Creative Marketing Strategies and Breaking Into Wholesale with Marla Skipper of SVM Boutique

Today's guest, I'm just going to tell.

You, is who I want to be when I grow up. I love Marla Skipper. She's the owner and founder of SVM Boutique and Nash Gray Wholesale. Not only is she an awesome businesswoman and big thinker, but you know what? She's a really great mom and she's a sports mom to boot. So I totally can sympathize with all the busyness of her life at this moment today. You guys, I'm so excited for you to learn from Marla. She's been a part of our mastermind here at the Hub, and I have loved having the opportunity to see her grow and evolve her retail business. And today she's going to talk to you about what it's meant to negotiate leases and find property in a really busy city. Like she's in Nashville, but also how she's grown and evolved into launching a wholesale brand and the lessons that she's learned from her wholesale apparel line and gift line as well. I just know that you are going to feel like a wise old friend is giving you the ins and outs. So get to meet my friend, Marla Skipper, the founder and owner of SVM Boutique and Nash Gray Wholesale. Let's talk about your business strategy and the juicy details of what actually works, from mainstream fashion to fashion on Main street and the entire ecosystem behind it. How do we scale your company and do it with the balance and the happiness that we all seek? Let's hear from those insiders, experts, and strategists that actually make it happen. I'm your host, Ashley Alderson from the Boutique Hub, and I can't wait to chat.

You guys.

Welcome back to the podcast this week. I have one of my favorite people here.

Marla, I'm so pumped that you're on.

The podcast this week. Thanks for joining me.

Thank you for having me. This is like a dream, really.

Oh, well, you're. We were just talking about your wallpaper. If you guys are catching the podcast this week on YouTube and you see the video, this background is amazing. Can you just tell everyone where it's from? Because I think a lot of boutique owners are going to want that.

Okay. I love it. I was actually working on our cash wrap for the store, and I saw this. I'm like, I need it for my office wall. It's the rifle company. So super easy. It's not the peel and stick, though, so you gotta break out the paste and the X acto knife, but not too bad.

If you can survive your relationship while you're at it like it's, you're winning while you're walking.

Yeah. 10:30 Monday night. The last piece was a dark time, but the rest of it went smoothly.

Oh my gosh, I totally can relate to that. We have so much to talk about today. So I have admired your business for such a long time because I've been able to watch you grow both in retail and in wholesale. And in the last year I've gotten to know you better as a person and I just, I just so admire you. So I'm so excited you're on the show today. Not only have you built something just incredible on both sides of the industry, but you've been at it for a while. So you're a part of our 10 year anniversary special and we're going to talk about all the lessons that you've learned over the last 10 years. But before we get there, take me back to the beginning. How did you get started? What made you want to open a boutique in the first place?

Well, I always loved, I loved fashion. I worked at a boutique in college and it had always been kind of a dream of mine, but I was a teacher and then I worked at our church for a while by default. One day I was dropping my kids off for, for preschool and a friend of mine was working as the children's minister there and she's walking out the door and she said, hey, I quit today. And I turned in your name is like a fill in for it. And I'm like, wait, what? You know, I'm like, no, I, I'm not qualified for this. But one of my neighbors was assistant pastor and he said, hey, just for the summer, could you do this? And five years later I was still there. And it was amazing. Had two children at the time. I got pregnant with my third and that's when I stopped doing that. But it was really a dream job for me too. So I was at home for a while and I've always been someone who'd worked. Single mom raised me and she was a go getter in the business world. She started in bookkeeping at a bank and just worked her way to the top. And so I always worked. I my first job when I was 15, I begged to wrap Christmas presents at a local department store. And so I always worked, but I was at home. And I thought, you know, I'm going to try to do something online that would be so fun to be able to be the one who provided vacation, you know, or some fun things for my kids. So I started it had a pretty good network of parents and moms that shopped with baseball and dance and sports. And so I started it online. No intentions at all of ever having a brick and mortar. And one day I was out in this little town close to us called Leapers Fork, and I saw the tiniest. And I mean, like, when I say tiny, it was like the size of your bathroom, probably tiny. And so I took that space. We were open Wednesday through Saturday and quickly outgrew it. And then one day, my daughter and I were having lunch and I saw a little old, older home that was for leaves. And so I looked at it and we ended up taking the space. It was so cute. It's going to always be so special to me. And we were there for five years. Our business looked a lot different then. We had painted furniture, a lot more home decor. And one day a developer came in and said, hey, we're going into Nashville. We would love for you to be in our development. And I'm like, no, I'm not interested. You know, that's a lot. You know, it's way out of my comfort zone. But Fast forward to 10 years, and that's where we are now. So we moved everything to downtown. When we did that, we rebranded a little bit. We were Southern vintage market before, and so we changed the name to SVM Boutique to kind of fit more of a downtown vibe. We have a different customer base, a lot of tourists. Super fun, though, because we meet people from all over the world and you've.

