I Remember When…

The beginning of a New Year seems to remind us of hopefully where we have come from and help us plot where we intend to go.

So I want to start with things that have popped into my brain over the last couple of days as I look forward to the start of a new business year.

I REMEMBER GOING TO MY FIRST TRADE SHOW

For a Michigan-based business, the closest trade show for gifts and decorative accessories, where giftwrap and stationery is part of the mix, is inChicagoat the Merchandise Mart.

It was the same weekend as the Super Bowl- so as a concession to my husband and my son, who was young at the time; I flew toChicagoSunday morning and came back the same day.

I had no idea what to expect as I had only gone previously to a local showcase.

It was in a word: Overwhelming. Especially to someone who was a novice retailer. At the end of the day, I was totally exhausted- visually and mentally.

As the day went on, I got my story about my business to be short and concise. For those vendors who were not interested in dealing with a home based business, I learned to move on.

Gratefully, I met a company, The Stephen Lawrence Company, who welcomed me. Their sales rep was extraordinarily knowledgeable and helpful- and for that singular reason I stayed a faithful buyer for years to come.

Lesson learned- you never know who will become your best customer. So treat any prospective customer with dignity and excellent customer service. And hopefully the same will be returned to you.

I REMEMBER MY FIRST CORPORATE CLIENT

I originally started out teaching gift wrapping classes through local venues, like community centers, Parks & Recs, local organizations and alumni groups- heck anyone that might want to learn more.

Because of the catalogs of classes that many of these organizations published, I got a lot of media attention. I attribute some of this interest to the growing phenomenon of Martha Stewart, and the fact that gift wrapping was an unusual and new idea for a class.

A reporter came to one of my classes and took the class along with the rest of the attendees. She also brought along a photographer and they stayed for the entire class. ( I would dare say that wouldn’t happen today with the stress of “immediate” news).

The subsequent article netted me my first corporate client. THe accompanying photo to the article was not flattering- my mouth was at a peculiar angle probably imparting some gem of wisdom- but it served as a “glowing testimonial” to my skills at gift wrapping. The corporate client who followed up and called me because of the article was short on time and in need of my services for the company’s annual Christmas party.

Next lesson: Never underestimate what a photo or article can do for you. Say yes to the media and then figure out how you are going to do it. Always deliver more than you promised and they will call back for more help.

I REMEMBER HOW I GOT MY FIRST CUSTOMERS

So after two years of giving classes, my students started to ask for help in preparing special gifts with that extra oomph of glam, glitz or glitter. I hadn’t really thought about offering gift wrapping as a service but frankly it kinda made sense- I mean it was really an extension of what I was teaching by doing.

Many of my students would confess that they loved the class but felt either through lack of time or the ability to develop this skill that they might never attain the look they envisioned.

And I so began to wrap for my customers.

Diversification is a wondrous thing- it can add another source of revenue. Or just allow others to see and hear about your work.

No struggling artist would want to work in a vacuum without the world seeing their artistic efforts.

Same for me.

So every time I did work for customers, I’d always ask them to tell their friends and family about me.

I still have many of those first referrals. They are like family to me as I know them, their children and sometimes their grandchildren. And this year, I added a great-grandchild to my list.

Another lesson: don’t be shy- talk about your work. Come up with your 30 second “elevator pitch” – maybe several depending on who you are talking to- and practice it often.

Because you’ll never know where it will take you.

I REMEMBER HOW I GOT THE NAME “WRAP ARTIST”

As part of my mission to learn everything I could about retailing, I worked at every place that offered gift wrapping services.

Maybe it was a volunteer stint as a fund raiser for our local PTA/PTO. Maybe it was through a friend that brought me in on a call-in basis. My final stop was working part time in the wrapping department and then in the shipping department at Neiman Marcus Troy, Michigan.

Every experience taught me something.

The experience at Neiman’s remains the most complete and detailed learning experience. I loved Neiman’s and they were willing to let me experience as much as I could handle. I would work for them in a heartbeat- they were so good to me.

Especially the customers. They were and are the envy of every retailer- good or bad.

My favorite story was working the seasonal gift wrap room which took some effort on the customers’ part to find since we were the “M” stop on the only elevator in the store.

