The second time could be the charm for Marty London. In October, she opened Dazzle Me Twice (4632 McPherson, 314-367-0857), an upscale consignment shop in the Central West End for women seeking designer labels at discounted prices. This isn’t London’s first foray into the consignment biz—much like the elegant pieces lining her spacious boutique, she’s hopeful for another chance at retail success.
What’s your retail experience? I had a shop at this same location for 13 years called Finery, where I sold accessories and furs. And when the recession came in 2006, I went. My original store started out as consignment and then switched over to all new merchandise. It was a very good experience.
How does your new shop differ from the previous venture? I was less selective before. I took other brand names. Now, I am focused on high-end labels. There is nothing wrong with Ann Taylor and Chico’s—I wear those clothes—but I don’t sell those in this store. I’m selling Gucci, Prada, Marc Jacobs, and Chanel.
How do you price items? The rule of thumb for consignment is to price at a fourth of the original cost. We split the profits 50–50. The price depends on whether the item still has original tags and packaging, and how much it has been previously worn. Age doesn’t always count for a lot. If it’s truly vintage, then it can certainly be worth more. We do carry things around the $100 price point.
What’s the store’s most dazzling item? An Armani jacket straight from the runway that was $14,000 and has never been worn; it’s now $4,000. It’s a gorgeous coat—I mean, it’s a work of art.
How do you find clients? You pray a lot. The women at my other job at The Plaza [in Clayton] have been very supportive. I’ve taken ads out at churches, synagogues, various newspapers, and on Facebook.
Do you cater to shoppers with specific needs? If people tell me what they’re looking for, then I put it on a wish list and call them when I get it in. I’m finding that the accessories go faster than the clothes. I get in a Gucci bag or David Yurman jewelry, and it’s gone.
What’s the best type of garment to buy on consignment? It depends on what you are looking for. If you want a silver-fox coat, this coat was $25,000 new, and it’s $1,700 now. Now, that’s a heck of a deal, and it’s a heck of a coat. But if you’re not in the market for a fur coat, it’s not a good deal. I had a Gucci bag in here originally purchased for $2,600; I sold it for $800. You’ve got an entire class of people who are upwardly mobile looking for these types of deals.
Who’s your typical customer? It really varies. There’s a younger crowd and some of the older women who aren’t quite that affluent, and then there are people who are just plain sensible. They are looking for a gown for $550. I probably sold four or five gowns for the Veiled Prophet Ball. And why wouldn’t they get them at a discount? They are never going to wear those gowns again.
What’s next? Everyone keeps asking when I’m going to expand to men’s, and I did do that successfully before at my previous shop. When you get into Hugo Boss and Sam Cavato, people would just eat them up. Maybe sometime in the future; right now, I just don’t have the time.
