arrow_drop_upBe The Buyer by Earnshaw's Magazine

Be the Buyer, episode 5: Texas Chic

Earnshaw's Magazine and Playtime teamed up to give you the keys to get into a buyer’s mind. Each month, through the new section “Be The Buyer”, the magazine invites an American buyer to share his tips and expectations. Worth reading here and in the magazine!


Karina Drake

Karina Drake, owner of Alexa James Baby, on how she is bringing contemporary New York style to the rapidly growing hipster hot spot of Austin, TX.

1. First impressions
"When I opened Alexa James Baby last summer, I put just as much money and effort into the physical space as the inventory. I hired a talented interior designer to help make the boutique feel beautiful yet different. The store is very spacious with calming colorways and Boho-chic decor. Everything is curated thoughtfully — never squeezed on a rack or stuffed on a shelf."

2. Go the extra mile(s)
"I grew up traveling and was most proud when I found something particularly beautiful to bring back and share with friends. I now apply that passion to my assortment, having a good mix of established brands and completely unheard of treasures from other countries. Beyond shopping in Dallas, I happily make the trek to the New York market. Next season, I even plan on attending Playtime Paris to fin more little gems or larger brands that want to be represented by one boutique in a city the size of Austin."

3. Something for everyone
"While I don't have lots of smocking or monogramming (both very popular in Texas), my selection still appeals to traditional Southern grandmas and trendy urban moms alike. Most importantly, I always buy with three strong price points in mind: $50, $100 and $300. I find that most customers spend around $150 on a gift."

4. Seamless, please
"Coming from a very buttoned-up advertising background in New York, I love when buying is seamless. Working on a platform like NuOrder or Brandboom always makes the interaction so much easier as opposed to using an Excel sheet. It's also a treat when brands send over quality images, so I don't have to coordinate a photo shoot."

5. Get a second opinion
"When yo've been staring at your order long enough, it all starts to blur together. I often rely on trusted friends who work in the industry to weight in on my buy. Being in the store so often, I've also become very close with my customers who are very open about what they prefer. The more opinions you welcome, the better idea you'll have of what will stick in the future."


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