Sassy Girl's Nicole Zich reflects on a Broadway retail success
When Nicole Zich, owner of Sassy Girl in Green Bay's Broadway district, looks around, she doesn’t see many small retail shops that are still around from when she opened her doors in 2004.
Zich accomplished what few do, and she did it with a passion for style and love of her customers.
“I bend over backwards for my customers,” she said. “I would do anything for them. I’m in this to make people happy, and I listen to them; they are my friends.”
When Zich announced in mid-April that she would be closing Sassy Girl and moving on to a new venture in Sarasota, Florida, the business Facebook page went wild with disappointed customers. In reading the comments, it is clear that the term “friend” was mutual.
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One said: “It was an absolute joy working with you for homecoming the past four years!!! You were a blessing to both my daughter and I and I thank you for that!!!”
It is a testament to Zich that she not only succeeded but also flourished. Despite being a small boutique, she has almost 5,000 likes on her Facebook page and developed a loyal community of shoppers.
Her Green Bay story started after she obtained a degree in fashion design and product development, worked in retail, and did design work for a major corporation. The Broadway district was just coming into its own when she spotted the vacant corner that would become Sassy Girl.
“Initially, I wasn’t considering the Broadway district, but a person who worked with my sister suggested it," Zich said. "I drove down the street and thought, ‘This isn’t what I remember. Wow, they’ve really cleaned it up.’ I went to one of their business meetings and everyone was so welcoming that I thought that this is where I want to be.”
The shop started out with a specialty in accessories but expanded as customers came in looking for more. Zich added dresses and casual wear. When high school girls came in searching for formals for homecoming, a huge selection was added. Zich became known for keeping careful records so that no girl saw the same dress at homecoming.
“Once the clothing and dresses came in, sales started to skyrocket,” she said.
The evolution of the shop is consistent with the advice that she gives other entrepreneurs.
“Part of the problem with many retailers is that they don’t listen to their customers,” she said. “They have to realize they aren’t buying for themselves. Are there things in here that I absolutely wouldn’t wear? Yes, but my customers will.”
Zich also credits her success to careful management of cash flow and a solid marketing plan. Many entrepreneurs think it’s easy to start a retail business, but she says it is actually a difficult thing to do.
“Retail has a very high overhead," she said. "It is a store full of things, and that’s hundreds of thousands of dollars in inventory that you have to have; you need to have a full store.”
Another thing that isn’t anticipated is the time commitment. Zich says she averages 50 to 60 hours per week and has missed many family functions because you can’t just post a sign on the door saying you’re closed when the hours on the door say otherwise.
Her other advice is to stock unique merchandise and create an experience.
“Why would someone want to come to me if they can order the same thing on the internet?” she asked. “And, when our customers are here, we make sure we service them to the nth degree.”
As she heads for Sarasota, her loss will be felt not only in the Broadway district but all over Green Bay where the former Green Bay SCORE client has left her mark as a dedicated volunteer and mentor. The list of organizations she has helped is long, and Zich has a heart for sharing what she has lived and learned.
Although her next venture is in mortgage banking and not retail, she isn’t ready to say that this is the end of retail for her. She plans to keep the Sassy Girl Facebook page up and running and will keep her options open.
“Stay tuned,” she quipped.
Tina Dettman-Bielefeldt is co-owner of DB Commercial Real Estate in Green Bay and past district director for SCORE, Wisconsin.