The Write Approach
Registry Roundup with Gail Greenberg and Pearl-Ellen Shure, owners of The Write Approach, in Woodbridge, CT. www.thewriteapproachinc.com
What trends do you see in bridal/gift registries?
We've responded to the latest trends in bridal/gift registries by carrying products that address the buzz of our community and our own passions. We carry eco-friendly products that keep "Going Green", gorgeous. We have seen couples request more practical items that are multi-functional. Many couples are older when they get married today. They often already have a lot of the basics, they look to fill in the gaps with entertaining "must haves".
We have gotten away from formal table pieces but still are in the business of setting beautiful tables. We enjoy brides coming to use us for their gift registries because they appreciate the personal service and like supporting a local business instead of a large chain. We have always referred to ourselves as "a mini department store". Our brides have unique taste. We get to know our brides and craft the perfect combination of merchandise.
How important are sustainable/eco-friendly products to your customers?
When we moved the store to a new location two years ago, we chose a newly built "green" retail space. Since we invested in an eco-friendly building we also carry products that reflect the same principles. We love the use of recycled paper in invitations and stationery as well as bamboo in everything from bowls to blankets. Our customers love the Nambé collection made of acacia wood and alloy.
What is an entertaining must-have for newlyweds?
An entertaining "must have" for newlyweds is the Juliska 3 Piece Hostess Set. This coordinating set includes a durable ceramic serving platter with a center opening that's fit for the accompanying wood cutting board insert (for cheese) or a chip-and-dip bowl. The stoneware is highly resistant to chipping and breaking and can be used in the oven, microwave, and dishwasher. This makes the perfect gift for a couple who appreciates versatility.
What is The Write Approach staff pick for favorite product?
It was extremely hard for our staff to choose just one favorite product so we picked a few. We love our Nambé, Simon Pearce, and Antique Silver collections. In addition to the standards, we also carry items that are individually hand crafted and hard to find all in one place. Our certified antique sterling silver collection is from England and they come in their original boxes.
Do you have tips for retailers starting a registry?
Our tip for retailers just starting out with registry is to get to know your customers well and offer a selection of items within a wide price range. We present unique gifts in a clean and clever way and then artfully dress them up with great wrapping paper and seal the package with a store logo. We believe in giving the right first impression. We say, "Dive in, the water's fine!"
How do you use social media to promote your product offerings/registry activities?
Social media is an integral part of the overall marketing plan that was proposed by our marketing agency, Janet Leslie Productions, from Connecticut. By integrating several pieces of social media, we create synergy. Our messages become part of the conversations that people are having about the products we carry in our store. We post on our own Facebook / Twitter page as well as share data with our "Likes". We are creating original content that we spread on our own web site and to others.
Along with a new redesigned website, we plan to create video content for our own Youtube / Vimeo Channel, website, and email campaigns. We plan to be ready for QR bar codes and texting our customers in the near future. Our community keeps growing and we continue to tap into the persona of who shops here.