Real talk with a fashionista
Johanna Melamed is a young entrepreneur who at the age of nineteen already owned her own high-end resale-clothing boutique, The Closet. After being in the fashion industry for seven years, Johanna is now the proud owner of two thriving boutiques in Santa Barbara and Westlake Village with another store soon to open in Santa Monica. Check out our chat below.
1. How did a 19-year-old college student come to open her own store?
I came to Santa Barbara for college in 2003 and in my first week there I went downtown looking for a part-time job. I parked my car in a city lot and happened to walk through an alley on my way to an interview at a nearby café. In the alley I noticed a boarded up office with a “Now Hiring” sign and I called the number on the sign. A woman named Jeri picked up and told me she was opening a vintage boutique called The Closet in this converted office space. A few days later she hired me. As the only employee, I helped her paint the space, build the fixtures, and gather the inventory. A few months later The Closet opened its doors as a vintage and consignment shop. I continued on as a part-time sales associate for several months, until circumstances in Jeri’s personal life changed and she told me she was moving out of state. I was devastated to think that the shop would be closing after all the hard work that went into getting it started, and I felt that somehow I had to try running it myself. I purchased The Closet in its first year of business for practically nothing, since we were not yet turning a profit. I don’t know what I was thinking considering I was a college freshman who knew nothing about business, but after much trial and error, help from friends, and many “how-to” books, we made it through our first couple years and eventually became profitable. Balancing school and the store was very challenging at times, but much to my own surprise I ended up graduating from UCSB in four years as planned. Over the years, the shop has evolved from a vintage boutique to contemporary resale and consignment, specializing in current, high-end labels, and we are now called “The Closet Trading Company”. In 2008 we opened our second store in Westlake Village, and in 2010 we moved the Santa Barbara store from the tiny little nook in which we started to our beautiful new State Street space. This summer we are thrilled to open our new Santa Monica location.
2. It’s impressive that you are able to compete with corporate giants, such as: Buffalo Exchange, and Crossroads Trading Co. How are you able to refrain from being bullied around by these big businesses?
I read something once from the guy who started godaddy.com, Bob Parsons, “Pay attention to what your competitors are doing, but pay more attention to what you are doing.” I love that thought, and every time I feel anxious about keeping up with our much larger competitors I try to come back to this quote and re-focus. It is valuable to be aware of what your competitors are doing and how they are progressing, but we try to always be more concerned about working within our own company to continually develop ourselves. We like to say, there is no such thing as “better enough.” To differentiate ourselves from the retail marketplace as a whole, we place a heavy emphasis on the core of our business, customer service. We buy and sell clothes, but the commodity that truly makes us special is the level of service we provide and the uniquely enjoyable experience we create for our customers.
3. Can you tell us a bit how you market your brand?
We market our brand using a number of different avenues, including TV commercials, print advertising, radio spots, social media, and of course guerrilla marketing with Cat ‘n Mouse.
4. What’s hot right now at the Closet?
JEANS! It’s all about Hudson, True Religion, and J Brand right now. We also love all the effortlessly fabulous summer styles from brands like Free People, Marc Jacobs and Vince.
5. What fashion trends do you wish would disappear forever?
I definitely look back at some old pictures and wonder what in the world I was thinking! But I am really excited about some trends that are coming back in, like the super long maxi dresses and skirts – you never know what trend from the past might just come back around again!
6. Fashion tips?
One of the easiest tips I suggest to customers who want to take their look up a notch is to switch out the belt that come attached with a piece of clothing. For example, if you get a dress that comes with a tie belt, just switch it out for a leather belt and I promise, you will look so much more put-together! Also, when layering pieces, keep proportion in mind by remembering the phrase “little over big over little”. For example, you layer a fitted (little) jean jacket, over a flowy (big) tunic, over skinny (little) jeans and voila! Your look will be perfectly balanced and chic!
7. Any advise for aspiring business owners?
Another nugget of wisdom from the GoDaddy guy (paraphrased): “Focus on what you want to have happen, but accept the worst possible outcome.” It reminds me to stay positive when things aren’t going my way, but also that you have to qualify what exactly is the worst that could happen, because the known consequence is easier to grapple with than the unknown.
8. Where can we go to find out more about The Closet?
Visit one of our stores if you live in SoCal, or check us out online at:
FACEBOOK FAN FRIDAY: Interview With Colette von
Today on Facebook Fan Friday, we bring you Colette von, who loves getting massaged and eating peppers (of the grilled variety)…read more below.
If you want to be featured on “Facebook Fan Friday” and share some things about yourself:
1. Like Cat ‘n Mouse Promotions on Facebook.
2. We’ll select a new fan each week to feature!
1. What’s your name?
Colette von
2. What do you do?
-I am an Entrepreneur (Own Private Music School, Flower Company, Artist Management Company, Massage Company, Flier Design/Printing Company) -I am a Musician- Vocals in Hard rock band named Capricious. I also play guitar, piano, bass, and hand percussion outside of the band. -I looooove painting!
-and I Break Hearts lol.
3. Favorite places to eat in Los Angeles?
MY KITCHEN! I love cooking. If I’m going out, I have a few places that I LOVE- Pho 2000, Tahoe Galbi, The Grill
4. Favorite bars in Los Angeles?
BAR SINISTER/Boardners, Big Foot
5. Describe a perfect day for you?
Wake up after camping on the beach, eat some cereal- lucky charms =), get a massage, cook some lunch- maybe grilled peppers and chicken a la wrap, then look for sea shells and play guitar…on the beach. THEN drive the PCH. THEN go to a rock show! THEN go back to the beach and run around in the dark hahaha- bon fire!!!!!
