Tiny Ginger Brings Good Taste and Style to NY Showroom
Tiny Ginger™ is a New York-based baby and children’s multiline wholesale showroom that represents beautiful brands of clothing and accessories from the U.S.A, Europe and Australia. Each brand is carefully selected by Ginger Dhaliwal, who gained her global culture and fashion chicness through her extensive travels. As a mother, wife, and businesswoman, Ginger effortlessly brings elegance, class and modern hipness to her clients, with a touch of wit, wisdom, passion and an eye for style. Ginger shares with The Giggle Guide® reflections about her business experience, philosophy and some of the reasons that her team has met the challenges in managing a successful and well respected independent rep business.
How long have you been a manufacturers’ sales representative and how did you get started in the children’s business?
We launched the Tiny Ginger showroom in New York City in 2006. From the beginning our showroom has had two goals: 1) to provide department and specialty stores with differentiated products to boost their bottom line, and 2) to give brands superior sales support that enables them to hone their offerings and increase sell-through each season. For both buyers and manufacturers, the showroom has always provided excellent customer service. Our showroom began with an organic layette collection, which we sold store-to-store. It has since grown to include multiple complementary collections housed in a bustling showroom space at 34 W. 33rd St., New York’s unofficial children’s wear building.”
What was your experience prior to becoming a children’s sales rep?
Prior to launching the Tiny Ginger Showroom, I was working in high tech for a startup called Embedded Wireless in Malaysia. It was an amazing experience of building a business from the ground up and designing innovative patented internet / telecom products that changed the Industry. My work took me to amazing places all around the world. During my travels, I discovered the most incredible artisans in Cambodia, India, Indonesia, Thailand and China. This is where my love of beautiful products was cultivated. My husband and I moved to New York after seven years in Asia. My daughter was born shortly after in 2005 and I decided to take the leap into the children’s wear wholesale business.”
How would you describe the “look” or style that defines your showroom and the lines you represent?
In the Tiny Ginger showroom we have worked hard to cultivate an eclectic mix of brands with functional, stylish, and beautifully constructed clothing. It is important for us to carry lines that appeal to today’s parents. Our showroom offers a number of eco-friendly and organic lines. We carry clothes that are not only well priced, but have a social mission; and are clothes that children actually want to wear!”
How do you evaluate prospective collections presented to you?
I’ve recently been working on a New Vendor Questionnaire to help me evaluate new opportunities. I verify that a product has a unique perspective, hits key retail price points and that the company understands the long-term implications of producing children’s products.”
What line have you represented the longest?
There are a number of lines that have stuck with us for a long time. Two of the most successful lines that we continue to represent are Siaomimi and Babysoy.
Siaomimi is a beautifully constructed line that has childhood inspirations crafted into fine cotton or cotton cashmere. Siaomimi ranges from 12m-8t and stands out due to interesting colors, designs and finishing unique touches.
Babysoy is the first company in the world to create a natural newborn line using protein soybean fiber. The line is modern, including one pieces, socks, hoodies, bibs, and outfits. The line ranges from newborn to 24m.”
What are the most recent lines you’ve picked up?
I recently announced that I picked up Mally Designs, Ltd. and Taravat Kids. Mally’s products include wipeable leather bibs, mini change purses, bookmarks and art cards designed with an eco-friendly philosophy. Taravat Kids offers functional, stylish apparel for girls ages 2-6. The collection is made in the U.S.A., with an emphasis on eco-friendly fibers.
We have recently picked up two new lines: SKY Awaken Your Imagination and Kiniki.
SKY Imagination is a collection of innovative sportswear with a mission: “To unlock children’s imagination through reading and storytelling.” The fresh colors and unique graphics on the girls’ and boys’ clothing are derived from two stories: “Dreaming of Butterflies” for girls, and “To Catch a Shooting Star” for boys. Snippets of which are found on the garments’ hangtags, in the illustrated books, and on the company’s website. With or without the books, though, the clothing has undeniable appeal! SKY is a great complement to the clothing we are already carrying in our showroom.
Kiniki is the other new addition to our showroom. With a name like Kiniki (inspired by the legendary line from Grease “Hickey from Kenickie”) you may expect something unconventional. And that’s exactly what you get with this boy/girl brand. Kiniki clothes effortlessly epitomize a child’s lifestyle. The clothes are fashion forward, age appropriate, and have a casualness that suits healthy happy living. Just as the other brands in our showroom, Kiniki is a line that will appeal to both parents and children.”
What makes your sales firm unique?
Our showroom has a young, energetic staff that is committed to nurturing new lines and promoting established collections. We have embraced technology and created the first virtual showroom in the industry, allowing our buyers to shop our brands remotely and spend their dollars on inventory rather than traveling to expensive trade shows.”
What is the biggest children’s trend you noticed for 2013 Spring?
There are a number of consistent trends we are seeing throughout our lines for Spring 2013. One specific trend we are seeing is the color coral. We have seen all shades of coral, and in both girls and boys clothing at all ages. Another trend we are seeing is ethnic-inspired prints and fabrics.”
How do you interact with the brands you carry regarding their future product development?
We have created a partnership with our vendors. I am constantly giving my vendors buyer feedback, as well as tips to help merchandise collections more effectively at retail. I want my vendors to be successful. We utilize social media and other tools to make sure they are getting the response that they want. It is important for us to work together to meet the buyer’s needs.”
What methods do you use to interact with buyers?
The Tiny Ginger showroom is designed to be convenient and accessible for any and all customers. We like to take full advantage of showroom appointments, market weeks, and tradeshows. We participate in specifically the ENK shows, as well as, the Baltimore tradeshow. We consider ourselves a tech-savvy showroom. Some of the technological tools we use include e-newsletters and social media. With our virtual showroom our buyers can shop our brands 24 hours a day. The virtual showroom is a great tool because it includes information, lifestyle images, and line sheets on ALL of the brands we represent. We have also just introduced an online ordering system that has proved to be a great success with our customers.”
In the last year, what is the biggest change you have made about the way you do business?
The biggest change we have made in the last year is the ability for buyers to order our lines online. This has been a huge success. Buyers are taking full advantage of the convenience of out virtual showroom and being able to place orders from their home or store.”
Contact: Ginger Dhaliwal
34 W 33rd St, Room 322
New York, NY 10001
Rep Wrapup is a feature on The Giggle Guide™. Sales representatives throughout the country can share with us what’s special about their services, and offer tips about improving communications, sales, service and teamwork between reps, manufacturers and buyers in the children’s business. What sales rep or rep organization would you like to know more about? Let us know,