PEARL BY LELA ROSE STYLIST NEWS

NOVEMBER EDITION

NOVEMBER EDITION

Happy Thanksgiving, Pearl Girls!

After a gorgeous fall out west—expanding my vintage belt collection and bopping around to your fabulous shows—I'm back in NYC with our incredible team and I couldn't be happier. I love the way that this time of year in New York feels: equal parts cozy and celebratory. I'm so looking forward to seeing how you sell and style our incredible new Winter collection AND how you continue to grow and nurture your client base via the season's most festive fetes. "Customer Appreciation" indeed!

As Thanksgiving approaches, I am filled with such gratitude for each and every one of you. We couldn't do this without you—and your passion for Pearl and for the community we are building together is the highlight of literally every season.

Sending you best wishes for a most abundant season full of good food, plentiful laughter, time spent with family and friends, and—of course—fabulous style!

xx,

Lela Rose


WORLD OF PEARL


 

Holiday Party Kit: Just Add Pearl Girls!
HOLIDAY CHEERS WITH LELA ROSE

Tis the holiday season
and all through the town
hosts with the most
all have guests coming 'round

May these days be merry
and these nights be bright
May your parties be easy
and your plans delight!

Oh, how I've missed holiday party season! Now that we're getting back into the swing of things, I wanted to put together some festive essentials to help you celebrate your best clients + friends in Pearl Girl Holiday Style. Enjoy and share my sweet "Holiday Cheers" recipe book (featuring some of my go-to's for gorgeous, effortless holiday entertaining) and put together some knockout favor boxes—based on my current favorite holiday cocktail—and cheers to a fun and festive season!

xo,
Lela

MAKE YOUR OWN GIFT BOX - CLICK ITEM TO PURCHASE

Fever Tree Ginger Beer

Mini Bottle Maple Syrup

Candied Ginger

Dried Limes

Mini Bags for limes/Ginger (2 of each per bag)

Boxes

One Fresh Lime

1 mini bottle of Bulleit Bourbon or Makers

Put a ribbon on top and attach the QR code.

Even if you're not hosting an event, these are great little gifts to bring to clients.


STYLIST NEWS


Amy Golden Client Closet Consultations

Road To Supper Club

Once a season I offer to go into every client’s closet for a 90-minute complimentary closet consultation. Not every client takes me up on it, but they all know that it is a service I am happy to provide. After the 90 minutes I charge an hourly fee for packing for trips, for wardrobe building, for zoning the closet and building what I call ‘uniforms’ for the season for different types of event to make it easy for a client to walk into her closet and find what she needs quickly. I also go to some alterations appointments with the clients who need extra help with fit. I try to see 4 clients a week between shows for closets or alterations. I always ask myself ‘how is this time I am spending now going to help me get them to the next show.’

Why are the 90-minute closet consultation and going to alterations worth my time?

Alterations:

I have learned SO much about what can be done to make the garments fit perfectly. This knowledge helps during the shows because I can talk with clients about what can be done for a better fit. I also learn more about the client’s needs during these alterations appointment and can follow up with suggestions to meet those needs.

Packing for a Trip:

I learn more about how a client wants to look and feel in different situations. I become more indispensable as a stylist and the client begins to rely on me more for purchases between shows and for day to day styling in addition to shopping trunk shows.

Closet Consultation:

I learn what is in my client’s closet so I know more about what she needs now and the next time she shops. I make sure they have outfits for their Pearl pieces so they become a more useful and important part of their wardrobe. And, it is great advertising because people say 'Amy put this together. Can’t get dressed without her.'

I ask lots of questions and listen more than I talk. I am able to build relationship with my client and understand more about what she loves to wear and what her lifestyle demands of her wardrobe. I ask the client to tell me about her days and what she is doing. I ask where they are going when they ‘get stuck’ on how to dress and then help create looks for that type of outing.

TRUNK SHOW TRIUMPH

Winston Salem, NC.

What's better than one Pearl Girl? Two! Lee Evans and Tricia Deforest are Pearl Partners in Winston Salem, NC. This was their first season adding a second show and it was a HUGE success for them and their entire season! By adding a second show they are moving into Spring 2022 with 71 unique clients who bought in Fall/Winter instead of just the 50 who shopped fall at their first show.

Lee and Tricia are a real team, they divide and conquer at their shows—with Lee taking the lead with the customer while Tricia is suggesting items that are in stock in her size to meet those needs (because Tricia is quietly confirming inventory on her iPad!). Talking with Lee and Tricia is a delight, and, like true Pearl Girls they basically finish each other's sentences:

"The marketing emails and the additional editorial shots that are continually added through the season continue to create excitement and momentum for our clients who become interested in things they feel they missed at the first show so it is natural to invite them back to see more."