Had so much change just even in being downtown and just watching developments and kind of probably the do's and don'ts of being in a big development downtown. Talk me, talk to me about that strategy a little bit about what do you feel like people need to know before they sign on to go into a new development and how to choose that right location. When you're going somewhere busy downtown, I.

Would talk to a lot of people, see what's coming in, what are the. The plans, what phases are coming up in the future. Because we. We are in a development. The. The people had never done a retail space. They're more in the hospital world. And so it was new for them. I'll say they've been us. But knowing who else, you know, who else is coming in there, who are my neighbors going to be? We ended up being the first retailer. I chose the space because a very popular coffee spot was going to be next door. And, you know, it's. It's been fun. I mean, we initially, because we were the first people, we tried to really take the realm of like, we're going to plan the, the events that are going on. Let's have a community, let's plan a boutique crawl. You know, include the restaurants, the spas, the, you know, everything. There's a couple of workout facilities. So we really tried to do that to network with everyone. And so we. It's become a tight knit community with, with the stores that are down there.

I love that community over competition in a very busy, popular area, for sure. How else have you. Because, you know, downtown Nashville, we, many of us have been in Nashville, like, it's one of my favorite places on earth, I swear. How do you balance selling to both tourists and locals? What's your marketing strategy to both attract and retain both tourists and locals?

I'll be honest, it was hard at first for our people from my hometown to come down there. You know, they're like, oh my gosh, all the way in Nashville. You know, it's like they're, you know, on some big journey. But, you know, I kept telling, we have free parking. And, you know, we just tried to really reach out to them. And I was telling Ashley the other day, just, you know, even still giving them that customer service, like, hey, you can't make it down, you can pick it up on my porch or let's meet, like, trying to still build that relationship and keep it, you know, we didn't leave and we're not going to still take care of you. Really trying to still keep that relationship with them. We networked with the hotels, you know, going in, taking them goodie baskets or gifts or things like that so that they would pass out our cards. And the restaurants, we did the same thing with them. So that was really important for the tourist part. There are a couple of tours in Nashville that we network with. One of them is a boutique tour. And so she, you know, brings her people in on a bus and she asked us to do it and I said, hey, let's include our whole development because then it's a destination for them to come visit. So we had to do some of those kind of things initially to get going. But National's busy recapturing is huge for us with the tourists. So definitely you got to get their emails and we have a QR code that they can scan, you know, if they aren't purchasing. If Sally's in there buying a, you know, blouse, but her friend Rachel didn't get something, you know, be sure to say, hey, Rachel, follow us. You know, we got a discount when you order online, free shipping over 75. And here's all of our socials. And so we make sure that we do that. And also we do a lot of pop ups. So we always have that information with the pop up, you know, that's there because they may just be visiting the pop up. Like last weekend we did an Ivy bar and it was super popular, but they weren't all there to shop. But you definitely want to capture them for later.

Yeah, tell me more about that because you were telling me the other day about some of the pop ups you've done. I love the IV bar, but you've done all kinds of creative things just to draw new attention and traffic. And I love like this idea of anytime you do an event, there's the hard roi, right. Which is what I sold. But then there's a soft roi, which is the brand recognition and the lead gen that you're able to capture. Tell me more about those that you've hosted or been a part of lately.

