The Namesake

As long time readers of this blog know, the store was named Zoe in honor of the daughter that I never had.  The Zoe Girl motif (designed to my specifications by the talented Lisa Henderling with the guidance of my wonderful friend and graphic designer Cori Canady) reflects my vision of what I believe my "grown-up" Zoe would look like.  I have been privileged to meet a number of Zoes in the time I have owned the store (even a dog named Zoe during the Doggie Trick or Treat in Old Town yesterday).  But never in my wildest dreams did I imagine she would inspire a piece of jewelry!

Enter talented NYC based jewelry designer Katie Bartels.  As we talked about various ways to work together over the summer, we arrived at the idea of Katie creating a signature piece that would be sold only at Zoe.  When I asked her to describe her design process and inspiration, she shared this with me:

"I was incredibly excited when Susan approached me to design and hand make a piece exclusively for Zoe Boutique! The Zoe woman is sophisticated, elegant, stylish, and classic so I knew freshwater pearls had to be a part of the piece I designed. I am a big fan of "Zoe pink" and thought it should be incorporated into the piece for a fun pop of color. I sketched a few different design ideas and was very drawn to the idea of mixing pearls and ribbon for a preppy look. I worked with Susan to get the color of the ribbon just right and we finalized the design when she visited my studio in New York City over the summer. It was important to both of us that the necklace complement the clothing Susan carefully selects for the boutique and I think we definitely achieved that goal. It was such an honor to create this design!"

So, I confess to being slightly biased....but I do think it is gorgeous!

Katie is coming to Zoe for an exclusive Washington DC area trunk show on November 16th.  Stop by to meet this talented artist (and just all around fantastic young lady!)  

Zoe's Fall Windows

In my continued mea culpa regarding my poor blog posting, I realized that I had interviewed Tara on the topic of this blog when I was in the store following the District Sample Sale, oh....about a month ago.  It is high time I got around to giving you the details around these beautiful windows!

The origin:  Our lovely Alexandra is studying for the SAT and, during quiet times in the store, she and Tara review vocabulary words.  (Who knew that working at Zoe was so educational?)  One of the words was "defoliate" and Tara challenged Alexandra to use it in a sentence.  As they discussed the word in detail, all Tara could think of was falling leaves.  And an idea for a window display was born!

The two of them had also ventured to Georgetown one evening to see the movie "Scatter My Ashes At Bergdorfs" and had been wowed by the window displays and how each one told a story.  Even more inspired, Tara began searching for the templates to help her carry out her vision.

She found the templates for the beautiful fall leaves online and began printing and coloring leaves in her spare time  (coloring them at one of her boyfriend's football games, she was asked if she was a teacher!)  For the trees (shown below) she resourcefully used cardboard from the boxes containing clothes that are delivered to Zoe.  (We are all about recycling, reusing, and repurposing at Zoe!)  The corrugated cardboard was perfect for creating a bark-like effect when she added a darker brown market to it.

Like Janice and Karen, she doesn't tell me exactly what she is planning but assures me that I will like it (and I always do!)  If you haven't already, make sure to stop by to let her know how much you love her windows!

Tara's First Year

In celebration of her 1 year anniversary at Zoe, I asked Tara to write a Guest Post for the Blog today!

It’s hard to believe it’s been a year already.  I guess it is true what they say - time flies when you are having fun.  I first started working at Zoe on this day Sept. 24, one year ago.  I had an idea of what it would be like since I have worked in retail for 12 years already.  But what I have done over the past year with Susan and Zoe, was not one of those ideas.

I will never forget my first day “on the job” was a buying trip in New York City.  Susan took me on a train ride from Union Station (at 5am, lets just say I’m not a morning person), arriving in NYC sometime around 8am.  We went to several showrooms where I had the chance to look at designer lines that were all showing a season ahead.  I felt like VIP getting to see what was coming out for spring when it had just turned fall.  I also felt like a tourist, since I had to photograph and Instagram my entire experience.  I thought I had finally arrived when we went to the Chan Luu showroom, which happens to be in the Penthouse of their building.  This was obviously my first time in any penthouse.  I was like a kid in a candy store with all of those beautiful bracelets, clothing, and scarves!

NOTE:  Susan won't let me go to Velvet by myself.  I would spend the entire season's worth of money there!

After having the showroom experience, it came to no surprise that I would get to meet actual designers.  While at the store, I have had the privilege to meet Meagan Kurtz of ADMK Jewelry, Katie Bartels of Katie Bartels Jewelry, Kathlin Argiro, and Michelle Edwards of Haughty Cosmetics.  I never dreamed of being able to actually meet designers in the flesh (you something you just imagine would happen one day).  To my surprise I was also able to help Kathlin Argiro with a custom wedding gown for one of our customers.  Watching her create this amazing piece of artwork with a sash was incredible.  I was also able to design and create a display for ADMK Jewelry for their Atlanta Market show.

Tara and Meagan of ADMK Jewelry

Like I said, I have worked in retail for 12 years, so getting new items in every week is normally a walk in the park for me.  Receiving merchandise at Zoe is all so different.  It’s always like opening presents on Christmas.  I have even nicknamed our UPS delivery driver Freddie Claus.  I get so excited opening boxes and knowing that I actually had a hand in picking what our customers would one day have in their closets.

