Spotlight On: Kristen Taylor

Name of Business: Juvie
Type of Business: Clothing and gifts for older kids
Web Site: http://www.juvieshop.com
Email: info@juvieshop.com

Tell us more about your woman-owned business.

Juvie is the Los Angeles and internet boutique dedicated to everything for older boys and girls. Juvie carries hip, modern clothing from your favorite tween designers in sizes 7-14, plus a large selection of toys, books, gear and accessories that are always hits with this tough-to-please age.

Why did you decide to start this type of business?

I am trained as a psychologist, Ph.D., and have been a parenting writer since 2003. I opened Juvie in 2006 when I saw that there was a lack of choices in other stores for older kids (or tweens). I wanted a business that would give me flexibility for my time with my kids, one that I could bootstrap relatively easily, and one that was in a niche that looked like it had room for growth. I had worked in retail in high school and college, but I was very intrigued with ecommerce and excited to learn about what was a brand new area for me.

What makes your business unique?

The tween shopping world can be a bit of a wasteland when it comes to clothing. Juvie is the first store that caters to kids who want modern, on-trend clothing and parents who want the stylish and age-appropriate look that they had become accustomed to in the baby boutiques. With a large selection of casual and dressier styles from the best designers, Juvie is a major problem solver for parents and kids. I’m very proud that we never see any battles between kids and parents when they shop at Juvie; everyone leaves happy.

Can you share with us the challenges that you have encountered related to starting a business?

The biggest challenge I had in starting this business was a burglary that we suffered six months after opening. Our entire inventory and all of the business equipment were stolen. Re-stocking and resolving the insurance claim took just as much time and energy as opening up had six months earlier. It was sort of like having to go through childbirth twice for the same child.

How did you overcome these challenges?

I overcame this challenge with lots of my time and perseverance. I started a to-do list ten minutes after discovering the robbery, and just worked my way through it until we opened again (with limited merchandise) the following week. Many of my vendors were extremely helpful with getting stock to me quickly, so I was happy to have established good relationships with them prior to the burglary.

What has been your biggest success thus far?

Juvie’s biggest success has been the accolades we’ve received from parents groups (like Nick’s ParentsConnect), the press, and, of course, our customers. Our store is often featured in national publications, and being in L.A. we have lots of celebrity clients and stylists who shop with us regularly (though we respect their privacy and don’t divulge names). But what always makes my day is when we get a note or a call from a happy customer who loves their purchases and our service.

What is your favorite free business resource?

In a word, the Internet. There is so much information available online about all aspects of starting, running and growing a business, not to mention ways to connect with your customers and other people who are full of great ideas and happy to share their knowledge. I might spend one evening learning about search engine optimization on webmasterworld.com, and the next day chatting with bloggers on Twitter, then send out an online press release that night, and download a marketing calendar the next morning. Those kinds of resources used to only be available in business school, or through large companies.

Can you share with us something that very few people know as it relates to your business?

The fashion business works based on orders placed by stores months in advance…sometimes as long as six months ahead of time. Most designers only produce what has been pre-ordered, down to the exact number of particular colors and sizes. This means that everything is limited edition, seasonal, and when it’s sold, it’s gone for good! And small boutiques order things in very small quantities (often only one or two per size). The lesson? If you see something at a boutique that you love, buy it now, because it might not be there tomorrow.

What words of advice would you provide to others who are considering starting a business?

Make sure that you love what you’re going to do, because you will most likely work for some time without any monetary compensation. It takes a long time to build up a customer base that can grow any business past the break-even point and into profitability, so you have to have patience and be able to take the long view. Also, make sure that you spend time marketing your business every single day.

Do you have any special offers for those reading this interview?

I’d be delighted to offer your readers an introductory discount. Please shop at www.juvieshop.com and use the promo code INDIE15 for a 10% discount off your entire order!

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Would you like to be considered for an upcoming "Spotlight On" post? If you have a web site and a business Up & Running story, please email Jennifer Moore at Jennifer@Pink-Heels.com. You can be located anywhere in the world as we are creating a global network of fabulous women!