Contributed by: Lisa B. Borden ,Yaron Godasi.
October 22, 2007
If you have recently shopped at the Shops at Briargate you probably have seen an imposing brown storefront that is adorned with girlie-pink writing, announcing the birth of a new store. You may be surprised to learn that Tri- Lakes residents David and Lisa Borden are the brains and soul behind the construction and not another mega corporation. This November, the fruit of the Borden's labor will be unveiled in the form of Gloss, a high fashion, denim bar and women's boutique that will bring a bit of L.A. to Colorado Springs. Over the past year David, a Liberty High School grad, and the founder of Rentclicks.com, and his company, Borden Capital, have helped to launch and develop a number of successful enterprises in the Southern Colorado area. Inspired by her husband's entrepreneurial spirit and driven by her own desire to broaden the fashion horizon of the women in her community, Lisa (aka Lisa B), a former social worker and investigator, decided to add a start-up business to her fulltime job as a mother of two boys.
Which brings us to the Bordens' new venture. The name, Gloss, is a tribute to Lisa's long time belief that the simple act of putting on lip gloss empowers women and creates a special feeling of rejuvenation. The boutique aims to provide Colorado Springs and its surrounding areas with a unique place to shop for a designer pair of jeans, along with a variety of tops, T shirts, accessories, and other merchandise to complement the look. Lisa's underlying intention is to deliver a level of service and overall experience that surpasses that of any boutique in the state, all while carrying a large variety of merchandise to meet the needs of the regions Fashionistas. "From the beginning, it's always been about helping people feel better, empowering them. I guess it's the social worker in me," she quips. "I have always found it extremely difficult to find a cool pair of jeans here in Southern Colorado because the selection you find in the local stores is sparse and there is not much of a variety in the individual styles that are available, or even in the number of brands. Gloss is my attempt to remedy the situation." Borden offers a number of factors that make Gloss a unique destination, the most exciting of the group being the sheer number of denim brands the store will carry (twentythree at last count, and the list is constantly expanding). Also notable are the facts that Gloss will carry brands from both established and less familiar manufacturers, and that this merchandise will be available in a multitude of styles, washes, and cuts. Adds Lisa, "Basically, I want every woman that walks into our doors to be able to buy a pair of jeans that is trendy yet age-appropriate and figure-flattering. I want every person to find something she will love, and that this something will last for years. But most importantly, I want my customers to have the greatest shopping experience of their lives."
During the planning stages the Bordens and their team came up with several memorable features that they felt will make the store special. First and foremost, a forty foot bar that is dedicated to denim, stocked with rows and columns of jeans (hence the name Denim Bar). Equally memorable is a sink that is unlike any other, one that comes with its own working fountain, dedicated to sampling some of the exclusive apothecary products the store will offer. Overlooking the expanse of modern architecture and sophisticated design are works of art featuring two women who were equally modern and sophisticated in their own right: Marilyn Monroe and Jackie Kennedy-Onassis. "I can't think of better examples of women who were unique in so many ways yet managed to look classy and fashionable at all times," says Lisa B. "If Marilyn Monroe or Jackie Kennedy were alive today, they would probably be wearing some of the denim lines we will be offering at Gloss."
The design team also came up with innovative ways to add to the overall shopping experience. Gloss has partnered with DiscRevolt, a start-up music service that is making news with its revolutionary web-based catalog, to introduce the latest music from independent artists to the Gloss customer (DiscRevolt just landed a promo contract with Sony/BMG, a marketing collaboration associated with the new Jennifer Lopez album). This music will be played throughout the store every day and will be heard in each of the six extra-roomy dressing rooms via dedicated speakers. Customers will be able to purchase the music in the form of a downloadable cards and will be given a free download with the purchase of a pair of denim. The designers of the store have also taken into consideration the men who will accompany their women during their special shopping trip; there is a lounge with comfortable sofas and a big-screen TV waiting for these brave ones.
