5 minute read
Charisma gift shop, Bedford
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 e orts 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 refl ect 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, fi nancially, mentally and physically. I’ve tried to stay really positive over the months but it’s had such a huge impact on my business and for many others locally. After the fi rst 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 off er 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 fi rst lockdown masks had been a huge hit and thankfully I
had placed a big order for these, and I’m glad I did. Having been closed for most of the year it’s hard to gauge what will go well for the year ahead, especially as we’ve missed a few of our key dates already, but I tend to go on my gut instinct and when I spot something new that catches my eye straight away and if I think ‘ooh, that’s lovely’, then I’ll order it.
How are you sourcing new products?
I haven’t really attended any of the virtual trade shows I’m afraid, apart from listening to Theo Paphitis at Spring Fair speak as I know he is one for helping the small independents and I value his opinion.
Some of the companies have sent virtual links to their new products which I have been looking at and found very useful. I must admit I’m quite old school and find it very handy when I receive a brochure in the post to order from.
How confident do you feel about the future of your business?
I feel very confident and quite excited too about the future. The events of the past year have made me more positive to keep my shop going and especially excited when my online shop is up and running alongside it.
After the first lockdown returning customers were so lovely and I also noticed lots of new faces too, people who were determined to shop locally, especially with the small independents. I truly believe high streets will return again but with a new feel – lots more independent shops offering something unique and making the towns a true shopping experience again. Rome wasn’t built in a day but we need to stay positive.
My youngest son opened up his own shop Rewind Merchandise a retro shop in October 2019 next to mine. Obviously it’s been a hard start for him but he remains positive and determined to keep things going in the right direction.
Plans for the rest of 2021?
I’m looking to do a full stock check and streamline my products to ensure I’m offering the best I can to my lovely customers. I’m currently working on my new website, so I’ll be able to reach a larger market and post to the rest of the UK. Technology doesn’t come easy to me but thankfully I am getting a lot of help from daughter and both of my sons. I hope to sell a range of my bestselling items and I hope this will work alongside my bricks and mortar shop to bring in more sales, fingers crossed!
