Shoppers flock to Rhode Island for Infant Interiors
Gerri Hunt -- Kids Today, 10/6/2010 2:58:35 AM
Roselle McConnell, owner of Infant Interiors, designs the store’s vignettes around color palettes.
Pregnant with her second child, Roselle McConnell had more disposable income than her first pregnancy five years earlier. "I wanted to create a really special nursery and I had to travel across the state or to Boston to find what I was looking for."
She was finishing her Master's degree, and wanted to start her own business. "The timing was perfect," she said. "I completely enjoyed the process and knew I could help other women from my experience."
McConnell opened Infant Interiors in Newport, R.I., seven years ago, focusing only on infant products. "But I carry youth now since my customers continue to have more children and I can grow with them. The furniture I sell for the older children is customized for their rooms, but is typically traditional in style. The furniture may eventually be used in a guest room. This has increased sales by 30%."
The first store was a collection of small rooms designed around color palettes. When she grew out of that space, she carried that design idea forward.
"I try very hard to offer high-end, top-quality linens and furniture for customers who are designing their unique nursery. But I also make sure the front of the store is stocked with soft, appealing products in the mid-price range that appeal to anyone looking to give a special gift." Some of the youth items include big brother/sister gifts like bookends, banks, plush and books.
McConnell said the "cute factor" must be high, and since the store is in a coastal vacation town, she carries many unique gifts for the heavy summer crowd. "I do not have a lot of clothing, but do carry layette and sweaters up to 24 months. I have six crib displays on the floor and always have bassinets, Moses baskets and specialty Christening gowns available."
There is not one rack on the floor. "Instead I use custom furnishings that are for sale, to display other items."
The store carries sweaters and layette up to 24 months.
"For marketing, Facebook is the best tool and is free. It drives word-of-mouth and is visual so friends can see new products or room designs and pass (information) along instantly."
One large area in the store was set aside for customers to sit down at a table and go through fabric options.
"I want to make sure there is a separate area for customers that is somewhat private so they can linger over choices," McConnell said. The best sellers at Infant Interiors are personalized products.
"We have a local vendor who provides our monogramming so turnaround time is short," she said. "Customers love personalized pillows, blankets, burpies and art."
And McConnell is well-attuned to the power of branding. "I carry my logo and periwinkle blue color palette through to the complimentary gift boxes which customers now recognize. Packaging is very important."
The primary customers who visit Infant Interiors are college-educated women, from 25 to 43 years old, who are "looking for better quality or customized products." Her secondary customers are grandparents with large disposable incomes.
McConnell advertises in a regional Baby Guide magazine that is delivered to OB/GYN offices and is distributed for one year. "I need to reach my customer when she is in her first or second trimester, as that is when she makes her buying decisions."
She also advertises with The Bump online and in print, and some Home publications that showcase her room designs.
"For marketing, Facebook is the best tool and is free. It drives word-of-mouth and is visual so friends can see new products or room designs and pass (information) along instantly."
A professional photographer takes pictures of rooms McConnell designs, which she uses to actively market herself and her store. She also just finished a video of the store and is adding a blog to the store's Web site.
McConnell said one of her best business ideas was starting Room of the Month, which showcases a room she designed. It is displayed front and center on her Web site.
"It keeps customers coming back to see new ideas and products. Families involved enjoy being featured and send links to friends and family around the country. It is also extremely rewarding to help new parents create beautiful rooms and be a part of that process."
Rather than using traditional racks, Infant Interiors displays items on furniture that is for sale, like this dollhouse bookcase that is available in custom colors.
While she focuses more on the design side of the business more than the retail side, McConnell does hold a few special events at the store. "During the holidays we always offer late evening hours with wine and goodies and free gift wrapping. I also offer complimentary chocolate on Mother's Day and book signings for local children's authors."
She said her biggest daily challenge is keeping up with the demand of running a retail store and a design business simultaneously.
"There are so many details to running the store, including fresh displays, customer service and order entry. When you work with a client on a room design, it is very important to keep up with all of the details involved and to be accessible. Most businesses are either retail or design, but we do both."
As for a bad business move, it was opening a second location in Cape Cod in 2007, during a time of tremendous growth for the business.
"I researched the area and was allured by the beautiful location and high-end lifestyle," she said. "During the busy summer, sales were great, but staffing became an issue. It also affected our Newport store. After average winter sales, I closed the Cape store. I gained tremendous knowledge but had to learn the hard way."
In the recession that has since occurred, McConnell has cut back on staff and examined which lines work for Infant Interiors, and why. "We have gone back to core values and dug a little deeper with our time and energy. We are determined to see this exciting dream continue to move forward."
For the next year, she plans to embrace social media and invest more into the Web site. "We will also be working more closely with key vendors to strengthen relationships, and develop a more extensive marketing plan including a PR agency in L.A. to find us those celebrity nurseries," she said. "The 10- year plan includes a design book, our own fabric and wallpaper line, and much, much more."
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