Our Favorite UPS Driver EVER - Freddie

Through out this entire year, I have been attending school for a degree in Fashion Merchandising.  For this degree, my final grade hinged solely on my ability to cultivate a business plan and website for my own store.  I don’t think I could have asked for a better mentor.  With Susan already experiencing the good and bad of the industry, I was able to have first hand experiences as a small business owner, and in some cases learn more from her than in class.

With all these great experiences, trips, events, and designer meet and greets, I can’t wait to see where year two with Zoe takes me!  Who knows, maybe we will end up front row at New York Fashion week sitting next to Anna Wintour.  With Susan and Zoe Boutique, anything is possible!

When The Boss Sets The Style

In last Thursday's Wall Street Journal, there was an article discussing CEO's setting fashion trends for employees.  There was even a bullet point list outlining ways to "Translate Boss Style".  Pictured below, Amy Barton, women's senior editor at online retailer Gilt, says she mixes formal and more-casual items, emulating women's editorial director Tracey Lomrantz Lester - who says her snakeskin Christian Louboutins are her "go-to work shoe.". (Yes, they would probably be my go-to work shoe if I owned them too!)

It started me thinking where I've looked for work style in my career.  My first style icon was my Mom.  Not only did I get to shop the local boutiques with her as a little girl, but I got to see how she dressed for work every day.  When I was in Junior High, the school was within walking distance of where my parents worked.  It was always such a treat to walk there after practice or an event and ride home with them.  My first stop would be to see my Mom (to check in and see what she was wearing, since she often wasn't dressed for work when she sent us off to school) and then park myself in my Dad's office to do homework until it was time to go home.  Mom was always crisp, professional, and on point.  Never do I remember anything about her wardrobe being any less than perfect.

Unfortunately, my career choices didn't always provide many female icons to emulate.  In fact, as I prepared to write this blog post, I could only think of one female boss (outside of a part time retail job I had in my later twenties to supplement my clothing budget) that I've had in my entire career.  The fields of lobbying, manufacturing, and technology don't typically lend themselves to female leaders!

But trust me, I always looked.  I looked at the women who had been a success, even if they were in other areas of the company.  I was once told "Dress for the job you want.  Not the job you have."  I took it to heart.  I occasionally found "fashion mentors".  My style grew and changed over the years as I matured and got to know myself better.

The article does stress that "...while taking cues from the boss, it is important to maintain a distinct individual style."  I believe that is true of any field.  But my favorite quote was this one - "You never have to apologize for dressing up." (Chip Swearngan - First Data Corp)

Who are your style icons?

What Inspires Me?

While Zoe always inspires me, I am not feeling inspired on my blog posting tonight.  But I have been thinking a lot about the store and thought this was a good time to share this post that originally appeared on the Old Town Boutique District website blog just before Zoe's second Birthday in April.

Shop Owners are asked a lot of questions. But with Zoe’s Second Birthday almost here, one of the most intriguing pops to mind.

I had just completed an enjoyable discussion with a customer. As I was ringing up her purchase, she was talking about the selection of items available at Zoe and she asked, “What inspires you?” I had to pause for a moment and then my answer was obvious–”The beauty that comes from all forms of art.”

My budding artist revealed herself at the age of 4, when I refused to do anything but paint for two weeks at my hometown Montessori school. While it was quickly determined that my talents didn’t lie in this discipline, I happily filled my easel paper with bright colors and broad brush strokes. I still have those pre-school paintings and they remind me of one of the earliest instances where art brought me joy.

All forms of dance followed and as I graduated from wobbly tondues to pointe shoes and grande jetes, I developed a great appreciation for the human form, the elegance of defined and clean lines, and stories that could be told without words. And music! The sheer loveliness of a well-written score, the ability to deliver the notes on cue, and the memories that songs provide for us influences me every day. In fact, any time you walk into Zoe, you never know what you might find playing on our iPod – I appreciate and embrace all genres of music.

But what does this have to do with style and Zoe? Oscar Wilde once said “One should either be a work of art, or wear a work of art.” I would disagree slightly with him. I believe all of us are a unique work of art and the clothing that we choose to wear should enhance our beauty and express who we are by painting a picture for the world to see.

When selecting the items sold at Zoe, I look for pieces that are going to allow women to express themselves while at the same time be functional and comfortable. I look for beauty in the patterns of the fabrics. I imagine what the drape of the garment will look like on a real human form and what feelings it will evoke for those wearing it (and those who see them). I seek embellishments that add interest to the garment, not overpower it or distract from the wearer. I look at how the piece will move with the body and what the visual impression will be.  Where one person might see a pleat, I see possibility. As James Laver once said “Clothes are never a frivolity:  they always mean something.”

I’ve often thought it was meant to be that Zoe was located a block away from Old Town’s artistic gem, The Torpedo Factory. The many talented resident artists that I’ve met as well as creative students continue to inspire and motivate me. When you stop in to celebrate Zoe’s 2nd Birthday this weekend, make sure to ask me about my favorite pieces and why I chose them for Zoe’s customers. And learn why I think of clothing as more than just something to wear.

The Power Suit

I occasionally have the privilege of giving a ride to an older woman in my church.  She (like my mother) does not drive and although our public transportation in the DC area is fantastic, it does not run frequently enough on Sunday mornings to get her there on time.

