Nicole Toscano from Powell, Ohio is the proud owner of Nicole’s for Children, a successful children’s boutique located in the heart of Powell, Ohio. As a mom, and a Powell resident I drive by this store everyday and I often wonder – How does she do it all? Here is a mom who owns her own boutique while running her home with three school age children. This is Nicole’s first business, and she has been running Nicole’s for Children for 3 1/2 years now. I think what I like best about her is that she speaks, of being a mom first.
Aside from running her children’s boutique, Nicole succeeds with her customers by choosing collections and styles that customers are excited to buy. Interviewing Nicole, I learned that she is a perfectionist who takes a lot of time choosing what she loves. When customers share that excitement, it is extremely gratifying to Nicole. The pleasure customers find in their purchases is the driving force behind Nicole’s passion.
Nicole is also the first to admit that her employees, staff, and friends are not only helping but fully invested in the success of the business. This support allows Nicole to spend time with her children and work on the business at the same time. Employees are friends and not just workers, and these friends help “Nicole’s for Children” grow.
And what Nicole says about marketing – “Marketing our business is always a trial and error process. Tracking the success or different marketing venues is important, but time-consuming. We have tried different newspapers, local magazines, and direct mailings. I think having a customer database is important and we have advertised in Columbus Monthly and Capital Style – which have all been successful. Also, the store locators for the lines we carry is extremely helpful.”
Nicole’s biggest marketing success has been staying in contact with customers through mailings and email. Sales and new arrivals are important events for small boutiques.
PowellMom.com is very excited to have the interview:
Why did you start Nicole’s for Children?
“We have lived in Powell for 14 years, and we always loved downtown and wanted to own a business. I love to cook, but that didn’t seem reasonable with three children! As we talked more about it, Powell was growing, but there were no children’s stores anywhere near Powell. Nicole’s for Children started with more gifts and toys in concept. Once the first discussion of clothing happened the direction changed quickly. There is a strong market for children’s clothes in Powell.”
Can you tell me about your family?
“My husband and I were married in Powell and have lived here for 15 years. I have three children (ages 14, 13 and 8). My husband is a physician and I am a nurse, but haven’t worked in Nursing for 13 years.”
What advice can you offer other women in business? Growing a blog or a business?
“As a woman owning a business, – it is important to remember that you are a Mom first, even on the days it doesn’t seem fair, and everything works around that. I am constantly surprised how much time running your own business takes, especially when you want it to evolve, grow and be the best boutique in the area. I am very blessed to have wonderful employees that want it to succeed for me, not just for their paycheck (yes, they are friends!).”
What inspires you when picking your clothing lines?
“My biggest inspiration when choosing lines is picking what I really love. Sometimes, it doesn’t happen to be what everyone else wants and that is always a learning curve. However, if I don’t love it, – I can’t be excited to sell it, talk about it, display it etc… I don’t love smocking, even though my Mother dressed me in Polly Flinder, and some customers want it. I am always looking for new lines, for both clothing and gifts, but some stay styles just stay constant.”
Do you read any blogs?
“I read Cool Mom Picks everyday. I am not sure if this is considered a “true blog” versus a website, but I enjoy it for the content and for finding new lines.”
What are your challenges as a business owner?
“There are many challenges as a business owner. Managing inventory for customers is a constant challenge. You always have to have items/styles customers are interested in, but they have to sell. If you don’t sell your current inventory then you can’t bring in new styles. We are always trying to keep our current customers happy with our inventory. Nicole’s for Children is also challenged to market to new customers.”
How do you want to see Nicole’s grow?
“I would love to someday design my own line to sell at Nicole’s. Design is a fascinating industry in itself. It is amazing how history comes back in styles, colors, patterns. etc.. It is reflected in both adult and children’s styles.”
Is there anything you would change about Nicole’s for Children?
“There isn’t much about my business I would change right now. I am always learning, and I guess if I could spend more time at getting things perfect, I would change that. But as a mother and a business owner, right now it is was it is and I am happy.”
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