Casa Fina, Salisbury

A new chapter

Shop photos: Noorie Parvez

When Salisbury interior accessories and gift shop Casa Fina was offered the chance of a makeover for a TV show, owner Susi Mason jumped at the chance. Clare Turner finds out more

“The design brief talked about updating our look while keeping the essence of what Casa Fina is all about”

BBC One’s ‘Interior Design Masters’ is a reality competition TV series, hosted by presenter and comedian Alan Carr, which pits aspiring interior designers against each other for the opportunity to win a life-changing contract. Each week, a different challenge is set, designed to test the contestants’ ability to meet client briefs in various commercial and residential settings. Their efforts are judged by former Elle Decoration editor-in-chief Michelle Ogundehin, who is joined by a rotating panel of guest judges.

In the ‘Shops Week’ episode, which aired on March 30, (but was filmed last summer) six designers visited Salisbury to transform three very different independent stores, and retail expert Mary Portas was the guest judge. The businesses were interior accessories and gift shop Casa Fina, bridal shop Brides by Victoria, and lingerie shop Annie’s Just Jane. In Alan’s words: ‘All were in need of a makeover to help them compete in an age of online shopping.’

Working in pairs and with a budget of £3,000, the designers had just two days to give the boutiques a completely fresh look. But before they hit the high street, they first had to meet their clients to pitch their design ideas. Casa Fina owner Susi Mason takes up the story:

“2021 was already proving to be a year like none other in retail when I received an email from a TV production company asking me if I would be interested in Casa Fina taking part. As a fan of the show, I leapt at the chance to find out more.

We were visited by producers, design advisors and logistics people who worked out which three Salisbury independents would work well together to offer contrasting challenges. Every measurement was written down, plans were drawn, and the shop was photographed from all angles, inside and out. After a week or two I heard that Casa Fina had been chosen, and we started to think about the task ahead.

Casa Fina has been on Salisbury’s High Street for 38 years, since my mother and I opened the shop in 1983. Over the years the stock has changed dramatically, and we have had mini

5 Best Sellers

1. Thomas Kent clocks 2. Pacific Lifestyle lamps 3. Addison Ross photo frames 4. Floralsilk flowers and plants 5. Anthony Steuart bins, trays and tissue box covers

revamps (the last in 2015) but some things remained - like the ugly and inefficient lighting and the fretwork screen that we’ve always used as a backdrop to our window.

The design brief talked about updating our look while keeping the essence of what Casa Fina is all about. Streamlining our till area was a must, as it was messy and disorganised, and I wanted to highlight our lamps and shades as they are such an important part of what we sell.

On a hot summer’s day, I was filmed meeting Fran and Dean - the designers with whom I would be trusting my business - as they pitched their ideas to me. Dean went first. He suggested painting blocks of bright colour on the walls and floor for a more contemporary look. Fran’s pitch was very detailed, using Farrow & Ball tones and referencing the shop’s history and story. She must have looked at every social media post, newsletter and blog as she knew our history so well.

I chose Fran to be lead designer, but I really liked Dean’s attention to the lighting in the shop and his retail experience meant he would be vital when it came to remembering that we were a business that needed practicalities. I felt like I’d landed a dream team.

On Sunday July 18 the Casa Fina team gathered to pack away around 30% of the stock. I’m blessed with wonderful staff, and they cracked it - leaving me to remerchandise so the shop looked full enough for filming the ‘before’ shots the next day.

Monday was tough where the stress might well have overtaken the excitement as the rest of the stock had to be packed away – every glass and mug and all the furniture – the shop hadn’t been this empty since 1983!

Lying awake that night, I really wondered if I’d been wise. Several other indie business owners said they just couldn’t have taken that leap to trust someone they didn’t know with their livelihood. I kept telling myself that the production company had undertaken to put everything back as it was if it really didn’t work, but of course the hope was that it would. A five-minute chat with Fran and Dean in the morning made me feel so much better. I was worried that there wouldn’t be enough display space but was reassured.

On Wednesday I kept myself busy with paperwork and online meetings. Thursday morning went on forever! I was due to go in after lunch to view the makeover and just couldn’t settle: was this a new era for Casa Fina or the beginning of an un-makeover?

I was filmed walking into the shop, and they must have just caught my gaping mouth – I LOVED IT. Fran and Dean had worked so hard through the heat (the entire production crew who were on site were amazing). The front of the shop was transformed with seating for passers-by or ‘bored husbands’. There was new signage too – I did feel rather embarrassed that I hadn’t updated it myself after a change of logo.

Inside, the shop felt light, airy and calm. The display shelves had been merchandised to reflect my style, so it felt like home, but the counter area had been completely transformed with a feature made of all our fabulous faux plants. The screen was no longer in the window but had been suspended, which immediately gave me display ideas, and the window area was changed from a room setting style to a more modern display.

It didn’t stop there. An old door that I’d spotted before I left had been transformed into a jewellery display, and a blocked-up doorway was filled with crates to display our home fragrance and bath & body lines. In the second room there were clever shelves for our pictures and space for our lamps and shades. A table had been created for use either as a display space or for discussing shade choices with customers. It could also double as a workshop area.

The third room in the shop was left (so the

“I’m so happy that I was involved”

Photo: Christopher Ison

three competing shops were comparable in size) - we had a stock room again after 35 years! This area would be vital in keeping the calm, uncluttered atmosphere. Instead of putting out every item that arrived, we could now just put out one or two, storing the rest for replenishment.

It was wonderful to see the faces of the staff as they saw the shop for the first time. And customers have been so complimentary, with one or two kindly saying that they hadn’t thought it could be improved.