The ones that we've done recently, we just did the Drip bar. We're doing live music this weekend. That's kind of a little perk of being in Nashville. There's some. So many talented people here and so we'll have live music. They usually bring their crowd, which is a great new customer for your space. Permanent jewelry is always a sellout. We include the link on our social media and at the last time we did it, it sold out in 30 seconds. So, I mean, it really brings a lot of people in. We have a rhinestone hat person who's coming. She's been in a couple times and she's so much fun. She brings a lot of people with her. There's a new person in the Hub that we met at the Dallas market who does the cutest little bandanas. And she's going to be here for CMA Fest. Her name is Taylor. She's coming in. She was like one of our little neighbors. So yeah, I mean, we've had some really good ones. Oh, and one of my favorites, we're doing like an animal shelter pop up coming up soon. So. Awesome.

So is that you going there or they're coming into your space?

They're coming into our space.

Did you tell me this was a kitten adoption?

It's kittens. So my husband is like, no more kittens.

You're speaking my language. I feel like such a, like, crusty, dusty old cat lady over here. So keep me away from options.

I have two already and both of them were for my store that Was the older house. I had a cat that would. Every year, she's forever having kittens in the basement. And you know they've got to go somewhere.

Oh, my gosh. I hear you. Okay, this is a total sideline story, but I have to tell you this cat story. So we have this wild cat that started living in our garage, you guys. And maybe I've showed her on Instagram, but she was from a previous litter. She ran away, and I got all my other cats spayed and neutered. Whatever. Well, this wild cat runs away, comes back, can't catch her. Now she's living in my garage. During the boutique summit, she ran away again and got pregnant by God knows what neighbor, and now she's freaking back in my garage. I have a pregnant wild cat in my garage. Marla, I'm bringing all the babies to Nashville. When they're born, you can adopt them all away. My Atlanta.

Don't tempt me.

We're going to have a kitten adoption party pop up here at the Alderson house. One other thing that you mentioned was your boutique crawl. I'm curious. Take me back to how you organize your boutique crawl, because I know a lot of people are doing that in the Hub. I love the different angles, but also the person you collaborate with, who has the bus and the tour. I would love to know more about that. Lots of cities could be doing that same sort of thing.

Okay. So the crawl originally started one of the home decor stores by our original store started a crawl. It was a Thursday night through Sunday. Thursday night was like a cocktail party. And then every day just kind of had a different theme or discount. Thursday night, when we did that here, it was like five to nine. It was always our biggest sales day of the year. Those four hours, I mean, it was packed. And so when we moved, I definitely wanted to take that to Nashville. So we did one a couple of years ago where we tried to do it more around Nashville with some of our friends I know, like Deborah Hewitt's in the Hub. And some people. We. We tried to do some different areas of Nashville, and it was a little bit harder to do. So this year we just did it in our development. And so we do a card. You get the card punched. If you visit each store, you don't have to make a purchase, but you do have to visit all of them. And there's a drawing at the end. We collect all the emails and distribute them. But we have fun things going on. You know, we'll have, like, a super good deal, and you know, cocktails in store. Last time, every store tried to do like a, you know, kind of a different spin on it. It's a great way to, to meet some of your neighbors and get the word out about your development if you're, you know, with a bunch of other stores. But you could definitely do it. When we were in Brentwood, we were not, we were all separate and it still worked really well.

I love that even if you're in a rural area, you know, growing up in North Dakota, ways apart, people will travel, people will drive. For a destination event like that, one.

Of the most impactful quotes a mentor once told me is only attract Number grows. Now as I think about retail, I know we have the retail art side.

Of the brain, which is all of.

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So Marla, talk to me about how did you decide that you wanted to throw your hat in the ring, so to speak, to go into the wholesale side of the business? What what made you make that decision?