She knows that I own a store and we sometime talk about clothing and fashion.  On a recent drive, I complimented her on her beautiful suit.  She thanked me and said "I love it when I feel like I look great in something and it looks good on me!  It reminds me of the power suits I would wear when I worked!  You know, there were some days that you just had to look really good!"

I loved her comment and was heartened that my female predecessors in the workplace also considered their favorite outfits "Power Suits."  And it made me think about how I define a Power Suit!

1. It has to be comfortable.  There is nothing worse than wearing something too loose/too tight/too fussy.
2. It has to be appropriate.  Leave the too short/too cleavage revealing/too informal at home.  (Well, unless you are in an line of work where that is appropriate.  Let's leave it at that.)
3. It should be stylish but not distract from YOU.  People should be talking about you and your substance!  Not what you are wearing.
4. When in doubt, try it out!  A few years ago, I had a major talk to give in front of over 400 people.  I not only selected my outfit several days in advance, but I practiced at home walking in it and giving my speech!

Tell me more about the clothing you wear when you want to make a great impression!  What is your "Power Suit?"

Next Up:  Zoe Turns Two

Fall Market - Part 1

This was an out of the ordinary Market trip for me.  Long time readers of the blog know that, with the exception of my first couple of market trips to Atlanta, I have always made the trip to NY in a single day.  While I was always pleased with my efficiency, those trips make for a very long day and did not leave me time to really explore lines outside the ones that I already carry at Zoe.

Now that Zoe is in such good hands when I'm not there, I found myself able to make a multi-day trip for Coterie (the name of the large NYC markets for Spring or Fall).  The first thing on my list - where would I stay?  As I was looking at hotels, I first started with the Marriott website since I have a long standing membership in their loyalty program.  Imagine my surprise and delight when I realized that the Algonquin Hotel was part of their Autograph Collection in New York!  I held my breath as I looked at the rates and realized that it was affordable enough for my two night stay!

As a lover of literature and the written word, the opportunity to stay in the Algonquin made me giddy.  Read up on some of the interesting facts about this historic hotel here.  Oh, and My Fair Lady is one of my favorite musicals!

Then it was time to plan my train trip.  No leaving at 5:30 in the morning for me!  I booked a 1:05 pm train leaving on Saturday afternoon!

Union Station is a very different place on a Saturday afternoon than an early Monday morning!  Although the train was crowded, I settled into the Cafe car and started catching up on emails and reading.  Not long after the train started moving, a group of young men carrying instruments entered the car, looking for places to put their instruments and to sit.  While eavesdropping, I figured out they were a band!  After we departed Baltimore, they started harmonizing!  Free entertainment!

My major plan for Saturday evening (after checking into the hotel) was to visit with one of Zoe's favorite designers, Kathlin Argiro, in the DUMBO section of Brooklyn.  Kathlin had told me that I could either take a car service or take the subway to her home.  I have always taken the subway with people who know their way around NY (I've just followed directions) but decided it was time to break out on my own!  I spent part of the trip studying the subway maps and confirming my trip/route.

When I arrived at Penn Station in NY, it was raining.  And if you think taxi shift change is bad, you should try getting a cab in NY in the rain.  One look at the taxi line after emerging from the station told me I'd be better off walking.  So off I went.

My route took me up 7th Avenue.  Once you get to Times Square, it is just a sea of people.  I found myself thinking "What is going on with all these clueless tourists??"  If it hadn't been raining, what a fascinating study in people it would have been!  I was soon to the Algonquin and was greeted warmly by the front desk clerk. There is nothing nicer than being at the end of a long journey and finding a friendly face.  After settling in my room, I freshened up my bedraggled appearance and set off for the Subway Station.

As I descended into the station alone, I couldn't help but think of all those Law & Order episodes I had seen and hoping I wouldn't end up in a "ripped from the headlines" episode!  Fortunately, the subway ride went smoothly and I arrived at my stop in Brooklyn in 20 minutes.

There are reasons why so many New Yorkers are not overweight.  There is a lot of walking and stair climbing to be done in the City!  I walked from the Subway Station to Kathlin's loft, which is on the 5th floor of a walk-up!  This being an old warehouse (originally), the stairs were very steep.  I did not need to do any additional exercise that day!

Kathlin's loft studio/apartment was beautiful.  I am ashamed to say that I did not take any pictures of the incredible view of Manhattan from her space.  I fear I would never get anything done if I lived/worked there. I would stare out the window ALL the time.

Kathlin had been working on a couture gown which she shared with me.  Those of you who know me well know I am completely enamored with beautiful things.  Too pricey for me or Zoe's customers but I could well appreciate the beauty and handiwork.

Kathlin and I do so much of our work together via email so she shared the actual fabric samples of the wrap dresses that will be arriving later this month!

She is such a great judge of prints and I know that whatever she selects will be gorgeous.

After a glass of wine and visiting with Kathlin and her husband, we headed out to dinner.  Kathlin took me on a walking tour of their neighborhood, explaining the significance of the buildings, who lived where (I saw the very upscale building where Jay-Z and Beyonce live as well as Anne Hathaway), and the history of the area. We also took time to stop into two local boutiques - one named Zoe Boutique (which has other locations in the Northeast...and has on a couple of occasions actually received shipments intended for me!) and another named Bluberi.  Boutiques there stay open until 8 pm even though the streets were fairly deserted of shoppers on that rainy night.  It is always so much fun to see what other people do and I learn from every store I visit.

