Taking you behind the scenes of our boutiques, Boutique of the Month is a new feature, which will showcase what goes on inside the four walls you are shopping from.
Opening its doors for the first Boutique of the Month is c.See in Cobham, Surrey. Sister-in-laws Hayley and Cara Mitchell (along with the help of pug Betty) are the names behind the uber chic boutique on Cobham high-street. C.See officially opened on the 15th March 2009, although Hayley and Cara took over the original shop space under a different name in 2008. Their brands include Acne, Helmut Lang, Rick Owens, Theysken’s Theory and Elizabeth & James, so expect on-trend and fashion-forward pieces that encompass effortless longevity.
Where did c.See begin?
Hayley (H): C.See was born from an opportunity. The lady who owned a shop in the same place was selling the lease on and it was something we had always talked about.
Cara (C): The existing store’s owner approached us, it had been a clothes store called Envy for about fifty years, and we took it over in 2008, modernised and rebranded it.
How was the transition from the old store to c.See today?
C: C.See has definitely evolved over the last four and a half years to get it to the place we want it to be today. We have had to be quite meticulous with our decisions though and with the brands we pick, as not to alienate the original client base.
H: In the beginning we didn’t have our own identity, and it is only now that we have got to the point where we are completely confident with going to a brand, picking a selection and knowing a customer will wear it, and we will wear it.
Where did the name c.See come from?
H: It came from lots of guessing and sitting down with friends and family. We went with c.See because it was one of Cara’s nicknames.
C: We wanted something fun and girly, playful and welcoming.
H: It rolls off the tongue as well.
Did you always want to work in the fashion industry?
H: Yes definitely.
C: I didn’t think we would have a shop so young but we have always had an interest in it.
How would you describe the c.See woman?
C: They know what they like but they like to be led as well. Style conscious and brand aware. The core demographic is probably around 30-55, but having said that one of our best customers is 77.
H: I think there are a variety of different ones, there isn’t one I could pinpoint and say she is a c.See shopper. Anyone can shop with us because we have such a diverse mix of styles and brands. In general though, the c.See woman is someone who likes style above fashion and is trend aware, but doesn’t necessarily follow trends.
How does the buying process work?
C: We place an order six months in advance, so we are now buying for next summer.
H: We attend the various fashion weeks, particularly London and Paris as well as trade shows.
C: We often attend designer showrooms and multi label agency showrooms too.
“Anyone can shop with us because we have such a diverse mix of styles and brands”
What is your favourite stocked brand?
H: It would have to be Helmut Lang for me.
C: Acne or Theysken’s Theory, I have really grown into Theysken’s.
What is your favourite trend of AW12 and how have you channeled it into c.See?
C: Lace and the red wine garnet colour. This is a huge colour, everybody can wear it and we have bought that in with quite a few different brands.
What have you found the most challenging whilst running c.See?
C: It is not all glamorous. You have to be quite strategic in what you pick to stock, and you can’t just pick out anything you want to sell. There are a lot of politics involved.
H: Brand wise you cannot have too many brands in a certain mile radius. Sometimes you see something you want to stock, but when you approach the brand you find out you can’t because it is stocked in a shop around the corner.
If you could collaborate or dress anyone who would it be?
H: I would have loved to of met Alexander McQueen, if we could do a c.See for Alexander McQueen collection it would be amazing. Everyone I can think of to dress are all style icons in themselves so I wouldn’t want to change them, like Marlilyn Monroe, she was iconic. I wouldn’t want to change how she dressed because I loved what she did and how she did it.
C: I think if anything they inspire us.
H: Actually, this is quite cheesy, but I would love to dress Britney Spears, because I think she has a banging body but looks terrible, and I think she could look amazing. I love Britney; I am a real Britney girl.
What do you love the most about your job?
C: The satisfaction of someone coming into the shop, who doesn’t have much confidence or is usually too intimated to come in, and then saying how glad they are they came in and how welcoming and nice we are. When you change someone’s perception it is really satisfying.
H: The creativity and the customers, it has really opened my eyes to everyone’s individuality.
C: I have never worked in a nine to five office environment either, and I just couldn’t imagine doing it. Everyday is different at c.See, whether it is in the shop, out buying, doing a description or a photo shoot. The variety can be really stressful but I rather it be this than anything else.
What has been your proudest moment working at c.See?
H: Definitely the press coverage we have been having recently.
C: The recognition we are receiving now makes our hard work worthwhile, and I think it is amazing to be picked up. We haven’t chased PR in that respect. The Telegraph and Vogue have approached us and it shows that they have heard about us on the grapevine or by word of mouth. This is where we always wanted to be.
“When you change someone’s perception it is really satisfying”
Do you have any plans to open up any more c.See stores, and where do you see c.See in ten years time?
C: We are working on the website at the moment, so that is the direction we are likely to focus on, but I would never say never.
H: I would like it to be a destination, the go to place, and I would love for people to come here because this is where it all started.
What do you think is unique about miinto?
H: It is the first of its kind in the UK.
C: You can access all these amazing shops, all the hidden gems, people always like to know about them and it brings them to the forefront for people. It brings a broad spectrum of designers together too.
The post BOUTIQUE OF THE MONTH: C.SEE appeared first on Passion for Fashion.