Well, you know I usually Plan things out a lot. And that is not one that I really planned out. It was. We were in L. A. And just kind of talked to some of our vendors about, you know, doing more private cuts. And the conversation went on to, you know, why don't you design some things? So we started small. We just did apparel. We did a few things and then had them shipped, and then the world kind of shut down. But because we are a distributorship, we were able to still get those things out. And our customer base grew really quickly. There were a lot of people not shipping, and, you know, things were delayed. So we took a little step further. We're like, okay, this is really fun and exciting, and, you know, it's. It's really become my heart. I love it. I love the design part of it. And then I also love meeting the customers. But we just started with apparel. We started small, and then we added accessories and shoes. Building the relationships with the vendors is. Or the manufacturers is key, for sure. I mean, you know, that's a. That's a process and a lot of trust. So we just started reaching out. And, I mean, there would be nights that I would be four or five hours just researching and researching and talking to people and making those relationships and going back and forth with them and that. That went on for several months before we kind of moved it to the next level. But. But, yeah, definitely the relationships with the manufacturers has been huge. You can. You can find cement sourcing also. But we. I did a lot of research to find those people, and, yeah, they're really special to me. They. If I can say anything, you definitely, as a brick and mortar owner, I didn't realize it before as much, but you want a great relationship with your vendors, and they want you to be happy, you know, so, yeah, talk to.

Me more about that, because I feel like from the vantage point I have, I kind of ride both lines, right? Like, I have all these boutique relationships, all these vendor relationships, and I feel like on both sides, there's people saying, gosh, I wish my vendors knew this, and I wish boutique owners knew that. Talk to me more specifically about things you wish that one knew about the other so that we could facilitate better relationships between the two. Because ultimately, for a boutique to be successful, they have to have great partnerships with brands, and for brands to be successful, they have to have true partnerships with boutiques. Like, it has to be a great match. So what else do you wish others would know about that relationship and process?

Well, honestly, I think we were so busy with the brick and mortar I never really realized how important that is. You know, just the communication. And there's nothing worse than something coming in late, you know, that you're expecting her photo shoot, or, you know, it comes in and it's damaged. Things like that. I think reaching out and letting people know, because as a. As a wholesale company, we want to know, you know, hey, the fit of this was. Was weird, or, you know, this zipper didn't work or whatever. Whatever the scenario is. And so I like to hear that. I love when people will message me and say, hey, this didn't work, or, you know, I just wanted to let you know, da, da, da, whatever. So I think the communication is huge. And also just realizing, you know, you want your customers to be happy on both sides. So our manufacturers are always reaching out, like, did they love this? You know, this. If we tweak something to do something different. And so I think just communication more than anything in the relationships. I. I think I've told you before, I love to go visit the stores, you know, that sell our products. And going in and seeing those items is so exciting to me. Or someone will send me a picture, a photo. A few weeks ago, a friend sent me a picture, and some of our shoes were in a store, and she does not live here. And I was like, oh, my gosh, that's crazy to me, you know, But. But I think the communication and letting vendors, I mean, they want you to be honest with them, but. But also the kindness goes both. Both ways, you know, and so there's some things that are out of your control, but you always want to listen to what the stores have to say.

I think that's so helpful. Just at the end of the day, it's communication, and it's professional communication. Right. Treating other people how you want to be treated. But I think everybody in this whole world could use a little bit more of that. At the end of the day, a little more golden rule goes a long way. But, yeah, to your point, I love the idea of what feedback can I have about how this fit or, you know, cut this slightly different, it would be even better versus going and blasting you in some Facebook group that your brand sucks because the fit was off. Right. Like that. There's. Those are two very different things. And I think sometimes we have to slow down and remember that the golden rule would be the first option. Just share some feedback.

Yeah.

What else? Something that you did when you really started to grow your brand is you jumped right into going to trade shows. And I know that's a little Intimidating, Right. You're used to going and shopping trade shows, but not necessarily setting up as a wholesale brand. What are some lessons that you learned early on in going to trade shows?

Well, our first trade show was Magic in Nashville last year. And I mean, when I tell you, we hung up the sign and my manager and I both cried. Like, we were like, oh, my gosh, it was so exciting. We were. We were like, on such a high. We're like, oh, my gosh, we're going to become roadies of the trade shows. We love this. And so we, we had no idea what we were doing. I'll be completely honest. We just went in there and we were, we were so excited to be there.