Since the show aired on March 30, we’ve had lots of people popping by, both familiar faces and some new ones, to say they watched the programme and loved the makeover. Everyone says how open, light, and spacious the shop is now. Before it was rather cluttered and chaotic but it’s now a calm and relaxing experience. What a success!

A few people miss the ‘search’, but we know that clutter and hidden products aren’t the greatest sales technique. The biggest test, however, wouldn’t be the vox pops but the sales figures. Could we still achieve similar figures with 25% less floor space? We found we were selling more lamps and more pictures because they had been given prominence in the new layout. Items such as our fabulous tin waste paper bins flew out, and the display shelves behind the window started to be a good location for sales after years of customers bypassing that corner.

Waiting for the show to air was a drag; we couldn’t publicise the programme but, of course, word got out locally after Alan Carr posted on Instagram from [Salisbury’s] Cathedral Close and stopped for selfies in the street. Now that it’s been on TV, it’s certainly a relief that we can all talk about the experience.

I loved watching the show. The design brief was continuity through the shop and flexibility for display and we have that abundantly. I’m so happy that I was involved. Another chapter in the history of Casa Fina, and, as Mary Portas said, ‘a long-established business has had an update.’ Hooray!”

Soothing scents

Joe Davies

Curating a pleasant home ambience has become increasingly important with more people working from home, and staying in for movie nights and entertaining, as the cost of eating out goes up. With this in mind, Joe Davies is excited to announce the launch of the Miranda B at home collection of Serenity Garden luxury scented candles and reed diffusers.

The soothing scents include fragrances such as cotton linen, sandalwood, lemon, basil and mandarin, and orange and bergamot. The collection is available in six vibrant colours, including jade green, raspberry pink and indigo, which have been carefully chosen to sit with current home décor trends.

Joe Davies is showcasing the range at Home & Gift (stand B66), and looks forward to welcoming you to its stand. Call: 0161 975 6300 | Email: sales@joedavies.co.uk Visit: www.joedavies.co.uk

The appeal of bells

Enesco

Featuring everything from home accessories to hanging ornaments, the Demdaco collection strives to lift the spirits of all in times of celebration, when comfort is needed most, or just to put a smile on someone’s face - through the sweet sound of bells.

Demdaco features six sub-collections, one of which is the newly launched Inspired Everyday range, which seeks to raise the spirits in a fun and calming way through a suite of beautifully handcrafted bells that help to mark any occasion.

The Inspired Bell range features a calming aesthetic and light versatile colour palette which is perfect for any home. With gentle hues of creams and golds, earthy tones of stone and grey, and relaxing shades of pale lavender, blues and greens; these delightful hanging decorations feature a twine handle and are presented in a gift box which includes a tag containing a sentimental message.

Bells in the Inspired Collections range include pieces that are perfect to capture emotions, such as Gratitude, Love and Hope & Healing, as well as gift-giving specific occasions such as Wedding, Two of Us and Faith - and not forgetting recipient-specific pieces too, like Mum, Grandma and Friends.

Each piece in the Inspired Collections range measures between 18cm and 30.5cm tall. Call: 01228 404022 Email: uksales@enesco.co.uk Visit: www.enesco.co.uk

More than just a candle!

Bolsius

Bolsius has introduced a new range of candles to play on the quick growth of the Home Ambiance segment.

During the winter season, Home Ambiance is more relevant than ever. Consumers want to enhance the mood in their homes, and candles contribute highly to this due to their highly decorative attributes and ability to create a warm atmosphere when lit.

Bolsius’ new Rustic Winter collection combines rustic candles in natural tones with a festive silhouette, tapping into the relevance of the winter months. They come in different sizes and designs, inspired by textures and colour tones from nature, and are made with passion, skilled craftsmanship, and a love for people and the planet. The candles are created without palm oil, but with natural vegan wax.

Second placement in retail is a key driver for sales. Recent research shows that purchase decisions are made in-store and a large part of sales is generated via second placement; Bolsius has the perfect solution to maximise this in-store.

For the festive season, a display has been created which incorporates its on-trend coloured Rustic candles and new Festive fragrance. Contact the APAC team to discuss display opportunities: a perfect solution for your festive department.

Since 1870, Bolsius has been making quality products to create cosiness and a warm ambience in homes. The company inspires, connects, and warms people with the magic of candlelight and fragrances that tickle the senses. It’s how you can make every moment a special one - for yourself and for everyone around you.

Packing a punch

Bolsius | Call: 07391017288 | Email: kam.badesha@uk.bolsius.com APAC | Call: 0116 2302555 | Email: sales@apacgroup.com

Love Country

A fabulous new country style summer fragrance sachet collection is now available These luxury scented sachets pack a punch of fragrance as well as style. Made with vegan-friendly fragrances and environmentally-friendly packaging, they are ideal for when you don’t want to burn a candle. The sachets also fill smaller spaces with fragrance without a flame or liquid – so there’s no spills or mess. With a festive collection on the way too, these are great little gift items to scent all around the home, car, or office space. Call: 01502 507352 Email: support@lovecountryuk.co.uk Visit: www.lovecountryuk.co.uk

Home comforts

The Personalised Memento Company

The Personalised Memento Company (PMC) has a huge array of gifts in the homeware category including cushions, cushion covers, ornaments, poster frames, signs, candles and accessories - all personalised!

The firm has launched an exciting range of homeware including these personalised cushions. With a variety of designs, these are a perfect gift idea for someone who has recently moved home or got married.

Each one is personalised with a name or a message and is available as part of PMC’s range of giftware covering all occasions. Every gift is individually personalised and drop shipped directly to the customer, meaning you don’t hold stock. Visit PMC’s website to register for your trade account today! Email: sales@personalisedmemento.co.uk | Visit: www.personalisedmemento.co.uk