Today we’d like to introduce you to Caryn Smith.
So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
In 1987 I graduated from Bentley College and decided I was going to open my own boutique. I had been selling sweaters and accessories at a flea market in Weymouth and loved everything about buying, merchandising and selling to customers. It’s a wonderful feeling having someone come in and you help them pick out a wardrobe and they leave feeling happy. I use to say as a child I liked to dress my Barbie dolls and as an adult, I get to dress women. I would take Amtrak to NYC at least twice a month with my Mom and we’d carry all the merchandise back with us as I didn’t want to waste money on shipping. In the beginning, a lot of manufacturers wouldn’t deal with me as I was young. When my Mom and I would go to different vendors they would usually speak to her thinking she owned the business. We would always laugh about this.
On November 12, 1987 ( a very snowy day) I opened my doors and we had an incredible welcome to Quincy Center. My first store was 8.5 ft wide and the bathroom was so small your feet were in the back room. Within months I outgrew that store and moved around the corner to 1,500 sq feet. I currently am serving the second and third generations of families that started with me in 1987. In January of this year, we moved to our current location at 133 Beach Street in Quincy and I love our new store. It has exposed brick and hardwood floors. Our customers love the feel of the new store. We are in a block of stores and all the businesses are owned by women.
Currently, our website is being totally overhauled and our goal is to have an e-commerce site by the end of the year. Retail has changed a lot in the 30 years since I started and one of the most successful changes for us was pop up boutiques. On average we’ll participate in 2-6 events a month. It exposes our store to more customers and helps sales tremendously. I know I need to start doing live events on Facebook as it’s the new way of engaging customers. Retail has sure changed a lot over the years but I feel fortunate that I love my store, customers and wouldn’t change my career.
Has it been a smooth road?
As the economy changes so does my boutique. I’ve had to go from a boutique to off-price and then back again to a boutique.
I remember one time we had a line of sweaters in the store from an exclusive line and then I saw the brand in BJ’s. I called the representative and asked what was going on. She said they made some for BJ’s but they weren’t the same quality. I told her my customers are seeing the same label at my store and BJ’s and that’s not acceptable. They were selling for less than I was paying for wholesale. As a buyer, you need to constantly find new lines.
So let’s switch gears a bit and go into the Caryn’s Corner story. Tell us more about the business.
Our brick and mortar store is our core. We specialize in women’s clothing and accessories and are known for our customer service. I am constantly calling, emailing and texting customers when new merchandise comes in and I think they’ll love an item. I want my customers to feel special because they are. I wouldn’t be in business if it wasn’t for their loyalty.
I believe in giving back to the community and currently sit on four nonprofit boards and annually volunteer to run two to four fashion shows as fundraisers for local nonprofits.
Having the store within miles of the local mall it’s important to set ourselves apart. Customers know when they walk through our door they’ll be greeted and assisted with as little or as much help as they want. I remember one day a customer called to say she was annoyed with me when she left the store. I apologized and asked what I did. She told me I recommended a different top than the one she really liked. She called her sister to tell her the story and her sister told her to call and thank me for shopping in Caryn’s Corner is like shopping with your best friend. We are honest and want you to leave feeling good.
How do you think the industry will change over the next decade?
The internet, soldsie, Facebook are all changing the way women buy clothing. It’s imperative to us to give the customer an “experience” when they come into Caryn’s Corner to differentiate ourselves from the big box stores. We buy a limited quantity of every item so women who shop with us won’t see everyone else at work or play with the same outfit.
Just today I was contacted by a woman in Belgium asking me to be her stylist. Her husband is serving overseas and she doesn’t have the time to figure out sizes. We emailed back and forth and I have a good idea of her lifestyle and sizes and then I sent her photos and we’ll ship what she picks out to her. We also sent a package to New Jersey today and again we showed photos of the customer and built her a wardrobe.
Contact Info:
- Address: Caryn’s Corner
133 Beach Street Quincy, MA 02170 - Website: www.carynscorner.com
- Phone: 617-770-0536
- Email: caryncornr@aol.com
- Facebook: Caryn’s Corner
Image Credit:
Caryn’s Corner logo by Holly Nichols
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