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| Photo courtesy of artifact |
I recently sat down with Lauren Merkel at a Starbucks to discuss her shop called Artifact located in the
heart of West Chester.
Merkel is a graduate of West Chester University, and has always dreamed of opening an affordable yet
fashionable clothing shop for college students in the area.
Ever since it's opening four years ago, the store has been doing well. Artifact is suited for teenagers and
young adults, carrying everything from big statement necklaces to simple sweaters.
Merkel said she is passionate about what she does and strives everyday to continue growing her brand and
branching out to new customers.
Q: When did you decide that you wanted to open your own clothing shop?
A: When I was in college, there were really no boutiques in the area that were suited for college students.
Everything was either a thrift shop or something that was suited for older women. I thought that opening a
shop close to campus and making the clothing affordable and fashionable, I could get a good amount of
business
Q: How did you come up with the name Artifact for your clothing store?
A: I wanted a name that was simple yet still carried that charm I wanted the store to have. I thought Artifact
was perfect since it has kind of a rustic feel to it.
Q: Would you say your theme to your boutique is rustic?
A: I want my boutique to feel warm and welcoming to customers. I wouldn't say it's classic rustic since the
inside is all white but my clothing items give a rustic and classic feel to them
Q: Do you get a lot of support from your family?
A: My parents were super supportive of my decisions. Of course, we were all a little nervous since opening
up your own business is a huge risk. Also right when the shop opened, it was in the heart of the recession.
But now, business is good and my mom is a frequent visitor!
Q: When you opened, did you see other boutiques go under after the recession?
A: Yes. There was one not far from us that shut its doors shortly after we opened.
Q: How did it make you feel to be a brand new shop and seeing others close?
A: I was terrified that the same would happen to me. I put my life savings into this store and the thought of
closing down still gives me the chills.
Q: Who are the types of shoppers that frequently come into your store?
A: We get everything from local college students to moms. We have something for everyone.
Q: What current trends are you loving this season?
A: I am totally loving black leather. It is such a great statement piece to have in any wardrobe and can
toughen up a look. I am also loving chunky knit sweaters, a classic fall favorite!
Q: What would you say the average shopper looks for when coming to your store?
A: Dresses for sure! Recently since homecoming has been going on for local high school students, lots of
teenagers have been coming in to find that unique dress that will stand out among the crowd. Another
popular item people love to look for is jewelry.
Q: Tell me about the different styles you carry in your store.
A: We always have new arrivals coming into the store weekly so our styles change frequently. We carry an
array of styles that will attract lots of different types of customers.
Q: How do you keep your store up to date with trends?
A: I am a major subscriber to lots of different fashion magazines. I get my inspiration and my ideas from
there. I also want to include pieces that are more basics because they never go out of style and are essential
to every wardrobe.
Q: What magazines are you subscribed to?
A: Of course the classics like Vogue and Elle, but I also love reading Marie Claire and Glamour.
Q: How do you try to branch out your business by reaching other customers outside of West Chester?
A: There is a website for the store where people can order our pieces online and we ship throughout the
country. But for more local customers, I make sure to be part of social media like Facebook and Twitter
because I think it is so important for small business to reach out online. It really can change anyone's
business dramatically in a good way.
Q: Since you have such a close connection with West Chester University, do you give current students any special discounts?
A: We do! If you are a current student with West Chester, all you need is to bring your student ID for proof
and you get 10 percent off of your purchase!
Q: Besides doing the student discount, do you have any other sales or promotions?
A: We do have a sale rack and from time to time especially when it comes to changing of the seasons, we
do a further price reduction on sale items. Every now and then we also do buy one get one half off jewelry.
Q: I read online that your Marketing Manager Lauren is your best friend. How does it feel to work together?
A: I absolutely love it. She has such a great work ethic and puts 100 percent everyday. And of course it's
always fun to work with someone you get along with!
Q: What is your marketing manager in charge of?
A: She is in charge of a lot of stuff, but she does a big part in trying to make sure the store more well known
with customers. She also does a lot of the business side of tings like calculating totals, payments, and
deposits.
Q: And what would you say is your average day at work?
A: I like to get involved on the floor helping customers and doing transactions. I do spend some time though
in my little office paying bills, checking inventory, hand selecting new merchandise, and answering phone
calls.
Q: You said you hand select new merchandise. What does that mean?
A: I go through our brand's new merchandise and hand select items. I decide what the store carries. I do a
lot of research on what items sell well in our store and try to continue buying items similar. I also love picking
unique pieces that will grab customers attentions and make us stand out amount other stores.
Q: Since you have been open for a few years now, when does your store do its best in sales?
A: During the holidays we do very well. People love to buy unique clothing items for their loved ones. We
also do very well during the school year since students love to shop on the weekends.
Q: How have your sales been so far for 2013?
A: 2013 has been a great year. We did really well during the spring and for back to school. We get more business once classes started back up for West Chester.
Q: How are your sales on your website?
A: Over the past year, our sales online have done really well. We also have a blog on the website where
readers can get close up photos of specific clothing pieces. We also do posts about fashion advice and
talking about trends.
Q: Do you think customers enjoy reading your blog?
A: I think our customers can get to know us on a more personal level when reading our blog. Since it is
written by Lauren and me, we add our own personalities into each post and give the customers different
viewpoints of the clothing. I also enjoy blogging about current trends, fashion advice and tips.
Q: Do you believe that there are areas of improvement with your business?
A: Of course. If someone said no then they are clearly lying. I would love to have more sales and more
merchandise, but for now I am doing the best I can.
Q: What type of jewelry are you interested in selling more of?
A: Right now the rend is having big statement piece necklaces. But I would like to include more dainty and
simple type jewelry because not everyone is into statement pieces.
Q: How would you say Artifact is different than other boutiques in the area?
A: Artifact is a store that carries trendy and fashion clothes without breaking the bank. Nothing in the store
costs over sixty dollars. We have friendly associates, affordable prices, a clean and organized store, and of
course our items are one of a kind!
Q: So looking back into your college years, did you plan on starting a clothing shop?
A: No not at all. Until I got a little older I realized that West Chester needs a clothing store that is
fashionable and yet affordable. That is when I started thinking of creating my own store. And of course
meeting Lauren, helped further the idea since she was interested as well.
Q: What would you have done if Artifact didn't work out?
A: I would probably be doing something in fashion whether it be working for a larger brand, or possibly be
managing another small boutique or clothing store.
Q: Do you have future plans with your boutique?
A: Right now, I am just focused on improving my store. Although this store is small and we only have three
employees, it is a lot of work. I would love to later on build another location, but for now I want to focus on
getting this store the best that it can be.
Q: Would you consider yourself a successful business woman?
A: Yes. Although there were some rough times during the beginning I have learned so much. I love my job
and I wouldn't change it for anything.
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