Eve’s moves and marks 25 years of sexy sales
Sexy doesn't go out of fashion, which is one reason why Eve's Garden Lingerie is going strong and celebrating 25 years in business.
As the milestone was reached, shop owner Liz Adderley decided to freshen things up by relocating the shop to a retail unit on the opposite side of the corridor in the Emporium Building on Front Street.
The business opened in the 1990s and sells everything from racy lingerie and pyjamas to sex toys, the latter are in their own discreet area where customers can browse with some privacy. It is also a bra boutique and offers an accurate bra fitting service.
Staying fresh and moving with the times is important, and Eve's Garden Lingerie has done so with its relocation and revamp, and by embracing social media.
The idea to relocate a few steps away from the shop's previous home of 25 years, came after owner Liz Adderley read an article about the importance of revamping or changing a business model every ten years.
She pondered whether to stay put and change the shop around, or relocate it across the way to the vacant unit that was once Roxzy's Fashions & Novelty Boutique.
The decision was made to move and, once the busy Valentine's Day period was out the way, she and her husband Herbie set about switching the shop to the new space.
“In this economic climate we could not affords to spend a lot of money, so we repurposed as much as we could and painted the slat wall,” said Mrs Adderley.
“It has a different layout, and a different feel to it. Now I can display the bras more; I do accurate bra fittings, so I have more room to display those.”
The sex toys area also has a new layout. While remaining a somewhat discreet section of the shop, it remains a key part of the business.
“I've definitely seen a change over the years with the toys,” Mrs Adderley said. “People are not so shy. The whole packaging makes it — it has a friendly look which takes the edge off things.”
There are remote controlled items and rechargeable toys.
“They are quieter, more discreet and have different functions.”
Mrs Adderley is seeing a younger generation of customers visiting, and Eve's is connecting to this demographic through its use of social media. It has an Instagram presence, which is looked after by a friend of Mrs Adderley's daughter. There's also a Facebook page and website.
“It is important, because that's how young people look at things. They still might come in, but they are going to look [online] — they do their research first then come in and make their purchase, or ask me to order it.”
Regarding that last point, Mrs Adderley said online shopping has become more prevalent generally, but Eve's Garden Lingerie is adjusting to the shifting trends.
“People still do like to look at things. I know there is a lot of online business, and when you look at Facebook you see people selling stuff. But my line of products is very personal, so it is good for someone to come in and look at something, and maybe try it on.”
Valentine's Day and Christmas are particularly busy times for the shop. Hallowe'en used to be, but that has dropped off in recent years, and it is something that has been seen across the industry as a whole. Mrs Adderley said you no longer see sexy Hallowe'en costumes at tradeshows.
While the majority of customers at Eve's Garden Lingerie are women, men also come in to buy an outfit for toy for their wife or girlfriend.
In addition, Mrs Adderley said: “I also notice women come in and talk about menopause and how that is affecting relationships, and what they can do to make things better.”
Standing behind the counter of the shop, beneath a sign on the wall that reads “The Garden of Earthly Delights”, Mrs Adderley is pleased to have followed the advice of the article and revamped and reinvigorated the business.
“I'm not retiring anytime soon, so I have to make my working environment give me a boost of energy, and fresh air and enthusiasm,” she said.
“This is where I am, I'm happy to be here, and the move has given me a good feeling about continuing on.”
The shop is running a special promotion this month. For every $50 spent a customer will have their name put into a draw for free merchandise from the shop's vendors. The draw will take place at the end of the month.
•Eve's Garden Lingerie website at http://evesgardenbermuda.com/ ,/i>