When they found us, they loved hanging over the half door watching the process. That’s when I learned that dead silence is not a good thing- as it makes the “wait” seem interminable.

So I found out that asking a couple of questions- like who the gift was for and how they picked that particular gift- would get them yakking. I would have only to nod or give a brief “really?” to keep them talking and me wrapping.

One particularly chatty man, who had apparently been sent to get this chore done while his wife continued to spend without oversight, decided he was a comedian.

He decided then and there that I was the Queen of Wrap. I said maybe he had me confused with Aretha Franklin, aDetroitnative and the Queen of Soul.

No, he insisted, I was definitely the Queen of Wrap. So, O.K. I went along with the flow and agreed. I bet I was his favorite story for weeks on end.

But guess what, I use that moniker with my staff, my ever creative Wrap Artists. And our customers love it as it has two meanings- wrapping and rapping.

Next lesson to remember: A casual thought can turn into an opportunity. In my case a 50’ish, White Female bordering on the slightly chunky side gets a second look when she claims to be a “Wrap Artist”. Yo-Yo-Yo!

I REMEMBER THE BIG BUSINESS DECISIONS-
OR SO I THOUGHT AT THE TIME

First biggie- an answering machine and a second telephone line to be my home based business’  “official” presence. (Yeah- dinosaur time here!)

Then a Yellow Pages listing- and being the only one in a category that didn’t exist they had to do some research to determine a SIC (Standard Industry Code). The good news was that I was the only one- so my listing expense was reasonable. But it was my first advertising- Yikes! Huge leap for this home based business. And again the answering machine conveyed to me (and hopefully those that would find my incredibly specialized service) a REAL business.

Then going to trade shows to find products.

I had sales reps like Franci Lopatin from Stephen Lawrence orMikeFallsfrom Packaging Services come to my business aka my basement and help me make intelligent purchases designed to grow my business.  Franci is still in the rep business- Mike is not. Stephen Lawrence got bought out, but Packaging Services is still my go-to for shopping bags, boxes, tissue and more.

And then my leap to a brick-and-mortar location. That took the help of a very supportive husband and son (O.K. they wanted the garage and the air hockey table back). But that and the belief that I could make that transition had me looking for space, buying not one but side by side buildings and opening in 2004. It’s hard to believe that it will be 8 years in April.

Lots more names and help have been shared with me over the years. And I suspect more will play a part in this ever growing business.

I will never forget my roots and those that have been a part of this success. Loyalty, trust and faith in my ideas with a healthy dose of reality from my “Brain Trust” and others, keeps me looking forward and building on previous successes and failures.

So here’s to 2012- let it be a break out year for my business and be especially good to family and friends, my customers, Michigan and the whole United States. We deserve it.

Investments come in different forms

As all the island of Mackinac was bustling last week with business leaders I thought I would add my two cents on good business practices from downstate. As a small business owner I have a unique perspective but an important one. Small businesses employ more than half of all workers. Small business entrepreneurs are the engine that drives the state.

Invest in your Employees
As an employer- the biggest investment is one’s time. I spend time hiring and training my “Wrap Artists”. Though a very small company – employing 5 full time employees and maybe up to 10 during holiday season – I still provide benefits including flexible spending account (FSA), 401 (K) , tuition reimbursement, and meals when the projects call for extended hours.

Our “Wrap Artists” know that with training and backing they can excel at customer service- which is the backbone of our business.  My artists always go the extra mile for customer.

Invest in your Customers
I try to let my clients know that I value their time. I may tell them to come back for their gifts after they have had chance to go get a cup of coffee. Now we have added shipping services to her pick up and delivery services to save everyone’s time.

Invest in your Community
We have worked with a number of non profits such as HAVEN, Operation: Kid Equip, a school supplies program and The Pink Fund. These investments include donating gift certificate or gift basket to an auction, hosting a group at her store after hours or training volunteers.  But most importantly we consult with non profit groups about how to design a profitable event.

