We were lucky to catch up with Sarah Files recently and have shared our conversation below.
Sarah, appreciate you joining us today. Along with taking care of clients, taking care of our team is one of the most important things we can do as leaders. Looking back on your journey, did you have a boss that was really great? Maybe you can tell us about that boss and what made them a wonderful person to work for?
The best boss I ever had was actually my first boss, Donna Grzesik. I was 15, and not even looking for a job yet, but my History teacher approached me and asked if I wanted a job. I was like maybe…and she told me all about being a retail clerk at a local boutique, Pip’s Boutique. (Donna, had a close teacher friend and that’s how she would get out her next employees, through this teacher at high school) I said yes, and went in to drop off my resume, interviewed and got the job! At the time, I didn’t know too much about fashion, or retail, at 15 I was looking to be a marine biologist. But all I needed was to spend a Summer working at Pip’s and I knew that I loved fashion, I loved people, and I loved Donna! She was so good at empowering my sister (who also ended up getting a job there too) and I, and trusting us. She would always say treat this store as if it were your own. And I guess I took it literally because 10 years later I bought the business from her! She was a great mentor and taught us the ins and outs of a small business, and how to take care/treat a customer.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
So I first got into the fashion/retail industry with my first job at age 15. There I learned a love for clothes/fashion, and people. I knew this was the direction I wanted to go in once out of high school, owning my own boutique. I first went to State University of New York at Oneonta, for Fashion Retail Marketing, with a minor in business. However it only took me a semester to quickly realize I needed to focus completely on the business aspect of school, instead of the fashion. I knew the fashion, I had mentors, and was going to buying shows with my boss and had clothing reps that could teach me about the fashion part. Plus I had a mom who is an amazing sewer who could teach me the basics of constructing/de-constructing clothing.. But I knew next to nothing about business so I transferred out and went to Keuka College, a small private college in the Finger Lakes region in New York. There I majored in business and minored in entrepreneurship. I learned so much there. Once out of college, I knew of course I couldn’t right off the bat own my own business, I just accrued a ton of student loans, and had no collateral to show for myself. So I moved to Syracuse, New York and got a job first at Verizon Wireless, and then as an assistant manager at a Clark’s shoe store. During this time, my main goal was to save as much money as I could, still keeping in contact with Donna, (my first boss, who owned Pip’s Boutique) and helping her do the buying shows that she went to 4 times a year. Every time we would go to these shows, we would talk about what it takes to own a business, how retail isn’t for the faint hearted, she would always give me reality checks to make sure I knew what I was getting into, and to make sure I really wanted to pursue this path. I would always adamantly say whenever you’re ready to sell Pip’s, let me know! I’ll buy it! And then in 2012 she came to me and was like well you’re getting you’ve wished, I’m ready to retire! That’s when I started the process of buying the business. Sitting with Donna going over financials, building a business plan, trying to prove to banks that even though I’m young they can take a risk on me. And in April 2013 the business was officially mine! It was a smooth transition because when you have a mentor like Donna it truly helps! It still had its bumps for sure. Being 26 years old, with a business in a small community that loved Donna, and was but resistant to change, I had a lot to live up to. Plus with my age alone, nobody ever really took me seriously that first year, or were very shocked to hear I was the new owner. So I knew I couldn’t change styles, or do too much in the store right away…I knew that would scare away the existing customer base that Donna worked so hard to earn. But I did know I wanted to change a few things. So over the next few years I slowly introduced some trendier pieces, and widen the spread of who could shop there. Now anyone from in their teens all way up into their 70’s/80’s can find something at our store. Plus we have a price point for everyone, and sizing that goes to xs-xxl. I think having a little something for everyone, while still not losing your core customer is key to staying in business. We carry clothing, shoes, accessories, and jewelry that is mostly locally made! This month we’re celebrating Pip’s being in business for 43 years, while I have owned it for 11 years now. Plus 5 years ago, my sister came back home and started up a children’s store, Pip’s Squeak that is now our sister store! I am so happy to have her by my side through this journey.
How do you keep your team’s morale high?
I think the best advice I can say about keeping morale high with employees and retaining employees for a long time, is to go above and beyond for them. They are the face of the brand for you, they are what sells your company, the clothing, etc…when you’re not around. Appreciate them, show them you care about them, pay attention to the details of their life and you will get back 10 fold effort what you put in for them.
Any thoughts, advice, or strategies you can share for fostering brand loyalty?
I like to keep in touch a lot through Facebook and Instagram mostly. I do weekly videos to show off the new items we get in, as well as we try on everything on so we can tell our customers how they running/fitting. I also do email newsletters once a month. We know a lot of our customers really well, and alot of the times we will say oh! This looks like so and so, and I’ll text her or message on Facebook to let her know what just came in, and that we thought of her. I think knowing our customers very well, and going into a buying show with certain customers in mind really creates a more authentic relationship, and keeps them wanting to come back. Plus we don’t double up in sizing, and we try not to get the same thing in twice so that way our customers have a more exclusive line, and know that they’re not going to see themselves walking down the street.
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