Introducing Faye Evans-Bartholomew...

by Emma Bower

Faye staggers in with a bag, ready to burst, full of her latest acquisitions and says: “I have got something you would love.”

After a lot rummaging she pulls out a LBD, It’s as if she knows my taste off to a T.

She eats, sleeps and breathes fashion.

“The business has been in the family for five years but it is only since I have graduated that I have been able to work full time and focus on the buying side."

"I have grown up in the fashion environment, my Uncle had wholesalers in Commercial Road, White Chapel and supplied two large department stores such as TK Maxx,” she says, whilst unloading her Fiat 500 of yet more black sacks full of the Spring/Summer goods for Pink Lily.

Pink Lily

Faye Evans-Bartholomew, 24, graduated from London College of Fashion in 2007.

Since then she has been buying for the family-run, fashion boutique Pink Lily in Upminster.

Pink Lily has exhibited at the Clothes Show Live for several years and with Faye’s organisation, promoted Lily Clothing at Pure Fashion, an exhibition for traders.

“I worked for BHS as an associate buyer for children’s wear for about a year when I graduated from LCF, so I have seen both ends of the spectrum."

"I much prefer working alongside my family and having a good relationship with the customers."

"The atmosphere is much friendlier here at Pink Lily and I am able to buy with customers in mind as I interact with them on a daily basis."

"I didn’t enjoy buying for children’s wear as much as I do the adult’s clothing as I like to retain some of the stock for myself,” she says, with a smile.

Faye is also involved in the designing of the shops in-brand label Lily Clothing, which specialises in embellished goods form loungewear to knitwear.

The range also incorporates children’s wear and is very popular with the customers.

“I am going to Hong Kong later in the year to source new manufacturers,” she adds.

The shop

Like Faye, the shop is bright and colourful and the cabinet towards the rear of the shop dazzles like a treasure chest, full to the brim with accessories.

The opulent décor of chandeliers and mirrors reflects Faye’s flamboyant personality and eye for intricate detail.

When asked where she looks for inspiration, Faye explains that from a young age she has been a big fan of the catwalk and fashion magazines and always knew that she wanted to be a part of fashion.

“I mainly have a ‘mum’ customer who frequents the school next door, so the target audience is between 28 and 35."

"On a Saturday I get a different clientele of younger people who are more fashion orientated."

"We don’t focus so much club-wear but more casual loungewear. Our own brand is quite popular with this age range.”

The personal touch

It is apparent that Faye is in her element, with Cheryl Cole blaring in the background, she enthusiastically dresses the window with the new stock, she adds: “The job is as much a hobby as it is an occupation, I can’t think of anything I’d rather do than shop for a living, even if it is for other people.”

We have to suspend the interview momentarily as a customer approaches Faye and they are engrossed in conversation.

Faye then disappears out into the back of the shop, reappearing with an arm full of garments.

It is clear that Faye’s persona is all part of the shopping experience for the customers.

Faye explains, “We have quite a few regular customers who often come in and ask for style advice especially if they have a special occasion. I enjoy the diversity of styling individual customers. Rochelle from the Saturdays used to be a frequent visitor.”

University experience

Faye praises her education at LCF where she graduated with a BA in Fashion Management, “I had lots of lectures from inspirational people who have worked in the business for a long time. LCF is world-renowned and sets you up for a career in fashion. It has definitely helped me to achieve all that I have. I chose to study marketing as my elective and this gave me a good grounding for promoting the shop.”

With an affectionate look to her mum Dawn, who is also involved in the daily running of the shop, Faye adds, “I have been really lucky with the support that I have had from my family, especially my mum. Working with them gives me a greater incentive to be successful as I am money orientated so I like to see the profit benefitting me and my family rather than lining Phillip Green’s, my previous employers, pockets!”

When asked, where does she sees herself in 10 years time, Faye answers with look of confidence as though her future in the business is already mapped out.

“I would like to have a chain of shops in the surrounding areas. Each would cater for different target markets and include a small range of children’s wear. This would consist of the tracksuits that we manufacture and maybe some T-shirts with diamante embellishments and a small range of children’s footwear.”

The shop in Upminster is currently under expansion with the aim to introduce children’s wear as it is in high demand.

The future

“I also plan to invest more time in our website and hopefully, in turn increase Internet sales. It is quite difficult to keep the website updated though, as we are always getting new stock and I try not to repeat the lines more than twice to keep the stock quite exclusive. At the moment the website consists mainly of our own brand but I definitely intend to expand into more high fashion goods and accessories. ”

Faye explains that she restocks the shop once or twice a week and avoids repeating the lines in order to keep the shop exclusive and uphold the interest of regular customers.

“I also go to Paris once a month to source the clothes. In London I alternate between the Eastend and Westend, but most of their stuff is imported for France or Italy anyway. I like to think that we offer our customer something quite original by keeping our prices competitive.”

With a shop full of customers, Pink Lily is clearly a thriving business in the fashion environment.

Faye’s charismatic personality, enthusiasm and motivation are apparent in her passion for the industry and a draw for the customers.