Meet The Founders of The Curated Store
The Curated Store is a new design led pop up shop showcasing a monthly rotation of small independent businesses, offering a range of fashion and lifestyle products, gifts and more. A place to discover small brands with big stories in an attractive boutique environment.
Before living in Chicago, you may know that I used to live in the stunning Cotswolds. During my time there, I met Rachel, one half of the team behind The Curated Store, the next guests to feature in the Your AJency “Moments to Motivate” series.
I used to work with Rachel supporting her with her pop-up venture, Kids Arcade and I’ve followed her journey ever since. She has continued collaborating with some of the best small businesses around and has now taken her pop-up concept to a whole new level since founding The Curated Store with Annabel Haywood, a boutique showcasing incredible small businesses in Stow-on-the-Wold. At Your AJency, we too are champions of small businesses and can’t wait to discover more independent brands now we’re based back in the UK. Maybe we’ll even see you pop-up with Rachel and Annabel at The Curated Store!
For now though, it’s time to meet Rachel and Annabel…
In the Your AJency community there are people who are just at the idea stage, perhaps just launched or have an established business. Tell us a little about your journey and what prompted you to take the plunge to open the Curated Store with Annabel.
The opportunity of a shop came before the idea! Annabel was approached by the landlord who knew that she had contacts in the small business sector from her previous business of organising shopping fairs.They wanted to see if she knew of any small businesses looking to rent a shop in Talbot Court (a gorgeous courtyard space off the market square in Stow, a beautiful Cotswold village).
A seed was sown and Annabel instantly wondered whether she could showcase fabulous small businesses in a permanent location instead of a field with marquees. Meanwhile, I was looking for more “bricks and mortar” spaces to host pop-ups with my children’s brand, Kids Arcade. I loved styling a shop and collaborating with small brands but didn’t want to take on the commitment of a permanent premises, especially given that this all came about in January 2021 when Covid restrictions were still in place in the UK. For both of us, it was about being in the right place at the right time and being prepared to take big risks and a leap of faith. We opened on May 31st 2021 and haven’t looked back.
There have been a few lows - the costs of everything behind the scenes that those without a bricks and mortar shop struggle to understand. There is a constant uncertainty in retail too. But despite that, we’ve had some real highs - mainly the buzz of happy (and returning) customers, and the super creative, interesting people we meet.
We talk about how important in marketing it is to share your why. Tell us your why?
There are so many amazing entrepreneurs and small business owners out there and we want to shout about them! A big thing for us was that the timing was key. Covid restrictions were lifted around the same time as we opened, and so we positioned ourselves with being all about bringing back an emotional connection to retail and giving people a tangible experience - we want nothing more than to create an ‘offline’ buzz for our customers and the small businesses that showcase with us.
It's hard to launch and run a business on your own, impossible in my opinion. Who and where have you sought the necessary support other than each other?
We took help and advice from friends and family regarding the lease, we speak a lot to other local business owners and have their support too. In turn we get encouragement and lots of insider info about Stow on the Wold - it’s a pretty tight knit community so it’s important we’re a part of it. As for accountability, we get that from each other. It is really just about supporting each other and using complimentary skills.
Instagram was and continues to be a valuable resource for us. The engagement from the outset spurred us on and gave us immediate exposure, encouraging people to engage with our journey.
What is your background and how has it helped you in your business? How did you meet and decide to go into business together?
Annabel: My background was originally consumer PR, then finance, followed by executive search and then finally organising shopping fairs. I use all of these skills in our business.
Rachel: I came from the creative industry. I worked in publishing, magazines and shoot production. I’ve always had a passion for design and aesthetically beautiful things.
We met at a female founders’ networking event organised by DiscovHer on several occasions and when the seed of an idea was born, I (Annabel) knew Rachel would be the person I would want to partner with.
We thinking networking for female founders is so important and love the community and connections you can find there. Collaboration is more and more central to small business growth and I love how this is at the heart of what you do. How do you select who will be in the shop?
