Opening a fashion boutique in Hong Kong - where apparel outlets are nearly as commonplace as the ubiquitous mobile phone - is not for the faint-hearted and needs careful planning and plenty of attention to detail. Kathleen Sweeney, an entrepreneur and devotee of Los Angeles-style fashion, did just that before setting up Tiare (named after a flower native to French Polynesia). The boutique specialises in LA-style clothing by designers such as Velvet, Da Nang, ABS and Michael Stars. It also carries a line of semi-precious jewellery by Thoi Vo, a Vietnamese-born US-based designer. 'The idea developed over drinks with girlfriends who complained they were unable to find boutiques selling LA-style fashion in Hong Kong,' said Ms Sweeney, who grew up and studied in Los Angeles. Armed with a UCLA business major and knowledge of accountancy, plus some experience from working in her parents' Hong Kong garment-manufacturing business, Ms Sweeney spent the best part of a year scouting for the right location before leasing a ground-floor shop in Staunton Street towards the end of last year. Mindful that she was paying for the project herself and that location would be extremely important and rents prohibitive, Ms Sweeney opted for Staunton Street, impressed by the growing number of art galleries, restaurants and bars. Her rationale was that these places would also attract the same clientele who would appreciate the stylish, but casual, laid-back look associated with LA fashion. To date, her hunch has paid off. The boutique is busiest in the evenings with customers indulging in what Ms Sweeney describes as a little 'shopping therapy' after eating dinner. 'Take a walk along the western end of Staunton Street and its accompanying side streets where lots of interesting shops are opening and attracting a diverse mix of people and you can see why the area could soon be labelled style-conscious central,' Ms Sweeney said. Ms Sweeney said a business plan had been essential for controlling costs and shaping decision-making. For example, choosing which fashion lines to carry and when to introduce new designers. With prices starting at around $300 for a T-shirt Ms Sweeney says there is little room for discounts. Top-of-the-range dresses and jewellery can sell for up to $4,000. She said the one thing she had not calculated into the business plan was the numbers of customers who ask for and expect to be given a discount. Personal taste and informal market surveys conducted among friends and clients have a strong influence on which items make it into the ready-to-wear range. Style-conscious Tiare clients looking for unique items need not worry about meeting someone else wearing the same item of clothing; the boutique only stocks one item in each size range. To ensure there is a constant supply of new items, Ms Sweeney regularly travels to the US to attend fashion shows and talk to established and up-and-coming LA designers. As for the boutique itself, designed by Ms Sweeney, she has gone for a comfortable, intimate and homely feel. 'It's the kind of place you can pop in have a browse and a chat while you try stuff on,' Ms Sweeney said. Like many start-up businesses there were a few surprises. Style ranges she thought would be popular items have achieved moderate success while others she had been less sure about have turned into hot-sellers. With the business so far exceeding its target figures, Ms Sweeney said having sole ownership allows her to make quick decisions. However, she does consult her boutique staff. She is also quick to point out that the success of the business hinges just as much on the quality and type of service provided by the boutique staff. 'There is no strict management hierarchy, we work as a team and basically aim to achieve the same thing, a successful business which is fun to be involved with,' Ms Sweeney said. In the future she would like to try her hand at designing her own fashion line or maybe open an LA-style menswear boutique. 'At 24, owning my own boutique is sort of a dream come true but I also realise that it is unlikely to make me a millionaire anytime in the near future,' said Ms Sweeney. At some stage Donna Karan probably said exactly the same thing. www.tiareboutique.com
