Newsletter Archives > Summer '06 - What a Year It Has Been!

Summer '06 - What a Year It Has Been!

“I Can’t Wear That”

“I can’t wear that” is a lament we often hear. Sometimes women are right; they know their shape and personality well enough to realize they’ll feel uncomfortable with a certain look and fit. My advice is if you are relatively certain you will not wear it, don’t buy it.

Many women, especially those in mid life, aren’t sure anymore how to flatter their changing shape and go to a boutique where they will get personal attention, support and another perspective.

Those women rely on the ability of sales associates to direct them to appropriate styles. They may even throw caution to the wind and say, “make me look good.” It’s very rewarding for sales associates when they’re able to put their creative talents to good use and make someone feel happy with their appearance.

The women who work at Jet-Lag Travel Fashion Boutique all have an affinity for coordinating outfits, for recognizing how a particular style will look on a certain body type. They really enjoy helping women feel good about themselves. They try on the clothes they sell to see how they look, feel and move and whether they are sized on average.

They know the lines they sell. They can give advice on care and wear of the product and they pass on customer tips and feedback to the Buyer. Department stores are at a disadvantage compared to the intimacy of a small boutique where the sales team has a relationship with the buyer.

What Was that Buyer Thinking?

With customer and associate feedback, an astute buyer can adjust their buying to meet demand, but, most times it’s not an overnight fix. Lead times in fashion are generally 4-5 months from the time a line is worked to when it is produced and delivered. Repeat orders are by and large available on tried and true fashions, but changing and trendy styles, as a caution, are often manufactured only in quantities sufficient to meet initial bookings.

That explains why you can come across a hot new look and as quickly it’s sold out and unavailable until next season. Because risk is inherent in the fashion business, perceptive manufacturers minimize their exposure.

It’s a given that buyers make right and wrong choices. Buying is a blend of conjecture, anticipation and experience. Seasoned buyers know they will make mistakes. When they do, they quickly adapt, store the experience for future reference and move on. There is no time to dwell on the past in retail where there is only one certainty - constant and often brisk change.

Fashion Pilates with Stretch Yoga

Jet-Lag Travel Fashion Boutique has introduced Fashion Pilates with Stretch Yoga specially for women in mid life, held right at the store. With her warm and inspiring style, our instructor Debbie Piro uses a blend of humor and encouragement to lift our spirits, strengthen and energize our bodies. Two Sunday morning classes are available, 8:45 am and 10:15 am.

Events of the Past Year

Girlfriend Soiree - Oct 27th, Wine and cheese social with fashion show, draws, balloon pop and jazz by Dave Fromager and Moe Hodgson. Proceeds to the Society for the Education of Children with Specific Learning Disabilities.

Dynamic Cruising - Jan 24th, Packing demonstration, fashion show and talk on cruising with Adrienne Mitchell of Action Travel Plus, former store owner Devine Elden. Proceeds to the Society for the Education of Children with Specific Learning Disabilities.

Canada Day Salmon Festival and 1st Anniversary Celebration - Cake, refreshments, sales, gift with purchase, draw and jazz street performance by Dave Fromager and Moe Hodgson.

Music in the Village - Aug 5th, Friday evening shopping to the folk sounds of Doug Smith and recording artist Cherelle Jardine.

Special thanks to our wonderful staff, Pat, Noreen and Bev, my husband Moe and daughters Tess and Alyssa, my parents Betty and Ben, my sister Ingrid and my girlfriends for contributing their time and support for these events all throughout our first year.

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What a Year It Has Been!

When I think about what I was doing a year ago, it’s been a remarkable transition. From working with a Controller to being the Bookkeeper. From consulting with a Human Resource Manager to working alongside associates. From overseeing the operation of nine stores, to operating my own store. From having a merchandise department to being the buyer. All those processes that I used to oversee, I am doing, if not still learning to do.

Circumstances have provided me the opportunity and pleasure to meet several other women, who in mid life, like me, have endured all they wish to of the strains and stresses of corporate life. Having gained experience and confidence, combined with drive and ambition, we’ve opted to leave a world of ever changing directives, standards and procedures within the highly competitive, fast-paced and structured corporate environment.

It’s immensely gratifying to see the results of one’s own efforts and ideas but along the way, you have to overcome some big hurdles. I’ve gone from reviewing a financial statement at month end to reconciling a bank account and charge statements, doing payroll and making bill payments.

Embracing the technology of the electronic era has presented me with learning opportunities, if not a few growing pains. Figuring out how to promote a business and reach out to customers through a Web site and email is still a work in progress. I have determined that the cost of paper mailings is prohibitive and decided not to continue with them. Email is a remarkable communication tool, still you have to be very discerning about what and how to communicate with it.

It’s been pleasurable, sometimes amusing and never boring. Helping women experiment, try different fits and fashions, colours and designs that they might not ordinarily imagine themselves in is rewarding especially when you can help them see themselves from another perspective. Hopefully one that is more forgiving, accepting and appreciative of our shapes and types. Women’s dilemmas are less isolating when shared among other women.

I’m told and am most willing to embrace, that one’s fifties, which I’m about to enter, are a more gratifying period of life. It’s a time to take all that we’ve garnered from our earlier experiences pour it into a big mixing pot and make something satisfying of it that we can call our own.

I’m enjoying meeting other business entrepreneurs in Steveston and developing an understanding of the ebbs and flows of business in the village. I’ve found new inspirations and challenges and a greater appreciation of the fortitude it takes to go from the security of an large employer to relying entirely on one’s own resources. From desiring independence and autonomy, and tentatively stepping out onto a limb to taking flight, what better place to do it than in the company of associates and customers at Jet-Lag Travel Fashion Boutique in the heart of Steveston Village.

I get many inquiries about the store’s previous owner Devine Elden. Now that she is officially retired, I’m pleased to report that Devine looks great, she is cheerful and remains busy as always. Devine frequently pops in and offers sage words of advice and encouragement. Her immediate plans include travel, family and friends.

We hope to see you soon. Join us for a visit and refreshment. Good health and kind wishes,

Vicki Hodgson