"When you show in August and it is hot, people are not in the mood for coats and sweaters. So we created a colder weather wish list and reminded them to come see the heavier items now that the weather has turned."

"When you have a second show towards the end of the season, you are allowed to sell samples with permission from Pearl Info. We sold about $4,000 in manual orders because we were working hand in hand with the team in NY! We love those girls!"

"Having the second show gets more women in the clothes for the season and it is one more touch point before waiting several months for spring. We are cutting the down time between client interactions from 6 months to 2.5 to 3 months."


TIPS FOR A SUCCESSFUL SECOND SHOW
- Prepare for each client by running the Fall inventory report in her size and focusing on what she CAN get versus what she can’t get. This makes it an efficient and positive experience for the client.

- Instead of separating out Winter, style the racks with pieces that are fully available from both collections. This highlights how nicely the collections flow together and also gives the client another opportunity to fall in love with the last collection. Lee says, "We spend hours with these clothes but the client only spends about 45 minutes trying 10-15 pieces that caught her eye. This way it all feels new and fresh."

- Put the jersey layering pieces and the Pearl denim "jean" IN the dressing room and make sure the clients put them on. Then, when you're closing the sale, ask "Are you all set on t-shirts and jeans? Do you need to refresh?" This works like a charm and most of them add one or two.

- Make it FUN for the client EVERY TIME she shops! Lee said: "We create a festive and fun atmosphere filled with 'girl talk' and sharing recipes and referrals for doctors and beauty and looking up shoes to match what they are buying. Tricia added: "Even the most serious businesswoman loves to let her hair down and have some girl talk and laughter while shopping. It keeps them coming back!"

Amy Golden Client Closet Consultations

Road To Supper Club

Once a season I offer to go into every client’s closet for a 90-minute complimentary closet consultation. Not every client takes me up on it, but they all know that it is a service I am happy to provide. After the 90 minutes I charge an hourly fee for packing for trips, for wardrobe building, for zoning the closet and building what I call ‘uniforms’ for the season for different types of event to make it easy for a client to walk into her closet you can find what she needs quickly. I also go to some alterations appointments with the clients who need extra help with fit. I try to see 4 clients a week between shows for closets or alterations. I always ask myself ‘how is this time I am spending now going to help me get them to the next show.’

Why are the 90-minute closet consultation and going to alterations worth my time? Alterations:

I have learned SO much about what can be done to make the garments fit perfectly. This knowledge helps during the shows because I can talk with clients about what can be done for a better fit. I also learn more about the client’s needs during these alterations appointment and can follow up with suggestions to meet those needs.

Packing for a Trip:

I learn more about how a client wants to look and feel in different situations. I become more indispensable as a stylist and the client begins to rely on me more for purchases between shows and for day to day styling in addition to shopping trunk shows.

Closet Consultation:

I learn what is in my client’s closet so I know more about what they need now and the next time they shop. I make sure they have outfits for their Pearl pieces so they become a more useful and important part of their wardrobe. And it is great advertising because people say “Amy put this together. Can’t get dressed without her.”

I ask lots of questions and listen more than I talk. I am able to build relationship with my client and understand more about what they love to wear and what things they are doing. I ask the client to tell me about her days and what they are doing. I ask where they are going when they ‘get stuck’ on how to dress and then help create looks for that type of outing.

TRUNK SHOW TRIUMPH

Winston Salem, NC.

Lee Evans and Tricia Deforest are Pearl Partners in Winston Salem, NC. We are featuring them as the trunk show triumph this month because this was their first season to add a second show and it was a huge success for them and their entire season!

FALL/WINTER SEASON BREAKDOWN
50 clients for Fall (show lasted Monday to Monday)
19 shopping for the first time)
33 clients who shopped Winter (shorter show lasting Wednesday to Monday)
12 shopped for the first time ever
9 shopped before but missed fall
12 who shopped both fall and winter by choosing to have a second show they are moving into Spring 2022 with
71 unique clients who bought in Fall/Winter instead of just the 50 who shopped fall.

Below are quotes from our conversation that highlight the reasons why they decided on the second show where Lee and Tricia basically finish each other’s sentences.
“The marketing emails and the additional editorial shots that are continually added through the season continue to create excitement and momentum for our clients who become interested in things they feel they missed at the first show so it is natural to invite them back to see more.”
“When you show in August and it is hot, people are not in the mood for coats and sweaters. So we create a colder weather wish list and reminded them to come see the heavier items now that the weather has turned.”
“When you have a second show towards the end of the season, you are allowed to sell samples with permission from Pearl Info. We sold about $4,000 in manual orders because we were working hand in hand with the team in NY! We love those girls!”
“Having the second show gets more women in the clothes for the season and it is one more touch point before waiting several months for spring. We are cutting the down time between client interactions from 6 months to 2.5 to 3 months.”

