AOW Insider | Interview with Fiona Cameron of Stories Shop

Since many of you are heading to Paris for Maison & Objet, I thought it would be a great time to interview my dear friend and colleague Fiona Cameron. Fiona is the founder of Storie, a beautiful boutique dedicated to high-quality artisanal goods based in the 14th arrondissement in Paris. 

I first met Fiona on a sourcing trip in Morocco and we've been exchanging stories, experiences within the field, and laughs ever since. With a background in journalism, opening up a shop seemed like a natural next step in her career considering her love for storytelling, travel and design. At the time in 2011 it was a totally new concept so she saw a niche. 

Since then, the industry has changed of course. The market seems to be inundated with beautiful products that tell a story so Fiona and I dive into what this competition looks like, the reality of running a brick-and-mortar shop, and get down to what price points and products are selling the best. 

I love Fiona's transparency. She isn't afraid to openly share ideas and talk about business in an honest and open way.

Ok, let’s dive in!

To start, could you tell our readers a bit about your background and how you first decided to start a retail shop?

Before I opened Storie in 2011, I was a journalist working in radio and television news – nothing remotely related to decoration. I decided to take a break from the news cycle, and around the same time a lovely shop came up for rent on our street. Our house was full of craft and art brought back from travels and made by friends. At that time in Paris I didn’t know many places selling high-quality craft so it looked like a gap in the market that I could fill.

The idea of my shop was that every object has a story. It seemed as if we should be talking a lot more about the stories behind the products we buy. Storie as a concept was a segue from one career to another, from being a journalist to a businessperson. It also felt like I could be useful, giving a vitrine to craft heritage while helping other small businesses sell their wares.

Many people are dabbling with the idea of starting up with a brick-and-mortar shop. Some say it’s the time to create experiential shopping experiences while others say retail is dying. What are your thoughts on the topic?

I have so much to say on this topic. Looking back on the decision to open a shop with nearly zero business experience, it seems close to madness. It’s really tough work getting it right: balancing the books, finding the right spot, attracting the right clientele, and just physically dealing with the product, clients and merchandising. It all takes so much time. If you already have a following who might make it to a brick-and-mortar store, it seems a lot less risky than opening when no one knows you. But overheads are high, and many costs are fixed. Conditions will vary depending on where you trade - I doubt Paris is the easiest place to start.

Since we opened in 2011 a lot has changed – some things in our favor, others heavily against independent retailers. The economic climate in France is something quite specific, but more generally there is obviously a huge shift towards buying online. A threat from the likes of Amazon isn’t my main concern (for now) as the products we sell don’t tend to be the type of thing one would look for there. But there is SO MUCH competition out there online now. Independent retailers really need to find a way to stand out and make their experience special, both online and in the real world. I think we’re probably going to be in for a rough ride for the next 5 to 10 years. I imagine we’ll see more and more shops shutting but I don’t think brick-and-mortar is dead. 

There is a shift in the way many people are buying. Our clients want to know the story, they want to know how things are made and that the producers are paid and treated correctly. They want to talk to a human being when they buy something or have a problem with a product. I’m not a Luddite; I believe with increasing automatization the human element in interactions and in our choice of product will become increasingly valuable to an important sector of consumers. There are lots of changes ahead in the next few years and retailers in all sectors need to be dynamic and ready to make changes to survive. It's a big conversation at Storie too!

What are some of the buying habits that you have seen shift over the years? What is trending in terms of what buyers are asking for?  

We've seen a big demand in home textiles. Our clients are asking more and more for products from socially responsible producers - pretty stuff isn't enough. The other special thing about Storie clients is that they love color. If I buy beautiful bold pieces, they will sell far quicker than a safe bet beige or chic grey. People come to us for a selection of products they are unlikely to find elsewhere. 

What is the most popular product (or products) selling in your shop, and at what price point?

We sell a lot of handloomed and handmade textiles. People have a very different attraction to a handmade object as it brings a special atmosphere to any home. For spring/summer, we always do well with fine handloomed cotton scarves and throws selling for around 50€. In winter we sell a lot of woolen blankets and rugs. These aren't handmade but are from a small family-run company. Recycled wool rugs sell for 34€ and those made from Merino lambswool sell for around 90€. I've also got a great source for Moroccan boucharouite rugs – each one is totally unique. We also sell loads of handwoven baskets. I'm a bit obsessed with textiles and baskets. 

How do you balance buying trips, travel, being a mom and running the shop with just a few employees?

It's tricky. If I'm being disciplined, I go to bed early and try to get up a couple of hours before my small person. If I manage to do a bit of yoga before everyone is awake and get a few important things ticked off my list before breakfast, the day is 100% better. In reality, I often stay up too late working and then the rest of the day is catch-up. If I can, I'll travel with my daughter as I want to share as many experiences with her as possible. Otherwise I try to do short, efficient buying trips and come home to finalize the details. 

Do you find you sell higher-priced items with higher profit margins or a larger quantity of items with a smaller price point?

It's a real combo.

What do wish you knew when you first got started?

I wish that I'd learned how to say ‘no’ earlier. 

If you were to do it all over again, what would you do differently?  

I'll let you know as soon as I've got it all figured out. 

Are most of your clients local or tourists?

90% local. 10% tourists or passersby.

Are trunk shows worth the time spent putting them together? 

Yes. It's a fabulous opportunity to really explain the product to our clients. They normally do really well if we get the timing right and there are no strikes or protests. Timing is everything!

For more info please visit: https://www.storieshop.com/ or reach out to Fiona directly to learn more about her retail consulting.

And visit her shop in Paris! The address is:

20, rue Delambre

75014, Paris