O'Suzannah
This week, My Favorite Mirror interviews Suzannah Fischer, proprietress of O'Suzannah, located in Charlottesville, VA.
Why or how did you decide to start your shop? How did you come up with the name?
Well, I had managed other stores for companies and small biz owners for years so it felt like a natural progression, plus - the store I worked in was for sale and I wanted the location and the customer so I bought it, changed the name and the inventory gradually, staying in her spot for the first 3 years of O'Suzannah's life. As for the name, my mom suggested it and it sounded sweet at the time. Also, it's my name
so it seemed natural.
How long have you been in business?
10 years and 5 months!!! I opened March 1st 1996, I was 29 years old.
What does your shop specialize in?
Lordy, not sure I can sum that up. I used to sell just gifty things for the first 3 years, primarily handmade stuff, then expanded, hugely, into a much bigger space and sold clothing AND gifties. Now I sell only gifts having sold my clothing store last march. Does that make sense? I sell paper: stationary, wrapping, journals & books. I also sell lamps, rugs candles, pottery, jewelry, totes and purses and wallets.
Describe your ideal (or even your 'typical') customer.
Well so as not to offend, I love the peeps who appreciate my shop and how special it is. I work hard at it but love every minute and I love it when someone just soaks it up, whether they buy goodies or not!
What is the retail environment like in your neck of the woods? Are you in a groovy shopping district, a college town, big city?
It is a college town but also very liberal and artsy.
What are some of your favorite things at the shop right now? What seems to be the customer favorites?
Well, Curly Girl cards sell out weekly, Jill Bliss and boygirlparty are favs of mine as are Lotta Jansdotter's goods, I sell all her stuff and I LOVE Lovely Design Goods, she lives in Canada and makes these handmade Rolodexes that I can't keep in. She makes each one by hand and can only make me a few at a time. I also sell Hotcakes Jewelry and small things too!! I love all my peeps, so hard to narrow it down!
Are there any products that you don't carry now but would like to?
Well if I could sell more lamps and rugs I would (need more room). I would also sell many more accessories as I miss them most from my clothing days: mittens scarves, hats, shawls. Knitted goodies in general maybe but nothing that requires a dressing room for sure!
How do you find your inventory? Do you attend trade shows, work with reps, scour the web?
All of the above I guess. I also get many magazines and I tend to ask people what they are wearing or carrying in the case of accessories. As for shows I go to New York mostly because it's not so far away. I would have to say that the internet is my saving grace though as I live in the country and on my days off I go cruising for fun. Links are the best, thanks to everyone who has them on their site!!!!!
What are some of the biggest challenges shops like yours face?
Hmmm? I hate to admit shoplifting is a presence but it is. And to find and keep good peeps to work can be tricky but I have been lucky on that front. Actually after all my years in I just can't complain. I am a lucky girl!
What are the BEST things about your job?
I love buying and merchandising the most. Selling is fun but not my all time favorite.
I despise the paperwork so I get help on that end as it is not the best use of my time. Opening boxes when I have looked forward to something's arrival is the all time best though. My girls love that part too!! It’s like Xmas when stuff comes in.
How do you promote your shop? Do you employ any interesting or unusual means to get noticed?
Nothing unusual. I advertise very little anymore. Maybe 4 times a year. Word of mouth is probably my best means and that comes from just plain having a cool shop that people enjoy talking about.
If you happen to have a website, has it helped your business? Do you sell from it or plan to in the future? If you don't have one, are there plans for one?
Plans for one for sure but the thought is overwhelming because I sell so many lines. I might start with a simple one and then add to it but have yet to move in that direction. I hate to cop out and say that my store is an experience, one that requires touching and smelling and reading but it's true. I change it around constantly, almost daily, so it's fresh and that would be hard online.
Do you have any noteworthy (famous!) clients or customers?
Yes, but I won't mention names.
What advice would give to someone who was considering going down a similar path - wanting to open their own shop?
Have enough cash flow for sure, that's key and the thing that closes many small businesses everywhere. Work in it yourself as much as you can as your presence is also key and will be what will identify your shop. You are your best asset.
What advice would you give to someone who would like to get their products into shops like yours?
Send me catalogs in the mail. I love mail!!!
