FASHION INTERVIEW
by Bianca Zen
Susan Muncey is the creator of shopcurious.com, the online shop which sells vintage accessories and trendy fashion for both men and women. She was the owner of the 1990s iconic London boutique Fashion Gallery, one of the first shops to stock designers Julien Macdonald, Emma Cook and Sara Berman.
Based in London, UK, she graduated from Emmanuel College, Cambridge, with a degree in geography in 1983. 'The diversity of the subject was what attracted me,' she says. 'I love learning and am curious about the world, so my degree certainly satisfied my appetite for knowledge'.
And when her passion for love grew, her curiosity led her to establish ShopCurious – a place for lovers and collectors of naturally beautiful things. It’s the online shopping equivalent of ‘slow food’: A backlash against the must-have consumer frenzy of the branded goods crazed brigade. Whatever you buy from ShopCurious, everyone is going to be totally curious about how you found something so very special. "Designer labels can be collectable, but I think it’s much more important that a piece has its own timeless style and is usable, or wearable."
But she definitely advised against wearing vintage from head-to-toe else you will end up looking like your mad Aunt Hilda. “Mix gorgeous vintage pieces with simple contemporary statements for a look that really works. For example, a vintage sequined blazer will add a stylish twist to a simple trousers and T-shirt ensemble.”
So, if you are ShopCurious, join her for a refreshingly unique shopping experience.
How was the idea for ShopCurious conceived?
In the late 1990s, I ran a concept store/lifestyle boutique selling fashion, furniture, art and accessories, after which I worked as a trend forecaster and later wrote a book about trends. I realized there’d come a time when luxury goods would be more about creativity of design and individuality than brand and price – and that unique and vintage items would become more popular. This is how the idea of an online curiosity shop came about. Of course, there’s also the fact that I’m a very curious person and I wanted to share my passion for unusual and interesting things with others.
Why did you choose to position the shop in this particular way?
The aim is that ShopCurious is more a lifestyle destination store than simply a place to buy gifts, clothing and things for the home. It’s very much for people who appreciate ‘slow design’, things that are hand-crafted, quirky or a little bit different from the mainstream. Another aspect of the website, is that it’s my own work of art in progress. As curator and creative director, I choose the items for the site, personally comment on all of the products, write a regular blog and interview artists and designers for our monthly StyleCurious feature: I’m very much responsible for how the website looks and feels.
People are usually skeptical about the quality of items sold online. How did you come to the decision of making ShopCurious an online store?
I’m not sure if this statement is entirely true. More and more people are doing their shopping online and, more often than not, the items purchased are of the mass-produced or branded variety. The stock at ShopCurious is very unique and unusual in comparison. If we’re selling a vintage item we will mention any flaws in the product and say something about its provenance – evidence that something has lived a good life is often a part of its charm.
So far, the response to items sold has been really good and many customers have commented that items they’ve purchased look much better in real life than they do in the photographs on the website.
How did you reassure your potential customers in terms of the quality of your items?
As most of the pieces on the site are individually made by hand, they’re of a very high quality. We also describe the appearance of each item and provide photographs to show the condition.
Thankfully, we’ve had very few returns.
The items in your store are all in the higher price range. How were sales at first? How did it change over time?
Actually, we have quite a few smaller items and accessories that are very reasonably priced, starting at £10.50 for two rose napkin rings (so pretty that one lady bought them to use as corsages) - or our lipstick gift sets, notebooks, handmade jewellery designs and hair accessories, for instance. Our shipping costs are also being reviewed and should be updated by the third week of January, making it easier and cheaper to buy from overseas.
You have some really quirky and interesting items in your store. Where do you sources these items from?
The clothing, gifts and curiosities are sourced all over the world – wherever I happen to be at the time. I do go to some trade fairs, but a lot of the things I simply stumble upon on my travels – in the UK or abroad. I love flea markets and arty enclaves that are full of curious things.
Given the amount of press ShopCurious receives, are there any future plans for going offline?
Some people would probably like the option to see things first, or to try them on. However, with customers all over the world, it would be difficult for everyone to get to one location. At the moment we’re focusing our resources on making our curious clothing, unusual gifts and unique things for the home available to everyone via the Internet. We’re constantly updating and making improvements to the website, so if you have any comments that you’d like to make, please let us know.
How big is the team managing the online store? What are some of the roles involved?
Well, I have to say that I do quite a large part of the work myself – in fact, I get involved in all aspects of running the business. However, some of the key functions are out-sourced to our web-designers, PR company, online marketers, warehouse, photographer and accountant. In the near future, I’d like to take on some more staff and to develop more products in-house, whilst continuing to offer curious things from around the world.
What are some fashion tips you can share with those who want to dress vintage yet do not have the budget to do so?
It’s always possible to find cheap vintage clothes at markets or larger warehouse-style vintage outlets, but these are usually the pieces that are damaged or in poor condition, which is okay if you’re able to repair them yourself. Also, if you’re good at needlework, you could buy old bits of fabric, lace, trimmings, buckles and buttons to make into your own vintage style garments, or to embellish vintage-looking contemporary clothing. If you’re really curious, the first thing I’d do would be to ask my mother and grandmother, plus her friends and relatives if they have any old clothes or accessories hidden away in their wardrobes … and, if do you try this, I look forward to hearing what you find!
In your own definition, what makes a woman modern and smart? Why?
A modern woman is self-sufficient and resourceful, with her own views and opinions. She invests sensibly in well made, unique and investment pieces to suit her lifestyle, but also to reflect her personality. She’s able to combine an eclectic mix of vintage and modern to create a timeless style of her own for her wardrobe and home. A smart woman is kind, courteous and considerate to others and always has something interesting to say. Of course, she’s also very curious to learn about everything , to live her life to the full and to be the very best at what she does.
At ShopCurious, we call this ‘style with brains’.
What to you is being financially independent? Do you think you are financially savvy and smart. Why?
To me, financial independence is about having enough money to live comfortably and to look after your family, but still be able to afford the occasional luxury. I previously worked in investment and am a member of the CFA Institute – but that doesn’t mean I’m especially good at managing my own finances. My advice to anyone is not to spend more than you have. I think this is a huge global problem and many businesses (especially in the fashion industry) that have borrowed enormous amounts of money are now beginning to experience the terrible consequences.
The smartest thing I’ve done is setting up ShopCurious on a fairly small, manageable scale, with the view to growing the business organically, rather than taking out a big loan and not being able to pay it off.
What does the phrase MyFatPocket remind you of?
The phrase My Fat Pocket could simply mean having your pocket stuffed with banknotes, or being very wealthy, but there’s a lot more to life than money alone…
To me, the phrase implies that your pocket filled with all the things you need in life (in addition to the obvious ones, like having a roof over your head and sufficient food) – I mean the things like friends, interests, good books to read, beautiful places to see, nature, love, laughter and life’s little pleasures – all the things that make you smile and keep you happy.
Oh, and my own pocket also contains a large measure of curiosity – I hope yours does too?
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