piece, making her jewellery not just a fashion statement but a work of art. Not only is each piece a celebration of the natural world, capturing the essence of a particular plant or animal, but they are also objects that carry deep wisdom and medicine from nature, connecting customers to something truly important.

ENVIRONMENTAL LEADERSHIP

Kate deeply understands the importance of preserving our planet for future generations and has made it a cornerstone of her business. For Kate, the beauty of nature is not just a source of inspiration for her jewellery, but also a driving force behind the company’s commitment to environmental sustainability and leadership. To reduce the environmental impact of mining and production, she uses eco-friendly and recycled materials, alternative energy in the production process as well as sustainable packaging materials and shipping methods which minimize waste and reduce carbon emissions.

In addition to using sustainable materials, Morning Moon also partners with environmental organizations to raise awareness and support for their efforts. They have worked with organizations such as Eden Reforestation, planting a tree for each piece of jewellery sold.

For Kate, Morning Moon’s commitment to environmental sustainability and leadership is not just an ethical choice, but a smart business decision. Consumers today are more aware and concerned about environmental issues than ever before, and businesses that prioritize sustainability are more likely to attract and retain customers.

STUMBLING BLOCKS

As it was for many, Covid provided a major blow to Kate and her business. Having spent most of her career working with retailers to carry her line of jewellery in their brick-and-mortar shops and selling directly to customers from her kiosk at the iconic Granville Island Public Market in Vancouver, not being able to access these markets decimated her sales. This happened to come at the same time as a divorce and an unexpected illness requiring surgery.

In the midst of chaos and uncertainty, it can be easy to lose sight of our passions and our dreams. But Kate followed an inner whisper that was telling her she needed to turn her life

around and revitalize her business. She knew that creativity was the key to navigating these turbulent times, and she was determined to help others tap into their own creative potential. Amidst the upheaval of the pandemic, Kate launched The Creative Genius, a podcast dedicated to the topic of how humanity is glitching because we have disconnected from creativity.

On The Creative Genius, Kate interviews artists from all walks of life and shares her own personal insights and experiences related to how creativity has played a pivotal role in her own journey of overcoming adversity. In her refreshingly real, down-to-earth conversations with a wide variety of artists including emerging visual artists, Emmy-nominated TV writers, Juno award-winning musicians, bestselling authors and even an Oscar-nominated director, Kate disarmingly brings her guests and listeners into a place where they candidly discuss their process, challenges and fears, and explores with them how they utilize creativity to navigate the world around them.

The response to the podcast was overwhelming. It quickly gained traction, resonating with a wide audience which propelled it to be listed in the top one percent of most listened to podcasts. Listeners from all over the world were inspired by Kate’s messages of creativity, resilience and the importance of reconnecting with our creative selves.

The impact of the podcast wasn’t limited to Kate’s audience. It also had a profound effect on her own life and her jewellery business. As she delved deeper into the world of creativity, she began to see new possibilities for her own creative work including her jewellery designs. Kate started experimenting with unique materials, exploring innovative techniques and infusing her pieces with a new sense of life and energy.

The revitalization of Kate’s jewellery business was remarkable. Her distinctive designs, born out of her renewed creative energy, caught the attention of costume designer Amy Parris of Yellowjackets and her jewellery now appears on actress Simone Kessell as she portrays the

character of adult Lottie in the popular series, even appearing in Vanity Fair. This exposure brought Morning Moon to new heights, solidifying its position as a brand synonymous with creativity, resilience and impeccable craftsmanship.

Kate’s story is a testament to the power of resilience and tenacity. Despite facing some of life’s greatest challenges, she refused to give up on her dreams and passions. Instead, she used her creativity as a guiding force to transform her life and her business. Her journey serves as a reminder that even in the face of adversity, listening to that small quiet voice inside can lead us to start things that, on the surface seem to make no sense but ultimately lead us to where we need to be.

Kate Shepherd’s inspiring journey serves as an example of harnessing creativity and resilience in the face of adversity. Her podcast, The Creative Genius , and her jewellery business, Morning Moon Handmade Nature Jewelry, embody these values and offer a unique perspective on how creativity can be harnessed to overcome life’s challenges.

