Would you like to have a box delivered right to your door, chock full of amazing clothes and accessories that fit, feel, look great, and can be worn to your holiday parties? If the answer is yes, then you will love “Shop in a Box.”
This fab shop in a box concept, shopdaniellesf.com, is the brainchild of fashionista and style curator, Danielle Mawlaoui. I, of course, was skeptical as I have never been able to shop for clothes online that didn’t have to be returned. However, much to my surprise, my box, filled with over 14 items ranging from dresses, belts and cuffs to pants, tops and leather jackets blew me away. The classic, yet edgy styles were not only a perfect fit, but also opened my eyes to new looks and designers.
We sat down with Danielle to talk about the shopping concept, her retail stores and fashion curating secrets.
Examiner: Tell us about your background and how it influenced your decision to create “Shop in a Box?”
Danielle: I opened my first retail store, Danielle San Francisco, 11 years ago, followed by my Napa boutique after I left investment banking. I’ve always been an entrepreneur at heart, and I felt limited in the corporate world. Opening my boutiques combined my interest in finance and fashion. Over the last 10 years, online shopping gained huge momentum and “Shop in a Box” was my way of keeping my clients happy who were shopping online.
Examiner: Who is your target market when curating online?
Danielle: My clients are often working women or stay at home moms …The box idea is my way of making shopping easy and convenient for my customers. My target market is a woman of all ages that have classic taste. Usually, it is women in their 30s all the way to 80s. I often have both mothers and daughters trying things on.
Examiner: How do you choose your designers for your box and how important is the online questionnaire you require women to fill out?
Danielle: I pick designers depending on the customer and her needs, which can encompass work to evening wear. Some labels are more casual and slouch and some more tailored and form fitting. The questionnaire is very important. I am in the process of adding a few more specific questions to help me ascertain a customer’s style and body type.
Examiner: What makes your Shop in a Box concept better or different than what’s already out there?
Danielle: I think what makes my product better is that I am a personal shopper in a box. It is curated pieces and outfits that I put together. I also know my brands, and how they fit, so it is easy for me to make educated guesses. Also, it’s not something you see and order, so it forces women to try on styles that they might not necessarily pick out on their own.
Examiner: That is exactly what happened to me. I am loving several items you selected that I would never have tried on in a store. And yes, I’m keeping them! So how does the shipping and payment work?
Danielle: Shipping both ways is free, I just ask customers to keep the box for a maximum of three days. Box prices vary, depending on client requests. Examples from your box ranged from $80 for the cuff to $800 for a leather jacket. But, the average price per piece runs between $60 and $300. After you complete the online questionnaire and sign up, we call and get your CC info as well as a $200 deposit. It will go towards what you keep, or it will be refunded if you choose to send everything back.
Examiner: Any trends potential customers should be thinking about when they place an order?
Danielle: Trends for fall are lace, leather detail, and the big color is maroon/aubergine. As for accessories, I love all the metal cuffs and horn cuffs as well as longer necklaces.
Examiner: Any other fashion tips?
Some other tips would be to dress for your body type. Trendy works for some women, but if you are on a budget, pick the classics and add a couple of trendy pieces for the season. I always tell my customers to invest in a few classic pieces because they are timeless. It is all about quality over quantity.
Happy hassle free holiday shopping! And, my tip; great gift idea guys for your significant other.