One must wonder how long it took to conceive the design of the store and think of the smallest details, not to speak of how much effort it will take to maintain the store and run it smoothly. To help translate her vision into executable drawings, Lisa B brought on board Mary Sue Hafey, a fellow Tri-Lakes resident with a passion for interior design. With Hafey's help, Borden was able to put all her ideas together and accomplish the unenviable task of picking the right colors, patterns, and shades for the furniture and the rest of the fixtures within the store. Hafey also played a pivotal role in the store's design, marrying style and functionality with the store's fun and classy feel. As for taking care of other important things such as staffing, inventory, and the rest of the unglamorous tasks building a store from scratch requires, the solution came from outside the community, from an unexpected location. "We had to steal a 'ringer' from the desert," laughs Lisa. Enter Yaron Godasi, a business consultant from Las Vegas who was making a name for himself as a retail-business developer. "We posted an ad on the internet to look for a multi-functional store manager," says Lisa B. "Yaron saw the ad and wrote us a nice email, giving us his professional opinion regarding how our operation needs to be run - he basically put our plans into words, which was very exciting - and advising us on the steps we needed to take to ensure the success of our business." This act of kindness from a stranger led to a number of telephone conversations and, eventually, a face-to-face meeting. At the time, Godasi, who had been working in the retail clothing industry as early as 1990, was the Director of Operations for the hottest independent boutique chain in Las Vegas, Talulah G. Little did the Borden's know, he was contemplating a move, except it was in the opposite direction, back to his home state of California. "When our daughter turned one, my wife and I took a hard look at our lives and decided that we could not raise a family in Las Vegas. We started exploring our options, but we never thought about moving east, only west. It was a no-brainer: I grew up in Los Angeles; I went to college in Santa Monica and got my first degree at Cal State Northridge; my wife got her first degree in Santa Barbara; all of my family and the vast majority of my wife's family lived in Southern California. Then I met Lisa, David, and Chris [Smith, Borden Capital's VP of Marketing] and I realized that they were an extension of myself, that we shared a lot of goals, and that we had similar beliefs and values. For me, that was as big of a sign as they come." Godasi admits that running an existing business is much easier than starting a new one, but also that "it's not nearly as exciting, or nerve-racking." Nevertheless, Godasi believes that once people enter the completed store, they will be exhilarated and inspired by what they see. "At the end of the day, the only two things that matter to me - the two central business values for David, Lisa, and the rest of the individuals involved in this project - are providing a customer experience that is superior to anything offered in this or any other state, and enriching the lives of our employees, our customers and our vendors."
Of course, a great customer experience cannot be complete without offering the right merchandise. The process of acquiring this merchandise involves a lot of hard work, making endless phone calls and writing endless emails, and sifting through an endless array of products. "I got turned down by more than one company," says Lisa B. "This is where perseverance and communication skills, two things that I have no shortage of as a result of my previous career, are a tremendous help. I just went showroom to showroom, rep to rep, and communicated my vision to whoever was willing to listen. When they saw how beautiful the store was going to look and heard about the type of customer experience I was looking to achieve, even the toughest brand representative got excited." Now that Lisa had a foot in the door, she had to decide who her customer was and what this customer was going to want to wear. Even to the seasoned buyer picking the right line for the right season for the right customer is a daunting task. Fortunately for local women, Lisa stuck to her guns and to her plan, to offer a variety of stylish and flattering jeans for women of every age and every body type. "West Coast designers are much more conscious about the needs of women of every age group. They also know that one cut does not fit all, or even most. I also think their designs speak better to the Colorado Woman, which is why the vast majority of all the merchandise in Gloss is from West-Coast designers."
So how about looking at the old crystal ball and predicting future fashion trends? Lisa says that designer and premium jeans will retain their status as trend- and mess-up-proof center pieces of any wardrobe. Skinny denim as well as high-waisted ones are definitely in, as are scarves and accessorizing the ensemble with a big handbag. And because Hollywood celebrities' style and fashion is so readily accessible in the many magazines found in the supermarket, don't be surprised if you will see celebrities wear the same jeans you buy at Gloss. "The other day I got a call from one of my handbag reps in LA. She was very excited because a certain celebrity has been photographed carrying the bags and purses she represented. She complimented me on taking a chance and placing an order with her just a few months before. But sometimes you have to take chances like that; you have to trust your intuition and your ability to pick styles other women will like."
As if she isn't busy enough, Lisa has two other projects currently in the works. The first, a regular fashion column in the Gazette, is set to debut around the time the store opens. The second, an electronic newsletter that will provide fashion tips, designer news, report celebrity sightings, and inform customers what's new in the store and what's hot right now, will see its first online volume shortly after the store opens. "I am obviously very excited about these two opportunities," said Lisa. "I think they both fulfill an important function for women here in the Springs, each in its own way."
What's the final word? Lisa is convinced that once customers visit Gloss they will remain regulars for life. "We will have such a large variety of denim, that we will be able to put you in the best jean for your body type. And you don't have to be twenty-one to be served at our bar, jeans that is." Note: to sign up for the electronic newsletter or the Gloss mailing list, which is the best way to stay informed about what's hot as well as learn about special promotions and sales, please visit www.shopgloss.com. |
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