Follow Kate and Morning Moon Jewelry on Instagram at @kateshepherdcreative and @lovemorningmoon. Visit www. lovemorningmoon.com for more information on Kate’s wholesale collection.

Baby & Kid Gift Guide

Our bi-annual curated gift list for newborns and littles

Styling by Leslie Groves

Photography by Will Fournier

Baby & Kid Gift Guide

Imagination Station

Kickstart creativity with this bright and bold selection of toys and games

1/ Rainbow bank, from $12 retail, Nostalgia Import Canada, 800-785-7855, www.nostalgia-import.com

2/ Kaleidoscope, from $15 retail, Fire the Imagination, 888-780-0864, www.firetheimagination.ca

3/ Xylophone with wheels, from $32 retail, Eco Parade, 905-910-1558, www.ecoparade.com

4/ Animated dragon from Cuddle Barn, from $69.99 retail, Edenborough, 800-265-6398, www.edenborough.com

5/ Spongeasaurus from Spongelle, from $19.99 retail, Bella Flor, 800-667-1902, www.bellaflor.ca

6/ Flamingo plush toy, from $22 retail, Nostalgia Import Canada, 800-785-7855, www.nostalgia-import.com

7/ Dinosaur doorstops, from $35 retail each, Koppers Home, 866-604-0490, www.koppershome.com

8/ Ball tower, from $49.60 retail, Eco Parade 905-910-1558, www.ecoparade.com

Baby & Kid Gift Guide

Blushing Neutrals

An adorable assortment of nearly-nude pinks and neutrals

1/ Mazie Mae hypoallergenic earrings, from $17.95 retail, Axicon World Imports, 800-465-5587, www.axiconworld.com

2/ Cuddle book from Mary Meyer, from $29.99 retail, Kidcentral Supply, 877-218-0395, www.kidcentral.ca

3/ Apron bib from Tiny Twinkle, from $12.99 retail, Kidcentral Supply, 877-218-0395, www.kidcentral.ca

4/ Muslin cuddle toy, from $33 retail, Fire the Imagination, 888-780-0864, www.firetheimagination.ca

5/ Erasable milestone markers from P. Graham Dunn, from $28.99 retail, Edenborough, 800-265-6398, www.edenborough.com

6/ Bunnies and blankie gift set, from $23.99 retail, Fire the Imagination, 888-780-0864, www.firetheimagination.ca

7/ Blanket from Lulujo, from $36.99 retail, Kidcentral Supply, 877-218-0395, www.kidcentral.ca

8/ Hooded towel and three washcloths from Gerber Childrenswear, from $27.99 retail, Kidcentral Supply, 877-218-0395, www.kidcentral.ca

Baby & Kid Gift Guide

Newborn Blues

A calming collection of brown and blue-hued gifts and apparel

1/ Uncle Goose building blocks, $60 retail, Artimport, 866-346-8697

2/ Giraffe plush toy from Demdaco, from $58 retail, Canfloyd, 800-263-3551, www.canfloyd.com

3/ Teething ring and rattle, from $22 retail, Fire the Imagination, 888-780-0864, www.firetheimagination.ca

4/ Apron bib from Tiny Twinkle, from $12.99, Kidcentral Supply, 877-218-0395, www.kidcentral.ca

5/ Record book, from $27.99, Canadian Manda Group, 855-626-3222, www.mandagroup.com

6/ Pull-along activity train, from $70 retail, Fire the Imagination, 888-780-0864, www.firetheimagination.ca

7/ Llama rattle from Demdaco, from $30 retail, Canfloyd, 800-263-3551, www.canfloyd.com

Baby & Kid Gift Guide

Dinnertime Essentials

From sweet dinner sets and lunch bags to adorable water bottles and snack containers

1/ Banana guard, from $6 retail, Fenigo, 519-571-8827, www.fenigo.com

2/ Lunch bag, from $8 retail, Nostalgia Import Canada, 800-785-7855, www.nostalgia-import.com

3/ Penguin bottle from Chic Mic, from $32.95 retail, Jannex Enterprises, 800-668-8644, www.jannex.com

4/ Bottle from Chic Mic, from $39.95 retail, Jannex Enterprises, 800-668-8644, www.jannex.com

5/ Stainless steel snack container from LunchBots, from $28 retail, Fenigo, 519-571-8827, www.fenigo.com

6/ Bottle from Chic Mic, from $26.95 retail, Jannex Enterprises, 800-668-8644, www.jannex.com

7/ Bamboo dish set, from $25 retail, Koppers Home, 866-604-0490, www.koppershome.com

Ready, Set , Motivate

From your warehouse help to your office staff to your salespeople, your employees are your store’s most valuable assets. Simply put, without them, who would help you “mind the store?” As much as they depend on you for a job, you depend on them to do their jobs well.

