Darrah & Co. Magazine 2011

SUMMER 2011

Keeping the Balance

How to mix and match old and new in your store

PLUS:

Philanthropy in the Gift Industry

Shining the Spotlight on Two Terrific Reps

Atlanta International Gift Market:

July 13–20 — Special VIB Day on July 12

artisan soap dispensers

car magnets

coffee cozy’s

VisitDarrah & Co. Suite 1818 Gift Mart

800.9 79.4326 • www.decoglow.com

Join us for an exclusive artist signing by Charmbiance designer, MéShelle,

and pick up your F REE votive candle and gift bag!

Saturday, July 16 4:00-6:00 pm

artisan soap dispensers

car magnets

coffee cozy’s

VisitDarrah & Co. Suite 1818 Gift Mart

800.9 79.4326 • www.decoglow.com

Join us for an exclusive artist signing by Charmbiance designer, MéShelle,

and pick up your F REE votive candle and gift bag!

Saturday, July 16 4:00-6:00 pm

2 DARRAH&CO. SUMMER 2011

IN EVERY ISSUE

Let’s Chat!Vicki Darrah and Lindsay

DeMyer welcome you to July market.

Trend AlertCharitable causes get a boost

from manufacturers and showrooms.

Retail AdviserGet a look behind the scenes

with two of our amazing reps.

Coming AttractionsA carhop dinner, a night of

wine, Very Important Buyer Day,

signings galore and more await at

Darrah & Co. during market.

by Faith Nicole

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CONTENTS SUMMER 2011

COVER STORY

Something Old, Something New

Getting the right mix of tried and true

vs. trendy in your store.

Darrah & Co. Ltd.230 Spring StreetSuites 1818, 1819, 1812 & 1834Atlanta, GA 30303(404) 577-6538; (800) 741-6614 Fax: (404) 577-9278www.darrahreps.com

Madison Miles Media GroupPresident Adam WeissCreative Director Mario MedinaEditor Haley ShapleyDesigner Ben CarpenterCover photo by Lance Davies

Darrah & Co. is published twice a year by Madison Miles Media Group, 600 Six Flags Drive, Suite 400, Arlington, TX 76011. Visit Madison Miles Media Group on the Web at www.madisonmilesmedia.com. No part of this publication may be reprinted without permission. © 2011 Darrah & Co.

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by Faith Nicole

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The first six months of this year

are destined for the record

books! This indeed has been a

roller coaster start to the year. Tsunamis,

tornadoes and floods have plagued the

earth and have made us realize how

important it is to help each other out.

We thought it was also important to tell

you, our retailers, how our vendors and

we at Darrah & Co. are helping out. Our

Trend Alert article highlights some of

the different charities and organizations

that are being supported by our vendors

and us.

As we all get used to operating in this

“new economy,” we realize that we are

more dependent on our sales reps than

ever before. We have chosen two of our

best reps to interview and we think

you will enjoy hearing firsthand

how they make a difference in their

customers’ lives.

Our feature article is a great

reminder about how to balance

old and new in your store. It re-

minds us to not get lost in the

excitement of what’s new but to

remember our bread and butter

while still mixing in some fresh

and fun stuff!

Speaking of what’s new, Baby

Jacob arrived on Feb. 21 and has been

such a blessing to all of us. We couldn’t

resist including the picture of Baby J in

his Bunnies by the Bay hat on Easter.

Too cute!

Don’t forget to read our Coming At-

tractions article to learn about all the

great stuff we have planned for market.

We are looking forward to seeing you all

in a few short weeks!

An Eventful Time

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This past January, we at Darrah &

Co. started participating in Gift

for Life, a partnership between

the gift, home and stationery indus-

tries to raise funds in support of AIDS

research and education. The principals

at neighboring showroom Appelman

Schauben are heavily involved in this

organization, and we’re glad to be a

part of it now as well — during January

market, we pledged 25 cents per order

to the group, and we’ll be taking part

again during July market.

But we’re not the only ones involved

in philanthropic efforts. Here’s a look at

some of the creative ways our vendors

are making a difference.

A Step in the Right DirectionAfter hearing about the earthquake in

Haiti in 2010, OKA b. wanted to help.

The best way they could think to do that

was by sending more than 50,000 pairs

of shoes to the tragedy-stricken nation.