Yeah.

So I think as last time for Dallas, we did cash and carry, so we tried a little bit something different there, but going and kind of seeing what people want, what they want to see, and reaching out to your customers, making sure that they know you're coming. We did something really fun for our first magic show. We're going to do it again this time because it's. Because we're here and we can move it over there. But we, I went on a company on Etsy and printed all of these albums. And we did a huge wall for like a photo op at Market, and then we created a playlist on Spotify, sent it out to our customers, were like, come see us take a picture. And it was so much fun. We had so many people come by and, and see us just get their picture made. But then also a lot of them became customers.

I love that Spotify playlist. That's a really good idea. Cute goes with the theme. All right, so let's shift gears a little bit. You've been in business 10 years. Is it almost 11 years.

What's your. What's your actual May 13th?

Okay.

Big celebration at the store that weekend.

I love that. So let's go back through a little journey through time. Take me back 10 years and talk to me about knowing what you know now do's and don'ts of your journey.

Well, I think I don't would be. Don't be distracted by what other people are doing in a way that's. That's negative. You know, we can always learn from other people. And I love to network, but don't beat yourself up over, oh, my gosh, she's doing this. I should be doing this. You know, your brand is your brand or your brick and mortar is your brick and mortar. And it has to be true to you. And so sometimes we get so caught up in doing so many things, and you just can't do it all, you know? And I found myself doing it a million times, really. I've tried to focus this year on that with my employees because they're amazing and they have so many things they bring to the table. Let them do their job, but for sure that know what you're good at. So.

Yes. Yeah, that's a huge one. You and I were talking about this a while ago, but I just have to bring this up again. I feel like so many people and social media does this to all of us, right? It's easy to look across this industry and say, oh, so and so has got it figured out, or these boutique owners all must have figured out. They must all be doing all these things right? And it's so easy to put them in a. In a race position in front of us and feel like you're. You're so far behind in the race and you're not doing all these things you should be doing. But the truth is, it's not like that at all. And I. I feel like I'm blessed enough to hear those conversations on a daily basis. And people who you think would be doing X, Y and Z really aren't. You know, it's all a bit of a facade. So I. I love just the honesty of knowing what am I good at, where am I at right now? And how can I take my next best step forward and not compare my journey to anybody else's and not feel like anyone else has it anymore figured out than you do? Right? Because we're all kind of a bit of a shit show behind the scenes. We're all just trying to get it all done right. So I love honesty in that. I just think that's so valuable. What else. What other do's and don'ts do you.

Have, definitely with your employees? One of the things, when I'm interviewing somebody, I'm thinking ahead to what they're gonna. What they're gonna add, what value are they gonna add to our business? And I really strive to put them in that role. You know, they're great at social media. I hate tick tocks. You know, I'm not doing that. So she's great at that or whatever. And they love that and it empowers them and it makes them feel like they have ownership. And I know I've said it, but it's our team right now. I just love them. And I pinch myself because they treat my store like it's theirs. And I just, You Know, that's wonderful to when they come to you with a victory like, oh my gosh, did you see what happened? Or this didn't work, but this is how we're going to fix it. You know, teaching them a can do attitude instead of them coming to you with a problem and saying, what am I going to do? Come to me with the problem. But how we're going to fix it, you know, because their, their input is valuable and, and sometimes a million times better than mine. So good.

We have to humble ourselves to even about it in that way. Right. And not be the freak entrepreneurs we all want to be.

Yeah.

So good. Is there anything you feel like looking back over 10 years you wish you would have done sooner?

I think it would have been better about I got so wrapped up in socials and social media, I should have been on the email game a lot quicker. You know, we did that, but very random. And I know you had said it, I mean, you've been saying it for years. But don't rely on, you know, that it can be gone in a second. But definitely that would be probably the top thing right now. And then growing my online presence with my SEO and knowing all of those things, I would have dug a little deeper with that too.

Yeah, that's so good. Those things feel like they can be tasks and afterthoughts, but they are so central to everything that we do. That's good advice. Is there anything else you wish you would do over or do differently in 10 years?