But it takes more than money to motivate someone. Your employees feel enthused to work when you recognize their efforts and reward their achievements. Plenty of positive feedback and a generous display of your gratitude lets employees know that you value them. When you create an environment

that fosters a favourable attitude among staff, you provide them with more than just employment. You also enhance your business’s bottom line.

MOTIVATION IS MONUMENTAL

It used to be that employers hired “helping hands.” Today, it’s not good enough to simply pay for the behaviour you want from people. Find a way to draw out and encourage their best efforts. Make employees feel valued, so they want to do their best work every day, and always act in the best interests of your store.

Motivating your staff becomes even more critical if good employees are harder

How to Keep Your Employees Going

By Claire Sykes

to find as is the case these days. Those who don’t stay with your business cost you in turnover expenses, time and hassles, not to mention lost sales. An hourly worker employed only three to six months costs your business thousands of dollars in the recruiting and training costs it takes to replace that person. Meanwhile, they take away an incredible amount of expertise — and knowledge about your store when they leave.

Certainly, it helps to hire people who already feel motivated to work at your store. Depending on your preference, the person needn’t have previous retail or sales experience because many people can learn those skills. What you can’t teach is high

energy, a positive attitude and attention to detail. You have to hire people-lovers, so they naturally give excellent customer service which translates into sales for your business.

WHAT IT TAKES TO MOTIVATE

Your staff’s positive attitude rubs off on everyone they work with, especially customers. You’ll rarely get an employee to treat those who shop your store any better than the way they’re treated by their employer. With motivated employees, you enjoy return customers who buy more. When you know what motivates your staff, you’re that much closer to getting the results you want from them. Employees feel inspired to do their best when you:

• Pay them more than money. Sure, people have to make a living, but salary and benefits, in themselves, do not serve as motivators. They’re an entitlement, not an incentive. Even a fair wage plays little role in determining whether someone is a motivated, satisfied employee.

• Provide more than just a job. Create an environment where employees want to work. Keep your store clean and pleasant. Make sure you enjoy what you do. When you’re happy, it affects

everyone else, so have fun on the job.

• Place staff appropriately. Your employees are more satisfied working at your store if you also make sure to position them in jobs and assign them tasks that they like and can excel at. For example, let that athletically inclined employee stock merchandise and the one who has a knack with numbers handle the invoices.

• Offer variety. Employees are motivated by a mix of responsibilities. Cross-train your staff, so they can perform a variety of duties and cover for each other on their days off. At the same time, they’ll likely immerse themselves in the challenges of learning new tasks.

• Expand the boundaries. Explain to staff how their jobs relate to other positions in your store and to your business as a whole. Let them know in what ways your business depends on even the most mundane tasks they may perform.

• Recognize employees’ long-term goals and be a part of their plan to reach them. Ask them where they want to be in five years, then do what you can to help them get there, whether it’s guiding them in bettering their customer-relations skills or teaching them a new computer

program. Because you’re giving them opportunities that contribute to meeting their goals, they’ll feel motivated to do the work and commit to you as a loyal employee.

• Be more than an employer. Serve as a coach and mentor too. Take the time to talk and listen to your employees. Get to know them. Everyone is different, so forget the cookie-cutter approach. Order take-out lunch for your staff and spend time with them on their breaks. Make sure you and your managers make yourselves visible and accessible, by walking around and interacting with staff in the store, instead of sitting behind some desk in an office.

• Ask questions. While a certain amount of motivation has to come from within the person, in the right environment there’s a way to coax it out. Sometimes it takes a little spark to get the flames going. Find out what motivates each employee. Discover what excites your employees and what new skills they could learn to challenge themselves and contribute even more to your business.

