Twenty-one years ago, Marilyn Diligenti found herself a newly single mother trying to uphold a stable life for her five young boys with no income or resources. Swallowing her pride, Marilyn obtained a $1,000.00 personal loan and marched down to the fashion exchange where she purchased a small armful of women’s clothing. Clothing in hand, Marilyn returned home to call female friends and acquaintances and invited them over for tea, desserts and shopping. Thanks to Marilyn’s good taste and economical mind she sold all the clothes and made just enough profit to feed the kids and return to the exchange to buy another armful of clothing.
Word of mouth traveled and soon Marilyn was spending what money she had hiring limousines and buying champagne to coax women from other parts of town to make the trip over to West Vancouver. Before long, Marilyn’s fledgling home shopping business was growing too large to maintain from her home, so she rented a small retail space in Caulfield Village for her blossoming business.
Six days a week, ten hours a day, you can find Marilyn at her classy boutique in Caulfield. Also there you will meet customers that have been loyal and dedicated to Marilyn since the days of selling clothes from her own home. Her once modest store has now expanded to over three times its original size.
Marilyn’s business lies in the women’s fashion retail sector, offering an enormously wide range and variety of clothing, shoes and accessories to women and girls of all ages and every size. Whether shopping for the beach or a wedding, Marilyn’s is the definition of a ‘one-stop shop’. Mothers, daughters and granddaughters can all leave Marilyn’s happier than when they came in, which has been Marilyn’s mandate since day one.
It is the customer service and personal relations that have stood as the trademark of her business since the beginning. Marilyn’s massive and longstanding customer base keep coming all the way to Caulfield Village for one reason besides the fabulous fashion finds, and that is the way they are made to feel once they are inside the store.
Upon entering Marilyn’s, you will find no less than five friendly and helpful saleswomen ready to offer you a drink and lend a hand in navigating through the great selection of items. Staff do not work on commission and therefore do not pressure the customers. They range in age from sixteen to sixty-five in order to provide someone that all customers can relate with in case they find themselves indecisive or in need of assistance. Some of these women have worked for Marilyn for as long as she has had employees and some are hired on the spot for their warm attitudes and ease of manner.
Nevertheless, no matter whom you first run into upon arrival in the store, you will no doubt be treated with attention. Marilyn, who is nearly always in the store to help customers, pin for alterations, special order bridesmaid gowns and oversee the customer service and day-to-day operations, will rarely hesitate to offer a latte from Starbucks, and is often seen buying lunch or treats for customers who work up an appetite while shopping. She takes the time to know each of her customers on a personal level, rarely forgetting a customer’s kids’ names, place of occupation, favorite designer or drink preference. An in-store seamstress that hems and alters garments specifically to the customer’s shape and size also supports the emphasis on customer satisfaction.
Besides the personal attention to cater to women’s differences, Marilyn has been eternally grateful to her supporters. Not only has she sent out hand-written thank-you notes and gift certificates to customers for the last 20 years, she also makes sure to host an array of fun events for staff and customers. Her calendar is marked with fashion shows, wines and cheeses, sponsored events and girls’ nights out.
Marilyn’s main challenge has for the most part always been location. Although Caulfield Village has rightfully earned its nickname, ‘Someplace Special’, it’s not exactly central. It is more than difficult to attract the tourists and mall-goers that frequent the competition, and without a trendy reputation such as that of Yaletown or South Granville, getting new customers all the way to Caulfield proves a troublesome obstacle. Nevertheless, Marilyn actively works at getting her company’s name known throughout the city through her fashion shows and promotional events. Despite her success in marketing her business, it is Marilyn’s reputation that keeps the customers coming in, and word of mouth seems to be Marilyn’s most efficient means of promotion.
Marilyn’s customer appreciation, promotional events, and all-inclusive market niche proves effective in acquiring new customers. These customers are thrilled with their experience in the store and delighted to have found their ideal ‘one-stop shop’ tucked away in the heart of West Vancouver.
