Bella Maas

Shaping the shopping experience to suit their business

Economic uncertainty and consumer fickleness have always posed serious challenges to retailers, especially in the competitive women’s fashion market. Some retailers opt to declare that a visit to their outlets is a shopping experience—a rather convenient marketing buzzphrase—and hope for the best. But Bella Maas boutique owner Lindsay Hedstrom has taken that whole shopping experience notion much more seriously, making it an essential part of her operations.

“Customers come to Bella Maas for an experience and they need to feel valued and cared for,” says Hedstrom who owns Bella Maas outlets in St. Albert and Sherwood Park. 

“We believe everyone should be greeted by a friendly face and someone genuinely interested in their interests, whether it’s buying a new pair of jeans or a sweater. With so many options available, we’re truly grateful when they step inside or decide to purchase something online.”

Making patrons more comfortable in a shop that specializes in women’s apparel is only part of the vision Hedstrom has created and developed to garner a toehold in the market. She’s also incorporated a set of key values near and dear to heart that she emphasizes to her staff and customers, from a focus on family and community to a dedication to empowerment and fashion. It’s her way of stressing how her company should treat others, having had her own unpleasant series of interactions in the past as a customer and business owner.

“I just find customer service is lacking in general. I am constantly disappointed in not being able to reach anybody by telephone. It’s really hard to get people on the phone these days, which I think is an important interaction, actually speaking to people rather than digitally speaking to people.”

notes Hedstrom

It’s no surprise that Hedstrom is big on providing a personal touch to running Bella Maas, which extends to the wide array of inventory that populates the shelves. She personally handpicks all the items—from sweaters and t-shirts to skirts and jackets— and tests them for quality and sustainability. 

Hedstrom also relies on feedback from customers and her own staff—all of them well-versed in the products they sell. She believes it’s also critical to keep in touch with fashion colleagues to find out what’s coming down the pike that would earn a spot in both her stores. 

“Quality, price point, and my relationships with my vendors are all important to me,” Hedstrom adds. “I value mutually beneficial relationships with my vendors.”

Bella Maas relationships extended into the virtual route when the company went online in 2012. The website not only enables Bella Maas to display its wares that can also be purchased electronically, it also alerts folks to new arrivals hitting the shops and offers customers such incentives that include upcoming sales and suggestions on how to create a shopping party. 

Bella Maas also has accounts on social media, where they also announce upcoming sales, offer fashion suggestions for special occasions, and display short videos highlighting popular outfits daily. So far the company is enjoying more than 80,000 followers on Facebook and more than 25,000 followers on Instagram. 

Hedstrom recognizes that the online component is an important part of the company’s business. “But I do believe in personal interaction and in-store is really important and we try to share that on our online platform as well,” she says. “You can actually reach somebody at a store and speak to a real person about our products before you purchase them online.”

While Bella Maas stocks roughly 60 clothing lines, Hedstrom has no problem listing products that are particularly popular with her clientele. Big among customers are clothes by classic sporty denim creators AG Jeans, urban lifestyle apparel designers Gentle Fawn, vintage-style denim manufacturers MOTHER, and casual loungewear makers Z-Supply. 

“They have strong brand development. Having worked on these brands for a long time, they understand their customers and are invested in the quality of their products.”

says Hedstrom about the wardrobes of choice.

Bella Maas opened its first store in Sherwood Park in 2003, adding a St. Albert location two years later. Hedstrom, a former dairy farmer with some entrepreneurial experience, bought the operation in 2010 after hearing good things about the retailer. More than 15 years later, Hedstrom has managed to navigate the fashion industry and stake her place in hit, but recalls the steep learning curve she needed to scale.

“I took a leap, not knowing what to expect,” she says. “We had no idea what we were getting ourselves into.”

BELLA MAAS BOUTIQUES

370- 5 Giroux Rd., St. Albert

(780) 470-7467

168-11 Athabascan Ave., Sherwood Park

(780) 417-3562

bellamaas.com

[email protected]

instagram.com/bellamaasboutique

facebook.com/bellaamaasboutique