Dolly’s Boutique | Customers, Customers, and Customers are Key to Retail Longevity

Dolly’s Boutique | Customers, Customers, and Customers are Key to Retail Longevity

Most business course textbooks will begin the introduction with the following phrase: “The three most important things in retailing are location, location, and location.” However, after interviewing Shani Newton, proprietor of Dolly’s Boutique I & II, it is evident that her customers are paramount in her business model. Dolly’s Boutique located on Germantown Avenue for the past 21 years, has been a staple black-owned retail business headquartered in the Mt Airy section of Philadelphia. Shani is extremely grateful for all of the love, support and patronage from her longtime loyal and new customers during the coronavirus spread that as she said, “had crippled her business during the first month of the shutdown.” 

In 2009, Dolly’s Boutique, which is named after Shani’s late grandmother, first opened its doors. Understandably, some new customers are apt to call up the store looking for Dolly. However, from the inception, this business has always been customer-driven. Some of Dolly’s loyal customers also reside throughout the country, in cities such as, Atlanta, Chicago, Las Vegas, Los Angeles, Miami, New Orleans; and, the following states: CT, LA, MD, NC, NJ, NY, and TX.  Although their client base is primarily women, they have skillfully target marketed men who will buy gifts for their spouses or significant others. In recent years, Dolly’s has expanded their product line to include men’s accessories to meet that customer demand.

This business for several decades has always had the customer in mind. Most recently, in September 2019, Dolly’s Boutique II opened in Center City Philadelphia to a throng of patrons and supporters in the new Fashion District of Philadelphia. This strategic business move expanded Dolly’s clientele and market reach. Although, the store expanded downtown, Dolly’s management team was intentional about not neglecting the needs of the original customers that continued to patronize the uptown location.   Thus, it appears that their business philosophy became their saving grace. When the coronavirus statewide shutdown necessitated that the mall location be temporarily closed, the uptown location was able to eventually re-open with restrictions. Not only has Dolly’s experienced record online sales this month, but also their social media marketing campaign has led to increased sales. Dolly’s recently began to host a Facebook Live broadcast  #ShoppingWithShani on Saturday mornings and Wednesday evenings. Although they broadcast the clothing and accessories, you can see that many customers have begun to return to the uptown location wearing face coverings and practicing physical distancing. After they purchase their items, they are satisfied customers, leaving the store with the “signature” pearl white with black and gold Dolly’s bag. Dolly’s customers have come to treasure those keepsake bags featuring the Dolly’s brand insignia. #BuildSisterBuild #BuildBrotherBuild  #SupportBlackOwnedBusinesses