Invest in your Economy
Our Michigan hospitality baskets are a hit with out of town wedding guests. We pride ourselves on procuring Michigan made products and working with Michigan based businesses. These include  the Coffee Beanery across the street- another Michigan based business- where she sends customers; the local baker whose cookies turn up in many of our gift baskets and at events; or the young fashion designer from International Academy of Design and Technology, based in Troy, whose wedding gown we featured  in the annual Bridal Showcase.

Hospitality Basket with all Michigan based products!

Invest in your Industry
Become a resource to other business owners. I have by helping retailers looking to add gift wrapping services to their existing business, rebranding their business or service, or considering starting up a gift wrapping company. Clients have come from out of state to consult with her.

Challenge of Getting Really Cool Wrapping Paper

Tags

corporate gift wrapping paper, custom gift wrapping paper, single sheets of gift wrap

If you visit our website or store you’ve had the chance to see our wrapping style. Our goal is to have our clients walk away feeling that they have chosen the right paper and ribbon to make their presentation as important as the gift they have selected.

It is a challenge for us- in a good way- to meet that expectation. And we navigate to this end result by asking many questions before we even get to a solution.

Sometimes we have to ask about a favorite color or whether they are more traditional or non-traditional in their style. Maybe it’s a special occasion like a baby gift, bridal shower or special anniversary, where a particular themed paper will work the best.

We scour all the trade shows and vendors to find the best designs that will create a strong graphic presence and be on the forefront in terms of colors and patterns.

There is a current trend in the gift wrap business where many of the best papers are being made in a single sheet. That means they are around 19-20” wide and 27-30” long. Great for small boxes but not so handy when you have a sweater box or larger. Many of the rolls of paper you see are about 5 feet- so that means about 4 single sheet papers.

So, either way there is some waste.

We understand that the cost of printing has gone way up- as evidenced by the amount of gift wrap that is manufactured in China.

And just to burst your bubble a little more, even Tiffany’s, the venerable, iconic and generationally know retailer, is currently manufacturing all of their wrapping paper and boxes in China. Yep- China.

This is certainly not an indictment of a decision definitely motivated by controlling costs. Because we all have very hard decisions to make in that regard- both in the business world and certainly at home.

Our goal is to make our own papers and print them here in Michigan. Having tested some designs at Christmas, we sure do understand the cost of manufacturing a small quantity vs. the price to produce it.

There are several designers who are successfully converting their designs into single sheet papers. And the best bang for your buck is that you, the consumer, get to see cutting edge, fabulous graphic design in the most current colors. These colors are echoed in the latest colors that you see in new upholstery, rugs, wall paper and paint. As we prepare to launch new designs, let us know what you would love to see and what you think would be an excellent design that you would expect to see at Lisa’s Gift Wrappers or on our e-commerce website, www.readysetwrap.com .

Single sheets of gift wrap can be purchased on our e-commerce site: www.readysetwrap.com

One Stop Shopping…We Wrap AND Ship!

Whoever invented this term had a great idea- how to get more things done in one stop than in having to make many stops.

When I first started out, I had had some experience with packing items for shipping when I worked at Neiman Marcus during the day and ran my gift wrapping business at night.

My son was in Middle School and so I could work “Mom” hours- 9:30am to about 3pm before I had to kick out and rush to meet the bus – or do a pick-up from school.

I learned so much from working in their shipping department. At first, I was just there to handle the gift wrapping from the Gifts and Decorative Accessories department. But when things were slow, I asked to be trained on packing. I started out with shoes, cosmetics and some of the easier things to ship.

When I opened my store, I was still using my independent shipping guy, Dennis. He was my go-to person and gosh, he had the solution to everything. Especially at the holiday time, I knew that I could skitter in with some ridiculous package that needed to be packed and shipped.

But he decided to move on. And there was no one to buy his business. So, I ended up buying from him what he couldn’t sell.

After a beginner’s lesson I was ready to ship. And thanks to all that I learned from my past employment, I was now able to offer one stop shopping.

Lisa's Gift Wrappers Wraps Your Gifts and Ships Them Too!

It is always great to hear a customer pine about having to rush the wrapped item to a shipping location. Because we now can tell them that we can ship it from here and send them a tracking number via e-mail. Best of all we take a digital picture so that they can see what the finished product looks like and exclaim with great honesty, “Fabulous paper- it just screamed YOU”.