We both have to love the brand and they need to have a certain quality level. It’s important for us that brands really understand the ethos of the store. It is not just about the sales in the shop (although this is obviously important) but about the exposure of the brand via our socials, the connection with customers in a target market area and the contacts they make with the other brands in store but also in the wider “Curated Family”. A lot of brands approach us now but we are always on the hunt for something different and exciting. When we connect well with a brand, we all benefit. What we find most of all is that brands need to be innovative, beautiful, hospitable & welcoming. It is not good enough to simply send product to us and then not be present in the shop.
What do you think is important for other business owners when they select who to collaborate with?
The main thing is that you have to align with the same brand values and synergy. Have the same motivations and make sure you feel you can have a good personal connection - that’s very important.
What has been a highlight for The Curated Store so far?
The tangible excitement each day when working closely with small businesses. Also seeing collaborations between brands who have met through our “Curated Family”. The response to the concept has been amazing and the positivity and encouragement is continually fed back to us. Our first year birthday gave us a real sense of achievement. We had proof of concept early on but that first landmark was exciting.
What has been the single biggest thing you have done that resulted in growth?
We’ve put in a lot of hard work! Planning further ahead in order to have more time to search out exciting brands and developing ideas has been essential. We’ve created a shop space with an emotional connection. We don’t just open the doors; we engage with customers and share brand stories which they love. Shopping with us is an uplifting experience and the work has paid off. Since taking a leap of faith on day one, we have continued to grow each month!
It sounds like the concept has been a huge success for you. Success looks different for everyone, what is success for you?
When it all comes together beautifully, the energy is spot on and sales are strong and everyone is happy!
At Your AJency, we work with ambitious women who are disruptors in their industries. I would love to know what your plans are for The Curated Store, what’s next?
We aim to build a network of stores across the country and we are excited to continue meeting lots of brilliant small business owners.
Is there anything you’d have done differently?
To be honest, no - nothing!
That’s understandable as it’s all gotten you to this point! What has been your biggest lesson so far?
That things don’t always go to plan..you need to accept it and move on!
Do you have a life motto or something that helps you remember that when it comes to the business?
We try not to sweat the small stuff and make sure that we surround ourselves with busy people - that way, you will always have fun!
If someone is reading this and has an amazing product or business that they think would be a great fit, what is the process or what do they need to do to connect with you and explore being a future product on the shelves on The Curated Store?
Just reach out and have a chat! DM or email us or better still come to the shop (if you can)! It’s important for you and for us that you get a feel for the space to understand where and how you’ll be represented.
If you are keen to jump onboard or have some more questions please just get in touch: email us at hello@thecuratedstore.co.uk or give one of us a call:
Annabel Haywood 07767444545 & Rachel Bisiker 07939587964
You can also find us online as www.thecuratedstore.co.uk or on Instagram @the.curatedstore
Looking to increase your visibility and collaborate with brands like The Curated Store but just don’t know where to start? Whether you’re looking for a power hour to bounce ideas around or regular mentoring support with your marketing, Your AJency can help. Book a free no-obligation chat with us or read more about what we offer here.
Annabel Haywood is the founder of Annabel & Co Events and has been organising large scale fairs and events over the last 8 years with the team at The Country Brocante. With a background of working in PR, Crisis Management, Investment Banking/Venture Capital and Headhunting she has a great mix of skills to support small businesses to grow and thrive on their business journeys.
Rachel Bisiker began her career as a photo editor producing shoots for glossy magazines after moving from London to the Cotswolds she decided to launch Kids Arcade, THE go-to pop-up for totally stylish but ethically produced kids wear and apparel. Her passion for finding and supporting small British brands, discovering new ones and love of events led her to Annabel and together they have set up The Curated Store. Rachel brings to the partnership her unique creative eye, production skills, a deep understanding and experience of the pop-up space, but most importantly empathy towards small brands because she is one herself!