Collier West provided multiple category selections from tabletop to gift to jewelry to textiles. 
Custom orders and specialization played an important role in the brand identity and required a high level of customer service and special order expertise.

Collier West proudly showcased merchandise created and crafted by artisans. I took pride in curating goods from both local and international purveyors who had a passion for authentic craftsmanship.  An attention to detail and visual stimulation allowed elevated price points, due to the synergy of a shop well maintained, luxurious unique goods and one of a kind finds.

Bath, fragrance and personal care items assisted in the storytelling of luxurious textures and pampering. Collier West was a transformational retailer that delivered experiential retail through all channels.

Product selection was a key component to the success of the brand.
One of a kind products were acquired, giving a competitive edge to the brand compared to adjacent retailers. 

Sourcing came from auctions, flea markets, discovered artists, designer collaborations, research and travel.

After 7 years as the number one retailer in Columbus Ohio, Collier West relocated to Brooklyn, NY.  The location identified, was again, an up and coming neighborhood, continuing Collier West as a pioneer in establishing a retail foundation as an "early adopter". A tendency towards identifying trends prior to mass consumption, is a skill set that I have been able to hon and utilize in my career success.

Due to extensive organic PR efforts, Collier West was recognized by several local, national and international media channels.

NYTimes Magazine
Elle Decor
Time Out New York
Lucky Magazine
Midwest Living
Columbus Monthly
 

A strength of Collier West was the ability to maintain the local roots, and high-touch authenticity of a "mom & pop" boutique, but also to present high quality materials and campaigns, as learned from my extensive corporate years.  Creative marketing campaigns were delivered each month and involved product displays and selection, window presentations, social media support and CRM.

Collaborating with a graphic designer, I created a strong brand identity to ensure that Collier West was not just a store, but rather a brand. Memorable and enticing campaigns drove traffic to the store, utilizing direct mail, email, social media platforms and traditional advertising methods.

Prior to the online boom and simple template website options, I launched an e-commerce site that captured the look and the feel of the store.  Powered by Magento, I was responsible for the design, copy, photography, inventory management and SEO related to the website. 

Strategically, Collier West opted to manage inventory and maintain margin by hosting sale 2x/year, in an offsite location that became locally recognized as the CW FLEA. This strategy enabled CW to lead demand and immediacy, protect profits and also drive traffic to our annual event.
 

The FLEA was later adopted by another colleague and pioneer and continued as an annual event in Columbus, Ohio, after the CW brand moved to New York.

A 128 page operations manual was created to ensure consistency and development of store associates. The manual included customer service training, POS training, opening and closing procedures, brand standards and visual marketing data.