“We like to do things that are close to our

heart,” says Kelly Schmidt, vice president

at the shoe manufacturer. “The Haitian

earthquake was heartbreaking. Everyone

remembers watching on TV and won-

dering what we could do to help.”

The company also donates its shoes

to women undergoing breast cancer

treatments and those participating in

walks through the American Cancer

Society. “We like to give our footwear

— our shoes are very comfortable, non-

slip and antimicrobial,” Schmidt says.

“They’re a little treat when someone’s

gone through a really tough time.”

Products with a PurposeTo help in the efforts to tackle the huge

issue that is cancer, home

décor company Glory Haus

designs a line of items called

Products of Hope. Ten per-

cent of the sales from the

star and two crosses go to-

ward cancer research and

awareness on a quarterly

basis; the first check was

cut to Susan G. Komen for

the Cure. They provide re-

tailers with a little card to

display next to the products

to explain the charity aspect.

“Otherwise, we don’t really

publicize what we do be-

cause that’s not why we do

it,” says Angela Riess, vice

president of operations.

To further help employees

A Charitable CauseVendors, showrooms and retailers find ways to give back.

TREND ALERT

get involved with volunteering, Glory

Haus allots five days of paid time off in

addition to their regular paid time off to

devote to ministry or service. “People

in our community are looking to us to

be leaders in all different avenues,” says

Molly Holm, president/owner at Glory

Haus. “For us as a team, it strengthens

our relationships.”

As many find, getting involved with

philanthropy benefits far more people

than just those who are recipients of

help. “This might sound cliché, but it

blesses us so much more in return to

hear the stories of how [our efforts]

touch others’ lives,” Riess says.

Local EffortsWhile many companies have a struc-

tured giving plan, Tom Reed, president/

owner at Aspen Bay Candles, likes to

play it by ear, going with what tugs at

him when he can. “We live well as a

nation, and it’s a human responsibility

to give back if you’re in a position to do

more of that,” he says.

In addition to offering a number of

OKA b. donates its shoes to those going through tough times; the company sent more than 50,000 pairs to Haiti.

Ten percent of the proceeds from Glory Haus’ Products of Hope go toward cancer research and awareness.


www.burnesofboston.com

Enticing show specials such as free freight for purchases over $300 net

& a chance to win a free order in our Grand Prize Giveaway !

candle gift baskets to various silent auc-

tions and groups, Aspen Bay donates to

charter school efforts and The Joseph

Sams School, which enrolls children

with special needs. A percentage of

some of their candle lines also goes

to causes, including animal charities

and women’s shelters. “It’s not about

something you can put on your website

and say, ‘Look how wonderful we are,’”

Reed says. “It’s more about being part

of a community.”

How Stores Can Get InvolvedWant to play a part in philanthropy? Here are three great ways:

Host an event. The possibilities for events are endless and create

great word-of-mouth buzz for your shop. You might partner with

a local school and give 10 percent back of everything family and

friends of students at the school buy, or you could offer up your store’s space for

a fundraiser. Get creative and put the focus on something that matters to you.

Carry products that help support charities. Many vendors carry

lines in which a percentage of the proceeds go toward a nonprofit,

like the Palazzo Pink Tote Bag from Flaunt, which donates 5 percent

of all sales of the bag to Susan G. Komen for the Cure. Choose a few you’d like to

support, and include signage next to the products in your store so that customers

know they’ll be getting a great item and contributing to a good cause all at once.

Sponsor someone in your community. In every area, there are

people in need, as well as those who are doing something to help

others, like taking a bike ride across the country to raise money for

a nonprofit. Consider sponsoring these people by donating money or products

to help them on their journey, whether they’re cancer patients who need it

themselves or a Good Samaritan rallying for someone else.

1

2

3

Danielson Designs has sponsored more than 20 wells in Africa through Charity: Water.

Aspen Bay Candles president/owner Tom Reed, here with his family, focuses on donating to local community efforts.

A Basic NeedToday, Charity: Water is a major player

in the world of non-governmental or-

ganizations (NGOs), but back when it

was founded in 2006, décor and gifts

company Danielson Designs was one

of its first corporate sponsors. “We like

to choose organizations both that we’re

passionate about and that lend them-

selves to involvement,” says Mark Dan-

ielson, president of Danielson Designs.

They found just that in Charity: Water,

with whom they’ve helped drill more

than 20 wells in Africa. In 2008, they

sent one of their employees to Kenya

to watch one of their wells being drilled,

which helped increase the sense of

ownership the company had in what was

going on there.