I couldn't help picking up this pretty pair of earrings at Bluberi.  I've been wearing them a lot lately!

Their neighborhood DUMBO (and the nearby neighborhood of Vinegar Hill) were so charming.  We made our way to Hillside, a small wine bar in Vinegar Hill.  Kathlin's husband joined us soon after our arrival and we had an enjoyable and delicious meal in this cozy space.  From there, a quick trip to the bar that Kathlin's husband co-owns (68 Jay Street Bar) was in order!

Because it was getting late and I needed to be 100% for Zoe the next day at Market, Kathlin got me a car service back to Manhattan.  What a wonderful, very New York evening!

Next up:  Fall Market - Part 2

A Visit from Katie Bartels

As you can imagine, I find lines (or they find me) for Zoe in myriad ways!  In May of last year, I wrote about a site that connects buyers with designers (JOOR).  In late May/early June, I got a request on the site to connect with a jewelry designer named Katie Bartels.  When you get a request, you can look at the offerings of the designer, the price points (both wholesale and retail) and can link directly to their website to learn more about them and their designers.  The site is used by large, well-established designers (like Tracy Reese and Rebecca Taylor) as well as small, independent designers.

I took a look at Katie's designs and her website.  I loved her creative use of color and different materials as well as her beautiful pictures and detailed descriptions of the composition of each piece.  I also liked her passion for "giving back" and her history of leaving the corporate world to start her own business.  We traded some emails but before I made a purchase, I wanted to speak with her on the phone.  It all goes back to relationships and if I feel a connection with this person who will be doing business with Zoe.

We had a lovely phone conversation early one morning and our business relationship was born!  I placed an order within the week.  And Katie has been nothing less than fantastic to work with!  I have had two instances where I had an item in store, it got purchased by someone and then someone else wanted it too!  She has twice drop shipped items to my customers on my behalf.  And the coach's wives at the University of Georgia LOVE her Janna earrings!

Katie was headed to DC when Superstorm Sandy hit our region and New York City (where she lives).  We had hoped to meet in person during her visit that week but with train travel between our cities canceled, we had to put it off.

When Katie was able to reschedule for early December, I couldn't wait to have her visit Zoe!  She and her friend stopped by to see us one December afternoon.  She is just what you would imagine a jewelry designer to be - fun and fashionable.  And one thing we know about Katie - she loves sparkle!  She came in to the store and showed me and Tara the sparkle tape she had just purchased from Paper Source on King Street!  (It was such fun to later see that show up on her Facebook page and her blog!)  And we were loving her ring selection for the day!

Katie has also brought me a couple of pieces I had ordered (now that is delivery service!!!)  Tara took a picture of me perusing our new items.

Katie stayed to visit with us and tell us tales of NYC and her past (India, Korea) and upcoming (Iceland) travels.  I told her that I live vicariously through her!  She is delightful in every way and I love carrying her beautiful pieces at Zoe!

She does a great blog too - you can follow her at Passports and Pearls!  I do!

Next up:  It Must Be the Month of Jewelry

ADMK Trunk Show

It is always so much fun to host a designer in store at Zoe!  Especially when it is a personal favorite and customer favorite like ADMK Jewelry!  We had been anticipating this trunk show for quite some time - probably even since the one we had with Meagan last year!

It is always so much fun to have a trunk show, especially because it allows you to offer your customers so many pieces that you couldn't normally have in store!  We had agreed to have Meagan in from 12 - 5 pm on Saturday, December 8th and she was set up and ready to go right on time!

As she was coming in and out of Zoe performing her set up, we had a visit from all of these adorable French Bulldogs!  Meagan and Tara had to give them a warm Zoe greeting!

It was a really nice December day so we were able to have the door open for much of the day.  We had announced the trunk show via our email list, Facebook, and Twitter as well as on our website, the ACVA Events page and the Patch Event page.  So many of Zoe's customers love ADMK so they enjoyed getting to shop her great selection.  I'd have to say about 50% were gifts and 50% were gifts for themselves!!

I had Tara and Alexandra pick out  a pair of earrings that I could buy as my "every day" pair for work.  They did an excellent job and I truly have been wearing them EVERY DAY!  Although this isn't what I bought, don't you love this pairing?

People kept coming in to look at the ADMK line so Meagan did not get to pack up at 5 pm as planned.  But before we let her leave, we asked her if we could interview her and record a short video!

What a fun day!  We got to see lots of our regular customers AND host a talented designer like Meagan!

Next Up:  Meeting Katie Bartels

Christmas In July - Year 2

It is just amazing to me that I'm now experiencing certain events for the second time in Zoe's young life!  The Christmas in July event last year was one of the first organized group events that we had participated in after opening the store.

With each event I participate in, I learn so much about what to do (and what not to do).  One plus this year was that the event was focused on one day only (July 21st).  It can be hard to keep up the momentum for 3 days in a row like last year!

I realized that people really didn't see/care about the Christmas tree I had put up last year.  It was a lot of work and effort to do it (well, it was a lot of work and effort on Janice and Karen's part, since they put it up while I went to pick up my Mom at the airport).  So I decided to nix that this year.  I also felt that my sale strategy wasn't appealing enough last year - 20% off full priced items just wasn't a real draw during a transitional point in seasons.  And, I didn't have any additional events in store.  I relied on the overall event and my sale to draw people in.

