I
have recently discovered the brilliant and incredibly useful Indie Retail Academy. It’s packed with everything that a designer/artist/maker/craft seller
needs to know about getting your work into shops.
It is the work of Clare Yuille, who also runs Plaisir
with her husband Anthony, an on-line, and real life boutique shop in Biggar,
just outside Edinburgh.
She has agreed to let me interview her!!!
Hi Clare, how are you? What’s happening in your
shop today?
Hi Charlotte, it’s lovely to speak to you! Today in the
shop we’re creating a new window display and unpacking some new cards and
prints from one of our favourite artists. And eating chocolate chip biscuits. In
fact that’s an important part of our plan for the entire week.
Yummm! I wish I could visit your real life
shop, but I’m too far away. Could you describe your shop and tell us what
it’s all about?
Our shop is called Plaisir,
which is French for pleasure or being pleased. We sell fashion, homeware and
gifts with an emphasis on handmade work by British artists and designers. Our
style is colourful, happy and relaxed. My business partner Anthony and I are
also professional actors so we tend to come at things from a creative angle. We
have a roll-top bath
in the middle of the shop which is currently filled with mint imperials, we
give away free
cake every Saturday and we change our window displays
every week. We have a lot of fun!
The Indie Retail Academy feels like it was written
especially for me, it answers all my questions about how to make it into
retail. It also makes me feel OK about all my artistic insecurities! How did it all come about?
First of all, I’m so glad you’re finding it useful – that
makes me very happy indeed. Indie
Retail Academy springs from the fact that, like every other retailer in our
niche, we’re inundated with product submissions from artists and designers.
Most of those submissions are of a very poor standard. The product itself might
be great, but an awkward or pushy email from a prospective stockist can really
put a shopkeeper off. I think that’s a huge pity, and that it doesn’t have to
be that way.
As I’m an actor, I also know what it’s like to try to make
a living in a creative industry. It’s hard. Actually, make that haaaard. I think there isn’t enough support for creative
people who run businesses. Sure, you can get help with making a business plan
and doing your accounts, but when it comes to the emotional aspects of getting
your venture off the ground you’re pretty much on your own. Even if your
friends and family are very supportive, I think it helps to hear advice and
encouragement from someone on the inside. That’s what I wish I’d had when I was
starting out.
One of the things I’m most proud of so far is the Indie Retail
Starter Kit – it’s a free bundle of resources for people starting out in
wholesale. Judging by the feedback it gets, it’s something that artists and
designers find very useful.
You write a very useful post about the importance of
branding for an artist/business and suggest we ask retailers for their
opinions.
Terrified to ask this but what are your opinions of
the Strange Bird Brand? Be honest I can handle it!
I think you’ve got a great brand. I love the muted tones
you use in your work, and the rounded, organic shapes. It’s retro but it has a
modern edge. In terms of ideas, maybe you could think about brightening up some
of your photos, and consider taking some lifestyle shots too. It’d be good to
see one of your bags next to something like a vintage film poster, or in the
hand of someone wearing sixties-style accessories. That might provide a bit of
background texture and colour, as well as helping to express the essence of
your brand.
I also think your work has great appeal for men, or for
women shopping for men. Lots of people tell us they have no problem finding
something great for their mum or sister, but that buying a present for their
dad is a nightmare. Your stuff is the perfect solution! Maybe you could also
think about using a male model for some of your photos, and styling your bags
with some guy-type stuff.
You must have a great time going to all the craft
and designer fairs, searching for the next beautiful things to go in your shop.
Have you any tips on what makes an eye catching stall,
and what is the most exciting 'style of the moment' that draws you
in?
Anthony and I do love
attending craft and trade shows – it’s one of the best parts of our job. There
are a few things we look out for. First it’s great to be able to see the name
of the artist or company immediately, and for it to be in a form that’s easy to
read. We also like bright, organised stands that are well merchandised. By far
and away the most important thing, though, is the person behind the table.
We say hello to every
customer who comes into our shop, and we feel very strongly that the same
principle applies to craft and trade shows. Eye-contact is crucial to your
success, but so often we see sellers looking at facebook on their phone or with
their head buried in some craft activity. I understand that not everyone’s
comfortable selling their own work, but if you’re not I think you should find
someone else to do it for you. It’s that important. If you’re enthusiastic, relaxed and focused on your
customers, you’ll sell more. It doesn’t get much simpler than that.
In terms of new styles,
we’re pretty open-minded. We know what works at Plaisir but we’re always
looking for variations and stuff we haven’t thought of yet. We want to be
surprised!
What do you think about the massive surge of in
craftism that seems to be taking over the world! And do you know where it’s
heading??
I think the huge interest in handmade goods and
craftsmanship is in part a reaction to the economic climate we’re in. People
have less to spend so they want quality rather than quantity. I’m interested in
how young artists and designers are taking ancient techniques and using them to
produce something very modern. It’s actually a great time to be an artist and
to start a creative business – there’s lots of interest out there. I can’t say
for sure where it’s all headed, but I know it’s somewhere good.
What are you next plans for Plaisir and Indie Retail
Academy?
At Plaisir we’re
starting to plan our Christmas ordering. It seems ridiculous but it’s such an
important time of year that we really do need to be prepared this early!
There are also lots of
new things coming up this autumn at Indie Retail Academy. I’ll be stocking the
Indie Retail shop with new guides and resources for a range of common problems
faced by artists and designers who want to sell their work to shops. I’ll also be
launching the pilot version of my first online course, and teaming up with The Design Trust and School for Creative Startups.
It’s going to be a very busy six months!
It’s been lovely
chatting with you Charlotte, thanks so much!
Thank you Clare, you're a star!
Thank you Clare, you're a star!