Although Danielson doesn’t like the

term “giving back,” he does wholeheart-

edly support the concept of getting

involved in charitable efforts. “Compa-

nies give to a community by virtue of

their existence. They provide services,

jobs, taxes, etc., so they have no need

to ‘give back,’ as though they’ve taken

something without paying for it,” he

says. “But companies have a tremendous

opportunity to build the communities

they live in, as well as the broader world,

with a generosity that most individuals

can’t match.”

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Enticing show specials such as free freight for purchases over $300 net

& a chance to win a free order in our Grand Prize Giveaway !


COVER STORY

SUMMER 2011 DARRAH&CO. 11

Good retailing is an art just as much as a science.

Balancing the right product mix and promotions,

staff hours and specials is challenging no matter

how long you’ve been in business and how well you know

your customer base.

While trying to keep things fresh, the allure of shiny

and new is strong, but don’t forget the tried and true.

When it comes to your store’s inventory, merchandising

and promotions, a healthy combination of trendy and

experimental with proven and repurposed will keep you

ahead of the pack.

How to maintain the right mix of tried and true with fresh and fabulous in your store.

omething Old,

Inventory That ExcitesHaving a good base of items that peren-

nially sell well is critical for any retailer,

but so is thinking outside of the box

and bringing new-to-you items into the

store, the kind that will make your cus-

tomers feel like there’s always another

treasure to uncover when they visit.

“It’s important to hang onto the best-

sellers because you always want to be

making sure you have what the custom-

ers have come to expect from you —

that’s going to be where you generate

quite a lot of your sales,” says Melanie

McIntosh, retail consultant and founder

of Inspire Retail Solutions. On the other

hand, “you also want to make sure you’re

keeping the store looking fresh and


customers always have something new

to discover.”

So how to do both? At Janeen Home

Décor in Geneva, Ill., “we start out with

small orders and see how it goes,” says

Morgan O’Brien, who owns the store

with his wife, Janeen. “Starting out small

and reordering is better than trying to

take a big gamble.”

Use your time at market to look for

some of those products that may be

your next big best-sellers. By getting

organized beforehand and taking care

of reordering those items you already

know you want, you can carve out

some time to find a few of the latest

and greatest products to add to your

merchandise mix.

Mixing Up Your MerchandisingOf course, very few stores can always

be stocked with new items — but you

can make it look like you are by rotating

your displays.

If you’ve ever walked by a store win-

dow every day that never gets changed,

you know that variety is the spice of

life — without something new to look

at, you’re unlikely to be drawn in, think-

ing that it has all the same stuff you’ve

seen before. “As a rule of thumb, I tend

to tell clients [to change displays every]

seven to 10 days or maybe up to two

weeks,” McIntosh says. “Keep turning

things over regularly, especially in key

display areas that are focal points of the

store. It makes it look like there’s always

something fresh happening.”

Shoppers who visit regularly will

appreciate this. No matter how often

someone comes in, if you move mer-

chandise from an out-of-way location

to a front-and-center table, they’re likely

to take notice of it for the first time, or

see it in a new light. “Most customers

when they come in a store, they really

can’t take in everything in one visit,”

McIntosh says. “When you’re rotating

merchandise, you’re making sure things

aren’t missed.”

The Power of Promotions“It can’t be stated strongly enough that

today’s successful retailers are not wait-

ing around for people to come in their

stores; they’re doing things to give people

a reason to come into their stores,” says

Bob Negen, co-founder of retail consult-

ing company WhizBang! Training.

He urges retailers to build a regular

calendar of events. You might start with

a big semiannual promotion, then add

a quarterly event, then begin something

monthly, etc. But don’t feel the need to

Shake Up Your FixturesThat old adage of “something old, something new, something borrowed,

something blue” may be for weddings, but it can also apply to the fixtures in

your store. Repurposing something old into a display piece or thinking about

a new way to use a table or stand you already have can bring a freshness into

your store with hardly any expense.

Achieving uniformity with your fixtures can be as simple as picking up a can

of paint and a brush. “Sometimes you end up with fixtures you’ve acquired

at different times and places, and a coat of paint can make them all look like

they go together,” says Melanie McIntosh of Inspire Retail Solutions. Even if

they already match, you might be ready for a new look — this is an easy and

inexpensive way to do that.

