The Fashion e-Tailer
To round up our interviews with inspirational people in fashion we spoke to Claire Russell, co-founder of leading online shoe boutique Shudoo to find out her recipe for success.
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Claire Russell, Shudoo Co-Founder
When did you decide that you wanted to get into e-tail and how did it all come about?
My husband and business partner Rob, is Australian. He suggested that we start up a small business selling ugg boots. So we started importing them from Australia and had a stall at Camden market. We both had other jobs at the time so it was a small venture. The stall got a good response so we set up a website. It went really well. I had to leave my then current job to concentrate on our business. That was in 2004. Since then we have grown to have many more brands, our own offices, warehouse and staff.
What's Shudoo's core ethos?
To provide an amazing service to our customer by retailing on-trend brands and a few surprises, offering fast and efficient delivery with a great returns and exchange policy.
What's a typical day in the life of Claire?
I only work part time now due to having two little boys. I do work from home occasionally and when I am in the office my days are spent looking over reports, attending buying appointments, working on our own jumbuck range, and researching other brands.
What three fashion e-tailers do you look up to?
- Isabella Oliver
- figleaves
- ASOS
When deciding what stock to buy, what do you take into consideration?
Trends of course are the main thing we have to think about, also our customer profile and what has worked for us in previous seasons. It can take a while to get to know what your customers like and dislike.
What three qualities should a successful e-tailer have?
Great customer service, great design/photography and a great team to work with.
You're in business with your other half, what's your secret to maintaining a healthy working relationship?
Communicate only via MSN when at the office!!!
You have to find a balance and be understanding of each others needs in and out of the office. It’s sometimes difficult with a young family but you know that the hours you are putting in are for your future and that keeps us going.
What's the hottest item in your wardrobe at the moment?
A beautiful cream Diane von Furstenberg dress.
Gina or Jimmy Choo?
Neither - Giuseppe Zanotti
Romantic night in or crazy night out?
Crazy night out (it doesn’t happen that often!)
The top three designer labels you love the most:
I enjoy a bit of High street shopping but a couple of labels I love are DVF, Mathew Williamson, and Temperley I also love picking up vintage pieces.
What's the future got in store for Shudoo?
To continue finding the latest and greatest fashion brands, developing our own brand product and expanding into accessories.
Finally, what words of wisdom would you give to anyone wanting to start out as a successful e-tailer?
You need to be aware that it requires a lot more work and time than you could ever imagine. Choose your name carefully, it's a real headache re-branding and It's important to have a unique selling point. Lastly have faith in yourself.
Shudoo.co.uk has just released its first handbook - download it here.
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