Sarah Finnan spoke to three Irish boutique owners about the challenges small businesses are facing and the importance of supporting local this festive season.
Doireann Healy, owner of Begley & Bowie
Doireann Healy, owner of Begley & Bowie in Kenmare, opened her boutique in the post-Covid haze of 2021. “I originally launched my brand with a pop-up shop at a festival in Dingle and the brand quickly garnered a following and a customer base,” she tells me. Working part-time in retail for almost eight years – all whilst balancing another full-time job – Doireann says she was always drawn to people and loved learning what customers were interested in (quality and colour, from her experience).
So, what sets Begley & Bowie apart? Well, Doireann designs and makes all products from art to fashion, for one. “When you visit my store, you are also meeting the designer. This has led to many a long conversation with both children and adults. The products have great meaning as they are coming from my soul and imagination which subsequently creates a unique relationship with the customers who purchase them,” she explains.
If you’ve visited Begley & Bowie’s bricks-and-mortar location, you’ll know exactly what Doireann is all about as the shop is steeped in colour and fun. An optimist by nature, that same positivity has bled over into her work and customers can’t help but feel more joyful for visiting. “I designed the interior in white, similar to a gallery, to let the colours and work speak for itself. Customers always comment on how happy it makes them feel. For the exterior, I painted it in pastel blues and pinks as an ode to the colourful stores of our towns and villages of the past. I have hanging flower baskets and seating to make it welcoming.”
For Doireann, it’s about curating an experience shoppers will remember. “I have always been about the visual from my style to my home to now my store. There isn’t a day that passes that people don’t stop to photograph it which brings me great joy.”
Inside, you’ll find everything from screen prints to acrylic paintings, casual wear and Irish linen pieces. Doireann also stocks pieces by other Irish and international brands including Donna Wilson, a Scottish wool and ceramic designer who has designed for the V&A and the Whitney in New York; London-based Heather Evelyn, who specialises in illustrated candles and stationery; and a selection of beautiful ceramic brands from Portugal and Belgium. Teaming up with local brands – such as McWilliam’s sailing bags and Daisy Chain florists, whose wreaths and bouquets she sells in-store – is another key to her success.
Though Doireann didn’t open her boutique until post-Covid, she is an avid shopper herself and doesn’t think the in-store experience has bounced back. “I don’t think the footfall hasn’t returned to what it was before the pandemic. I think the customer learnt a lot during that time, and they now will only pay for good quality products that are sustainable/eco-friendly in some manner, and they don’t mind waiting.” That said, she has no plans to close her doors anytime soon. “I worked in retail to learn about retail and to create my store for me. I have a passion for it and I feel I am good at it. There is no feeling like speaking to customers, getting feedback or simply discussing life. While the online world is an incredibly busy one, I don’t find it as personally rewarding.”
“We’re in the midst of a cost of living crisis where the price of everyday essentials has increased, therefore people have less money for discretionary spending. And then as a retailer, you still have to pay rates, rent, electricity etc. The cost of all of my materials has risen. So it is a difficult time for everyone.”
When it comes to the importance of the next few months for annual sales, naturally it is an incredibly busy period but community has been crucial in keeping her doors open. “I am very lucky. I recommend other shops, cafes and restaurants to my customers when they pop in and they always remark that the people here in Kenmare are great for recommending each other. I have worked for so many of these businesses since I was a young teen, so we all know each other and are friends. Alongside my international customers, I am blessed with local custom too which I am so grateful for.”
How can local shoppers best support Doireann and her business? Calling in-store is a good start. “I think all of our independent stores are exceptional in Ireland. So if people simply pop in to see what a store has to offer they might be surprised at what they find.”
As a mum of two, running a shop and design studio simultaneously, it can be a lot to juggle. Staff is hard to get and there are times when it all feels too much. “It is a wonderful feeling to open your store in the morning but you are tied to it and it is totally consuming. I do love it though. It’s my happy place. I have always been someone who enjoys working.”
Kate O’Dwyer and Louise Flanagan, co-owners of Emporium Kalu
Having studied fashion at the Bourke College of Fashion, Louise Flanagan always dreamed of owning her own boutique. After two years working under Nikki Creedon at the Design Centre, she went on to manage Diffusion Boutique in Clontarf for another seven years. It’s there she first crossed paths with Kate O’Dwyer. They worked together there for just three years but built a strong friendship and understanding. When a premises in Naas became available – right after both women had just had their second child, far from perfect timing – it was an opportunity they couldn’t pass up. “It just felt like the right moment to take the leap together,” Louise smiles.
Like Begley & Bowie, Kalu has always stayed true to its DNA. “We focus on what we do and never worry about what’s happening elsewhere. Over 27 years, we’ve built a unique identity that’s instantly recognisable as the ‘Kalu look’,” explains Kate. “We don’t chase trends; instead, we’re driven by a genuine love and appreciation for beautiful, well-crafted clothes. That unwavering dedication sets us apart in Ireland’s retail landscape.”
