“Oh, your shoes are so fancy,” said the lovely new customer when she walked into The Shoe Garden this week.
“There won’t be anything here for me.”
With those words, my heart sank.
Yes, my tagline is “Gorgeous shoes in Size 10 and Up”.
Yes, I try and source different shoes, be they fun or quirky or on-trend or, yes, fancy!
Yes, I promote more stunning shoes on social media than I do the more conservative ones. The difference in likes and comments is phenomenal.
Yes, I did over-order higher heels and super stylish shoes when I first opened.
But, I have listened and I have learned.
My goal is to always offer the widest range of styles to my gorgeous customers who share just one thing in common: a longer foot. They range in age from 10 years old to 90, from all walks of life with all sorts of budgets and tastes and needs.
I realised long ago that what they need from me is to offer them a shoe for every occasion, from school formals and gala dinners and weddings to travelling the world, ducking down to the shops and stepping into the workplace.
I try hard to source the widest possible range, but I do have to take care not scare people away by over emphasising the gorgeousness of my shoes. While some embrace that, it makes others nervous.
The shop has since been re-arranged with a few more classic and conservative shoes pushed to the front, along with the fancy ones.
Getting the mix and the balance right is crucial and her honest reaction was a fantastic reminder for me.
Until next time
Carol & CCx
PS. And yes, this lovely new customer did find a pair of shoes that she was very happy with. Yahhhh!