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Issue link: http://beautystorebusiness.epubxp.com/i/209817
Continued from page 56 what's in the products, so it's a much faster learn. Now I have staff members who have full beauty-retail experience. What major challenges have you encountered as a boutiques owner? Every day there are challenges. The Internet has helped us on one hand. But I also think it's killed small business. For our brick-and-mortar store, it's been a big challenge because all of us would rather click a button and have it delivered to our door. So we definitely rely on old-school customers who like to walk around and play with product—some people don't like to shop online. The Internet has killed a lot of brick and mortars, and many stores around me have opened and closed. Thank God we're still open! We can't compete with free shipping everywhere or deals upon deals, because at the end of the day you have bills to pay—rent, staff—and all that has to be accounted for. Even big companies have made it harder for smaller stores. But we're still going. Do you have any plans for further growth? We want to expand further. I won't say what it is yet, but I'd like a third store. I have it in me, and I like it—the whole process of opening stores and building the online presence. I just need to get better at delegating so I can focus on other things. Hopefully, I'll open the next store in the next year or two. I don't know if there are any more categories to go into, but I'm always looking for more brands. I'd like to have Oribe Hair Care, but some brands want you to have eight haircare chairs. The rules aren't standard across the board, which is a big problem. The rules change daily, weekly or monthly. You might have gotten approved for a line a month ago, and then you're not approved. The turnover for reps in the field is also very frustrating. But I always want to bring in new things. You just have to ask if it's already available in your market. I'd like to bring in Smashbox Cosmetics and Too Faced Cosmetics. Women love makeup; so the more makeup I can get at this point, the happier I'll be. Women always like to look more beautiful with a little bit of mascara and lip gloss! beauty store. But for the candle store, I did a lot of design myself, with a lot of influence on color. It was a dream I had for two years, and it finally came true. Do you have any merchandising tips? This whole thing has really been a dream for me. If I think about my life eight years ago and where I am today, the time has flown so fast. It doesn't seem [like] it's all happened in eight years. It seems like I've been in business a couple of years! I love what I do. If I had to choose to do anything else, there would be nothing else I'd want to do. There are times when I'm frustrated and think: What else can I do? But I can't imagine it. I would be bored. I come to work and it's fun, and every day is a great day. If out of 31 days, only two are frustrating and the rest are great, I'm living a good life! ■ I try to redo the store at least once every month. I'm always moving products around. A customer [may as a result] notice a brand that we've carried for two years. We try to move things, change shelves, use risers and put press next to products in frames. Also, I do a lot of color blocking. I'm very visual. I'll stay here until 10 p.m. at night rearranging if I don't like the way something looks on the shelf. Color is very important. The Beauty Box is hot pink, but the candle store is a completely different environment. It's gold and teal with different lighting. I become calmer every time I go in there. I absolutely love that store. I love my Is there anything else you'd like to add? Tracy Morin is a freelance writer and editor based in Oxford, MS. Statement of Ownership, Management, and Circulation (Required by 39 U.S.C. 3685) PUBLICATION TITLE Beauty Store Business ISSUE FREQUENCY Monthly PUBLICATION NO. 1098-0660 FILING DATE 10/01/13 NO. OF ISSUES ANNUAL PUBLISHED ANNUALLY SUBSCRIPTION PRICE 12 $24.00 COMPLETE MAILING ADDRESS OF KNOWN OFFICE OF PUBLICATION 7628 Densmore Ave., Van Nuys, Los Angeles Cty., CA 91406-2042 COMPLETE MAILING ADDRESS OF PUBLISHERÕS HEADQUARTERS 7628 Densmore Ave., Van Nuys, CA 91406-2042 FULL NAMES AND COMPLETE MAILING ADDRESSES OF PUBLISHER, EDITOR & MANAGING EDITOR PUBLISHER: Deborah Carver, 7628 Densmore Ave., Van Nuys, CA 91406-2042 EDITOR: Marc Birenbaum, 7628 Densmore Ave., Van Nuys, CA 91406-2042 MANAGING EDITOR: Shelley Moench-Kelly, 7628 Densmore Ave., Van Nuys, CA 91406-2042 OWNER Creative Age Communications, Inc. 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I UNDERSTAND THAT ANYONE WHO FURNISHES FALSE OR MISLEADING INFORMATION ON THIS FORM OR WHO OMITS MATERIAL OR INFORMATION REQUESTED ON THE FORM MAY BE SUBJECT TO CRIMINAL SANCTIONS (INCLUDING FINES AND IMPRISONMENT) AND/OR CIVIL SANCTIONS (INCLUDING MULTIPLE DAMAGES AND CIVIL PENALTIES). Mindy Rosiejka, Vice President/Publisher 68 December 2013 | beautystorebusiness.com Filed on 10-01-2013