This year, I asked NY based fashion designer Kathlin Argiro to host a trunk show and create fashion drawings for customers in the store.  Kathlin grew up in Alexandria and her wrap dresses have been a real hit with my customers.  I also carry her unique Dressong as well as samples of her formalwear for special order.  I also planned a "Black Friday in July" type event - on the Christmas in July day only, I would offer 10% off one item, 20% off two items, and so one up to 50% off five items!

Prior to event, Kathlin and I contacted our media and blogging connections to get the word out locally about her appearance at the store and the sale.  We were thrilled with all of the press (print and online) we received before and after the event!

The afternoon prior to the event, I redressed the mannequins with all of Kathlin's clothing (wrap dresses, formalwear, Dressong) and set up a whole rack of her items.  I also placed one of the sweater cubes in the area of the rack as a desk.

When Kathlin arrived on Saturday morning, she was pleased with the set-up and made a few modifications prior to opening.  We were anxious at first since the rain seemed to be keeping customers away!  Just as we were preparing to film a video of ways to tie the wrap dress as a tunic, customers started flowing in and kept us hopping for the next 4 hours!

During the quieter time we had in the morning, we both began peppering social media with pictures and video!  I love this picture of me with Kathlin (she is wearing one of her wrap dresses, I am wearing the Dressong as a top).

Alexandra, the young lady who works with me at Zoe on weekends, took a video of Kathlin creating a fashion sketch!

Zoe's customers were genuinely excited to meet Kathlin and were thrilled to be fitted/styled by her in her creations!  The wrap dresses and Dressongs flew off the shelves!  And we did have one customer purchase 4 items and take advantage of 40% off her order - even cooler?  She lives and works in Tunisia and visits Zoe whenever she is in the US.  She was flying off to Tunisia that evening!

Many friends and customers stopped in to visit Zoe and meet Kathlin!  It was a delightfully busy day!  The music on the patio outside was much quieter and more appropriate than the previous year, which added to a more enjoyable atmosphere overall!

We finally had the opportunity to film the wrap dress to tunic videos just before Kathlin had to leave for the day.  I'm so glad to have these to share with customers who purchase the wrap dress!

Front tie option
Back tie option


Christmas in July this year turned out to be a great day for Zoe!  


Next up:  Photography Fun with Sally

Summertime Window Decorations

In the over two years that I've been keeping this blog, I've found certain posts that are viewed over and over again.  The ones dealing with my window decorations (created by my amazing friends at Semper Stylish) are some of the most popular!  And with good reason!

For those of you who have viewed these window design posts previously, you know that I share a general vision with Janice and Karen but completely defer the creative process to them.  They are constantly on the lookout for inexpensive items that can be used in Zoe's windows (and can be reused in different scenarios!)  They never disappoint.

With summer arriving and 4th of July eminent, I had asked them to come up with a red, white, and blue theme that could also carry the windows late into the season.  They arrived at the store early one morning to set up the new window display.

The finished product - red and blue pinwheels with sparkly streamers, white globes, and clear balls with red, white, and blue confetti!

What might not be evident from this picture is all of the incredible detail and effort that goes into the window decorations.

Each pinwheel has tissue paper on one side and a unique antique button on the other side.

White paper globes were a find at Goodwill!

Each of the clear glass balls (yes, glass - we broke a couple hanging them up!) is filled with folded or shredded tissue paper.

I cannot begin to do justice to the process for making all of these beautiful decorations so I'll have you read the "how to" on the Semper Stylish website.  I can't wait to see what will be next!

Next up:  Pop Up Shop?

Planning for FNO Alexandria

I was so excited to learn that Alexandria was going to be an official participant in Fashions Night Out (FNO) this year!  If you remember my blog post from last September, I had a Fall Open House on the night of Fashions Night Out last year.  Yes, that was the night we got 100 inches of rain (slight exaggeration).  Needless to say, I was so grateful for the friends who did come out to shop, eat cupcakes and drink champagne with me!  (And even more happy that none of them came to any harm on their trips home!)

But, as with anything, if you can be part of a bigger event rather than going it alone, the likelihood of success is much greater.  The fact that the City and the Alexandria Convention and Visitors Association is fully behind the effort is fantastic!  They (along with a strong Host Committee) have already created a website, Facebook page, and Twitter feed as well as provided a marketing plan.

But what to plan for Zoe's participation?  I learned a great deal from last year's experience (as much what NOT to do as what TO do!) and had also spent time studying what some of my designers and other stores had done in past years.  Yet I was continuing to experience that lack of creative spark - that aha moment that gave me the perfect idea.  And time was ticking on submitting our plans for the media work that is to begin soon.  It was time for a creative boost!

Through Meagan, the designer of ADMK Jewelry, I had met Jenn Barton, who heads up The Medestrian LLC.   Her organization focuses on fashion marketing and events and I contacted her to see if she could help me brainstorm the perfect idea!  When Jenn met me at the store on a recent Monday morning, she had done her homework.  She had perused this blog and has been a regular follower of Zoe's social media updates and email blasts.  She already had a good feel for the store's focus and personality which made our brainstorming session even easier!

