retailer spotlight: aesthetyx

 

AesthetyX
Huntington Beach, CA

Owner(s): Judy & Charles Compton
Store Opened in: 2006
Number of Employees: 3
Website: www.aesthetyx.com
Spotlight on: Social Responsibility

Retailer Forum (RF): What was the inspiration for AesthetyX?
AesthetyX (A): After working in the fashion industry for almost 20 years, I was ready to make a change in my life—I did so by creating a business that would ultimately give back to others.  My husband, Charles, and I were invited to San Miguel de Allende, Guanajuato, Mexico in 2001. We fell in love with this Spanish Colonial 16th century artisan town and it’s ‘artesanias’ (arts and crafts of Mexico).  After several return trips, we were exposed to many talented ‘artesanos’ (artisans) and their humble ‘talleres’ (workshops)—most of which were also their homes.  I realized that many of these artisans had been handed down their craft from several generations of talented ancestors. They were hard-working, creative, yet humble people living in poverty.  This realization—to help sustain artisans and create for them good living and working conditions—is the inspiration for our social mission: ‘to showcase and support local and global artisans.’

RF: How do you define “socially responsible”?

A: To be conscious and aware of our social obligation to help others, including our communities, our global citizens, and our planet.  To act, engage, and exist in a manner that is considerate of each individual and his/her relation to others. To take ownership and accountability for ones’ actions and understand how it impacts the greater good…To give back.

RF: What are your top socially responsible tips for other retailers?
A: Find a way to give back that relates directly to your store’s mission, focus, and/or community.  No matter what type of retail store you have (i.e.  a specialty women’s clothing boutique), there are ways for you to act socially responsible (i.e. a women’s clothing boutique that carries high-end designer brands could host a fundraising event featuring one of their popular lines and work with a local non-profit organization to donate a portion of the proceeds from the event).  Also, search for products that are charitable in some way and relate to your stores focus. Whether you have a locally sourced product, a fair trade product, or simply donate a portion of its profits to a non-profit or charitable organization, there are so many ways to be socially responsible. You can even do so within your own operation.  In our store, we recycle many paper and plastic products, as well as make sure that our employees use their own water bottles and eco-friendly printed materials and turn off most of our lights when closed, etc. When done on a regular basis, each small action can add up to a greater impact.

RF: Why is “fair trade” important to you?
A: Fair trade is especially important to me because it was one of the first concepts I envisioned in my youth. I wanted to help those less fortunate, particularly in the Philippines—where my family is from.  At an early age, I was passionate about helping my family members, either by providing them with job opportunities or a safe and healthy environment.  As a child, I had no understanding of the term ‘fair trade,’ but continued to maintain a yearning desire to help my fellow Filipinos help themselves, which greatly aligns with Fair Trade’s mission. Fair trade is a social movement aimed to create sustainability and help artisans and producers in developing countries by ensuring proper payment for their work and/or products. I am thrilled that our store now purchases hand-crafted products directly from Filipino artisans and non-profit organizations. I feel as though I am helping some of the very same people I sought to aid at a young age.

RF: How do you source products for your store?
A: Charles and I travel the domestic trade show circuit extensively throughout the year. We also travel to artisan shows in Central Mexico and the Philippines.  Our goal is to source directly from artisans around the globe, which creates a much greater impact than if we were to buy through middlemen. We feel strongly about locating the source directly because it not only benefits both the artisans and ourselves, but also creates a lasting working relationship that furthers our goals and allows us better communicate personal artisan stories to customers.

RF: What are the benefits of featuring local artisans in your store?  
A: Since we are located in the lobby of a high end resort, our traffic flow and customer needs and wants make us very different than a typical specialty fashion accessories and home boutique. Featuring local regional artisans in our store creates a sense of place for our customers and allows them to embrace and experience the concept of taking home a locally hand-crafted product, which adds additional sentimental value.  Another big benefit is that we are able to have them visit the store regularly—to do Trunk Shows, make personal appearances and sometimes bring in a special order request made by a guest staying at the hotel.  Guests are often very impressed with our level of customer service and the type of access they have to designers.

RF: Describe your typical customer?
A: Our customers are far from typical, but our core customer does have a few things in common – she is between the ages of 45-65, usually has children who are grown, works professionally or as the family CEO, is well educated, well traveled, appreciates the arts and design, embraces the concept of giving back and has a desire to be unique and different. These qualities all highly identify with our store and its mission.

RF: What do you love about retailing?
A: I absolutely love the treasure hunt!  To me, the ultimate achievement is finding an extraordinary item or line that is saleable, of high quality, aesthetically pleasing and aligns with our social mission.  When we introduce a line or item that meets our criteria and it sells through, not just once, but repeatedly, I am thrilled! I also love creating, developing, and maintaining relationships with our customers, artisans and vendors.  For me, it is all about the full circle. We cannot exist without any of these entities and if I can create lasting, meaningful relationships within our circle, then we will all continue to grow and benefit from the ‘aesthetyX experience.’

RF: On your blog, it is clear that AesthetyX provides “extraordinary gifts making a world of difference.” Please tell us more about the charitable organizations you support.
A: We have supported groups such as Barro Sin Plomo (translates to ‘Clay without Lead, a Mexican and American non-profit organization focused on eradicating lead production of pottery and aiding Mexican artisan potters), Build a Nest (a non-profit that empowers female artists and artisans around the world), Aid to Artisans (a non-profit focused on creating economic sustainability for worldwide artisans), Manos de Madres (a non-profit dedicated to improving the lives of women & their families through income generation), The Spiral Foundation (a non-profit humanitarian organization dedicated to improving educational and training skills of young people in Vietnam),  The Kilus Foundation (a pro-active organization in the Philippines committed to the promotion of a clean and healthy Environment, uplifting women through livelihood and spiritual formation and community development), The Sankofa Center (a non-profit organization combining traditional African music and dance as a tool for HIV/Aids education and community outreach),  and others.  Our ultimate goal is to one day establish our own non-profit organization that focuses on the development of artisans and takes a holistic approach on their long-term sustainability.

RF: How are you using social media to spread the word about AesthetyX and social responsibility?

A: Since our inception in 2004, the internet has served as our main link to customers. To this day, we still send out a monthly ‘Aesthetyx eNews & eVents’ e-mail blast, just like we did 6 years ago. We have begun hosting a blog (www.aesthetyx.blogspot.com) where we engage in conversation with our customers and individuals who may be interested in our social mission.  We also have an Aesthetyx Facebook fan page, which is linked to our monthly eNews & eVents.  I post our events on our Facebook fan page and try to keep it current and up-to-date.  Since I am not from the ‘social media’ generation, I am still learning how to utilize it and maximize the return on our time. However, I do feel it is important to brand ourselves via social media as it is the present and the future of communication.