Visit O'Suzannah at:
108 2nd Street NW
Charlottesville, VA 22902
Why or how did you decide to start your shop? How did you come up with the name?
Well, I had managed other stores for companies and small biz owners for years so it felt like a natural progression, plus - the store I worked in was for sale and I wanted the location and the customer so I bought it, changed the name and the inventory gradually, staying in her spot for the first 3 years of O'Suzannah's life. As for the name, my mom suggested it and it sounded sweet at the time. Also, it's my name
so it seemed natural.
How long have you been in business?
10 years and 5 months!!! I opened March 1st 1996, I was 29 years old.
What does your shop specialize in?Lordy, not sure I can sum that up. I used to sell just gifty things for the first 3 years, primarily handmade stuff, then expanded, hugely, into a much bigger space and sold clothing AND gifties. Now I sell only gifts having sold my clothing store last march. Does that make sense? I sell paper: stationary, wrapping, journals & books. I also sell lamps, rugs candles, pottery, jewelry, totes and purses and wallets.
Describe your ideal (or even your 'typical') customer.
Well so as not to offend, I love the peeps who appreciate my shop and how special it is. I work hard at it but love every minute and I love it when someone just soaks it up, whether they buy goodies or not!
What is the retail environment like in your neck of the woods? Are you in a groovy shopping district, a college town, big city?
It is a college town but also very liberal and artsy.
What are some of your favorite things at the shop right now? What seems to be the customer favorites?
Well, Curly Girl cards sell out weekly, Jill Bliss and boygirlparty are favs of mine as are Lotta Jansdotter's goods, I sell all her stuff and I LOVE Lovely Design Goods, she lives in Canada and makes these handmade Rolodexes that I can't keep in. She makes each one by hand and can only make me a few at a time. I also sell Hotcakes Jewelry and small things too!! I love all my peeps, so hard to narrow it down!
Are there any products that you don't carry now but would like to?
Well if I could sell more lamps and rugs I would (need more room). I would also sell many more accessories as I miss them most from my clothing days: mittens scarves, hats, shawls. Knitted goodies in general maybe but nothing that requires a dressing room for sure!
How do you find your inventory? Do you attend trade shows, work with reps, scour the web?
All of the above I guess. I also get many magazines and I tend to ask people what they are wearing or carrying in the case of accessories. As for shows I go to New York mostly because it's not so far away. I would have to say that the internet is my saving grace though as I live in the country and on my days off I go cruising for fun. Links are the best, thanks to everyone who has them on their site!!!!!
What are some of the biggest challenges shops like yours face?
Hmmm? I hate to admit shoplifting is a presence but it is. And to find and keep good peeps to work can be tricky but I have been lucky on that front. Actually after all my years in I just can't complain. I am a lucky girl!
What are the BEST things about your job?
I love buying and merchandising the most. Selling is fun but not my all time favorite.
I despise the paperwork so I get help on that end as it is not the best use of my time. Opening boxes when I have looked forward to something's arrival is the all time best though. My girls love that part too!! It’s like Xmas when stuff comes in.
How do you promote your shop? Do you employ any interesting or unusual means to get noticed?
Nothing unusual. I advertise very little anymore. Maybe 4 times a year. Word of mouth is probably my best means and that comes from just plain having a cool shop that people enjoy talking about.
If you happen to have a website, has it helped your business? Do you sell from it or plan to in the future? If you don't have one, are there plans for one?
Plans for one for sure but the thought is overwhelming because I sell so many lines. I might start with a simple one and then add to it but have yet to move in that direction. I hate to cop out and say that my store is an experience, one that requires touching and smelling and reading but it's true. I change it around constantly, almost daily, so it's fresh and that would be hard online.
Do you have any noteworthy (famous!) clients or customers?
Yes, but I won't mention names.
What advice would give to someone who was considering going down a similar path - wanting to open their own shop?
Have enough cash flow for sure, that's key and the thing that closes many small businesses everywhere. Work in it yourself as much as you can as your presence is also key and will be what will identify your shop. You are your best asset.
What advice would you give to someone who would like to get their products into shops like yours?
Send me catalogs in the mail. I love mail!!!
Visit O'Suzannah at:
108 2nd Street NW
Charlottesville, VA 22902
posted by My Favorite Mirror WORKshop at 7:01 AM
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