91 RETAILER INTERVIEW Tell us a bit about your store and how you came to open the business. I had been trading for many years through fairs and various market stalls and my sister, who owned the restaurant next door to my shop, let me know that it was available to rent and I jumped at the chance to finally have a fixed address – and also to work next door to her! Is the location important to the success of your store? Our shop is on one of the oldest garden squares in London and, whilst not on the high street, it is a frequently used walk through up to the high street. We are in such a beautiful spot and I think customers like us being this hidden gem they have chanced upon. What challenges were overcome when the company was starting out? I opened the shop in 2009 as recession hit and was regularly told that I was mad to be opening at such a time – the business has withstood that, COVID, and is still trading 14 years on. What is your customer base? We have a very loyal local customer base and many international customers who return year after year when they come to London to visit. We also have a steadily growing online customer base which is really exciting to see after all our hard work re-designing our website. What’s your USP? Our colourful, handcrafted gemstone jewellery – most of which is unique and one-of-a-kind. What are your current bestselling lines? Our customers love our one-of-a-kind gemstone rings and polki diamond ranges. Are you active on social media, and how
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