Novelty Retail ‘Polka Dot Parlor’ Breathes New Life | Small Business Revolution – Main Street: S2E5

Novelty Retail ‘Polka Dot Parlor’ Breathes New Life | Small Business Revolution – Main Street: S2E5


– [Narrator] On this episode of Small Business Revolution – Main Street, a novelty retail shop breathing
new life into the town. – She’s exactly what this town needed. – [Narrator] With an owner who marches to the beat of her own drum. – You can rock whatever
you wanna rock at any age. It’s fabulous. – [Narrator] The Small
Business Revolution Team aims to bring her vision into focus. – This street needs Polka
Dot Parlor to be successful. – [Narrator] So she can bring
a brand new style to the town. – Oh my god, girls! – [Narrator] Small town
across America are fighting for their survival with the
odds stacked against them. But what happens if we join that fight? – The Small Business Revolution
– Main Street makeover– – [Newscaster] The second year in a row for the competition– – [Newscaster] One community is getting a half-a-million-dollar makeover. – [Newscaster] Thousands of small cities and towns taking part– – [Narrator] What started as an idea became a national movement
with over a million votes cast throughout the country,
and finally, one winner. (audience cheering) – Bristol Borough Pennsylvania! (audience cheering) – [Newscaster] The borough will get grants, publicity, and advice. – [Newscaster] The town went
all out to win the competition. – I know I voted. – [Narrator] Now, marketing
expert Amanda Brinkman and her team at Deluxe are going to work for the people of Bristol
Borough, Pennsylvania. And they’ve brought along entrepreneur Robert Herjavec and a
cast of small business experts to help revitalize the town. – [Newscaster] This is a story we’ve been following all summer long. – [Newscaster] With Bristol Borough residents hoping for that big boost– – [Narrator] Every
episode, we’ll be working with a new small business,
bringing marketing expertise, financial advise, and
decades of experience, strengthening the town’s
economy, one business at a time. The team has only a few short months to see if they can change the odds. If together, we can start a revolution. (relaxed guitar) (upbeat rock) – I ended up a shop owner
because I was sick and tired of not seeing any small shops anymore. And so I thought, “I’ll do a store. And I’m gonna do it like I would want it. I wanna be friendly and nice to everybody, and I’m gonna make it so
anybody that comes in, they can find something that they like.” This shop is filled with a lot of things you never knew you wanted. Basically this is a
store for retail therapy. I’m still learning about the merchandise, because I am still in my first year. So you have things from 50-cent stickers up to like $70 dresses. And different types of
styles, all different types. – Nothing is overpriced. This is $12.50. – I don’t like to put my store in a box. I like to try all different things. I like to be challenged. Like today for instance,
I did a chakra alignment, but I also incorporate reiki, because I am certified in reiki too. People think like “Ugh, stupid.” It’s not stupid.
It’s not stupid. This store is all about
looking good and feeling good. I actually think it’s empowering if you’re wearing whatever you wanna wear, and I wish more girls would
do whatever they wanna do. You know what I mean?
It’s not hurting anybody. It’s not hurting anybody. So I just like people to be happy. I want you to feel
comfortable in your purchase, comfortable that you spend time here, even if it’s only a brief moment in time. I have three kids. I hope they learn that
they can pretty much achieve anything as long
as you put the time in. I know they’re very sad because I don’t spend that much
time with them anymore, because I am trying to
build this business up. (girls laughing) And I do everything myself. They see that it is a struggle, and they see I come home and I’m tired, but if you wanna be successful, this is what you’re gonna have to do. And I also want my kids to understand, you know, rock whatever
you wanna rock at any age. It’s fabulous. (gentle guitar)
Be open to the experience, because once you are, you’ll find a comfort within yourself that’s amazing. There’s some new ones right here. – I’ve had my style like
this for a very long time. It’s really unusual, and
that can be difficult. A lot of people will look
at me and my outfits, and they’ll think a lot about me because it’s a lot different. Paulette makes me feel
comfortable with myself. She really does, ’cause I walk in there and there’s all these things,
unusual things, weird things, that I would wanna wear,
and she accepts that. And she just embraces who I
wanna be and what I wanna wear. It’s amazing.
