Shalina to bring Selfridges magic to city

Having honed her skills at Selfridges in London, Shalina can’t wait to share her experience at Fashion Fest’s Industry Focus Workshop on November 20.

The day long workshop, including a local talent trade showcase, will give designers and buyers a valuable insight into this global industry.

Regarded by many as a new, younger version of Mary Portas, Queen of Shops, Shalina has travelled all over the UK transforming failing businesses into success stories, and next month she will spend four days doing the same in Londonderry.

Speaking ahead of Fashion Fest, Shalina said she believes that any business can maximise its potential by embracing the art of visual merchandising.

“I’m from Selfridges, which is such a beautiful luxury brand, and so I’ve taken that amazing practice and I give real, practical advice to small business owners,” Shalina explained.

“I really believe that even smaller shops should aim to wow customers and make them feel as though they’re walking into Selfridges or Harvey Nichols. Sometimes smaller businesses need help maximising customers, and that’s where my Showcase Visual Merchandising really lends itself. Shops who genuinely want help and want to change come to me.”

Shalina has just recently returned from boosting local businesses in St Andrews in Scotland.

“I saw 26 businesses during my time in St Andrews, and have just received an email back from one the shops I worked with,” she explained. “Acting on my advice, the shop’s owner redesigned the shop window, made more of her displays and of the natural light coming into the shop, as well as creating a special pre-Christmas party wear area of the shop, and she has just told me that sales went up by 60 per cent over one weekend! That was amazing!”

The importance of providing a memorable service makes all the difference too, advises Shalina.

“One thing that comes up time and time again are inconsistent services,” she said. “Customers need to be greeted with warmth and hospitality, and some of the most exclusive places I’ve been to have had inconsistent service. As customers, we are less loyal ever before and so people will go elsewhere if they don’t get the service they expect.

“I was so lucky to have an amazing time at Selfridges and I just felt I could pass on that vision – there’s enough in the magical pot for everyone to share! We just want everyone to work together to create better businesses and happier people working for those businesses.

“In Derry, I’ll be happy to make myself available for four days and I would love to talk to local businesses if they think I can help them bring out a bit of magic for them!”

Shalina will be providing taster sessions of visual merchandising workshops that she will carry out during the Business Opportunities Programme Enterprise Week in February 2015.

These taster sessions will be on the Friday, November 21 and Saturday, November 22 at the ‘Fashion Bank’ (Old Ulster Bank Building). Shalina has also offered to visit the stores on a one to one basis on these days, and businesses can register their interest for the workshops or 1-1 business visits by e-mailing: [email protected]

The Industry Focus Workshop will also include contributions from Sonya Lennon – Designer, Broadcaster & Tech Start Up Co-Founder; Judith Tolley – CEO, Centre for Fashion Enterprise; Naomh McElhatton, DANI: Marketing in the Digital Age; Simon Hunter, Hunters Apparel: Couture Bespoke Manufacturing; and Wayne Hemingway – Co-founder of Red or Dead and Hemingway Design. The workshop then concludes with a Fashion Trends Master class with Janet Holbrook, Peclers Paris.

The Workshop runs at the Guildhall from 9pm-6pm on Thursday, November 20, admission £10. Early bird tickets are now available at £6 plus booking fee by contacting the email address below.

Fashion Fest will not only bring top designers to the city, but a whole host of exciting events too. A quirky, bustling vintage fair will fill the city’s Cathedral Quarter – Portobello Road-style!

An Irish Wedding Fashion Showcase will also take place under the spectacular backdrop of St Columb’s Cathedral, as well as an exclusive Fashion Show at St Columb’s Hall, culminating in drinks and dancing with global club stars Horse Meat Disco. A rich programme of workshops, fashion demos and exhibitions will also have the fashion conscious and curious flocking to the city.

To register your interest, apply to take part in Designer Showrooms or book your pitch for the Vintage Fair, please contact: Tara Nicholas on: 028 7136 5151, ext. 6980, or email: [email protected]. For more information on the various events and opportunities arising for Fashion Fest 2014, see: www.derrycity.gov.uk/fashionfest.