Not only did Jenn help me come up with great ideas for the event but she also helped to reinvigorate my creative juices!  Her upbeat, positive personality was just what I needed!  So mark the evening of September 6th on your calendars!  Zoe will be treating you to Prosecco and Cake Pops, some fabulous giveaways, a look at all the Fall fashions, gift bags, and photos from Sally Brewer Photography!  I can't wait!

Next up:  A Derecho?  What is That?

The High Cost of Cheap Fashion (Part III)

My blogging conscience (better known as my husband) has been asking me when I'm going to update the blog!  Serves me right for choosing a topic that is almost too big to cover in this venue!

I've thought a lot over the past couple of weeks about my approach to fashion and it's origins.  And I've tried to think about how that approach might be different if I were in my early 20s today.  (I don't have an answer to that one!)

As a child of parents born during the Great Depression, they instilled in me the value of good clothing that would last for years.  While my father might have different types of ties he wore to work (who can forget the sock tie era?), his suits were always well-made and classic.  My mother also had a timeless sense of style - I can remember her changing her hair with trends but never her wardrobe.  They had a strong belief in quality over quantity.  Clothing was meant to be purchased, worn, and maintained for years.  (Hence my keeping of the paisley rain coat that Jim didn't like FAR beyond it's normal lifecycle).

As a newly employed young woman out of college (in a time when everyone dressed up in a business environment), my parents made sure I had a base professional wardrobe to start but it was up to me to maintain and develop it.  I was ashamed at the time but am not ashamed to admit now that I kept notes on a calendar as to what I had worn so that I made sure not to wear any certain combinations too close together.

When I would add to my young career woman wardrobe, I was fortunate to find mid-priced, fashionable items at department stores such as Lord & Taylor and the now defunct Woodward & Lothrop and Hechts.  Each had unique, well-made offerings that could be managed on a not large budget.  Today, it seems that many department stores carry the same, poorly made items in large quantities at low prices.  The things that made them fit in that middle ground are gone.

At the time, a store like Ann Taylor was considered aspirational.  I longed for the day that I could afford to shop there with regularity.  Sales were few and far between and styles were sharp, flattering, and classic.  I looked but I couldn't buy.  I was thrilled when I could afford to shop Ann Taylor as my career progressed but found I was less and less satisfied with the offerings in recent years.  Where was the middle ground between the H&M's of the world and Neiman Marcus?

Now, that's not to say that I didn't sometimes spend money on things that I probably shouldn't have!  My partner in crime was my co-worker Cary (who reads this blog - hi dear!)  He, like me, was a new college graduate who wanted to dress well.  One of our days of shopping together resulted in him buying an $80 tie and with me buying a $70 headband (in my defense, it was suede and had beautiful embroidery on it!)  Not only did our co-workers give us grief when they heard about this, but we've given each other grief about it for years since!  I still have the headband (20+ years later) although I haven't worn it for a while.  Looking back, not really a moment to be proud of on a limited income!

With the demise of the department stores and stores such as Talbots and Ann Taylor fighting the battles against cheap fashion, the middle ground seems to be missing.  In our desire for fast fashion and the "deal", we've not only lost countless textile and garment related jobs but we've lost our sense of individuality.  One of my favorite statements from a Zoe customer was "I like shopping here because I know I won't see myself coming and going on the street."  Meaning that she knows that if she buys an item at Zoe, she can wear it and know she won't be wearing the same thing that 10 other people in her building are wearing.  We are all special and unique when it comes to what looks good and feels good on us.  Don't be afraid to embrace it!

Next up:  Fashions Night Out Alexandria!

The Girl Scouts

On Saturday, June 9th, over 250,000 Girl Scouts, friends, family and alumnae gathered on the National Mall in Washington DC to celebrate the 100th Anniversary of Girl Scouts!  And I think almost all of them then came to Alexandria on Sunday, June 10th!

Although tour buses are a regular sight around Alexandria, the area was flooded with them on that Sunday.  Lots of women and girls were taking in the sites, dining and shopping in our great town!  I got to meet so many of them at Zoe that day and one thing I noticed is how happy all of them were to be here!  Despite the very hot weather that weekend, the crowded streets, and the knowledge they would be going home soon, they all had fantastic attitudes and smiles!  It definitely made for a fun day at the store.

It brought back lots of memories of my Girl Scout days.  "Back in the day" they had 4 levels of Girl Scouts - Brownies, Juniors, Cadettes, and Seniors.  Now they have an additional younger level, called Daisy.  I participated in Girl Scouts as a Brownie and a Junior.  And there I had my first experience with sales.  The infamous (and highly addictive) Girl Scout cookie sales.  Fortunately (for me) this did not start until I was at the Junior Scout level.

One of the things I realized is that I am not a pure saleswoman by any sense of the word.  The success that I had in Girl Scout Cookie Sales was mainly from the fact that people liked my parents and could not say no when they took my order form to work.  They did insist that I take care of the sales in our neighborhood and, even though I knew these people (and most had known my father his entire life), it was still hard to ask them to buy cookies!  It was obvious what was NOT in my future.

And yet, here I am.  In my own version of sales.  I've found I prefer to take a consultative approach to sales - it is so much more fun (and easy) for me to help someone meet a want or need than to think of it as "selling" something to them.  I think it is easier, also, when you feel passionate about your product and are able to talk about the pluses (and even minuses) of each piece.