– I think it’s empowering. I think it’s that kind of store, and I think that that’s the
kind of woman she is, too. She likes to make women feel good and feel sexy, to feel alive. And that’s what Paulette does. – And look, pockets, ’cause
you know I love pockets. – I love pockets.
Pockets are very important. – Aren’t they awesome? – Paulette’s exactly what
this town needed, actually. Not enough young people wanna
shop at these businesses because they’re not
trying to appeal to them. Paulette is doing that, and she’s gonna get the youth involved, and that’s really gonna
impact the future of Bristol. (relaxed guitar) – I like to try to connect
people and businesses, ’cause we’re not in competition. I am really big on all the businesses joining in the association, ’cause you have to know what’s going on. How can you educate
yourself and how can you have a voice if you don’t utilize it? – Polka Dot Parlor is one
of the few retail shops on Mill Street, and
there’s a reason for that. Between online shopping
and big box competition, retail is unbelievably tough. The downtown has plenty
of service-oriented shops, like salons and tattoo parlors, but retail is vital to bringing back any healthy Main Street,
because these shops give people a reason to come
downtown and walk around. So I’m meeting with Paulette
at Mill Street Cantina to see if Polka Dot Parlor
is off to a good start. – [Paulette] Can I say to girl power and Small Business Revolution?
– [Amanda] Sure! – [Paulette] Because
it’s been so inspiring, all the females bonding big
time, and I’m diggin’ it. – I think young women need to
see successful business owners who are also female and learn from that. – Cheers to girl power and
Small Business Revolution! – [Amanda] Cheers!
– Cheers. – Every time I see you,
you look incredible. – Thank you! – But they’re bold choices
for the average woman. What do you say if you have
someone come into your shop and say, “I wanna try it,
but I don’t know if I can.” – You’re not hurting
anybody by the way you look. The only thing that you’re
bringing is a smile. – And redefining beautiful.
– Yes, yes! – Because the thing is,
even if it’s a plastic ring or something like that, if
it makes you happy, why not? You know what I mean? – This street needs Polka
Dot Parlor to be successful. So what gives you pause
about running a business? What do you struggle with? – Because of the way my mind works, I have a hard time with inventory. I notice some people do get overwhelmed, and that’s OK because it’s kinda like, you’re stepping out of your box, and I want you to be a
little overwhelmed, in a way, because it’s not the typical store. I want you to be like, “Wait, oh, “there’s this, there’s this–” – When we come into the
shop we’ll look at it, but I wanna make sure
that we’re using the space in a way that gives people that experience that you wanna deliver, and we wanna do displays and front windows that draw people into the store. – Please help me with that!
Oh my god, you have no idea! (laughing) – Paulette is a total
powerhouse, but like all of us, her greatest strengths are
also her greatest weaknesses. Her spontaneity, her eclectic style, the fact that she’s kind
of all over the place. Those are the things that
make her so charismatic, but at the same time, they can
make her pretty disorganized. We’ve got the perfect person to help Paulette put some structure around what she’s doing,
without losing the fun. As CEO of FAME Retail, Lynne
Robertson has worked with hundreds of stores across the country, creating that ideal customer experience for each specific brand. She’s also a total lady boss, so I think the two of them will get along. I think you will really love Paulette. She’s got this great personality, just the most positive person. And she wants to put a big black cat on the top of the building. – Maybe an awning.
– Maybe an awning. (bell chimes)
Hi Paulette! – [Paulette] Hi!
– How are you? – [Paulette] Good, how are you guys? – This is Lynne.
