Shop ‘til You Smock
In just shy of a year, Smock Boutique has earned a stellar reputation as a destination for savvy shoppers. Tucked away in the pretty town of Enniskerry, Co.Wicklow, a visit to the boutique is a stylish addition to a day spent exploring the beautiful surrounding area. We caught up with founder Mairead Vickers to chat about how she’s built her business from the ground up.
Sitting on a stool in one of the changing rooms - our makeshift interview room for the day - Mairead takes a rare pause, looks around and reflects: “You know, when we viewed the property, we sat in this very changing room. And I said to myself, ‘I could really give this a go.’” Since that decision, she hasn’t looked back.
Finding Her Business Style
For Mairead, owning her own boutique was a natural progression from her successful personal styling business. “I’m a personal stylist and shopper, and I decided that maybe I could actually provide the clothes for the people I go personal shopping with instead of having to go elsewhere,” she explains. “That’s how Smock Boutique started.”
Her years working as a personal stylist and shopper have provided Mairead with an invaluable insight into her target customer’s needs. This heavily influences the clothes she chooses for Smock. “I’m in the wardrobe of my target market at least once a week. I feel that I have a certain advantage when I’m going to buy my collections because I feel 100% confident that I know what is needed,” she notes. “We’re not filling the wardrobe with pieces that don’t suit your lifestyle, we’re providing a working wardrobe within budget for that person. That’s absolutely at the forefront of my mind. That’s my USP.”
Secret to Success
It turns out the secret to Mairead’s success is something learned from her years as a personal stylist – follow your gut. “My advice to anybody starting out is to really and truly follow your gut instinct,” she explains. “Listen to yourself and try and block out all the negatives. And there will be negatives. It’s like anything, if you have confidence in your idea then nobody can take it away from you.”
Mairead is currently focused on building up her online presence and growing her customer database, but she’s definitely staying local at heart. “I love Enniskerry,” she says. “I want to stay here, and I’d love to expand Smock Boutique within itself.”
Fancy a fashion fix? Smock Boutique is open Monday to Saturday from 10am – 6pm.
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