Name / Business name / Location:
Helen Schlueter / Helen Nichole Designs in St. Charles, MO
How long have you been a vintage vendor?
3+ years doing markets and running my shop.
Where do you sell your items (store, markets, or both)?
Mainly in store. I have done two vendor fairs and will be doing a third one this August.
How would you describe your brand/style?
I feel like I’m all over the place as far as style but I have noticed that I lean towards mostly pretty colors and florals. I would say I fall somewhere between shabby chic\distressed and clean lines…..that’s a wide range! I think my style kinda changes.
What kind of items do you sell?
My main focus was always painted furniture but once I opened my brick and mortar I realized I needed smalls. I like to have small handmade items in my store so I buy wholesale from other small business. I have handmade candles, jewelry, floral signs, baby shoes….. just to name a few things. I would love to make all of things myself and sell but I finally woke up and realized, I am one person and I can’t do everything. Buying from other small businesses is a win-win for them and myself.
What are some of your most popular sellers?
I sell a lot of paint, candles and jewelry. Smalls always do well in my shop because I am located in a historical, tourist area. People that come to shop are usually from out of town so small items do great with my customer base.
How often do you rearrange and restock?
I restock in the morning and I fluff and rearrange during the slow times.
How do you decide how to price your items?
I try to double what I paid. I know I don’t always charge as much as I should for my time but I factor in the cost of the furniture, paint and supplies, and new hardware and try to double that number. Sometimes I’ll add a little to the price so I can always lower it and still get what I originally wanted.
Do you have any quick tips for increasing sales?
Say hi to everyone that comes in your booth. I’ve walked away from booths because I felt the vendor didn’t care if I was a potential customer or not. They were too busy looking at their phone or just didn’t acknowledge me in general. I know being a vendor is tiresome and the days are long but that’s something that comes with the gig. I feel first impressions can make or break you, so smile and say hello!
What kind of marketing do you do for your vendor business?
I always have business cards with me! Social media is my go-to ( Facebook and Instagram), I ask my followers for their opinions on projects, create events on Facebook, and I never hesitate to ask my followers to share. I have paid for maybe 5 sponsored posts total! I don’t feel I get as much out of it so I mainly stick to asking for shares and likes and stick with organic traffic on Facebook.
What do you like most about being a vintage vendor?
The thing I like most about being a vintage vendor is meeting new customers. You really do network when you do shows and you meet so many new people who usually become customers. I have found shows are a great way to promote my business and acquire future custom work.
What is one thing you’d tell a new vendor who dreams of opening their own vintage shop one day?
My motto for transiting from being a vendor to owning a store is always, “slow and steady wins the race.” None of this happens overnight. Be patient, work hard, and it will happen. The fear of not knowing and self doubt is what kept me from opening a store. All the “what-if’s” and excuses were holding me back. Once I stopped making excuses for not taking the next step in this journey was when I opened my store. It took 1 year of selling on Craigslist, then an additional 2 -3 years of doing custom orders to almost 5 years later opening a store. Everyone is different and some people like jump in headfirst, which is great, but I liked the slow and steady method. Another thing I would tell a new vendor is believe in yourself and have someone in your corner cheering you on! There will be days when you don’t want to do this anymore or you second guess everything you are doing. That’s when your cheerleader comes in and reminds you to believe in yourself and not to throw in the towel.
*You can follow Helen on her Helen Nichole Designs Facebook page and on Instagram.