– Hi Lynne, how are you? – [Lynne] I am so happy to meet you. – [Amanda] We’ve gotta give
Lynn the tour of the shop. – [Paulette] OK.
– [Lynne] I cannot wait. – This room is filled
with a bunch of new stuff, and this is kind of,
what, an impulse area? – Yeah. You didn’t know that you needed earrings that were hairdryers. – Or horses.
– Or horses. I made them, the horse ones. (laughing) Yeah, that’s for when you
feel like horsin’ around. (laughing)
– Changing rooms? – This is my relove, reuse section. – Relove, reuse, I like it. – Thank you. Some of it’s vintage, some of it’s used, it’s just all different. – Oh my gosh, this has got
my name written all over it. (electronic beat)
(Lynne gasps) – [Amanda] That’s fabulous!
– Oh my god! – I’m fluffy!
Oh, those are fantastic! (gasping)
Right? (laughing)
I feel very smart. – Nice, OK this might
be going home with me. I’m just saying.
– [Amanda] It has to! So, I feel like we’re
ready for Mill Street now. – I think we’re ready.
– We’ve been Paulet-tized. Paulette-etized.
– Polka Dot Parlored. – Yes, oh that’s much better.
– We’ll be taking these home. – [Amanda] Most of your customers, how do they find out
about Polka Dot Parlor? – I think it’s from friends and family. – OK, word of mouth. – Yeah, ’cause a lot of them say, “I didn’t even know you were here!” I know I don’t have a big
sign up or anything like that. – I think your windows are
a place to tell your story. It’s almost like a little bit of a reveal, a slight peek into what is in the store, so you have to spark the intrigue. The moment they step through that door, you have a brief moment to entrance them, and lure them even farther into the store. If you think about your store
as just sequential seduction. – Oh, I like that, OK. – So right now, you have a few things that are obstructing that, not the least of which
are our sight lines. So when I walked in, the big tall rack obstructs my ability to
see through the store. And that can be, as a
customer you’re like, “I’m not comfortable with that,” right, you feel a little bit swamped. We just need to organize
in a way that people don’t get overwhelmed or
feel like it’s chaotic. – OK, but I can’t have it too clean– – I get your vibe.
(talking over each other) One of the things that occurred to me as I was looking at that is, if you think about your
merchandise assortment, how can you organize it into
maybe little parlorettes? You know what I mean?
– I love that idea. That’s kinda what I try to do in the back rooms, like I tried to– – Yeah, that’s the place where you’re probably doing it the best. – How are you communicating with existing customers right now? – Social media definitely, like Facebook. That’s because I don’t think I get a lot of traffic to my web site yet. – Is the e-commerce
piece paying off for you? – I haven’t sold anything on it. I’m on that every night. – As a business owner, your time is one of your most valuable resources. – Yeah and my sleep, I would like to have more than four hours of sleep a night. – I’m almost feeling like,
make it more of a gallery site. I would rather pull it back from being an e-commerce solution
right now, and make it– – Make it a promotional,
informational, yeah. – We wanna get it to the place where people are following you and
they like your aesthetic, and “I wanna buy your
stuff, I’ve heard about you, I’m following you, I see your ensembles on Pinterest and Instagram,
I wish I could buy them!” – That would be killer. – You want the demand first, and then follow with e-commerce. – I love that, yes! Oh this is makin’ me so happy! – Can we talk about
your logo a little bit? – Yeah.
– OK. Tell me about the cat.
– That’s Nosferatu. He died last year, and he was my best friend for over 18 years. I caught him as a little wild kitten. – Does he have to be with the logo? – No he has to be, yeah, that’s like, his attitude and how he was, that’s just what this place is about. It’s about just being
you and just bein’ cool. – We want your logo to immediately tell people what to expect of this store. – Oh, I see, see me, I want the logo to be more of a curiosity thing. – Does he help me realize that
I could buy a mohair jacket– – No, you’re right. – And a silk dress and
put a leopard bracelet on? – And the other thing about a logo too is where it has to show up. It’s got to show up on
a business card small, it’s gotta be on the sign, it’s big. And so you have to really
think about the scale. – So I’m open.