If you’d like to do something quirkier with your display tables, think about

items that aren’t meant to be fixtures at all. Janeen O’Brien of Janeen Home

Décor took a dresser from her brother’s old bedroom set that was otherwise

destined for the dump, popped

out the mirror, put on a basecoat,

distressed the finish a bit, set it in

her store and put merchandise on

top. People like it so much that they

ask if it’s for sale — and it attracts

attention to the items it’s showcas-

ing that actually are on sale.

If that sounds like a lot of work,

even simple things like adding a

tablecloth or stacking crates to-

gether can change up the look

of your fixtures. Whether you’re

working with something new, old,

traditional or repurposed, shaking

up your displays can get customers

to see your merchandise in a whole

new way.Refurbishing a piece of furniture, like this example from Janeen Home Décor, can give your store a unique display fixture.

SUMMER 2011 DARRAH&CO. 13

reinvent the wheel. “It happens all the

time that storeowners get bored with

something, but their customers aren’t

bored,” Negen says. “You want to do

new, cool, fun exciting things, but you

also want to stick with the tried and

true because people are participating.”

As long as a promotion is still bringing

traffic to your store, keep it up.

That doesn’t mean, of course, that you

shouldn’t experiment with something

new. If no one ever tried getting the

word out in a different way, social media

wouldn’t be the huge promoter that it

is today. Janeen Home Décor recently

launched a Facebook page and used

it to advertise a sale. The result was a

success. “It gives you an opportunity

to get through to your regular custom-

ers in a very inexpensive way,” Morgan

O’Brien says.

Whatever promotions you’re using,

those regular customers are the key,

Negen says. “The most powerful way to

build your business for the long term is

to get your current customers to shop

with you more often — retention is the

new acquisition,” he says.

Those loyal customers are likely to

enjoy the events you do on a regular

basis and even look forward to them. To

introduce additional ones, take the same

approach that you would with inventory

and start slowly. “You don’t want to be

replacing all of your events and com-

ing up with new ones,” McIntosh says.

“Some of them aren’t going to work, so

try one new thing at a time. I recom-

mend retailers have a regular annual

promotional calendar that’s mostly a mix

of tried-and-true things, and then throw

in a few new things here and there.”

In all aspects of your store, a dash

of old and a pinch of new add up to a

recipe for long-lasting success.

While in Darrah & Co.’s showroom during July market, look for a mix of old favorites and new products to feature in your store.

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A t Darrah & Co., we’re lucky to

have an army of amazing reps

who provide top-notch service

every day in their role as the crucial link

between retailers and manufacturers.

This issue, we’re pleased to spotlight

two of them:

She Sells by the Seashore: Connie StallingsFive years ago, Connie Stallings’ neigh-

bor told her about an opening at Darrah

& Co. as a rep. It was a job she’d never

contemplated, but unhappy with what

she was doing at the time, she decided

to apply. Half a decade later, she’s still

grateful for the opportunity that fell into

her lap. “I can’t imagine at this point not

doing it,” she says.

The North Carolina native covers the

eastern North Carolina region, rou-

tinely driving up and down the coast to

visit customers. Although her territory

is more spread out than some others,

that doesn’t bother Stallings. “I’ve always

loved the outdoors, and the coast is cer-

tainly my favorite,” she says. “Sitting in my

car driving is like being outdoors, and it

sure beats being stuck in an office all day.”

When she gets to her destination, the

self-described people person enjoys

hearing stories of how retailers got into

business and bringing them the prod-

ucts that will bolster their stores.

“We have great lines and they’re lines

that people want,” Stallings says, add-

ing that one of the things she likes best

about working with Darrah & Co. is the

ability to sell to a wide range of shops.

“Because of our varied line package, I

can go almost anywhere, from a general

gift store to a children’s store to a wine

shop to an aquarium.”

The mom of three adult daughters

says she finds little to complain about as

she continues to thrive in a career she’d

never imagined, thanks in large part to

those she has the pleasure of interacting

with on a daily basis.

“The people of eastern North Carolina

are just some of the nicest people you

could ever meet,” Stallings says. “It feels

like you’re just visiting friends every day.”

Standing Out from the Crowd: Tracy SauerWhen Tracy Sauer’s in a room, you’re

likely to know it. The self-described

“life of the party” is known for wearing

attention-grabbing hats and tiaras dur-

ing market, showing off her personality

and making it easy to find her in a crowd.

