BY Sahara Dhakal

Like any new parents, I have always wanted my children to look their best and dress in the cutest little outfits. However, a restricted budget and limited store choices posed challenges in finding both stylish and comfortable baby clothes.

Coming across "Thrift by Priyanka" was my first experience with thrift stores. These stores provide a space to buy gently used, high-quality branded clothes to discover new owners. For baby thrift stores, these items often come from parents, mainly mothers, who pass them on for reasons such as changes in size, evolving fashion preferences, or when their children have outgrown them. Additionally, thrift stores are a haven for well-maintained traditional dresses that may have been worn just once for special occasions, meeting the same criteria of quality and reuse. As a thrift shop customer myself, the idea of starting an affordable baby clothes shop for quality and comfort-conscious parents began to form. To fund this venture, I began selling my own baby clothes. 

When I initially shared my vision of a baby clothes thrift store with my parents, scepticism and reservations were their immediate reactions. The notion that used goods equated to low quality and carried negative connotations was deeply ingrained. However, as I began selling carefully maintained clothing from my daughter and a few other mothers, my parents' perspective gradually shifted. They came to recognize the value in acquiring well-preserved, high-quality second-hand clothing, meticulously preparing them, and offering them to parents who sought both style and quality at a fraction of the cost.

People must realise that clothes could have a second life if handled properly. With some time and effort invested in cleaning and refreshing the items, they could be just as appealing and useful for another baby. After I started receiving positive comments and feedback from happy customers, the initial opposition of parents turned into support 

With determination and a modest budget, I embarked on the journey to bring my dream to life. My task was to collect gently used clothes from mothers, and I took it upon myself to wash, iron, and restore them to a like-new condition. It certainly was not easy juggling mother duties while launching a startup. I faced challenges head-on, spurred by my burning passion for letting many moms know that 'brands and comfort can be accessible' to all of us. The joy on their faces when they saw their babies dressed motivated me to push even harder. After months of meticulous preparation and saving every penny, I proudly opened the doors of my very own retail shop, "Avia Baby Shop", which I envision to transform into a boutique.

Now, as I observe enthusiastic parents browsing through the clothing racks in my shop, it brings back memories of the challenges I faced—moments when I visited wholesale shops, pleading for that perfect piece that seamlessly combined style and comfort. The denials and rejections I encountered during those times only fueled my determination to ensure that no mother should ever have to face the same struggles. Now, seeing my vision and aspirations materialise feels like the beginning of something truly exceptional.

However, no business comes without challenges, especially in today's demanding economic landscape. Building a business requires more than conventional approaches; it demands a sincere rapport with customers and the targeted audience, proficiency in digital marketing, a steadfast dedication to quality and service, and an unyielding commitment to ongoing enhancement. Here, I have condensed my journey as a novice entrepreneur, offering insights into overcoming the hurdles of launching a business amid economic uncertainty and recession.

People must realise that clothes could have a second life if handled properly. With some time and effort invested in cleaning and refreshing the items, they could be just as appealing and useful for another baby.

Authenticity and Connection

Authenticity holds universal value across various businesses and industries, playing a pivotal role in building trust and loyalty. This approach becomes particularly crucial in the fiercely competitive world of fashion. In the realm of the clothing business, authenticity is of paramount importance, resonating with customers across different sectors. Infuse that authenticity with a touch of emotion, and witness your business thrive. When customers establish an emotional connection and share values with your brand, they are more likely to evolve into loyal advocates. An authentic approach goes beyond creating consumers; it nurtures a community around your products. I approach each clothing piece as if it were designed for my own child, ensuring it meets the highest standards of comfort, style, and safety. Sometimes, a simple thank-you card can go a long way in fostering a robust customer relationship.

Leveraging Digital Marketing as an Early Entrepreneur

The digital landscape levels the playing field for early entrepreneurs without an established brand presence. By strategically harnessing the power of social media marketing and optimization tools, you can cost-effectively build an audience and successfully promote your business online. Crafting an effective digital marketing plan involves several essential phases. Begin by designing a targeted digital advertising campaign, then cultivate a loyal subscriber base through personalised offers, establish influential partnerships to broaden your reach, and analyse performance data to ensure optimal ROI (return on investment) and sustained success. As your company expands, use automation solutions to optimise procedures. When combined, these steps create a dynamic strategy that opens doors for long-term success in the competitive world of digital marketing.

Prioritising Comfort and Convenience

Prioritise customer comfort and convenience at every stage. Guarantee a seamless and hassle-free journey for customers, starting from the decision to purchase all the way to the final delivery. This involves employing user-friendly online platforms, secure payment gateways, and transparent communication regarding delivery times. A hassle-free experience not only boosts customer satisfaction but also encourages repeat business.

Continuous Improvement through Customer Feedback

If you have a physical store, encourage customers to share their thoughts and suggestions. Regularly seek feedback on your products, services, and overall experience. This proactive approach underscores a commitment to excellence and provides invaluable insights for refinement and growth. Extend a warm invitation for customers to visit your store, especially on weekends. This not only expands their range of choices but also offers a more personal, interactive shopping experience. Providing a welcoming atmosphere and offering a diverse selection of baby clothes ensures a memorable visit, strengthening the connection between your brand and customers. Implementing customer-driven improvements not only enhances the reputation of your business but also ensures you are consistently meeting the evolving needs of your audience.

Focusing on Your Unique Path

Avoid direct competition and, instead, cultivate a healthy spirit of competition by discovering your unique niche. Stay true to your vision and approach, concentrating on what sets your business apart. This distinctive perspective, combined with your genuine dedication to quality and customer satisfaction, forms the foundation of your success.

Supporting Fellow Entrepreneurs

Fostering a spirit of collaboration and support within the business community can yield mutual benefits. Explore potential partnerships or collaborations with other local businesses to uplift each other, creating a supportive network that fortifies the entire entrepreneurial ecosystem.

Despite the challenges posed by rising inflation and predictions of an impending recession, it might seem counterintuitive to start a new business. However, economic downturns don't necessarily signal doom for entrepreneurs. To navigate challenging economic climates, focus on strategic timing, capital conservation, choosing resilient industries, providing unique value, prioritising customer needs, actively seeking feedback, building personal connections, continuous improvement, and maintaining resilience with an optimistic outlook. 

(Dhakals is the founder of Avia Baby Shop)