It’s a wonderful thing- one stop shop.

Details, Details, Details

I was working on the sale floor the other day, when I noticed one of the clothing items, a customer had brought in for a special wrapping, had a tiny spot on it.

Maybe it’s my obsessiveness about how something looks when it comes out of a box. When receiving a gift wrapped box, I want the anticipation to build until the box lid comes off. Like working through the layers of a rose, the tissue pulls back and the recipient sees a beautiful, thoughtful and personal gift.

So over the years we have built a “fix-it” box for all of those moments where just a little “spiff up” will help. In this case we have “SHOUT” wipes that will easily perk up something that might have a pen mark, a soiled spot or some other spot that needs treating.

We also love “GOO GONE”. It’s great in removing price tag residue, other sticky gunk (that’s a technical term!) and it cleans our work surface after a busy day.

Other random but handy items- needle and thread, silver polish, window cleaner, an iron to press something, different kinds of glue, microfiber cleaning cloths, safety pins, and a number of other items stashed in an emergency spot.

Since we have the opportunity to give that item a “once over” before we close the lid and start to wrap, we have all become experts at making sure this last step is completed.

Maybe this attention to detail has been missing at the store where you bought the item.

We know every gift is important. If it’s a family treasure that is being wrapped to be passed down, or a one-of-a-kind quilt or blanket someone made for the newest family member. We treat everything with respect and care because we take as much pride in what we do as you have in the selection or the making of the perfect gift.

Every box is a work of art. We want the outside to reflect the importance of what is inside!

It’s all in the details.

Looking Forward with a Grain of Salt

In Detroit and the whole of Michigan, we have become sensitive to the saying “wait for the other shoe to drop” as we have collectively shuddered through the disassembling of the major employers, The Big Three automobile companies, and the re-assembly of them as smaller, leaner firms hopefully poised to emerge stronger and healthier.

postcard from www.cardcow.com

Many businesses below these giants felt the effect of their financial woes- and for some businesses it wasn’t a trickle down but more of a torrential downpour affecting their financial ability to stay afloat.

There were no lifelines to pull us out. There were no government bailouts. What Washington may have said would help us never made it here.

So we had to find a way to survive. Some made it. Many did not.

Scientists call that the survival of the species. In my view, it was who had the cash, had the customers who supported that business, and had the ability to keep afloat.

I’m thankful to say that we made it through 2009. Our 2010 now gives us the ability to look back and thankfully draw a big fat line through 2009. And I’m more cautiously optimistic that we will be able to look forward more in 2011 than backward.

I say this “with a grain of salt”. Because prosperity comes with people having jobs, being able to pay their rent or mortgage and putting food on plates for their family. Those basics come first. Prosperity comes with the ability to look beyond the daily existence and buy shoes and coats, or movie tickets and popcorn. Not “either or” but both.

So to those representatives at all levels of government that represent our views – your work is still to be done. And it needs to be done with a sense of urgency and a commitment to getting our economy back on track.

Those of us still here know that the past is past and know that the future holds change.

We get that. Now we would like you to get it done.

 

A New Year Brings New Ideas

Most family and friends say that I’m not good at being without a project.

And since most of my time at present is consumed by my business, it’s safe to say that my projects emanate from ideas I have for the business.

Of course, I always have a ton of ideas percolating in my head. The mastery of these ideas has to be with three questions in mind:

Do they add value to what we are doing?
Is it something that grows the business?
Can it actually be done?

That’s why I have my group of experts; my “Brain Trust” is what they are to me. How they help is beyond description. Yet each person understands me and knows what I’m striving for.

Someone is there to hold me back as I usually plunge into commitments (oh, so typical entrepreneurial person that I am) without always looking at the financial side of things. Another is there to be the “keeper of my brand”- to make sure this new idea or venture fits and makes sense.

If there is technology involved, another evaluates how it fits, if can we make it work and how it adds to the presence we already have.

And because I’ve described these roles in no particular order, I also rely on input from an operations stand put. How will we get the word out? Who will become the “master” to see the implementation through to completion?

When I first started out, many, if not all, of these roles were fulfilled by me. So it was often a question of time first, money second. So that often kept me in check.

