Customized shopping: Cat and the Fiddle

Kristi Underwood and Jill Lee, friends since seventh grade, always wanted to open a store together. By the time they were ready and had the financial backing they'd become mothers so they opened a children's boutique in the Dallas suburb of Plano.

Now in its seventh year and second location, Cat and the Fiddle has come into its own. The store's average annual sales are $800,000, up 12% from last year, which Underwood attributes to the new furniture lines they've picked up. Cat and the Fiddle has clever vignettes showcasing everything from cribs, retailing at $600 and up, and twin beds to bedding, wall décor, gifts, clothing and more. Clothing, furniture and bedding are the top-selling categories

Major vendors include Newport Cottage, Bratt Décor, Corsican, John Boyd and Kelly Rightsell, but what really sets this store apart is the plethora of customization options.

"We have a custom furniture line, monogrammed area and custom bedding," Underwood said. "Essentially a customer can come in with their own ideas and we can create whatever they want to include murals, window treatments, growth charts and wall décor."

The duo realized early on that keeping customers was essential so rather than focusing on just baby items, they offer a whole line of monogrammed products including gifts and backpacks and nap mats for the kids heading off to school.

Cat and the Fiddle also offers services like signature gift wrapping, which draws a lot of repeat customers; a baby registry, which has been a huge success; and in-home design.

Underwood and Lee host plate days once a month where customers can bring their children in to make hand-painted plates. They also have lots of trunk shows and advertise in the local magazines like Dallas Child and the Kids Directory.

Plano is an affluent area just north of Dallas and Underwood said it's a well-known shopping destination, garnering customers from Oklahoma and all over Texas. She and Lee shop ABC, JPMA and the Dallas gift market as well as textiles shows, where, she said, they pick up a lot of trends.

"The main trends in our industry center around color schemes," Underwood said. "Right now pink and chocolate and blue and chocolate are big. In our store, lodge and cowboy themes for boys are a favorite but themes for girls change more frequently. After September 11, sales dropped some, but for the most part today parents and grandparents are more than willing to spend more money on their kids. We have a lot of people registering for their bedding for example."

Underwood said customer service sets Cat and the Fiddle apart from other retailers, an essential ingredient especially when it comes to all of the custom services the store offers.

"We build relationships with our customers; we follow up," she said. "Jill and I are very hands on owners. Product can be the same from store to store, but it's the service that sets you apart."

Being hands on requires a lot of time and effort, and like most retailers, Underwood said there are never enough hours in the day to complete all the tasks, but splitting them up seems to help. Underwood handles most of the paperwork and business aspects while Lee takes care of the decorating and merchandising.

"I think the most important thing in our business is increasing customer awareness and customer service," Underwood said. "Many women coming in are pregnant with their first child and they don't know what they need. You might spend three months with a customer before she buys the first thing, but it's important to start that relationship early on."

Lodge is just one boys' theme on display at Cat and the Fiddle.

Lively murals are the backgrounds for great displays that include everything from furniture and gifts to accessories.

Cat and the Fiddle touts its monogramming services with a fun back-to-school window display.