Probably. I mean, just the mindset, really focusing on that every day. I have a calendar on my phone of six things that I try to do every single day just to put myself in a good place. Meditation being one. And it doesn't have to be, you know, this 20 minute ordeal, but just five minutes of positive. But really I think investing in myself in that way regarding the business, because if you're not in a good headspace, no one else is going to be in one either. You know, you're the leader and everyone is so valuable, but they're looking to you and you know, we're not here to take the whole trip in one step. So give yourself some grace and definitely take care of yourself in that way.

Something I've heard you say about yourself is that you're a lifelong learner. And I'm assuming that over the last 10 years and constantly looking for, you know, a new idea or a new group of people to surround yourself with for new ideas. Talk to me about that and its importance over your business's journey.

I think, you know, we can find ourselves in places where we get in a burnout. And sometimes it's good to just step back and be like, okay, today's not the day that we're going to do this. You know, we need to refocus. And sometimes I'll just take a class. I mean, I joked with you before. Like, I'm waiting for my graduation from the hub classes. I want a pink cap and gown, but I love to take them. And, you know, sometimes there's just a topic, like, whether it's, like, one of Shannon's, like, social media. I feel like that always kind of just gets me pumped up, you know, and excited. But taking a class and just. There's always something new, and you can take something away from it, but sometimes it just gets your mind, like, okay, let's get it together, Marla, and get focused. And it just. It just re. Energizes you. So that, to me, is always important. Podcasts. I'm forever listening to a gazillion different podcasts, and sometimes it's just something to kind of unplug, but that's so important. Things change, and you can just learn so much from each other.

I totally agree. Right. When you stop learning and you stop growing, that's when your business dies. You become stale and stagnant, and you fall behind. I think that's so true. Something else I really admire about you, Marla, is you're a mom. You're an awesome mom, and you've got these busy kids and athletes, and you're, like, hopping between the ball diamond and the boutique. Right? How have you. Because I think balance is such, like, a BS word. I don't really think balance is what we all, like, call it to be. But how do you find your own version of balance between being a mom, having a great personal life and a marriage, and running a business?

Well, my. My kids. I mean, for their. My life, you know, my. I'm not missing anything that I can control. But I think it's balance is not. Not always 50, 50. Sometimes it's 80, 20. And, you know, that's kind of a conversation I always have with my employees. From the. From the beginning, your family is everything. And so, I don't know, I try to kind of plan my weeks out with food and meals. I like to cook, so I try to plan those things out, but just. I don't know that time is such a thief. And I'm. I'm just. I'm not. I don't want to miss a ball game. I want to try to be as present as I can, and that's not always easy, but, gosh, I wouldn't trade it for anything.

I love that. I so agree. I will be at every ball game forever, because that's the most important thing. Marla, this has been such an awesome conversation today. Thank you so much for. For joining me on the show. I just have one last question before we wrap up, and this is like the ultimate question, right? Because I know at the end of the day, everything that we do in this business is not about selling more hot pants. It's not about selling more rhinestone boots, Right? But this business is so much bigger than that, and our purpose is so much bigger than that. So I'd love to know, you know, when you become a grandma and all those beautiful grandbabies are on the front porch with you and you're looking back at the life that you lived with them and the businesses that you created in this journey that you've been on, what's the thing that you want them all to remember most about you and how you lived?

Oh, gosh, I don't know. I think just to know that they were the most important and how you can. You can do anything, you know, there's no limit. It just may not look the way that you originally think it's going to look, but at the end, it's going to be exactly the way it should have been. So I. I always want them to believe in themselves. You know, just the sky's the limit, but it may not be the way you think it's going to turn out, but it turns. It always turns out the way it's supposed to.

So good. Marla, thank you so much for coming on the show today. For those of you who would love to visit Marla when you go to Nashville, we will definitely link up all of your store information inside of the show notes today and also your wholesale information so everyone can check out Nash Gray on Hubventory and on your own socials as well. Marla, thanks again for joining the podcast today.

Thank you. Thanks for having me.

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