• Be open to suggestions. Ask employees what changes they would like to make in their jobs or how they could improve the way things are run

“When you encourage employees’ active participation in their jobs and offer them challenging tasks they can tackle successfully, you motivate them to do their absolute best. And when you frequently give generous and sincere praise, you earn their respect, dedication and hard work.”

at your store. Show them that you value their opinions. Open up your mind to what they can offer and then let them loose. They might surprise you with the results.

• Get personal. Spend a few moments each week conversing with staff about their occupational goals, interests, hobbies and families.

• Have some faith. It’s not enough just to feel appreciation towards your employees. You’ve got to prove it with your trust in them and that takes action, so delegate. For certain tasks, give staff the authority to do them without your presence or supervision. When you have high expectations of your employees, they rise to meet them.

THE POWER OF PRAISE

If you have a pet, you know how well your dog or cat responds to words said with kindness and appreciation. The same goes for people. Focus on the things a person is doing right — and let them know it. Motivated people

naturally want to please.

• Be grateful. Give plenty of positive feedback every day as soon after the achievement or desired activity has occurred. If you wait too long to thank a person, over time the gesture will lose its significance. The employee could assume that other things were more important to you than taking a few minutes with them.

• Be generous. A good rule of thumb is four positive remarks for every negative one. That way, the person realizes that the good in them truly outweighs the not-so-perfect. Always thank employees for a hard day’s work and regularly praise them for even the smallest acts. Everyone loves to hear when they’re doing a good job – it motivates them.

• Be sincere. People can tell when you’re not being genuine. Words alone can seem hollow if you don’t mean them. Praise your employees because you’re truly appreciative, otherwise it may come across as patronizing or manipulative.

INCENTIVES AND REWARDS

There are three types of rewards you can give your employees:

• Informal. Verbally point out people’s achievements at weekly staff meetings. Tack up a personal thank-you on the break-room bulletin board and post it on your social media sites. Also, maybe when they least expect it, give people proverbial pats on the back and a few words of praise and casually let their fellow coworkers know.

• Specific. Give an “Employee of the Month” award to the person who sold the most of a particular product category or made the most sales. Or, for the employee who never missed a day of work for the past six months, offer a convenient parking space with a sign that bears their name.

• Formal. Hold a contest for the team of employees who rakes in the highest sales dollars, then reward them with pizzas delivered for lunch. Give a promotion to a person who has proven responsibility on the job or foot the bill for an online sales workshop.

DO YOUR PART

You reap what you reward. If you recognize favourable behaviour with the right response, that person will tend to repeat what they did. As the owner or manager of your store, you play the most important part in how motivated your staff feel. Most people do better when they know someone is cheering them on with appreciation and support.

When you encourage employees’ active participation in their jobs and offer them challenging tasks they can tackle successfully, you motivate them to do their absolute best. And when you frequently give generous and sincere praise, you earn their respect, dedication and hard work. Employees who are happy at your business will only give back in good relationships with you and other employees, great customer service, increased productivity — and higher profits for your store.

Pictured above: Soap So Co , Conceptions Sarrah, Tasci Handmade Glass Jewellery, Ron Stattner, Sprucewood Handmade Cookie, Eye Spy Club, Artables, Fearless hART, Sadie & June, Marmalade and Dougherty Glassworks

Fall Forward

For an ideal autumnal fashion and jewellery assortment mix beautiful basics with chic boho finds

Styling by Leslie Groves

Photography by Will Fournier

Fall Forward

Boho Beauty

1/ Chocolate diamond caramel headband, from $40 retail, Jacqueline Kent, 888-963-9097, www.jacquelinekentjewelry.com

2/ Resin and walnut necklace, from $27 retail, BEL Jewelry, 403-340-0742, www.beljewelry.com

3/ Earrings from Myra Bags, from $10.50 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca

4/ Wooden heart pendant on suede chain, from $19 retail, Suzie Blue, 613-761-7889, www.suzieblue.ca

5/ Upcycled shoulder bag from Myra Bags, from $72 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca

