It is amazing to me because I have seen so many seemingly successful retailers and vendors close their doors. Yet, J. Fleet Designs is still strong in the home accessories arena. Why did I make it and so many others (who seemed to be bigger and better) fail? I can attribute my success to staying true to the medium of the product, not selling out by offering lesser quality, listening between the lines to the customer demands and keeping a tight rein on my inventory and other costs.  Somehow, I am able to offer something unique every season to expand and build upon last season. Somehow, I have recreated this very specific product over the last 15 years and kept it exciting and beautiful.

This 15th anniversary marks a significant change to J. Fleet Designs. My sister, Carol, is joining the business and will help to expand into the international market. We will exhibit at the Maison-Objet show in September. The market response to this new venue has been tremendous. After careful research, Carol has determined that while some lacquer vendors are represented at the M & O show, none have the unique product range that I have developed over the years. We are excited to expand internationally.   The exposure will further help build the J. Fleet Designs brand in the USA and increase sales with existing and new accounts.

In addition to the international expansion, or because of it, we are redesigning the web site to offer a much more comprehensive display of the product line. Included in the site will be a retail store locator. It is our goal to enhance the partnership with our retailers and have links to their sites and vice versa.  We will also revitalize the blog. Blogs are meant to draw extra traffic to your website. But,  I have not done a very good job at regular posting!  One exciting feature Carol will manage will be to highlight our retailers. We are asking all retailers to send photos of the J. Fleet Designs displays and we will post those on the blog along with the retailer information.  Highlighting our retail partners will be beneficial to both of us.

With the technological advances and high cost of postage, all businesses are relying heavily on the internet for information. Email marketing is replacing high volume mailing of catalogs and postcards. We will continue to choose this avenue for marketing and hope that all retailers will soon embrace the internet.

So – I toast July 2010 as I welcome my sister to the business and look to see where the two of us will take J. Fleet Designs in the next 15 years.

Now – the factory can send a photo of an unfinished sample for approval. My Fed Ex expense has gone down considerably. I’m sure Fed Ex, DHL and others are not too pleased with the impact the internet has had on their document envelope business.

The main reason I go to the factory is not to talk about new product, but to talk about why they make changes to a design that has been running for more than 3 years.  The product is packed so beautifully at the factory, so I never see ongoing production unless a customer has a problem item and it comes back to the office. The problem is always about color. The customer cannot understand why the color is not exactly the same year in and year out. So – a lot of time is spent at the shows and on the phone explaining the process of hand mixing colors for each production run.  However, I will admit, that I too can’t understand why the factory is not able to be more consistent with colors that I have been running for 5 years.

This year they made the Mother of Pearl / Coffee Mini Cocktail in a color that was closer to a copper penny instead of the beautiful soft coffee. This year they changed the method of inlay for the mother of pearl on my bath accessories. I have been running two colors for 5 years. The ice green version has been perfect for five years. The coffee version has a little fluctuation in color, but is usually  within a reasonable range. In July, they changed the method of mother of pearl inlay creating a completely different design.

So, I am sitting at the factory with them last week. We look at the new designs – beautiful. Then I bring up the mother of pearl. They are excited about their new method. But – I remind them that I never requested a change or asked for samples to ensure the revised design was acceptable. I remind them I never sent a new product description in the purchase order. Nothing was sent from me requesting a change.  Their reply?  “Oh, but we think this new way is more beautiful than the original version.”  I admit that it is beautiful. But it is not what I ordered and my customers don’t like it. And, what am I to do with the 75 pieces of mismatched stock in my warehouse?! Hmmm.

Last year I went to the factory in March and again in October. They made my large spring order of monkeys and elephant s with an orange color instead of coffee. Fortunately, I was able to cancel the order before it was shipped out.  So, I go in March and we spend a lot of time looking at the color they made, at the dated color swatches on hand at the factory (which they are to use as a reference during production) and at the samples I brought with me showing what the color had originally been. It becomes quite comical because they tell me the colors are the same.  Ok – “this is orange and this is soft coffee – how are they the same?” I insist on watching as they make several pieces to understand the process and   I learn why the orange and soft gold are the same.  Now comes the challenge of making the factory realize that my customer considers these two distinct colors and will not accept both as the same.

We come up with a new way of describing the color in the purchase order so that the factory will know how many layers of color is acceptable. We label new color swatches (a “no lighter” swatch and a “no darker” swatch) with dates and signatures.   We all agree and are very satisfied with the visit.