I value my time and experiences in Girl Scouts even if it wasn't a good predictor of my future!  It is nice to be able to look back on my cookie sales and smile!

Inspiration, Beauty (and Guilty Pleasures)

I have the blessing (or the curse, depending on how you view it) of being entranced by words, sounds and pictures.  My entire life I have loved beauty.  My father was a gifted gardener (how I wish that I had inherited that talent from him) who kept our yard blooming with a variety of eye-pleasing flowers, shrubs, and trees.  My mother had (and continues to have) a keen sense of style and was always elegantly put-together and loved to shop at colorful, creative stores.  I was surrounded by beauty on all sides.

I went through a period of time in my life where I lost touch with beauty.  Over the last two years, I've started to embrace it again and I see what a difference it makes in my well-being.  About a year ago, I was doubting my decision to have located Zoe in Alexandria.  One Sunday during this time, I decided to park several blocks from the store and walk through a residential area of Old Town.  As I passed the unique homes, the brightly colored doors, stately flags, and bright beds of flowers, I felt my spirits lift and felt reassured of my decisions.

In addition to appreciating all the beauty that surrounds me on a daily basis, I also seek out beauty through the power of the web and the incredible digital photography available today.  I will admit that I struggle with all of the options available (and how one can use them appropriately) but I thought I'd share three of my "go to" sites.

I can always depend on Web Designer Mark to get me an invitation to the latest and greatest inspirational sites (normally before they even reach the "cool" factor).  He was the one who introduced me to Pinterest.    I haven't yet decided whether I absolutely love Pinterest and all of the different images and ideas it exposes me to or if it just makes me feel guilty, seeing all of those creative home decorations, kid's activities, and recipes (that I'll probably never get around to trying).  I love the fact that it is a "virtual scrapbook" of things that I like and adding to my boards is as simple as a couple of clicks.  From a business standpoint, it is a way to share a little bit more about my personal likes and style.

My shameful pleasure is a website called The Fancy.  The website says: Fancy is part store, blog, magazine and wishlist. It's a place to discover great stuff, to curate a collection of things you love, to get updates on your favorite brands and stores and to share your discoveries.  I just love looking at the beautiful pictures and innovative creations on the site (even though I can't afford any of it!)  My favorite pictures (besides the fashion ones, of course) are the travel ones.  For example, I really want to go here:

Lake Como, Italy

There are new pictures on the site every day.  You can buy many of the products on the site.  It really is very addictive.  These are the times it is good NOT to have money to spend!

My newest experiment in beauty and inspiration is Instagram, the photo-sharing app available for Smart Phones.  I had often enjoyed looking at Instagram photos from some of the designers that I follow but decided to formally take a plunge a few weeks ago and set up my own account.  My goal is to try to take at least one interesting picture with it each day.  And to continue to find interesting people to follow!  

Love this photo from a new jewelry designer at Zoe - Katie Bartels

Springtime Window Decorations

I have always been in awe of creative people.  You've probably picked that up as a theme as you've read my blog over the past two years.  I find that I love to surround myself with them because they are such an inspiration to me.  How fortunate I am to have two such talented and creative people as Janice and Karen as friends, not to mention honorary "Aunts" of Zoe!

On Wednesday while I went downtown to see Intern Anna's final presentation, they not only watched over Zoe but they installed the springtime window display!  They would not tell me what they were going to do beforehand but instead wanted me to be surprised when I returned.  This was fine with me - I know that they know what I like and don't like and would take the utmost care to create something beautiful and perfect for Zoe.

The beautiful flowers you are about to see were created using tissue paper, cardstock, double-stick tape, and glue.  As Janice said "This is the least expensive display we've done for you!"  A thumbs up from me (although none of them have been even remotely expensive due to their tenacity at finding inexpensive materials combined with their ingenuity).

To learn the details about their creative process (and how they incorporated the Cameo Silhouette), please read their delightful blog at http://semperstylish.wordpress.com/2012/03/23/zoe-boutique-spring-window/  For those of you who love antique furniture and unique items, please make sure you see them at Luckett's Spring Market on May 19th and 20th.

On Friday, a customer came into the store and told me she drives by Zoe every morning and loves looking at the windows!  She was especially drawn in by the beautiful flowers!  On Saturday, a group of young ladies were shopping in the store.  One was visiting from Boston and was taking pictures of the flowers on Zoe's wall (pictured below) and in the windows.  Her friends said "Oh, you are such a tourist!"  She didn't care - she said "They are beautiful!  I want to remember them!'

Recognize this tissue paper?  It is Zoe's signature pink polka dot paper!

The windows will be perfect now and as we continue into spring.  I have to think that Zoe's retail and residential neighbors appreciate the beautiful and appropriate decor.  

Next up:  Mirrors Tell A Story

Zoe Gets Ready For Christmas

It has always been a process for me to know the difference between what I am capable of doing versus what I really should be doing.  One of the things I've almost forced myself to do over the past couple years is to admit when something isn't my area of expertise and ask people who know how to do it to help me.  Who better to ask to help me with Zoe's windows than my very creatively talented friends Janice and Karen.