But as my business grew, I knew that I had to find those “brains” that could help me where I had limited skill, or knowledge, or truth be known, where I really needed the wisdom to step back, take a breath and ponder the task ahead.

So if there is anything I have learned to ask for over the last 6 years is to ask for help and not to be shy about it.

And I have to say that, that in the process of growing my business, the contribution form my daily operations staff has contributed mightily to creating the back bone of my business. Right now, that’s Annie, Patti, Cara, Tracey, Kelly and Brenda. And past employees who added their time and talents while they were there- like Charmaine, Mary, Leslie, Karin, Dana, Mary D., Sara and a host of others who have moved on and have found their calling in other areas.

So we go into 2011 with many parts of the business on track, many that can grow and a few that will be new and need some nurturing to see them blossom.

I’m excited.

Down time…what is that?

Tags

Corporate Event Planning, Corporate Presentations, Event Planning

The month of January was often the month that I could take some breathing space and plan for the coming year.

I am a strong believer in making a plan and then holding yourself accountable. (Yeah and I love cleaning out my purse, going grocery shopping and cleaning bathrooms!)

Except- being the owner, I have had no one person that I had to be accountable to. So it’s been too easy to put off a phone call or follow up on a past due account if I didn’t feel like it.

Last year my plan was to have someone hold me accountable. Starting last April I had weekly meetings where I had to account for all of my activities.

My task master Diane did her part exceptionally well. She took copious notes, encouraged me when I felt I was floundering, and helped my staff see where they could be a more integral part in growing the business by taking on responsibilities and lifting them off on my shoulders.

Was it easy? Heck no. Did I reach or surpass my goals? Absolutely.

It sometimes came in baby steps, but as we were getting there, I shared with my staff the short and long term goals (including real numbers) and explained how we were doing as a team. That helped everyone know where we were going and how well we were doing.

Many of my peers and customers wondered out loud why I would need someone like Diane to track my work with. I had had a career in a large company that had good structure and well defined policies on everything. They had a commitment to train and educate their employees in hopes of creating advancement opportunities. In that light, I attended many training courses, within and external to the company, that included well regarded programs such as IBM Sales, and Xerox Sales and Sales Management. I had also worked for two high tech companies in a very entrepreneurial environment. That helped me see responsibilities, risks and rewards in all aspects of running a business. And in my teen years, I had worked in our family’s business doing clerical and inventory duties.

But with all that experience I still think working with Diane has been the best decision I have made.

While the economy struggles here in Michigan, I have seen a glimmer or two that things are starting to “get right”.

I have talked to peers and other industry decision makers and they too feel a sense of encouragement comparable to many previous New Years’.

We know the hard work ahead.  I for one know where my path needs to go and it includes lots and lots of hard work ahead.

But I feel better about that path. For lots of reasons not the least of which is that I have Diane on my wing to keep me accountable.

So hold on for a fast and furious 2011- that’s where I’m going!

A New Year and New Trends for Brides

Tags

wedding ideas

A new year always brings renewed interest in the trends for the coming year. What are the hot colors and what’s new and different to add that personalized touch to your very special day? That is what Bridal Showcase 2011 is all about.

A big trend is the feel of vintage- whether it’s the dress, jewelry, decorative style or even arriving in a vintage car or carriage. You’ll be seeing many of the “champagne” colors- from ivory to beige for dresses, lots of lace and fabulous jewelry. Black or Brown are great add ons- but another accent color will bring that extra touch to your vision.

Not feeling black or brown? Try Navy- it was big on the Red Carpet for men’s tuxedos and it is considered a “neutral” just like black or brown.

Having a designer create the perfect “logo” or monogram can be used in so many ways. Use this embellishment on beverage napkins for the cocktail hour, or printed on an aisle runner or ribbon to tie your bouquet. If it is well designed, it will stand the test of time and can be used for stationery; custom embroidered linen napkins and tablecloths, or even your wedding handkerchief that could be turned into a baptismal bonnet for your first child.

Wedding cakes can go big or stay small. It’s really about your budget and the story you want the cake to say as a part of your reception. There’s something intimate about a “sweetheart” cake that you and your groom can cut, while the staff is cutting the sheet cakes in back. Or have the 7 layers of cake, which makes a grand statement. Use as inspiration your colors, the lace from your dress, brocade that your tablecloths are made of- there are endless sources of inspiration.