– The logo’s fun– (talking over each other) – Please I like the black cat though. – She’s got such a fierce personality, she’s very clear about who
she is and who she isn’t, and I love that point of view. – It’s contagious. I feel like she’s a catalyst for change here in Bristol Borough, and it’s her enthusiasm and energy for making her business successful, but making the street successful, that I think is exactly
what Bristol Borough needs. – She has this burning desire to express herself through this place, but I think if we apply
some basic retail tenets, she will feel better about
the experience itself, and she’ll be able to
sell more things too, ’cause people will be able to find them. – [Amanda] Since we’re getting organized, it’s the right time to look at Paulette’s sales and inventory. So we’re flying her up
to Deluxe to meet with Small Business Revolution’s
numbers guru, Robert Herjavec. – [Paulette] Here I come, Deluxe! Representin’ Bristol Borough, yo! (plane engine)
(upbeat music) I’m hoping here that they’ll
show me how to hire someone, ’cause I don’t know how to hire someone. I really wanna hire someone,
so I can be open more hours. I will absorb all I can, but I’m nervous. (laughing) And anxious and
excited, all at the same time. – How long you been in business? – Since October.
– Oh, you’re brand new! – Yeah, I brought my paperwork. – OK, how’s it going? – It’s going well, but the thing is I haven’t really marketed too much, and I take a lot of
time finding merchandise and looking for things, and I do take a lot of pride in the
things that I do select. – So one of the key things
you have to know in retail is your churn, how often do
you churn over your inventory? So what’s the total amount of inventory that you bought in the first quarter? Dollar amount. – [Paulette] Oh I don’t
know, it has to be on here. – It won’t be on here. This is just an income statement. That would be on your balance sheet, because you didn’t sell
out everything you bought. – No, not at all. – If you don’t know there’s a lot of traffic in the first quarter, don’t buy inventory now, because that shelf space has to be churned over. Just think of it this way,
you bought something today, it sits there for three months, and then you sell it, you make X dollars. You’ve occupied that selling space. – And all that money I could have put on somethin’ else to move it. – Yeah, and you churn it over five times, you’ve made five times the profit. – [Paulette] Right. – That’s why in retail
we call it real estate. There’s a value to every
space within your store. – Yeah and that’s what I have to, yeah. – All the creativity and passion you put into putting products
together, and curating, let’s put some of that passion into sales. – I would like to hire somebody. I would like to hire
someone and be open more. I’m only open right now
Thursdays, Fridays, and Saturdays. – But it all comes down
to the amount of money that you’re making and
what you can afford. Right now you’re generating
roughly $9,000 a quarter. – Over three days a week. – OK, so if you do that for the year, you’d make $36,000 at
a retail level, gross. If you hire somebody, you’re
going to make even less money. If you wanted to hire one
employee, why would you hire them? – ‘Cause I want that day off. – ‘Cause you think there’s
revenue to be had on a Sunday and you don’t wanna work on a Sunday. – Right. – Have your girls spent a
lot of time in the store? – No, they come down
to the store sometimes, but I cannot let them in the store, because they always want
somethin’, and it drives me crazy. – I don’t think you
should hire an employee to take Sundays off to
spend with your kids. I think you should make
the kids come to work. Biggest mistake I used
to make with my kids, I used to take them to work,
and they started complaining, and I said, “You don’t have to come.” So there was no association
of, “Oh this is really hard, the amount of effort
required to create a dollar.” It would really create
discipline and get your kids to understand how hard it is to start a business, and
feel a sense of pride. Or they’ll say, “I used
to go to work for my mom, it was awful, I am never
starting a business ever.” – What do you guys have, like
tear stuff in here? (laughing) – It’ll give them the right
perspective on entrepreneurship. I think it’ll teach ’em great work ethic though, to be in with you. – And it’s free labor!