Like many of the other people mentioned in Zoe's journey, they know my philosophy for the store and my aesthetic likes and dislikes well.  I knew that I would like whatever they came up with for the window decoration.  My only really need - that it not be expensive!

Last week, Janice sent me a picture she had found showing their concept for the windows.  I gave it a thumbs up and she and Karen came to the store to get a good look (and do some measurements) at the windows.  We had agreed that we would get together on Monday to decorate the windows since the store is closed on Mondays and Janice would be going out of town for Thanksgiving later in the week.

Before I show you the final product, I'd like to take you on a journey of how they got there.

Start with The Washington Post

Roll newspaper into cones and spray with silver paint

Assemble snowflakes

Buy Garland

Cut Garland Apart

Glue Garland Balls to Snowflakes

Hanging the snowflakes (with fishing line)

Add plum colored ornaments, snow, and wooden Christmas trees...

Plus gorgeously dressed mannequins...

And you have a "Window Wonderland"

I'll include nighttime pictures (plus how to vote for your favorite Old Town Alexandria window) later this week.

Next up:  Visiting the Alive! Food Pantry

Small Company, Big Goals

I love all of the brands that I carry at Zoe but one of my creative favorites is knitwear brand LiaMolly.  When I first began studying brands for the store, one of the things I did was go to my own closet to look at pieces that I loved.  I hadn't even realized that I owned a beautiful LiaMolly sweater (that I often paired with a Velvet top - one of my other brands).  After looking at the "then current" line for Spring 2011 and speaking with the wholesaler, I placed my first LiaMolly order at the Atlanta market last October.

Her beautiful designs did not disappoint - they were popular with my customers for their uniqueness and high quality.  Even before opening my doors, I had already placed orders for Fall 2011 as well.  Although there are some very large "corporate" fashion brands, many are small businesses not unlike Zoe.  It was not unusual for me to communicate directly with LiaMolly's COO when arranging payment or making a change to an order.

Over the summer, the LiaMolly Facebook page included some press/information on the fact that the Asian manufacturing facility that had produced the LiaMolly clothing was increasing the minimum orders from 300 pieces per style to 2000!  For a company that sells to small boutiques like Zoe, it was not going to be feasible to expand their market to this extent.  I knew that LiaMolly had decided to bring the manufacturing back to the US and focus it in New Orleans (where the company is based).  I was thrilled as I try (as much as possible) to stock the store with products manufactured in the United States.

I knew that things weren't going as planned to obtain the knitting machines when I contacted the wholesaler in September to make an appointment to see the Spring 2012 line at Coterie in New York.  The wholesaler told me that they would not be showing at Coterie but they would send me linesheets when they became available.  Because I set aside certain amounts of money for certain classifications of items, I knew I wanted to hold some money to spend on LiaMolly's spring line.

In October, Seema Sudan, the founder and creative talent behind LiaMolly, had taken matters into her own hands.  Using a funding platform called Kickstarter, she laid out her plans and requirements to keep the line going and manufacture it in Louisiana.  She had one month to raise the $26,000 downpayment on 1 knitting machine to keep the company going.  You can read her story here.

I admired her determination and her bravery.  I'm sure she had attempted other avenues of financing and been turned down.  I wanted to do what I could to help.  I shared the Kickstarter page on my personal Facebook page.  I made a donation on behalf of the store.  I talked about it to anyone who seemed interested.  And I thought about it a great deal.

I am very fortunate to have some wonderful friends who are well-networked in Louisiana.  In telling them about LiaMolly's challenge, they were able to share her story and needs with the right people in the right places.  I received wonderful news yesterday that, thanks to their communications, Greater New Orleans, Inc., was in contact with Seema to discuss how they may help LiaMolly!

And today, Seema announced via Facebook that they had reached (and exceeded) the goal of funding the downpayment on one knitting machine!  And with 3 days to spare!  It is so exciting to see this great example of a small, determined company prepared to make a difference, train skilled workers, and add jobs in their local community.

Plus, I still get to sell beautiful sweaters like this Fall's Sparrow!

Meeting Mark

On Sunday evening I met Zoe's web designer, Mark, for the first time!  As you may remember from last Fall's blog posts, Mark was recommended to me by one of Cori's colleagues.  He lives in a suburb of Durham, NC so all of our work was done via email and phone.

Mark had originally lived in the DC area and was returning this week for a conference called "An Event Apart"  billed as "Three Days of Design, Code, and Content".  We follow each other's personal accounts on Twitter and agreed that it was time for us to meet and for him to meet Zoe.

After being completely horrified by the work being done on the Beltway, Mark got settled into the apartment where he is staying in Falls Church and made his way over to Old Town.  He thought that Zoe looked beautiful!  We both laughed because he came up with Zoe's online "look" prior to me determining the design for Zoe's bricks and mortar home.  Yet both seem very complimentary of each other.

Over dinner at Chadwicks, we touched on topics as far ranging as Wordpress (what I use to manage content for Zoe's website and what he is using for a blog for his wife) to church to couponing!  We had the same comfort level and easy rapport as we had had when working together remotely.  I had the opportunity to also learn a lot about the company he works for and about Durham.

It is hard to believe that last year at this time, we were working through wireframe diagrams like the one below:

I am forever indebted to all of Zoe's creative team members for inspiring me then and now.  They constantly help me look at the world in new and fresh ways.