I love giving a special gift that is unusual and most likely would not be something a bride and groom would consider asking for. For instance, a vintage silver cake server and knife for the cake cutting portion of their ceremony or special toasting goblets is something nice and will carry a lot of meaning. I also like to give a set of special holiday dishes- maybe something that has been passed along through your family.

Also a great gift is hand embroidered, vintage hankies to carry on that day. Take the hanky to a local embroidery store and have their first names, their new last initial and their wedding date added. It will become a keepsake they can enjoy for years to come.

Brides and groom can personalize their special attire in new ways.  Brides- wear blue shoes or have a blue embroidered logo added to the inside hem of your dress. Something personal and all yours!

Give your groom some special cuff links that represent a collection he has, an interest say in sports, his heritage or a complete tuxedo set of studs and cuff links. Think of that as “his wedding jewelry”. My friend, Joy, gave her husband-to-be a set of cuff links made from Irish coins that had been enameled and sealed. They were stunning and very unique.

There is no end to the ideas. We have our ideas and we have seen over the year’s dozens that bride have incorporated. Add to that your own imagination and it’s really limitless.

Come see us and we will share our ideas. If you can’t visit us in person, visit our website, www.StylinBride.com, for more ideas and inspiration. Personal consultations and specialty shopping are available on request.

“Controlled Chaos” this Holiday Season

Tags

bow making for gifts, Bridal Favors, Christmas Gift Wrap, Holiday Gift Wrap, How to Wrap a Gift, Lisa's Gift Wrappers, Metro Detroit Bride, Professional Gift Wrapping, WrapItApp IPhone App

I wrote recently about the special tricks I learned when I was starting out as a gift wrapper.

First- how to work in a sardine can sized wrap station. I learned that because I took over my son’s nursery when I started gift wrapping from my home. While I didn’t have a lot of supplies, I had one tiny closet to store everything.

So I got sucked into buying one of those over the door wrapping organizer.

Well that’s great if you have 2 or 3 rolls of paper, some pre-made bows and you have a small square spot on the floor to wrap.

That lasted about 6 months- and I was hard pressed to keep the stuff from spilling out the door and across the hall to my guest bedroom. I finally gave up and started using that room- except now everything had to be stored under the bed. And if guests came, I had to do a major overhaul of the room so they could use dresser drawers and hang their clothes up.

So that is when I was exiled to my basement. The good news- 3 times the space. The bad news- it’s a basement!

I got some plastic stacking shelves, clear plastic containers and some rolling racks that draftsmen stored their rolled up drawings in. Got a table from my parents’ basement, found a discounted desk chair at the local office supply and I was officially calling this space “My Studio”.

Fast forward to today- 6 years in our store and almost 12 years in “My Studio”.

I still use many of the first organizing tools I started with. The clear plastic containers hold backstock of ribbons sorted by color (we can see when we need to refill a color bin).  The same rolling racks now hold open rolls of wrapping paper upright.  We use the boxes that the rolled paper is shipped to us to store the backstock paper under the wrap station. I found a rolling shelf that can hold ribbons, sorted by color. Started with one- now have 6 of them. Small spaces utilized and many of the answers are multi purpose.

Customers comment on how everything is so organized. It happened because of that sardine can size room where the early “magic” happened. It has ended up (due to male displeasure at the scraps of paper, ribbon, baskets, shred, cellophane and the other miscellany that goes with wrapping gifts) in me opening a retail store in a space that was formerly a sign shop.

The most perfect table and undercounter storage existed- the rest of the place was a wreck.  But I could see what “magic” could be created with a little fix here and there.

I never in my wildest imagination would have ever guessed that we would outgrow the space.

But we have. So we are very good at organization. We now have two off-site storage spaces. The bathroom becomes the shipping department at the Holiday time. My van is the mobile storage unit and the middle seats are taken out by mid-October and are returned by January. Cara is our tallest person- so she gets the job of stacking things and getting stuff down from high places.

As one of our favorite customers put it once- it is “controlled chaos”.

Oh, so true.