“Our shop is a true reflection of who we are – our style, values, and personality shine through in everything we do,” agrees Louise. “We are our product, and how we wear what we sell is an extension of ourselves. We buy with our customers in mind, so often pieces are sold before they even hit the floor. Our ethos is simple: if we don’t love it or wouldn’t wear it ourselves, we don’t buy it. Every piece on our shop floor is something we take pride in.”
Housing everything you could possibly need for a full day-to-evening capsule wardrobe – from one-of-a-kind pieces to beautiful occasion wear, cool, casual staples, luxurious cashmere and the best jeans – the in-store Kalu experience is one to remember. “Walking into our store is an experience in itself. If you love beautiful clothes, the moment you walk through our door, you’ll feel it – it’s warm, welcoming, and inspiring. Our in-store experience is much stronger than online, and we’re proud of that.” Unlike Doireann, who set up shop in 2021, Kalu has been around for over two decades now so safe to say, Kate and Louise have pretty much seen it all. On the topic of Covid, both women are adamant that the desire for in-store shopping is stronger than ever. “We’d never consider moving exclusively online. For us, the heart of our business is being on the shop floor, styling, chatting, advising, and building relationships with our customers. We’d rather close our doors than lose that personal touch.”
With regard to changing consumer habits, the biggest shift they’ve noticed is that people are much more intentional about their purchases – a byproduct of the times we live in perhaps. “Women are coming in ready to shop but they’re also seeking advice and guidance. They’re willing to invest in the right pieces.” Service has also become more important than ever.
That isn’t to say that trading in 2024 is without its difficulties though – far from it in fact. “There are so many hidden costs that people don’t see. It’s not always as glamorous as it looks! But the best part is meeting so many different personalities. It’s never dull!,” says Louise, later adding, “For us, the biggest challenge is staying relevant and ahead of the curve. We operate in a niche market, so it’s crucial to have the right product at the right time.”
As for many retailers, the next few weeks will have a big impact on annual sales but Kalu actually sees the highest footfall before the festive rush. “Christmas is definitely a good time for us, though much of our serious winter buying happens earlier in the season. We also see lots of lovely customers who only shop with us once a year for a special treat, and lots of men shopping for gifts. It’s a busy time.”
Reiterating what Doireann said about the importance of community, Kate and Louise agree that it’s key for longevity. As they put it, “While many of our customers travel from further afield to shop with us, we have incredible support from our local community. Our loyal, gorgeous customers from Naas and the surrounding areas mean the world to us.”
“We absolutely adore what we do. Kalu is a lifestyle for us. It’s an extension of who we are. We’re driven by our love of beautiful clothes and the way they can transform how someone feels. Going in and out of Emporium Kalu every day never feels like work; it’s pure joy.”
Ruth Spence’s entry into retail came after a two-year stint living in Japan. Returning home to Ireland, she got a job working for The Bureau – a warehouse-like shop selling casual menswear – after which she opened her own business, Envoy of Belfast.
Set apart by their brand offering and edit, Ruth says she tries to keep the products she offers unique to Envoy as much as possible. “There are a lot of beautiful independents in Ireland, we all have a different point of view on collections which makes visiting independent stores interesting,” she tells me. Specialising in simple, well-made clothing for everyday or occasion wear, Ruth tends to favour brands “with a backstory and full circular transparency”.
While the pandemic inevitably had an effect on business, thankfully, the demand for in-store shopping has definitely returned. And like Doireann, Kate and Louise, Ruth has no intention of moving things predominantly online. “We enjoy working with clients face-to-face,” she says. Even so, Envoy’s online presence has proved useful, complementing the brick-and-mortar location and allowing the business to reach customers all across the country. “Clients who would never have shopped online before the pandemic have become more tech-savvy,” Ruthe notes, adding that oftentimes, people will have browsed the website before calling in-store.
Has Covid left a lasting effect? Not really, according to Ruth but every business faces hurdles at some point or another and the current economic climate has definitely posed its own complications. As Kate and Louise noted, staying on pace with an ever-changing retail landscape is a full-time job in itself – particularly for a business based in Northern Ireland. “Keeping abreast with changes linked to importing/exporting since Brexit/the Windsor Framework has been a challenge. Rising shipping, production and raw material costs have impacted prices across the board. The recent UK budget has also brought considerations with additional taxes forecast for next year,” explains Ruth.
Looking ahead to the coming weeks, the festive season is always a highlight. “It’s a fun time in-store,” Ruth smiles. “Community support is our lifeline. We are so fortunate to have so many returning clients. We wouldn’t be here without them.” Busy working on a new season launch – an edit of Irish linen planned for release early next year – Ruth says that support comes in all forms but word of mouth is one way customers can help her business this year. That and by wearing and enjoying their clothes for many years. “It is long hours but very rewarding,” finishes Ruth.
Also Read