– That’s what I’m saying! (laughing) It was a learning experience. Everything was really good until the end, because they started
talking about work ethic, which is a very touchy subject with me. ‘Cause I am a mother, and I
have a very strong work ethic, but to balance that with your
kids is not an easy task. So I am gonna start bringin’ my kids to work more often I think, so they do develop a work ethic and see what you can accomplish. – She is the most translatable business to a wider geographic area,
because she is the most unique. Her value proposition is so unique that I think people will drive to her. – Yeah, people who like
her kind of clothes are gonna love the adventure of driving for that find, and to meet Paulette. – Yeah, for sure. – [Amanda] Everybody’s
got their homework now. Lynne and FAME are
diving into store design, while Paulette gets a handle on inventory. The Deluxe team will be doing
a total marketing overhaul, from her web site to logo to packaging, aiming to both expand
Polka Dot Parlor’s reach and ensure existing
customers keep coming back. (buzzing) – These little green lights
don’t work very well. – [Amanda] We’re starting
with Paulette’s facade, because the storefront she inherited, you could easily walk by Polka Dot and not even notice it was there. Paulette is no wall flower, and her store shouldn’t be either. But we’re trying to attract people from outside of Bristol Borough too, which means that Paulette’s
digital footprint is just as important as her facade. – Right now she’s got
this e-commerce web site, that has every single
product in her store on it, which must be just a
gargantuan effort to maintain. – And getting traffic to your site is very hard when you’re
this unique boutique. There’s many competitors out there, Amazon, so I think we have to think of it just like a digital storefront. – And to give the
everyday lady the courage to try something funky
they normally wouldn’t try, I think that’s gonna be her new customers. So we have shots of everyday people that you’ll see in the site design. – One of the things that she’s not doing that could really help
her is email marketing. It’s one of the most economical ways to generate repeat sales. She’s like a lot of
business owners that think, “I don’t wanna spam my customer base.” And it’s not spamming,
they wanna hear from her. So we’ve actually encouraged her to, just a simple notebook at the cash rack, and she’s already filled up several pages. But what happens when
people get in her store? – She’s very worried that
we’re gonna strip it down and not allow her
personality to come through. So I think as long as we give her room to still be creative and express herself, I think she’ll be receptive to it as long as we respect what
it is she’s trying to do. So based on your recommendation, we’re gonna help her remerchandise, so that people have, as you
said, different parlettes. – [Amanda] In order for
this new layout to work, Paulette has to reduce inventory, so we set her up with an accountant and an attorney just up the street to talk about how she’s tracking
her cost of goods. – Conceptually, what I’d
like you to think about, how do you wanna
categorize your inventory? What’s moving, what isn’t, and so– – Paulette’s been incredibly receptive to everything we’ve suggested so far. Now it’s time to push
our luck a little bit and start the conversation
about changing her logo. – We’ve been trying to still bring in that personality, but simplify it. We’ve removed the cat. – OK, so I’m just gonna tell you now, there is not a cat in the logo. But I think we have some good options. – The first two I don’t like at all. It’s not my style. They seem too, blah. – Is it a bit too
conservative for you perhaps? – Yes.