Five months later I am back at the factory. I explain I have come again to review the colors since they have made them incorrectly - again. They look concerned buy smile and ask me to just tell them what color I want and they will make it exactly as I request.  I remind them of my March trip and how we did just that and they didn’t follow the dated swatches!  So – we do it all over again.  This time I spend even more time explaining the importance of color matching. I explain the retailers and the customers who shop. I explain that customers want to add to their lacquer collection.  I go on and on.

I guess the second trip really did the trick because the colors have been perfect all year. The mother of pearl problem is an easy one to fix in production since it is not an issue of mixing or layering colors. The real challenge will  be explaining the reasons for change to the customer.

I know that next year will bring some other surprise – I wonder what it will be.

The Gift Shows in Atlanta and New York are the places I get to see all my customers. I love seeing everyone year after year. I love talking to the other vendors and seeing all the customers. It was very disappointing not seeing everyone in January. Let’s not even talk about the lack of orders written!  So, the spring months were spent calling customers to say hello. Many I called were friendly and chatty eager to spend a few minutes discussing the challenges we are facing. These calls were great as it was a moment of sharing information and ideas.  

We are all looking for efficient and effective ways of getting our information out to the customer. We need to show our new designs, special prices, or just to keep our company name on the minds of the customer.  The internet is proving to be a very effective tool. Not too long ago, many retailers relied on the phone or the fax for conducting business. Now, most businesses have a web presence and email addresses. Instead of mailing catalogs, email marketing will draw customers to our websites. Twitter and Facebook are becoming increasingly important.  The internet moves so fast! You have to jump on and learn it quickly and not get left behind.

I am trying to keep up with all this. There doesn’t seem to be enought time in the day sometimes! I will start with Constant Contact to send my “postcards” to customers and potential customers. The cost savings is tremendous.

I am collecting email addresses and looking at all the web sites of my customers and potential customers. it is fun looking at all the web sites; it is like window shopping. The web styles obviously reflect the character of the business. Some are elaborate, some are simple - but they all serve an excellent purpose of providing information about their business.

The one thing that I find most fascnating about some of these sites is that so many neglect to include the owners name!  The “about” page will talk about the reason “we” opened the store, the life journey that brought them to owning this business. There might even be a photo. But there is no name! You would never have a business card without your name on it, so why have a web site without your name? There are many supplier web sites that forget to include a name too. Maybe the owner wants to stay hidden?  Usually, the small business is all about the owner - so why keep the name well hidden?  It is a very curious thing.

Now, I have great these great ideas and two new factories to work with. BUT, the lack of spending by the consumer and of the retailers is limiting the scope of what I can bring in for 2010.  This is frustrating!

As a wholesaler, I strive to provide my customers with good customer service. Some of my customers have been buying from me for 12 years because of my customer service. What does this mean from a wholesaler point of view? I do my best to ensure orders are shipped exactly when the retailer requires. I replace defective merchandise within 2 days of receiving the complaint. I provide information or price quotes quickly, get samples made in record time. I have top quality sales reps who share my philosphy of great customer service. So, in this challenging time, as I do my best to keep my business afloat, I am reaching out to the retailers who have been loyal over the years and have been buying steadily. It amazes me how so many of these retailers don’t take the time to reach back. Messages go unanswered. Sales reps are ignored.  Or, worse, invoices go unpaid for months. Some retailers don’t seem to remember the vendors who step up to the plate when the special requests are needed in a hurry. 

We need to work together, be respectful and remember that we are all in this together. The relationship between vendor and retailer can be very fulfilling. In these quiet times, it is a great opportunity to share information about designs, colors, and trends. It is a time to build the relationships of those around us. So, take a moment and talk to the vendor or sales rep when they call. You never know what great ideas might generate from that call.

I just read the editor’s letter in the recent Home Accent Today in which she talks about the 3/50 Project.  This is a very powerful concept.  See the article below.

As I talk to customers around the country, I hear a variety of stories. Some are seeing an increase in business. Some have too much stock and no traffic. Some say things are fine but they will not order any new merchandise until August.  All are committed to succeed and are using over the top customer service as the main weapon in this battle. 

I am getting orders from stores – some of the orders are just small special orders, other orders are for stock. Unfortunately, too many stores have not ordered at all this year, admitting that they want to keep their inventory values very low.

I have received 3 bankruptcy notices for retailers who had been in business for more than ten years.

