Bringing Italy Home |
A unique Edmonton retailer turns customer service into an art
by Serena Beck
A silver anklet with fine chains of black beads catches my eye as I pass a table in the Plaid Giraffe. It’s unlikely I’ll cross paths with someone wearing the same anklet since the owners, James and Giselle Monroe, operate the store more like artists than retail empire-builders. They purchase four to eight pieces of a style of jewelry and once sold out, they don’t purchase more.
And yet the Monroes have built a miniature empire of sorts encompassing four unique stores in Edmonton’s trendy Old Strathcona area. Rather than take one successful store and try to repeat the success in another location, they’ve tried different concepts all in the same geographical area. So far it’s been working for them.
The Monroes’ artistic spin on business was inspired years ago while cycling in northern Italy. They opened their first store, La Piazza Dasee, in 2003 after being “overwhelmed by the hospitality” of the people and the customer service in Italy, recalls Giselle. So they modelled their flower shop after an Italian piazza.
“We wanted customers to feel like they belong and are in a place they want to be,” says James. However, they quickly grew out of the small space and felt that they could only offer a glimpse of their vision. This year, the flower shop moved into a larger, more “artistic space to accommodate all of our vision – flowers, décor, travel, espresso, gelato, paninis, pizza, and wine.”
When the nearby Plaid Giraffe went up for sale in 2006, they purchased it and created the Dasee Group name under which all of their businesses reside.
In the old flower shop location, the Monroes opened Damon J (named after their son and daughter). The shoe store carries various brands not available anywhere else in Alberta. Also named for their daughter, JoJo’s coffee bar is located in the new flower shop building.
James is an accountant and works full time in the stores. He’s responsible for the artistic impression that his products give his customers. Giselle spends her time in the stores to “get a feel for customers and know their personalities.” This provides insight for purchasing products at the various trade shows they attend around the world. Before purchasing new products, they ensure no one else in the area is selling the same.
“We only sell products we are proud to sell and that we would buy ourselves,” says James. This level of appreciation for unique goods has, in part, led to their success.
The store managers are often asked if they are the owners because of how well they treat their customers. When customers buy flowers, they are not just buying stems; they are purchasing a work of art that reflects their personality. Employees consult with customers to learn what they like and don’t like. In all four shops, employees are trained to be product experts. Customers who live outside the area are usually willing to make the drive to the stores because they know personalized service comes with every purchase.
When asked about franchising and branching into other communities, James says, “Small business owners are control freaks, so we don’t think anyone else will ensure our name and reputation.”