Yes. Those are cool. – You like these a little bit more, OK. There’s just no substitute
for good, unfiltered feedback. We’re not there yet on the logo, but Paulette’s given us
a direction to go in. And despite everything that’s
going on with Polka Dot, Paulette is still carrying that same fire into improving Bristol Borough as a whole. – If we get the word out that this is a free marketing seminar, I think you’re gonna get a lot
more people than you think. – Back at Deluxe headquarters, we’re taking another stab at logo design. Showing her round one didn’t go well, I mean she really loves the original. – In the end, if she decided that she wanted to go back
to her original logo, I think we would all be fine with that. – Cost-wise that one’s prohibitive. – I still think that yes,
the cost in reproduction. – It doesn’t translate
well into black and white. So it actually comes down to much more of the practical application of a logo. I think she just likes stuff that’s a little off the beaten path. – We could riff off of her original one. – [Amanda] It’s all coming together. The layout, the site, all
the details like packaging and a planning calendar
for the window display. But before we go back to Polka Dot Parlor, we need to make a special
stop at the high school. It would seem like a wasted opportunity to get this group together, and then not take the chance to speak
to young women, and young men, about what it takes to
be a female entrepreneur. (bell ringing)
(upbeat music) Hi, class!
[Class] Hi. – Oh that was so weak.
Hi class! (laughing) – [Class] Hi! – My name’s Amanda Brinkman. I’m from Deluxe and the
Small Business Revolution. Do you guys know the
Small Business Revolution? – [Class] Yes.
– Did you guys vote? – [Class] Yes.
– Like a lot? – [Student] Like a hundred times. – Like a hundred times, OK.
– Thank you! – How many of you have had people judge you based on how you look? (quiet music) How many of you guys think you wanna have a job that helps people? So right now it’s all about conforming and being like everyone else, but life is actually all about being as different as possible and
being unique to who you are. – I didn’t think I was
gonna be a shop owner. In fact I wanted to be a teacher. Be flexible, because
sometimes you’ll change. – You’re not gonna get everything you want from that one person, or that one job. So my advice would be, pursue your other interests outside of your work. Make sure that you have
a well-balanced life. – [Amanda] It was so cool watching Paulette walk through that school. She knew so many of the kids already, just from being a part of
the Mill Street community. The whole experience was a reminder of how connected small businesses are to the neighborhoods
in which they operate, and how great an impact just
one entrepreneur can have. Paulette is just getting started with her impact on Bristol
Borough, so Robert, Lynne, and I are making one
last trip to the store to load her up with the right
tools and send her on her way. – Oh my gosh. – [Paulette] (gasps) Hi guys, welcome! Oh my god, you have to see everything that you gus have done! – [Amanda] This looks amazing! – There have been people
that have come in, that live in town, that said,
“I never knew you were here.” – Right? – That’s amazing. – There were awnings here which really blocked the windows,
so we took those down. Repainted this turquoise, and then added the new logo and signage out front. And all the work that
Lynn’s been dong with you on your front window merchandise. – Yeah, I’m really excited
about this Paulette, because you took to heart that notion of, we wanna tell a little story, so your windows are kind of your teaser, your lure into the store. (upbeat rock music) – [Paulette] Welcome,
you guys have to see! (gasping) – [Lynn] Paulette, I
can see the whole store! – [Paulette] I was tryin’
to be a good listener. – [Lynn] This is almost
exactly like the rendering. – Remember I had so many
rack all the way up? – I do remember. – You said drop it, I dropped it. You said color coordinate, and I listened. – [Amanda] This is like perfect! (talking over each other) You did it, you did it! – [Paulette] Remember you
said, “Put the prices where you can see them?”
– [Lynn] Yes. – [Paulette] That’s helping
sell, I noticed that. – Imagine that.
– I know, like for reals. Like cuckoo bananas. – [Lynne] When I walked into
the store I was blown away. She did an amazing job at really listening to what we were
talking to her about, and she still said she has a ways to go, but I think she’s 90% there. – And then let me show you in the back. I had the barcodes made, so– – Now you can track your merchandise. And you know what’s moving.
– [Paulette] Right. – Brilliant.
