Dawn Robinson set up Chester Boutique in 2012 and says it is the store’s commitment to building personal relationships with customers that is at the heart of its success
Independent women’s clothing store Chester Boutique has been revealed as one of the UK’s favourite local businesses. Chester Boutique came second in the nationwide competition sponsored by local gift card giants Town & City Gift Cards, with over 400 votes.
Finalists in the competition include Bristol sustainable lifestyle store Prior, Colchester gift emporium Bill & Bert’s, and Harrogate based Crown Jewellers. The overall winner was DIY, home and garden retailer Hurst, which has 6 branches in the Isle of Wight.
Dawn Robinson is the owner of Chester Boutique and believes that honesty, building personal relationships with customers and keeping customers top of mind are the cornerstones of building a strong business:
“We’ve been in Chester now for 11 years,” said Dawn. “My background was in IT sales and management consultancy but after having my son aged 35, I realised that I didn’t want that big corporate job anymore. I found a part time retail job and I loved it because I’m a people person. I then opened Chester Boutique when I was 44.
“A big driver for opening the business was giving women confidence in how they look. Body dysmorphia is a big issue. I’ve lost count of the number of women who say they’re a bigger size than they actually are. Customers can get emotional when they see the difference that the right clothes can make. But it’s about more than the outfit, it’s that someone has never spent that time with them in a shop before, giving them advice on what to wear, and what not to wear too.
“I have a sales background, however, it’s not about sales at Chester Boutique but building personal relationships, and that comes with honesty. As a team, we’d never tell someone that they look great in something that doesn’t suit them and their shape.
“The other thing is that women don’t want to turn up at a wedding or event in the same outfit as someone else. They like buying from us, knowing that we only buy a very limited number of each item, and the likelihood of anyone else having it are minimal. It’s also about interacting with a staff member that they identify with.
“People want ideas, they want styling advice and they want a point of contact. National clothing chains have their place, but the chance of seeing the same sales advisor if you return to a national store, and the chance of them having the time to spend with you, are minimal.
“Running a business is hard work. As well as the retail store in Chester, we launched online in 2020. Even with a brilliant team like I’m lucky to have here at Chester Boutique, you never switch off. The best advice I can give to other independent business owners is to make your business different and never lose sight of your customer. They are the reason you do what you do.
“I’m blown away that people have taken the time to vote for Chester Boutique in the UK’s Favourite Local Business competition, just as I’m always so grateful when people leave a review, or come into the shop. A new outfit is a fix and really can transform how you feel about yourself.”
Chester Boutique is one of over 120 businesses where you can spend the Chester Gift Card, which was introduced by Chester Business Improvement District (BID) in November 2020 to support high street shops from the effects of lockdown.
“The Chester Gift Card is a no-brainer,” said Dawn. “Who wouldn’t love to be given a Chester Gift Card that they can spend in lots of different businesses. It’s so much nicer than giving cash because the recipient is more likely to spend the money on themselves. Chester has always been renowned for its independents, and every Chester independent should be a part of the Chester Gift Card.”
Carl Critchlow from Chester BID said: “We introduced the Chester Gift Card to showcase our city and its many unique, exciting businesses. Chester Boutique was awarded Best Independent Retailer in our October 2022 Customer Services Awards, so we know how focused they are on providing outstanding customer experience. Seeing Chester Boutique recognised as one of the UK’s favourite local businesses is fantastic, and well-deserved.”
Chester’s Gift Card is part of the Town & City Gift Card initiative active across the UK and Ireland.
Colin Munro, managing director of Miconex said: “Chester Boutique has demonstrated just how valued local businesses are, and what a huge role they play in people’s lives and in our communities. With its focus on building personal relationships with customers, providing unique products and offering outstanding customer experience, Chester Boutique is paving the way for the high street of the future.”
