This week Underlines speaks with Sheila Wilson owner of Sugar & Spice on the Isle of Wight. Sheila led an interesting career in senior management in the NHS leaving but left for a less stressful (!) life as a shop-owner. Fast forward 12 years later to the year like no other: 2020.
Life before lingerie
“I originally trained as a nurse and a long NHS career arose from this. After 10 plus years as a nurse I moved into clinical audit and clinical governance with responsibility for implementing the first quality assurance systems and processes in the hospital, ambulance service and GP practices.
“Roles and responsibilities changed and developed over time (nothing stands still in the NHS!) and my last job was Associate Director with responsibility for all elective, surgical, pathology and cancer services. It was a massive job with a big budget and challenging targets and after 4 years I reckoned I had some good achievements under my belt and it was time to take life a bit easier! Little did I know…
And opening a lingerie shop?
“I decided to take a sabbatical from the NHS and think about what else I could do. My sister was in a similar situation so we started looking at businesses we could run together which would enable us both to work part time and slow down a bit. Neither of us had any retail or fashion experience, but we talked a lot about transferable skills and liking a challenge. Sugar & Spice (in Newport) was an existing business and we decided to take the leap of faith and buy it.
“The interest was more about developing the business than lingerie initially, but we soon were all consumed by our developing love of the lingerie world.”
“Two or three years later, we decided to open a second shop (in Ryde), and for about ten years had the two. During this time my sister (although still a partner) emigrated to Australia, and we closed the original Newport store a year ago.
Along came Covid-19…
“So, as for everyone this was a time like no other and we just didn’t know what to expect. We put forward orders on hold, but didn’t cancel anything, and the response from our suppliers to do this was great. After lockdown we have reviewed all orders, and I have taken delivery of the vast majority of those forward orders. Then I enjoyed the time at home, did all the jobs that don’t usually get done but after two weeks I was restless and ready to get going again.
“I worked with my website developers to refresh the website and tidy up my stock control system. Then it was all about online selling and social media promotion. I started a Facebook sale group, which was my absolute best bargains and not only cleared a lot of old stock, but generated a whole new group of customers. Feedback was great, lots of messaging going on with people I had never met, who have since shopped with us again. If I missed an evening at a weekend I had ladies contacting me asking why, it was the highlight of their lockdown week! Remains to be seen if this works out of lockdown, but we will try it and see. I was so grateful at this time for my website, I was still trading every day.
How can you future proof your business?
“There’s no doubt peoples’ shopping habits have changed. I will be focussing equally on my online business, people seem to like the convenience it offers, and the shop which as ever is all about the fit and great service. The two things are poles apart, but that’s an opportunity.
“With regards to the shop, it’s important we make the high street as attractive an option as we can. I am active within the Business Association and feel at least I have an ability to influence local policy through this. I will also be making sure we partner with and support local businesses as much as possible – all areas will be different, but here (Isle of Wight) there is a view you need to go to the mainland to shop and Covid is an opportunity to change that perception. I have also consolidated my view on the importance of social media throughout this, so although not my strong point, I will be putting more effort into this.
“Finally I learnt through lockdown that I can maintain my business without a physical store and I see colleagues working from a fitting studio at home. That would be my plan B, but for now I still love my shop, love seeing my customers and enjoy the fun and camaraderie I have with the other retailers in my location.”
