Fun 'With Attitude'
By Jane Kitchen -- Gifts and Dec, 12/1/2009 12:00:00 AM
Mandy Becker was not always a gift guru; in fact, she started her career as an engineer. Her first boss once famously told her, "You have too much swagger to work for corporate America." It took her three years to see that he was right.
When she left her corporate job, she turned to her first love — gift shops. Growing up in a small South Georgia town, Becker was struck early on by the local gift store — the perfect place to find the perfect gift. From age 16, she dreamed of owning a similar store; after she abandoned her engineering career, she thought of making it a reality. The engineer in her put together a 50-page business and marketing plan, and, she says, "Everything fell into place."
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| Mandy Becker left engineering and opened a gift store. She hosts a number of events, including a Holiday Kick-Off Party. |
Remembering her boss's remarks, she named her Cary, NC, store Swagger Gifts, with a goal to stock fun gifts with "attitude." She also took a page or two from her childhood gift store: she has tried to recreate that small-town feel where people know the owner and the staff. And remembering the store's signature giftwrap conveyed that you were in for a treat, Swagger Gifts' zebra-print wrapping aims to do the same thing, while communicating the fun and wild personality of the store.
The 1,500-sq.-ft. store carries garden décor, glassware, plates, paper, purses, scarves, wraps, makeup bags, key chains, funny t-shirts and baby gifts. After noticing that many of her customers in this Raleigh suburb were pregnant, Becker moved her baby gifts to the front of the store and saw sales double.
She also displays up front "the newest and best stuff that we have," rotating things every two weeks, since many customers come in two or three times a month.
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Success Secret
One of Becker's secrets to success, is not buying in large quantities. "Buy less; buy more often, and have stuff turn over quickly," she says. "People come in often — whole neighborhoods and groups of friends," she explains. "This way, people feel like they're getting something unique — and they buy when they see it."
Best-selling lines include Mud Pie, Heartstrings, Lolita glasses, Bungalow, Cucina and Fruits & Passion.
Troll Beads are such a big seller, Swagger Gifts hosts a trunk show every quarter, with a girls' night out, wine and raffles. Becker says she hosts at least one event every month in conjunction with a charity.
"The community is nice to me; I enjoy giving back to them," she says.
But it's Swagger Gifts' Holiday Kick-Off Party at the beginning of November that customers literally line up for. Becker offers gift bags for the first 50 customers, each worth between $25 and $40; and 10 percent of store sales go to charity.
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The holiday event has been such a success, Becker is thinking of hosting a Mother's Day event as well, but for now is focusing on her online marketing, including Facebook Friday giveaways, blogging and videos that show off the store.
She's also created Tacky Sweater Day and gives a discount to anyone who wears a tacky holiday sweater.
"People play with us and have fun," she says. "...We have fun with it. We love it, and I think it shows ... people want to be a part of it, and they want to support you — they want that positivity in their lives."
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