How to be a business success.
Small Business: Dhisha Moorjani
'Be consistent, pay a lot of attention to small details, always maintain a high degree of awareness and constantly capture the interest of the customer.'
Dhisha Moorjani is Owner/Operator of House of Jaipur, a boutique store in Woodbrook, Port of Spain, Trinidad, selling Indian clothes, jewellery, furniture, furnishings and handicrafts. She began the business, which also now offers a tearoom, from her home in 2001, before moving to a shop premises in 2003.
"I am always striving to give better service, and the current economic climate just convinces me that it is even more important now. I constantly challenge myself to look for new products and use different marketing strategies each year. I pay a lot of attention to minute details, and the customers do notice. This way I don't get bored and I don't give my customers a chance to be bored.
"I believe in the quality of products that I sell and stand by it. My business is a labour of love for me, and I am always searching for new and interesting products for my boutique.
"Prices could sometimes be on the higher end, but if I am confident about the origin of the product, and the work that went into the production, then it is easy for me to sell it. It markets itself. I believe that my customers are prepared to pay for the quality of workmanship involved.
"I only buy what I like. My business reflects my taste and I have been fortunate that it has been a win-win situation for me. If a supplier sends me items which I have not ordered, or replaces an item I ordered with something else and I am not happy with it, then I refuse to display it. I would rather get rid of it at a loss than take the time to try and sell it.
"There are always opportunities for more businesses. Competition is always good and imitation is always flattering. Be consistent, pay a lot of attention to small details, always maintain a high degree of awareness and constantly capture the interest of the customer. Finally, love what you do."