The chain of fear needs to be broken. The only way to do this is to start spending a little money, (not a lot, just a little will do), preferably cash. A little money around your own town, as the 3/50 Project states, will keep businesses afloat. If these businesses stay afloat, then we all benefit.

I sell to the very stores that keep a neighborhood attractive. The independent retailers give a town character and a feeling of community. Please spread the word to your friends, neighbors, family and encourage them to spend money.

This 3/50 Project works in many directions. If consumers start shopping, then the retailers will start ordering from their vendors. If the retailers do not spend any money then the small vendors that provide unique and interesting product will not be able to survive. Most of the retailers I sell to have a terrific mix of product that makes their store unique and very appealing to shoppers. If consumer does not start shipping, then retailers can buy from their vendors, then we can’t survive.

There are many cogs to the machine that runs through our daily lives. We all play a part.

Emily

From the Editor

Jenny Heinzen York — Home Accents Today, 4/1/2009

One of the recurring comments I’ve heard over the last few months is, “where’s my bailout package?” or “who’s going to bail me out?”

And while our industry certainly isn’t getting anything directly from the government to help us, in an indirect way, I say we are.

Here’s how.

Beginning this month, most of us middle-classers started getting somewhat bigger paychecks in the form of smaller tax withholdings. No, it’s not going to make you rich, or really even any more safe and comfortable, but it doesn’t take a lot of cash to make a difference.

This leads me to my next point:

Gift and home industry consultant Cinda Baxter recently launched The 3/50 Project. It goes like this: Pick three independent retailers in your community that you would miss if they closed, visit them and spend some money in each.

If half the employed population spent $50 per month at those stores (based on February employment statistics), it would generate $42.6 billion in sales.

But it doesn’t stop at the stores. According to Baxter, for every $100 spent in locally owned stores, $68 returns to the community in taxes, payroll and other expenditures. At a national chain, that number drops to $42.

So that extra $10, $20 or $50 in our paychecks can make a real difference. It’s an inspired idea, and one that you are invited to use yourself for your own store’s benefit. Just go online to the350project.net and get on board.

This brings me to my next point.

When the government started the Troubled Asset Relief Program several months ago, it was met with a lot of consternation and confusion.

Right here in our own industry, however, we found a retailer who benefited in a very meaningful way from the bank bailouts. But I will let him tell the story himself, as Thompson Lange is our guest retailer columnist this month on page 67.

These may be baby steps, but they are steps in the right direction. Maybe there really is a bailout for everyone.

The difficulty of being self employed is that you have to do EVERYTHING yourself. That means wearing every hat: sales, acounts payable, accounts receibable, production coordinator, filing clerk, secretary, traffic coordinator, marketing, catalog designer, print coordinator, shipping expert, packing expert, etc. You will become an expert in areas you never thought about before. When you work in an office, there is a collection of people to rely on and help you get your job done. Having coworkers enables you to do the job you are best at doing.  Well, with self employment, when something slips through the cracks there is no one else to blame or to turn to for help in catching up. There is no one to share in the glory of a big order or toss around ideas.

I  held many jobs after college:  receptionist for an umbrella wholesaler, retail sales for a fur coat store on 5th Ave, secretary in a large cosmetic company, executive assistant in a small import company, sales for computer graphics design firm, merchandise manager for a garment company, personnel consultant and a few others that are too insignificant to mention. Every single job has provided me with the tools needed to operate my own business.

Having been a secretary and an executive assistant, I was able to set up a very efficient filing system. This is one of the key factors for a successful operation. Invoices, orders, claims, notes, artwork, ideas, etc. all need to be in the right place for when they are needed later. If your filing system is disorganized, then too much time is wasted looking for things. More importantly, you may lose money since you can’t prove claims to or from customers and vendors.

It is very easy to lose yourself in personal “stuff” when there are no coworkers around. The internet or laundry or a beautiful day can really tug you away from your work. However, I know that my children come home from school by a certain time, so I must keep focused.

What I do find challenging is getting lost in some of day to day operations and I lose time on product development and sales. Bills need to be paid, invoices need to chased and inventory needs to be managed. These three tasks are vital for operations. But if the developing part of the “job” is ignored on a daily basis, the negative results show up later when there are fewer sales or time runs out for getting new designs in time for trade shows.

Being self employed and working from home is really great if you are motivated, organized and disciplined.

I’m sure I’ll write more about this from time to time.

When chatting with customers during the Gift Shows and after “what’s new” is always discussed. “I didn’t see anything new - just the same old merchandise.” Yet, so many walk so quickly through the aisles - or are talking on the phone, they may not notice all the new items on display.