– [Amanda] You listened! – Oh yeah, I’m just– – And sales are moving even better? – They’re better, definitely. – There was some talk of getting your daughter to come work in the store. – She just got done her
freshman year of high school, and she offered, actually, to help. She said, “Mommy, when do
you need me to start coming?” I said, “You’re gonna
start coming on Sundays.” – That’s great. – [Amanda] Paulette absolutely
killed it on her homework. This truly is a partnership, and she’s more than kept up her end of the bargain. Now it’s time to show her
what we’ve been working on. – So remember Paulette,
last time we talked about, inasmuch as we’re gonna organize the store around storytelling, we really wanna organize your promotional calendar similarly. So the thought is, we would have seasonal, kind of backdrop focus for the windows. That really only forces you
to change that out four times, without overtaxing you, ’cause
there’s a lot of man-hour, woman-hour in redressing those windows. And then we wanna make sure that ties into the email marketing program. – Whether it’s holiday dress-up, or St. Patrick’s Day dress-up, you wanna make sure that you’re sending at least two emails a month, and only if you have new
news to share with them. But at least two a month. – Oh my god you don’t understand! – Isn’t it great?
I mean it’s like a roadmap. – And this is really just
an organization of that, but you put your own flare.
There’s I’m sure more. (sobbing) (gentle piano) – Oh, thank you! (sobbing) It’s really nice to find other women that are like me that are
into empowering others. They came in as experts,
but they really are friends. It’s just a wonderful thing. And then what they gave me,
I want to give to others. This is something that I need, and how you just organized it, ’cause my brain, this is awesome! And I know it’s something so simple, it’s probably stupid of me, but– – No, it’s not stupid. Sometimes such a relief, right? ‘Cause you’ve been trying so
hard to do this on your own. – And the thing is, I can share
this with other businesses. – Yes you can. – I made a joke that I’ve never seen anyone cry over a
promotional calendar before, but I was overwhelmed myself. And just that relief for her,
I had no idea that was coming. – So I’d love to show
you your new website. Would you like to look at it?
– Oh my gosh, OK. – OK, so let’s reground ourselves a little bit in the logo development. So this was your existing logo. The cat meant a lot to you. And we had a lot of
discussions about that, that maybe updated it a little bit so that the logo was easier to reproduce, not so many colors. I think we all love
where we ended up, right? – [Robert] Oh, wow. – [Amanda] So the cat’s still there, it’s got a little devil
tail, a little wink, right, that’s very Paulette. – I love it, I love it
I love the pointy ears. – Alright, you ready to see the website? – OK, alright. (gasps)
– [Robert] Oh, wow! – This is your new site. It is a one-page site,
because you are the hero. We want people to get
the sense for the store. The “fun, funky awesomeness,” right? The copy throughout the
entire site feels like you. You do such an amazing
job helping women feel like they can be brave about
their clothing decisions, and be who they are, and
be authentic in that, so we want people to get that impression when they’re on the site. And what we’re really tryin’
to do is drive store traffic, and that’s what we’re using the site for. There’s still a link to
your e-commerce site, so you’re not limiting your
ability to sell online, but that’s not the
purpose of your website. And then again we want to allow people to sign up for the email, and then make sure that
they can link through, follow you on social media. – Oh, look how you did it, yeah, you did it different so it sticks out. Oh, I like that.
– [Robert] That’s very cool. – I’ve got a few other
marketing things to show you. Alright, so, packaging was
really important, right? We want people when they’re
walking on the street after they have left here,
we want them to be… – [Lynne] Oh, that’s great. – [Robert] Love it, love the color. – Oh my god!
– [Amanda] Right? They’re a walking billboard for you, so we’re utilizing the
color from the outside, the embossed logo, and this
looks so professional, right? – No, you don’t understand,
people are going, people are gonna wanna
shop here because of that. – [Robert] Love the big bag. – [Lynne] And look at how
that elevates the whole thing. – Tissue paper, custom
metallic polka dots, right? – [Robert] Did you stick
all those on by yourself? – I did, I was up til midnight. (laughing) – [Paulette] Oh my god.
– [Robert] She’s amazing. – And then, we want to
utilize great postcards, that can incentivize
people more than deals. Save 15%, or 10%, or buy one get one. – These are nice, so nice! – And then, we got you– – (gasps) Shut the front door! – Christmas cards.