“I’m a bling kind of girl,” she says.

But even the most sparkly of jewels

couldn’t distract her from doing her job

well. “I’m just a really hard worker, I’m

a go-getter, I love what I do, I love my

customers,” she says. “I love working

with people and I like helping them be

successful.”

It’s something she’s had plenty of

practice with. Sauer has been in the

industry for 20 years; 12 of those with

Darrah & Co. She covers from Savannah,

Ga., up to Myrtle Beach, S.C., and lives

in Charleston, S.C., right in the middle

of her territory.

One of the hallmarks of her style

(aside from the hats) is accessibility.

“My customers can call me anytime

they want,” Sauer says. “They all have

my cell phone number and they know

I’m accessible. They can e-mail me and

I’ll respond right away to them.”

A fan of water activities like fishing,

swimming and especially boating, Sauer

works hard to keep all her clients afloat

in a tough industry. “Since I have such

good [rapport] with my customers, I can

just pick up the phone and go, ‘Hey, we

got a new hot line,’ and tell them they

have to have it,” she says.

Equal parts style and substance, Sauer

dazzles with both her headwear and

straight-shooting approach. “People

trust me and that’s what’s important —

they know I’m not going to burn them,”

she says. “I’ll be honest with someone

and say I don’t recommend that. I don’t

just write an order to write an order.”

Meet the RepsGetting to know Carolina ladies Connie Stallings and Tracy Sauer.

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Welcome to July market! We

have a number of events

planned to help make your

trip great. Here’s what’s on tap:

The early bird catches the worm.

We’re continuing our tradition of open-

ing a day before market officially begins

for Very Important Buyer (VIB) Day, in

conjunction with neighboring showroom

Appelman Schauben. This customer

appreciation event is on Tuesday, July

12, and features special discounts, lunch

and more. The Dish will be giving away

thermal mugs, and Glory Haus will have

new artist Jill Alford signing pieces in the

showroom (receive a free piece with an

order of $500 or more during VIB Day).

Get your John Hancocks here. We al-

ways love to bring artists in to do signings,

and this market we’ll have Laura Kirkland

from Glory Haus on Friday, July 15, at 4:30

p.m.; Jennifer Stevens-Nicholson from

Brushfire Designs at 4 p.m. on Saturday,

July 16; Charmbiance from DecoGLOW

on Saturday from 4 to 6 p.m.; and Amy

Griffith from Glory Haus on Saturday at

4:30 p.m. Check our website at www.dar-

rahreps.com for other scheduled signings.

To dine for. At the end of a long week,

you’re ready to relax — join us for a wine

and cheese event from Scentations on

Friday evening. The next night, we’ll have

something completely different but no

less tasty: Take a trip back in time with

our tradition of Saturday night dinner

courtesy of The Varsity, a famed carhop

from the 1920s that’s known for its ham-

burgers, hot dogs, chips and fried pies.

Don’t forget that every day while you’re

shopping, we’ve got fresh-popped pop-

corn and cookies in the afternoon for a

little pick-me-up.

But wait, there’s more. And for an-

other cool promotion we don’t want you

to miss: OKA b. will be giving away a pair

of its shoes to any buyer seen wearing

them at market! Also, Natural Life will be

hosting Free Spirit Day in its showroom

on Saturday from 2 to 5 p.m., with free

treats and signature spirits.

We can’t wait to see you soon!

Be Our GuestDrop by the Darrah & Co. showroom for a slew of special events.

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• Artist signing & new product line launch party (Saturday, July 16th at 4:00pm in Darrah & Company showroom)• Come see us for exclusive show specials

hand-crafted

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Brushfire’s line of meaningful and symbolic hand-made gifts feature traditional, religious and whimsical imagery in fashionable and dramatic colors that are sure to captivate and inspire.

• Artist signing & new product line launch party (Saturday, July 16th at 4:00pm in Darrah & Company showroom)• Come see us for exclusive show specials

by Jennifer Stevens-Nicholson

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Come visit

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Phone: 866.953.1762www.GloryHaus.com

You know you want to start with the BEST!

We have new favorite things for you!

For Victory Haus, new things to see

New artists & products,

Do we have your team, could it be?

Always something GREAT!

Come to Glory Haus and be our Guest!

Hurry to Glory Haus & don't be late!

Darrah & Co, 18th Floor, Building 2

Documents

Darrah & Co. Magazine 2011