6/ Mikko mini bag, from $58 retail, ESPE, 800-786-7690, www.espe.ca

7/ Sandals from Myra Bags, from $65 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca

Fall Forward

Beautiful Basics

1/ Labradorite stretch bracelet, from $22 retail, BEL Jewelry, 403-340-0742, www.beljewelry.com

2/ Eden crossbody, from $85 retail, ESPE, 800-786-7690, www.espe.ca

3/ Abstract face silhouette earrings in raw brass, from $32 retail, Pika & Bear, 306-537-0558, www.pikaandbear.com

4/ Be Calm ring in silver from Demdaco, from $43.50 retail, Canfloyd, 800-263-3551, www.canfloyd.com

5/ Walnut earrings, from $15 retail, BEL Jewelry, 403-340-0742, www.beljewelry.com

6/ Gold-plated heart earrings, from $29 retail, Suzie Blue, 613-761-7889, www.suzieblue.ca

Unleashing the Power of Storytelling

How to create displays that captivate hearts and minds

By Nickeisha Lewis

STORYTELLING IN VISUAL MERCHANDISING

Beyond the mere arrangement of products, storytelling is a powerful strategy that aims to captivate hearts and minds while developing deeper connections with customers. At its core, storytelling is a bridge that connects people through shared emotions and experiences. When you incorporate storytelling into your displays you become far more than just a retail store. Rather, your store evolves into a combination of visual cues, scents, textures and sounds which transport customers to another world – a world that aligns with your brand and products. This type of merchandising is what really leaves a lasting impression and makes a retail store memorable.

INCORPORATING STORYTELLING INTO DISPLAYS

Take the time to understand your customers – their interests, preferences and aspirations. By truly knowing what your clients like and need, you can tailor a narrative that will deeply resonate with them. Start by defining the concept that aligns with your business and your target audience and then develop a narrative that unfolds seamlessly throughout your displays. The narrative could be based on your brand’s values, a product line, a seasonal theme or any other relevant concept. Remember, storytelling is more than just visuals. Make sure you’re engaging all the senses to really create an exceptional experience and help transport your customers into the world of the story

you’re trying to tell. This could include playing background music or ambient sounds, using scents that evoke specific emotions or memories and offering product samples that enhance the sensory experience.

DEVELOPING NARRATIVES

But how do you develop a themed narrative that perfectly aligns with your brand and products? First define the key values of your brand and how you want to show them in your displays. Think about what sets your brand apart and how you can highlight those unique business qualities through stunning displays.

Let yourself get inspired by each unique season. What feelings and emotions related to the seasons resonate with your customers? In the summer is it the joy of beach days, eating ice cream every day or going on vacation? Allow yourself to be creative.

DETAILS MATTER

Add small visual elements to your store and displays that enhance the storytelling experience. It could be seashells on your window displays and shelves or a huge beach inflatable in the corner of

your store. These small touches will help transport your customers into your story.

Align your products with your themed story. Whether you’re selling swimwear, summer clothing or outdoor accessories and equipment, adjust your displays to match the story you’re trying to tell.

INVITE ENGAGEMENT

Be sure to create opportunities for your customers to engage with your brand and products this summer. This could be through instore events, demonstrations, personalized recommendations, etc. Invite your customers to these engagement opportunities and encourage your customers to actively participate.

Nickeisha Lewis is the founder of Nola Designs, a retail interior design firm based out of Kitchener, Ont. Nickeisha and her team focus on helping femaleowned businesses take their retail stores to the next level. www.noladesigns.ca

That 70s Vibe

All things 1970s are having a moment in the spotlight right now

1/ Placemat, from $13 retail, Harman Imports, 800-363-7608, www.harmaninc.com

2/ Cushion, from $52 retail, Indaba Trading, 800-746-3222, www.indabatrading.com

3/ Rug, from $116 retail, Indaba Trading, 800-746-3222, www.indabatrading.com

4/ Wall art, from $42 retail, Koppers Home, 866-604-0490, www.koppershome.com

5/ Rattan flower stand, from $55 retail, North American Country Home, 888-303-2221, www.northamericancountryhome.com

6/ Raffia cabinet, from $1110, North American Country Home, 888-303-2221, www.northamericancountryhome.com