Meet Denise Williams of Brighton

Today we’d like to introduce you to Denise Williams.

Hi Denise, so excited to have you with us today. What can you tell us about your story?
I started selling vintage lingerie and clothing online about 25 years ago, while I was a stay at home mom back in the Chicago suburbs. It started as a way to make extra money for the family, and then just grew from there. Over the years, vintage has increased in popularity, especially with young people. I sold all over the world and met many people that started out as customers, but have become friends that I am still in contact with. Recently, I’ve added a new online boutique where I make and sell earrings. I am just starting out, trying to get traffic to my site can be a challenge. I’ve never had a brick and mortar shop, I just prefer to sell online. But, I have considered taking my earrings to flea markets or other local places to sell. Not sure when I would think of retiring from online sales, but if I do, I have certainly set things up to pass the inventory on to my daughters if they choose to keep the business going and make extra money for their families as well.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Sales of any kind have their ups and downs. Summer typically slows down for me, but I persevere and keep trying. The hardest part is becoming visible to potential customers. I have a Facebook page with well over 4,000 followers, but unfortunately, I’ve only made a few sales through that avenue. I have my own website as well, but most of the sales come from Ebay and Etsy, where there is much more traffic. Getting people to find you is the hardest part.

Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I’ve had to educate myself as much as possible about vintage, which not only includes clothing, but other collectible items as well. It’s a constant learning situation to be honest. My specialized area seems to have always been the vintage lingerie aspect, which is much more involved that one would think. The pieces I’ve sold are so gorgeous, it’s hard to part with them at times. Old Hollywood beauties are my favorite. When I watch the old movies now, I find myself critiquing their clothing! I believe I have made this work over the years because I pride myself in customer service to everyone I come across. Whether they are just browsing, asking for a “personal shopper”, advice on fitting or just want to tell me their story. I’ve heard many, many stories over the years, without a doubt. I don’t judge people and I answer every inquiry as quickly as I can. My belief has always been that if you don’t answer questions in a timely manner, your potential customer will undoubtedly start browsing someone else’s shop.

What quality or characteristic do you feel is most important to your success?
I feel as though I have always treated my customers with respect and personal attention. That makes all the difference.

Contact Info:

• Website: https://www.pinkgirlvintagelingerie.com