I always have at least one new pattern to present twice a year at every show. This January, I have added 3 new patterns to the serving trays, bowls, boxes and bath accessories. 

What’s interesting is that the buyers rarely buy the “new” designs!  They see the new, then buy the old!  The “new” is usually purchased at the next show.  They need time to think about it. They stay with the tried and true designs and will slowly bring in a few pieces of new.

The same pattern holds for a retailer trying a new vendor. Many times a retailer will say business is down so they will just stay with their current vendors.  Well - maybe if they brought in something new from a new vendor, it would create some excitement in the store.

We need to show new merchandise to our retail buyers. The retailers need to show new merchandise to their customers. Yet, the big question we have to answer is “how much to buy?” and “if we buy this, will it sell?”  Sometimes we just have to take the chance.

I have had many of the same customers for years. These retailers continue to buy the proudct because the quality is very consistent. They know they can rely on receiving beautiful product that is in perfect condition. While there may be competitors who have collections with lower price points, the customer service and reliable product is a driving force for maintaining my customer base.

Everyone agrees that good service is paramount to success. If you have a beautiful product or a beautiful store - but your customer service is poor, then the customers will not be loyal.

Customer loyalty is what we all strive for. When I look at my customer list, it is amazing to see the large number of retailers who have been purchasing from me for more than 6 years. From my retailers, I hear how they do all they can for their loyal shoppers.  In this challenging time, the customer loyalty is going to keep us in business.

Good customer service to me means:  shipping orders complete and on time; never shipping backorders without approval; replacing damaged product immediately; being friendly and willing to help problem solve. Good customer service should be maintained when the order is for 500 pieces or just one piece. Every customer, small or large, is important and needs to be respected.

What many seem to forget, is that we can only provide great service if our suppliers are supportive.  I need my factory to deliver perfect product on time. I need my freight forwarder to expedite my shipments as quickly as possible. I need my warehouse to process my orders on time.  I need my sales reps to sell my product. If I treat my suppliers without respect, then why should they push to give me top customer service? If I am consistently late paying my factory, then they won’t deliver quickly. If my warehouse has to hound me for payments, then they may not give my orders priority. If I don’t pay my sales reps on time, then they won’t sell my product.  I need to provide good vendor service to keep my business running smoothly.

I can only provide good customer service if I provide good vendor service.

Many retailers seem to forget about good vendor service.  High demands are made about special orders and strict ship and cancel dates. Yet, too often, invoices are paid so late, after so many messages and faxed invoices with reminders.  “You know we are good for it,” is the reply too often heard. The rules of net 30 are simple: merchandise is shipped and the invoice should be paid in 30 days.  Yet, this rule is so frequently broken. If the full amount can’t be paid, then a phone call to work out a payment plan is necessary. 

Too many retailers forget about good vendor service.

The comment I heard several times at the NY Gift show last week:  “excellent customer service is the main thing that will get us through this.”

The rules of good service are simple. Treat customers and suppliers with respect and with good service. If this rule is not followed, we won’t make it through this challenging time.

The challenge is to be very organized and work in order of priority.  My office is in my home, so it can be very easy to get sidetracked with housekeeping, laundry and other personal business. A dirty kitchen counter clouds my thinking. However, I have learned that if orders are to ship on time, customer’s needs met, clear information sent on to the factory AND get some exercise, the kitchen counter can wait until lunchtime.

The first half of this year was particularly challenging for “getting it all done.” My husband was away 19 out of 26 weeks. For the first time, I saw how much I work all the time 7 days a week. Since I was on my own with my 3 boys, I could not get my usual “desk time” in the evenings and weekends.  Sales and administrative work fell behind. This is not good. Yet, I felt guilty if I wanted to read the newspaper or work in the garden - in other words, take a break.  This is how we all get stressed out. And being stressed out is not good for business or family life.

The solution has arrived in my first on-site office help.  I have had occassional administrative help from someone in a satellite office. But, this only marginally helped ease the burden.  Now, I have someone here in the office in a regular routine to help with the basic office work. After 4 weeks, the positive effects are clear. It is so wonderful having someone else call customers for payments. It is so wonderful having someone else to help with the hundreds of things that need to be done in a given week.

Now that I am getting used to having the help, I need to learn to include other things into my regular calendar - such as writing this blog and keeping in touch with industry news.  I am trying to find the time. Time. Is there ever enough?