We caught up with the brilliant and insightful Sandy McDonell a few weeks ago and have shared our conversation below.
Sandy, appreciate you joining us today. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?
When I was going through a difficult divorce in 2022, I knew I needed a new career and a new way to make ends meet for my 2 small daughters. My degree is in Apparel & Textile Design from Michigan State and have always loved fashion.
I was had always thought of doing Clothing Consignments because I love looking for a treasure and a good deal! I wouldn’t have to invest in a huge inventory to open a store. Clothing has so much life, and just because our styles evolve we don’t have to be wasteful in clothing or spending.
The Alterations has always been in our background. My mom, Mui has also sewn all her life and had an alteration shop in Okemos for many years. I told my mom my idea and she jumped out of retirement to join me.
Together we looked for a location and decided we wanted to stay in Holt, close to home and I also didn’t think that there are as many places to shop at locally. We found our first location in the plaza behind Kroger and we began painting, replacing carpet and setting up or sewing shop & retail space.
I borrowed money from family to rent out space and for furnishings and setting up our software, I didn’t know what I was doing, but had a passion and effort to make things work!
I grew quickly in getting clients to consign with me, however it was difficult to spread the word. We had done it all, mailers, fliers, social media, but found we got the most clients by word of mouth! My big take away from clients was we were in a poor location. Even though I thought it was great, we moved to our current location across the street, right at the corner and it has been the best move for our business!
If I hadn’t seen client growth or recognition in our community I would not have continued on.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
I have always been around this area, I’m an East Lansing High School & Michigan State Graduate. My mom, Mui learned how to sew when she was a young girl. When she came here from Vietnam in the 70s, for extra money she used her sewing skills to do alterations for friends and neighbors.
She had her own shop in our home and while she had a full time job at Michigan State University, she worked every night sewing for clients in our home. I grew up learning how to sew as well and always had a love of fashion. Since, money was tight growing up, I learned how to make my Barbie’s clothing young. I took that knowledge and decided to study Apparel & Textile Design and earned my degree in 2004.
I worked along side Mui at her Alteration Shop in Okemos and later we worked together creating costumes for Chorus, Sweet Adelines and other singing groups. I later left and worked in my former husband’s businesses as an Inventory Manager.
Having my Consignment Shop and maintaining the inventory is definitely something I love doing! I process up to 75 plus items a day, while taking in our alterations and helping my Mom with them.
I joke our roles are reversed. When I was in college I would pop in and out and work a few hours here and there, and now I keep the shop hours and Mui pops in and out.
I love having our own family business because it allows us to have time and be there for my kids as well.
How’d you build such a strong reputation within your market?
We’ve built a strong clientele by always doing our best. We provide great quality service in a timely manner in regards to our Alterations.
In consignment, we give each item that we can a chance and present good quality items. I have received many compliments from shoppers and consignees on the appearance and quality of our items that we have for sale.
Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?
I just want to say we are definitely in a service business and want to make all of our clients happy. I have always been a people pleaser and I want you to be satisfied when you shop here or have clothing alterations completed here.
The hard lessons for me is to not take it so personally when I have failed to make everyone happy. It is when I am not allowed a second chance and berated by clients that really stays with me. I know communicating issues can be difficult but to not be allowed to explain. I will dwell on this and it keeps me up at night.
I stand by this, we will complete our service to the best of our ability and until you are satisfied and I have refunded customers for their alterations! I am learning there are some people you cannot please and that the anger they take out on me might not be about me at all!
Contact Info:
- Website: https://www.deepclosets.com
- Instagram: @deepclosetsconsignments
- Facebook: @deepclosetsconsignments
- Yelp: Deep Closets
Image Credits
Sandy McDonell