RETAIL INTERVIEW:
Charisma gift shop
‘I truly believe high streets will return again, but with a new feel’ Located in a beautiful old Edwardian arcade in Bedford that also boasts a raft of other small indie businesses, Charisma gift shop has opened its doors again after its toughest year ever. We catch up with owner Janice Lawrence to discover how, after efforts to build a new website to boost sales and a sense that customers are keen to shop locally, she feels positive about the months ahead Janice, what’s the story behind Charisma? I worked in retail when I was younger and dreamed of having my own shop. I started my business in 2000 in a little town called Rushden, 20 minutes from Bedford, after my youngest child had started school. It was quite a risky thing to do but I decided it was better to try something rather than look back and wonder ‘what if?’ I relocated my shop in 2007 to Bedford, as it was a larger town with more trade and opportunities. Along with relocating I also completely rebranded the shop to reflect the style and design that I love - quintessentially English with a shabby chic cottage feel. The shop has been described as charming and exquisite with a treasure trove of beautiful gifts. How have the various lockdowns and restrictions been for you? It’s been really tough I can’t lie, financially, mentally and physically. I’ve tried to stay really positive over the months but it’s had 28 Gifts Today
such a huge impact on my business and for many others locally. After the first lockdown I was so happy to get the shop back open and to welcome my lovely customers in again, so having to close twice more was truly disappointing and a massive blow. Like so many others, we’ve missed Mother’s Day, the Christmas main trade, as well as our everyday sales that would normally carry us through the quiet times. Have you managed to trade during the lockdowns? I don’t have a transactional website yet but it’s something I’m working hard to get up and running right now, so I’ve really had to rely on social media to keep us out there and showcase our products. We’ve been able to offer Order & Collect, plus free local delivery, but not being physically open and with no one in town it’s had a huge impact on sales and one I’ll be recovering from for a long time. I am so grateful for the grants that the government so promptly
put in place to help businesses try to survive; they’ve been such help. What’s the mix of gift merchandise in your shop? I sell a mix of jewellery, accessories, bath & body products, candles, sentiment, baby and toddler clothes, soft toys, greetings cards and wrapping, plus much more. The companies I like to use are ones that help the small independents by doing little & often ordering and with low delivery charges too. This way we can help to keep each other going. Some of the companies I use are Joe Davies, Langs, Bomb Cosmetics, Rodney Holman, Carrie Elspeth, Marmalade of London, Peace of Mind, Fable, Blade & Rose, Powell Craft, Wrendale, Woodmansterne, Berni Parker, Tatty Co, and many more. Any surprise hits? When we re-opened after the first lockdown masks had been a huge hit and thankfully I