6. What bands are you really into now?
This is a terrible question hahaha…too many…
Neil Zaza, Scale the Summit, Collective Soul, Tool, Alice in Chains, NIN, STP, QOTS
7. Shout-outs? Words of wisdom?
Shout outs- Love my boys!
Cameron- Karaoke buddy, so much fun!
David- Maybe one of the best guitar players I know! ♥ you!
My sister Natalin- Bech Bech, I love you!
BFF- Jamiekins, best knockers in town! Hahaha ♥
Words of wisdom-
-If you’re hungry, eat something.
-Live for the now, we don’t know when life will be taken.
-Stop judging others, and get over it! Why do we keep this spiral of insecurity, especially in Los Angeles? WTF People?
FACEBOOK FAN FRIDAY: Interview With Greer Carlson
Today on Facebook Fan Friday, we bring you Greer Carlson, who enjoys In & Out, the Zac Brown Band and hiking…read more below.
If you want to be featured on “Facebook Fan Friday” and share some things about yourself:
1. Like Cat ‘n Mouse Promotions on Facebook.
2. We’ll select a new fan each week to feature!
1. What’s your name?
Greer Carlson
2. What do you do?
Random Jobs! Promotions, Trade Show Spokeswoman, On Camera Talent (commercials, hosting, corporate videos, etc).
3. Favorite places to eat in Arizona?
Anything owned by FOX Restaurant Concepts (Blanco & Sauce are my personal favs). Also, In & Out Burger, it’s a guilty pleasure!
4. Last show you went to?
Hmmm….Tucson doesn’t have many shows, but it’s an outdoor oasis!! My husband and I do a lot of hiking and biking.
5. Describe a perfect day for you?
Day on the lake with friends and family.
6. What bands are you really into now?
Zac Brown Band, Sara Bareilles
7. Shout-outs?
Check out my blog – www.randomdayjob.blogspot.com – There is lots of solid advice about getting into promotions or the acting world! I’m also currently giving away a $25 Gift Card to Amazon!
8. Words of wisdom?
Never Give Up. Those who succeed just didn’t quit!
Stacy from KROQ stops by for a chat
Stacy Lee is a promotions assistant at KROQ. She let me pick her brain about what she does for the station. Please enjoy the short but sweet interview.
1. Tell us about life as a promotions assistant at KROQ?
It’s unique! It’s an awesome job.
2. What exactly do you do?
We are essentially the street team. When we are out driving in the KROQ rigs, we are moving billboards. Our crew of about 35-40 works all the events. We typically set up a tent on-site, play music and give away free stuff like stickers, tshirts and often tickets as well.
3. What’s the best part of your job?
The best part of my job is meeting the fans. At all the gigs we get to meet and talk to fans. Sometimes we run into the same people over and over again, which is really cool. I love seeing the reaction of the people who win big prizes. Last year we did a lot of Del Taco gigs where we had some great giveaways — one girl CRIED when her mom gave her the Paramore tickets she won. It was awesome to see.
4. Who are you listening to lately?
Mumford and Sons is my number 1. Their album is great.
5. If someone wants to do what you do….What do they need to do?
Go to cbsradio.com and apply! Be knowledgable about the station and music.
6. Shout-outs?
To all my coworkers and bosses…you rock. It’s been a pleasure working with all of you 
Swingin’ Utters, a truly tasty Punk Rock treat
Swingin’ Utters are playing a FREE show at the Slidebar in Fullerton this Saturday, March 19th. The Utters are sure to rip the bar a new one. Check out the interview below with guitar/vocal/accordion master, Darius Koski.
1. Dead Flowers, Bottles, Bluegrass, and Bones was a masterpiece. What can we expect from the new album?
Another masterpiece I hope. 14 songs, no filler!
2. What influences you as a band?
Everything.
3. When you’re in Southern California what are some of your favorite bars to visit?
Wherever my friends are going… I go to Alex’s in Long Beach more than anywhere else I guess, because all our bands play there so much.
4. You guys are in more than a few side projects, can you tell us about those?
I’m in Filthy Thieving Bastards, Spike’s in the Gimmie Gimmies and the Re-Volts and Filthy Thieving Bastards, Johnny’s in Filthy Thieving Bastards and Druglords of the Avenues, Greg fills in for a bunch of bands all the time (he does Dirty Filthy Mugs now, at least I think he still does that…), Jack’s occasionally in the Re-Volts and was in Dead To Me til he quit…
5. Favorite songs to play live? Why?
Five Lessons Learned (because people like it), As You Start Leaving (cuz I like it), any new song is always more exciting than an old one. My new favorites are Time On My Own and Brand New Lungs.
6. What bands do we need to listen to?
Swingin’ Utters. That’d be cool. I like Modern Action, American Death Ray, Dirtbombs. The Spits! I really mostly listen to shit like Radiohead, Elliott Smith and Arcade Fire.
7. Five all time favorite albums?
right this second off the top of my head:
1. Kinks: Village Green…
2. Beatles: Rubber Soul
3. X: Under the Big Black Sun
4. Townes Van Zandt: Our Mother the Mountain
5. Elvis Costello: Get Happy
8. What can we expect in 2011 from the Swingin’ Utters?
a new album and more touring. a second wind!
9. Last words? Shout-outs?
see you somewhere out there…