“Business dropped like a stone when COVID-19 hit”
Amy Dickinson, co-owner: The Gazebo
“The magic happens in the dressing rooms”
Donna McNeight, co-owner: The Gazebo
Amy Dickinson and Donna McNeight are co-owners of The Gazebo lingerie store in Northampton, MA. Donna says Gazebo customers value the one-on-one advice they get in the dressing rooms as they try out different sizes and styles of lingerie.
CONFIDENCE IS NOT ONE-SIZE-FITS-ALL:
Choosing a bra, a swimsuit, or a negligee is very personal. Customers know that what looks great on a super-model on-line may look less great on their own body in person. Finding the right fit is about more than just body type. It has a lot to do with taste and style. That’s why Donna and Amy need to get to know their customers one-on-one. The better they understand the customer, the better the advice they can give. And that means the customers will end up with a size and style they can trust will suit them.
That’s why what happens in the dressing room is just as much about selling confidence in the product as it is about the product itself. These two women understand that if their customers feel good about what they’re wearing, then chances are, they’ll be back.
COVID LOCKED OUT THE DRESSING ROOM AND KNOCKED-OUT THE CASH FLOW
Donna says 2020 was shaping up to be a great year, with sales up 25% over last year. Then, by mid-March, it was over! “Business dropped like a stone!” No one was coming into the store, including Amy and Donna, who were forced to close their doors along with all the other Main Street retailers in Northampton.
FRONT DOOR OPEN - FITTING ROOM STILL SHUT
They got the green light to reopen on June 8— but Massachusetts Covid laws forbid using the dressing rooms. And that means they need to find another way to make the magic happen.
BIGGEST CHALLENGE: CASH FLOW
“We owe our vendors about 90% on our inventory. Luckily, most of them have been willing to work with us on a payback plan.”
FEDERAL AND LOCAL MONEY
To keep the cash flowing, the two women quickly got a PPP loan (Paycheck Protection Program) as soon as it became available. The loan will be forgiven if they spend 60% on payroll; it becomes a straight-up grant that does not need to be paid back. 40% can be spent on rent, utilities, and/or interest payments. If the spending specifications are not met, then the money must be paid back.” Closer to home, their local community also provided help. They received a ‘Small Business Emergency Grant’ from the city of Northampton. These funds were specifically allocated to help businesses better withstand future changes and challenges.
They used their grant to update the point-of-sale system and upgrade their computers. These steps will help to connect with customers digitally and build an e-commerce site. Northampton Mayor David J. Narkewicz created this grant program to help businesses pivot, survive and stay open during Covid-19. The program is funded with the City's federal Community Development Block Grant-CV funds.
LOANS ALLOW THEM TO BEGIN MAKING MAGIC ON-LINE
They says they could have survived without this Northampton grant, but it put them in a position to make changes that will help move the business forward and protect them during future crises. Gazebo’s owners say the business might have been able to survive without the PPP money, but it would not have been easy, and the two owners would not have been able to pay themselves.
PERSONAL SERVICE IN THE AGE OF COVID
In order to provide clients with personal service, the owners have made some changes.
APPOINTMENTS: The owners now see customers by appointment, and they recommend sizes and styles over the counter.
TRY ON AT HOME: Customers try things on at home. The sales staff is available for one-on-one feedback in person or by phone and customers can schedule after-hours consultations and/or appointments.
THINGS ARE PICKING UP
Sales have picked-up since their June reopening. “Things are not back to pre-Covid levels, but yes - things have picked up! It is so nice to be back to helping people!”
Sex Sells
The former store owner and founder, Judith Fine, brought in Lelo pleasure objects about 10 years ago.
This addition made sense because the customers were already going to the Gazebo for advice about intimate products. Many were people not comfortable going to a "sex shop," but they were curious.
These "toys" are certainly pleasurable, but also can help in maintaining and recovering sexual health.
The store doesn’t highlight these items; they let the customers initiate conversations about sexuality. They do open the door by regularly hosting sexuality workshops with a local sex educator, writer, and researcher Dr. Jane Fleishman. Attendees love the opportunity to connect and share in a nurturing, fun, accepting environment.
The store’s ‘accepting environment’ is especially welcome in Northampton, with its large LGBTQ+ community. The owners say it’s important that everyone who comes in feels welcome and served, regardless of gender identity.
The Gazebo fits chest binders for transgender men, and they often help transitioning women with bras for their changing bodies. Their approach is to build trust by truly celebrating everybody!