– Shut the front door. – You guys haven’t seen the back yet. (she squeals) – Oh my god, stop. – [Amanda] Would you like to hold one? (laughing) – Oh my god, this is awesome! It’s fun, and it’s clean, and it’s easy. (sobbing) This is really, really nice. Thank you.
– [Amanda] You’re welcome. You have one other thing. – [Robert] But wait, there’s more! (laughing) – I know, you guys did
so much, it’s like, stop! – When you and Lynne and
I went to the high school, we were so inspired by the words that you shared with the students, and so we went back to the school, and the teacher issued a contest, and asked the girls to write about what it means to be truly
and authentically you. And then the school chose three winners. (gasping) We feel like these are really
gonna resonate with you. So the first one is by Brianna. It says, “You are stronger
than the pain you feel, the doubts you have, and the
past you have left behind.” – Yes!
– [Amanda] Right? – Yes! – [Amanda] OK, this one’s by Sarah. “You never know whose
hero you’re gonna be, “so pull out your cape and fly high. – Yes!
– [Amanda] That’s my favorite. I love that one! And then Erica wrote this one, and I think this is so
quintessentially you. “She didn’t conquer the world,
but she made it her own.” – (squeals) Yeah, I love that! Oh my god! – [Lynne] That is you, Paulette. That’s your personal mantra. – So as a reward, Deluxe
is giving each winner $250 to spend at Polka Dot Parlor. – Wow! (laughs) (sobbing) – [Amanda] And we’d like
you to meet the girls. – Oh my god, girls!
Gimme hugs! (laughing) (gentle music) This has not been easy, no. Takin’ everything down and
building it back up again, it’s been emotional, and I’ve already seen the difference it makes when
people come into my store. And the thing is, they
never changed who I was or what I want to be with my store. They only made it better. Now I can pretty much do anything. – Spend enough time with enough people, you realize that brilliance and talent has no hair color, race, sex, anything. Paulette was exuberant in
excitement and passion, but then she could take a
breath and focus on the change. And if she inspires one
young woman to be unique, to be different, and do
what they want in life, I mean, that’s goodness. – [Amanda] I think that Lynne and Paulette and I have a lot in common, in terms of drive and ambition, and I feel like Paulette
is so uniquely positioned to help other women realize
that in themselves as well. And to see those short stories reflect that perspective on life, really helped the whole
thing come full-circle. (upbeat rock) – [Narrator] On the next episode of Small Business Revolution – Main Street, an MMA gym has just opened their door. – Everything that I saved
went into this place. Literally every penny. – [Narrator] With an owner who puts his passion for coaching
kids before his business. – How’m I supposed to make a champ if I can’t make next month’s rent? The Small Business Revolution
team joins the fight to keep this dream alive. – What are the classes
you want to be offering? – I will tell you that the business owner in me is having an anxiety attack. – Retailers like Polka Dot Parlor are constantly battling big
box and online competitors. Visit deluxe.com/revolution to learn how the marketing team
from Deluxe helped Paulette put a stronger brand on display and generate more foot traffic.

10 comments

  1. So fantastic I cried with you Paulette and your amazing. From one energy worker to another you are light and you glow and shine throughout this universe!! One day I will come back home to Bucks County and come see you. Rock on! xo

  2. Thank you for lessons I'm learning just listening to each episode as I try to help improve a new business and ministry. Inspired and motivated.

  3. What a great experience that must have been! Hey SBR! 🙂 you should add links to the shops you help in your description for the videos. Having a pro team completely reinvent you and help,… that's amazing! Yes, online shopping has hurt the boutique industry. This is very important, Go Small Business Revolution! 🙂

  4. Their new logo makes the name sound like a web address. www.polka.parlor It's confusing and counter-productive, at least in my opinion.

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