Going from Stocks to Storks, A New Store is Born!
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Laura Woodland went from working at the New York Stock Exchange to taking stock of product needs for expectant moms, newborns and their siblings! Since its opening in March 2008, Ciao Belly has celebrated the great expectations and gift-giving opportunities for pregnancies, newborns and growing families. From its cute, Italian-inspired store name to its highly personal service, the store has become a welcomed addition to the neighborhood. Laura shares how her dream store was born, and why listening to her gut (belly?) made her a believer in the importance of location, location, location!
How did you get started in children’s retail?
“My husband and I live in Hoboken, New Jersey and the more time I spent outside strolling the streets and eating in restaurants the more I realized just how many pregnant women and children there were. I felt that with all the bellies and little ones running around they needed a unique boutique to keep them well dressed!
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What was your background prior to this business?
“I was working in the Advertising & Marketing department at the New York Stock Exchange for a few years. While I was learning a lot and was privileged to meet many influential people, I had known for a while that the environment wasn’t quite for me. Owning a boutique was something I had wanted to do for a very long time and knew that if I was ever going to own one I had to just take the leap! After a ton of research and picking the brains of every boutique owner and entrepreneur I knew I opened Ciao Belly on March 4, 2008.
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What was the biggest challenge you faced when starting up?
“I feel like I did all the research and question asking that I could have done and analyzed every decision that I made to make sure I was making the right one. However, knowing what my customers were interested in was something that was up in the air. I had to go with my instinct. I was lucky that I chose a product mix that appealed to many people but have definitely adjusted it since being open. For example, Ciao Belly gets a lot of gift givers, especially for the infant through 2T sizes. I’ve cut down on my older sizes in order to stock more infant sizes.
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What do you feel are the three biggest keys to your success?
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Customer Service: We strive to offer the best customer service. Everyone that walks through the door gets recognized and knows that we are here to help them. We don’t like to be pushy because we want our customers to feel comfortable browsing, but they know that if they have any questions or need help picking that perfect outfit or gift we are there.
Location: Ciao Belly is located on Washington Street, which is Hoboken’s main shopping street. We are across the street from a school, next to a post office and close to a bus stop. All of these factors are great for us because we get the foot traffic.
Product Selection: I spend a lot of time searching for a unique product selection. It is important to me that I have products that one won’t find everywhere and I always take into consideration recommendations from my customers.
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How do you evaluate and choose new product lines to pick up?
“I love to search for those ‘smaller’ brands, the ones you won’t find if you walk into a department store. If it’s a clothing line, it has to be comfortable, practical and reasonably priced. I personally don’t like to wear uncomfortable clothing so it has to pass my test! Kids are extremely active so the clothes they play in have to allow them to run around and be themselves. Lastly, price! It’s important to me that our customers feel they are getting a unique outfit/gift and quality product at a reasonable price.
For maternity lines it has to be stylish yet comfortable. I love when customers come in after shopping at a chain maternity store ready to give up on comfort and style and try on a few outfits. Even if they leave with one item they are leaving feeling better about themselves, which makes me thrilled.
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What types of marketing are most effective for your business?
“Ciao Belly likes to sponsor local events, whether it’s a school’s anniversary or the local baby parade it gets our name out there and we are supporting the community. We also keep a great customer e-mail list and use an e-mail marketing site to keep track of who is reading and clicking our e-mails. It’s a great tool to help promote when we hold a baby sign language class, have jewelry trunk shows and even when Santa visits for Christmas!
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Do “green” or eco-friendly concerns weigh into your business decisions?
“I definitely take eco-friendly items into consideration and have stocked the store with a few items to cater to the people who want them. One line that does great for us is Babysoy. It’s a comfy infant line made of soybean fibers and cotton. Not only is it comfy, the colors are great and my customers love the price.
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What is one trend you’re currently seeing with customers?
“When customers come in to purchase a new baby gift they love to get something small for the Big Brother or Big Sister. I have picked up a few lines that offer fun products for the brother or sister to feel special and keep them busy.
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How does your business make use of the Internet?
“Currently we have a Facebook page that we update often with new product arrivals and events that are taking place. We have a Web site as well that shows a few of the brands we carry, location/hour information and a News page for events, sales, and holiday hours. We are currently working on an e-commerce site and hope to have that up and running within the next few months.
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What is one change/addition that’s had a positive impact for your business?
“I’ve only been open for 1-½ years, but painting a portion of my wall as a chalkboard and adding a simple toy was such a great idea. It can get a bit dusty at times from the chalk, but the kids love to draw while their parents shop. The best is when kids come running in and go straight to the chalkboard. It’s right in front of the counter so my employees and I can even help keep an eye on the children while the parents shop.
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If you had one piece of advice for someone entering children’s retail today, what would it be?
“Choosing the right location! I was really close to making a horrible location choice. There was an old building off of Washington Street being renovated and the builders had grand plans for it; one that included a daycare. I thought it would be perfect but something in my gut was telling me not to do it. I’m grateful everyday that I didn’t because work on the building came to a standstill and the daycare never opened up! Not settling for anything but a great right location was the best decision I ever made.
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About Ciao Belly
Ciao Belly is a fun and friendly boutique featuring affordable, hip maternity wear, fashionable children’s digs, and plenty of unique gifts and accessories. Whether it’s a stylish maternity dress, trendy child’s outfit. or unique new baby gift, Ciao Belly offers an eclectic mix of items, from traditional to trendy. Ciao Belly offers clothing in sizes preemie through age 6 as well as shoes from Pediped and Jack & Lily.
Ciao Belly
730 Washington Street
New Jersey 07030
www.ciaobelly.com
(201) 850-1853
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