Interview with Rancho

Pushing through the pandemic

Describe what you do in 5 words

Turn art/ideas into objects

Finish this sentence: Your customers love your business because...

They feel they are dealing with a like-minded family business – small but strong, passionate about their job and doing what they love.

What does a day in your 'new normal' life look like?

The ‘new normal day’ starts with a news check on how we and the rest of the world are navigating through this pandemic – and there is usually a sigh of relief that we live where we do! Who would have thought that the ‘Worldometer’ COVID stats site would replace the NSW RFS Fires Near Me app? (Our Ranch is 100 acres of beautiful bush in the Hunter Valley) What a year it has been!

Then to the studio to get on with business. Our cycle has changed – and is ever changing. We don’t seem to have ‘boom’ times now (post trade show, retail events) – but rather more consistent work. Bruce oversees wholesale orders and website sales and a lot more personal contact is involved. Our customers’ needs have changed and we need to know how to best help. I’ve had more time to ‘play’, to develop some new ideas – something that I’d normally only get to do in certain quiet times. It’s usually playing with new raw jewellery components, new art works (drawing more trees!), designing different bag styles and tweaking our packaging and displays. We now are proudly ‘plastic free’ in all our packaging only using paper card, custom tissue and cellophane. Yay!

Something we might not know but will be glad found out about you/your business:

My training is not business or retail (although my very first job was with David Jones). I’m a Visual Art/Design teacher – or was for many years. I think that’s why the design, aesthetics, form/function of a product will always be the most important feature of an item and part of the business.

Retail Right Now:

How has COVID-19 impacted your business?

Sadly our in our first quarter, the COVID-19 shut down reduced our wholesale orders by at least half. Mid-March, we contacted all our retailers who had pending orders from Reed Gift Fairs Sydney to see what they wanted to do; continue, reduce, cancel. The last thing we wanted was to add burden to their stress and commitments – shop rent, employees, finance, etc. Understandably most requested to hold or cancel their orders. BUT we were delighted to find that slowly, as our retail family adjusted and/ or reopened – 90% continued with their orders. We have been blown away by local communities supporting local business and the whole ‘shop small’ movement. It’s had a positive roll-on effect for us and our stockists, especially being an Australian design label/company.

How are you managing your team at this time?

Our team is small. Since all operations are done here on the Ranch, we’re pretty much in sync with what’s happening in all areas. We are really missing our overseas travel – so much inspiration and motivation comes from our happy travels. So, if anything, managing our direction and motivation is hard at times.

I once read some advice – “if you don’t know the next thing to do in creating/maintaining a business – just do something”. So when a dull time hits, we’ve still been doing ‘something’. It may look like an erratic jump from one thing to another, but we hope we are still moving forward and getting some things done that would normally be pushed aside…. like a whole NEW LABEL! (more on that further on)

What feedback have you got from y our customers on how it is to be in retail right now?

Our stockists are telling us that retail life is ever changing and TIRING. Those who didn’t have a retail website have had the enormous task of putting one together in a limited time frame. And those who were not so keen on social media (guilty) have had to up-the-anti. Shop owners have been SO innovative and creative in so many different ways just to serve their customers – virtual store tours, pre-booked openings, phone/ web orders and free deliveries – all still working under their state regulations which are also bouncing to and fro. They have been working double time and there seems to be a pressure to keep stock new and fresh, even more than usual. The heartening result is that their customers – their community – have reciprocated by consciously supporting small business.

Your Thoughts On:

Resilience:

We can (and have been) be resilient in tough times – and 2020 has proven to be the toughest yet. But there is a limit of how much we can all bend before we break.

We align ourselves to be more creators rather than simply wholesalers. Our job continues to teach the shopper the value of what they are buying, bringing awareness of what is well designed and unique. opposed to what is mass produced. Telling the story behind each artwork and how it came to appear on a shoulder bag or keep mug. Not necessarily following the latest fad, but having a natural aesthetic, a quality make and lasting appeal.

The secrets to getting a customer to return for more:

Rancho is a celebration of the natural and simple – so we hope our products appeal to likeminded lovers. We design and, in many cases, make what we sell. We know our products inside out, so I think that helps to reassure our customers of the quality and service they will receive if they buy/ stock a Rancho product. People want to know that they can purchase a product/range again – if it has been successful for them, and at the same time constantly be inspired by what’s new. Rancho tries to offer both bestsellers and new ranges each season and can even make custom requests with some products.

Looking Forward:

Do you have any new products to promote?

Yes, Yes YES! Introducing … ‘via SMiTH’ For the last two seasons a few beautiful sterling silver rings and earrings have appeared in the Rancho jewellery range. They have been so popular and different that this style just had to stand alone.

via SMiTH is a sterling silver jewellery range, designed by me and hand crafted by silversmiths in Bali. In Bali, the traditional silversmiths are simply called ‘smiths’. So ‘via SMiTH’ is a lovey double pun! The silver workshop is a small

brother/sister run business, employing and training the local Balinese. They have experience in working with some big international labels in US and France, so we are VERY excited to work with such a talented team.

The range includes earrings, necklaces and rings – all hand crafted in sterling silver with highlights of 18ct gold vermeil. The range comes with unique displays and stands, and like Rancho jewellery – includes a range of paper packets and cards which can double as single displays.

What do the next 6 months look like for you?

Until we can meet all our stockists face to face at Reed Gift Fairs Sydney next February, our contact will be via email and phone (welcome to Mail Chimp!). It’s hard, because we know our retailers are trying to juggle a hundred things and time is valuable. Rather than releasing all of our new products at a trade show – we will be updating our shops month to month via e-newsletters.

New products are a little slower arriving because production chains have slowed but since we design everything – we can control the quality. Expect new bags and mug designs in September. Our feelers are out. We try to change to meet our stockists needs and try to gauge what shoppers are attracted to in this crazy time – other than face masks!

And when times are tough we have the ranch for constant solace… our happy place.

The Essentials:

How can buyers order from you?

Our website has a wholesale section. Our stockists simply access via a password and order direct. If you need guidance just contact us by phone for a chat – especially if you are new and you would us to explain our packaging and displays. We can also suggest what ranges/ products might be suited to your customer base and location.

Our new via SMiTH range has its own retail Our new via SMiTH range has its own retail website but wholesale purchasing is still via our website but wholesale purchasing is still via our Rancho wholesale site ranchodesigns.com.au. Rancho wholesale site ranchodesigns.com.au.

Should they expect any delays?

No – dispatch is usually 2-3 days, and if something is out of stock it should be noted on the website.

Who is the best contact for buyers to speak to?

Bruce or myself Michelle, will answer you on the Rancho hotline!

M: 0402093441 (maybe expect animal noises in the background!)