TIPS FOR A SUCCESSFUL SECOND SHOW
Prepare for each client by running the Fall inventory report in her size and focusing on what she CAN get versus what she can’t get. This makes it an efficient and positive experience for the client.
This team divides and conquers with Lee taking the lead with the customer and talking with the customer to uncover needs and future trips/events while Tricia is suggesting items that are in stock in her size to meet those needs (because Tricia is quietly and simultaneously studying inventory on her iPad).
Instead of separating out Winter, re-merchandise the racks to highlight the items that are fully available blending in Winter with Fall where it coordinates. This set up encourages all clients to look at everything again (even if they shopped Fall) because it feels completely new and they totally forget that they saw something at the first show. Lee said, “We spend hours with these clothes but the client only spends about 15 minutes looking and editing down to what she wants to try on and then 40 minutes trying on 10-15 of the 130 options. So it feels new when she comes back because she only remembers the items she tried on and bought.”
Put the jersey layering pieces and the Pearl denim “jean” IN the dressing room and make sure the clients put them on….then when you are closing the sale, ask “Are you all set on t-shirts and jeans? Do you need to refresh and add a few new?” This works like a charm and most of them add one or two.
Make it FUN for the client EVERYTIME she shops! Lee said: “We create a festive and fun atmosphere filled with ‘girl talk’ and sharing recipes and referrals and looking up shoes to match what they are buying. Tricia added: “Even the most serious businesswoman loves to let her hair down and have some girl talk and laughter while shopping. It keeps them coming back!”

Pearl Girls Take Manhattan

IN CASE YOU MISSED IT...
Book your travel ASAP to join us for Spring 2022 Preview!

Monday, 1/10
Exclusive Sample Sale
Pearl HQ - 550 7th Avenue | 10am-5pm

Supper Club with lela rose
*for stylists selling 175 net units in fw2021

The Home of Lela Rose - 46 White Street | 7pm

Tuesday, 1/11
Exclusive Sample Sale
Pearl HQ - 550 7th Avenue | 10am-4pm

Cocktail Kick-Off with spring 2022 collection
The Standard, High Line - 848 Washington St.
3rd Floor | 6pm

Wednesday, 1/12
Pearl Preview
The Standard, High Line - 848 Washington St.
3rd Floor | 8am - 3pm

 

Where To Stay:

The Standard High Line
Fun & Funky - Site of Pearl Preview

The Gansevoort Hotel
Modern & Sleek - 0.6 miles away

The Walker Hotel Greenwich Village
Traditional & Sophisticated - 0.7 miles away

The Marlton
Upscale Traditional - 0.9 miles away

The Bowery
Classic NYC - 1.5 miles away

The Walker Hotel Tribeca
Minimalist & Modern - 1.8 miles away

These are our favorite hotels in the area… if you have a personal favorite, please feel free to stay there!

 


SALES TOOLS


TOOLS

Pairs With: Styling Guide

While we'll always love a head-to-toe Pearl look, another thing we adore about Pearl is how well it pairs with everything else in our wardrobes and on our wishlists. If you or your clients are looking for outfit inspiration this season, our beloved Chloe put together this styling guide for you.

TOOLS

How To: Virtually Upsell

We've included a few new Winter Collection assets specifically targeted to virtually upselling this fabulous collection to your existing clients—perhaps they bought the pant in one colorway and you want to remind them it's now available in PINK, or you know they're hosting for the holidays and *doesn't this look like just the thing!?*. This kind of simple text-or-email based connection is easy, personal, and continues to position you as—rightly!—the thoughtful go-to style expert in your client's lives.

TOOLS

Pairs With: Styling Guide

While we'll always love a head-to-toe Pearl look, another thing we adore about Pearl is how well it pairs with everything else in our wardrobes and on our wishlists. If you or your clients are looking for outfit inspiration this season, our beloved Chloe put together this styling guide for you.

ADD TO CAL

How To: Virtually Upsell

We've included a few new Winter Collection assets specifically targeted to virtually upselling this fabulous collection to your existing clients—perhaps they bought the pant in one colorway and you want to remind them it's now available in PINK, or you know they're hosting for the holidays and *doesn't this look like just the thing!?*. This kind of simple text-or-email based connection is easy, personal, and continues to position you as—rightly!—the thoughtful go-to style expert in your client's lives.