At home with… Marietta Fox
SW11 is fast becoming the Knightsbridge of south London with new designer boutiques springing up all over the shop. Julian Hall meets the owner of Galleria Conti on Battersea Rise, one of the brightest new stars
Above: Galleria Conti
How did you come to set up Galleria Conti?
My husband George and I have always dreamt of owning our own business as we enjoy working together. We love shopping, especially me, and nothing compares to the feeling when you put a brand new outfit on. For our own shopping, we always went to Italy because of individuality, quality, style and choices that Italian boutiques offer. Vastly encouraged by my grandmother, who was a dressmaker in Naples, opening a ladies fashion boutique in London was a natural choice. It wasn’t easy, and we made a few sacrifices along the way, like downscaling our wedding which took place while we had building works in the shop earlier this year!
What made you choose the location on Battersea Rise?
We looked for a good location for over a year. We really wanted to be in the Clapham/Battersea area because of the eclectic mix of shops and restaurants. The proximity to Central London, yet with a village feel, was another major attraction. Battersea Rise was perfect for us; we are seconds away from Northcote Road and right opposite Webb’s Road, two of the best places for a small independent business to be.
What is the key to Galleria Conti’s success?
We select our labels carefully so they can create a story and complement each other. Some of the labels we carry are exclusive to us in the UK, like Nathalie Chaize and Barbara Nobler. The concept behind Galleria Conti was to offer well priced, high-quality clothing for women aged 25-50. It transpired, however, that our clothes, accessories and jeans appeal to a wider age group, which I am told is very unusual. For example, last week we had two very different female clients, one aged 20 and a model the other 65 and retired, both trying on and buying the same dress!
What do you like about the area?
Clapham and Battersea are very vibrant, cosmopolitan, family friendly and have a unique community feel about them. When we opened, many local businesses came to welcome us and some even brought gifts! I have found new friends amongst my regulars who I see outside shopping hours. People tend to help each other out, and that is so refreshing. We work and socialise in the area and always make a point to buy most of our necessities in other local independent shops. And there are so many places we like to eat and rink at around here! Le Bouchon does wonderful breakfasts and Dos Amigos do great mojitos and the atmosphere is so relaxed. We often visit Dandelion on Northcote Road for heart warming freshly cooked lunches that taste homemade. The list just goes on...
What changes have you noticed in the area over the year?
Though I have not lived in the area long I have definitely seen positive changes. There is more choice than ever for places to eat, shop and meet up with friends. More and more businesses open in the area and I have not heard so much spoken French in London outside South Kensington! And of course, the recent rugby World Cup just brought so many different nationalities under one roof to watch, drink and socialise.
What differences have changes in fashion made to your business?
To be a successful retailer these days is not an easy task. Unpredictable changes in weather have made it difficult when buying stock. Fashion evolves so quickly, and especially the "fast fashion" of value retailers, where a Kate Moss top can be copied and put out on the shop floor at £5 a go within two weeks. However, consumers have become aware of ethical issues surrounding cheap clothing. One of the main things we noticed is that people are looking for something ‘different’ so exclusive ranges and limited edition items sell very well. Quality, style and durability prevail over one minute wonder fashion trends. One of the ways we meet these expectations is by stocking small quantities of special items and trying to help to preserve people’s individuality.
How would you describe your customers?
Most people we meet are very welcoming, open to suggestions, adventurous and interested in new labels and brands. We listen to our customers and always try to meet their wishes. For example, one regular suggested creating a kids play area because our fitting rooms are so big. We did it, and so many people have offered to donate toys and now our kid-friendly fitting rooms have become a total hit with young mothers who can shop and keep an eye on the little ones at the same time stress free!
What new developments are you hoping to make with your business?
We have recently introduced a personal shopping and styling experience in-store, where customers can book a session with our in-house stylist and get up to date fashion advice, full wardrobe overhaul or help with an outfit for a special occasion. There are also two special projects underway...so watch this space!
What piece of advice would you offer to aspiring fashion retailers?
Believe in yourself, be passionate about what you do and listen to your customers.
Galleria Conti, 22 Battersea Rise, SW11;
020 7228 4077;
www.continista.com