Written By: Annette Vaughn Jan 2025
Going back to where it all started.
Retail has been a large part of my working career. Mostly as a second job, as I often needed to repent for my crimes against my credit cards. It was always an easy go-to job when I wanted to reach a goal. Despite always being a dependable option, I had never considered retail as a career. My curiosity with understanding how the world works led me to pursue a career in economics or finance. Thus, convincing myself that there were more important things in life than fashion. Unfortunately, my dream of working in the finance industry came to a halt when I could not afford my last semester of college. I thought working in real estate would be the answer to all my problems, but unfortunately, I was not one of the lucky ones. After my real estate attempt, I licked my wounds and got two part-time jobs. One at a well-known cancer hospital and the other at a major department store.
It was in this role, as a jewelry sales associate, that I realized just how complex and integral the retail industry was. I was never expected to know the intricacies of the retail industry. But the distinct enthusiasm customers had when selecting items to add to their iconic style, rather than buying for utility, encouraged me to learn more. I started to value the story behind a product's design, its production process, and the story it generates along the way.
What I found along the way.
There is something heartfelt about humble or incidental beginnings. Like the art dealer who admired a bracelet or a family business that had to adapt to a change in the times. The stories of beauty, commitment, and perseverance resonate with customers and turn them into lifelong supporters.
One of the most valuable lessons a salesperson can learn while working in elevated retail is the importance of cultivating relationships. When I worked in the home department of another department store, I learned the cultural significance attached to buying dinnerware and crystal. It turns out that structuring my outreach strategy around events that mattered to clients, rather than scheduled store promotions, generated a better client relationship and more consistent sales. Of course, management was not happy. I focused on making sales that would not result in a return rather than meeting promotional sales goals. The conversations were never fun, but in the end, I would like to think that I have won.
Facing a reality.
Over the years, consumers have dramatically changed how they interact with brands and retailers. The automatic loyalty that large retailers once enjoyed has slowly slipped away, creating a need to be more dynamic. This meant that I must also become dynamic. I still think there is an opportunity to become successful; however, relying solely on walk-in traffic has become outdated. You sometimes need the power of a great story and great relationships.
The Retail Tales was born.
As much as I appreciate the lessons I have learned throughout my career, I must admit my experience in retail was not without its challenges. My original intention for The Retail Tales was to create an outlet for retail workers to express their frustrations and experiences through humor. Like any job, sometimes you need a little humor to get by.
However, I realized that the difference between client expectations and company limitations is an opportunity, and I decided to build a personal brand and create a selling space for myself. Over the years, I have noticed that brands and retailers are taking a start-up approach to their business and are looking for salespeople who have an entrepreneurial spirit or an established book of business. At first, it is exciting because your input feels valued. But in the end, it is all the same and there is only so much you can do. There is only so much excitement you can have about the same products, only so much you can sell to the same customers, and only so many goals you can endure before you start to ask, "Can I do better?"
Where We're Going.
One of my favorite things about retail is newness. I loved seeing what the buyers bought and what our store assortment would be. I felt like an insider when I attended product training and received free merch. It created a sense of belonging and somehow made the trying aspects of retail disappear As I enter this next phase of my life, my goal is to create entertaining lifestyle narratives that help readers love the life they live. The Retail Tales, explores the world of shopping beyond department stores. It Highlights the beauty of craftmanship and defines the art of living. Thank you for reading, and welcome to The Retail Tales.
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