The Boutique Owner

Hi Amanda,

Your career has certainly taken some exciting twists and turns from training as a professional ballet dancer with the Royal Ballet to now owning one of Manchester's premier designer boutiques (Muse Boutique), which was recently commended in the London Fashion Week Guide. With the recent downturn on the high street many boutiques have suffered but yours has done the opposite... I suspect there's a story or two here!

What's a typical day in the life of Amanda the boutique owner/fashion buyer?

After taking my son to school, I generally get to the shop about an hour early, this gives me quiet time to go through paperwork and to go to the bank with takings or pick up tailoring from the seamstress.

At 10 am we open the shop and start with daily duties which include processing web sales, checking in deliveries, serving customers, re-merchandising the store, training, dealing with returns and customer orders and thinking of ideas to generate sales for the weeks and months ahead.

At 5pm we close the tills and run off necessary performance reports.

After that I head home and myself and my partner share the duties - school pick up, dinner, homework, bath time etc. My partner also works in fashion so inevitably conversation focuses on work a lot and we also have things like accounts and web analysis to do at night.

How do you keep up to date with all the emerging trends?

Generally via magazines, trade shows and to be honest a gut feeling for what is 'needed next' because you get bored of seeing certain styles around and generally look for something completely different.

Also, we have a lot of stylists who come to the shop and they sometimes have some great tips. Fashion blogs are also great and the trade publications such as Drapers and Womenswear Buyer.

You're checking out a hot new brand to stock in your boutique; what do you need to consider before putting in the order?

• Which of my customer groups it will appeal to
• How it sits with my other collections i.e. is it too different/ too similar/ does it fill a gap?
• Its price point
• What will it bring to the store?
• Will it take anything away from the other brands?
• The supplier terms and conditions such as minimum orders
• How consistent have they been season after season? Are they a one-hit-wonder?

In your mind, what is it about working in fashion that rocks and what sucks?

ROCKS: A fantastic wardrobe

SUCKS: It's a very fast-changing, unpredictable and sometimes fickle environment.

Where do you go searching for your inspiration before buying stock?

Generally magazines and sometimes when I see someone who really catches my eye on the street because they are doing something different, fashion-wise.

What three qualities should a successful boutique owner have?

1. Versatility
2. Perseverance
3. A great eye for buying

Is fashion buying an art or a science?

Definitely both. It easy to get carried away with the 'loveliness' of buying and forget the figures and the performance requirements, ROI etc. Equally to buy purely on 'figures' without your heart is boring and that can show through because the stock is safe and too commercial.

What's been the highlight of your entire career to date?

Being awarded 'Small Business of the Year' and coming home from buying in London and reading a magazine only to stumble across a feature about the top 10 boutiques to buy 'it' dresses from and we were listed there amongst some pretty big hitters. I was unbelievably excited to the point where the business man opposite me was getting a little scared and probably considered moving seats.

Who's the most inspiring person you've ever met in fashion and why?

Although I haven't met her, I'd have to say Elle Macpherson for combining running a multi million pound empire with bringing up a family and still managing to look relaxed and effortless.

What's the hottest item in your wardrobe at the moment?

A Marc Jacobs jacket with strong shoulders and a nipped in waist. It works with so many things.

Gina or Jimmy Choo?

Definitely Jimmy Choo...

Favourite country?

Probably Italy although England's gorgeous when the sun makes an appearance.

Romantic night in or crazy night out?

Crazy night out followed by romantic night in to recover ... can I have both??

The top three designer labels you love the most:

1. Vivienne Westwood
2. By Malene Birger
3. Paul & Joe

What one thing do you desperately want to do in your life (can be outside of professional life)?

To slow down a little.....

Seriously, I'd love to have a second home in Italy where I could spend some time walking around barefoot with the doors open, curtains billowing, looking out to the sea and running the web side of the business.

What's the future got in store for Amanda?

A new baby this week (!), having our own 'Muse' collection in store and hopefully seeing the growth in the website continue at the same rate, which has been really promising.

Finally, what words of wisdom would you give to anyone wanting to start a career as a boutique owner?

• Research the market well
• Stick to your vision
• Be prepared to take detours
• Always have a plan B
• Enjoy the highs and ride out the lows, it'll be worth it in the end :-)

Thanks Amanda.