Huge growth for much-loved Hove destination store

Meet Business Woman of the Year 2023, Emma Draper, who heads up a team of 16 at Velvet, a multi-million pound turnover business.

In this feature, Emma reviews her year and tells us more about Velvet…

So, what a year! I won Businesswoman of the Year 2023 Sussex and Surrey at the Dynamic Business Awards for Velvet and Velvet Property last month. 

I am so very proud of my large, independent store in Hove, 2,500 square feet  full of beautiful fashion, lifestyle goods and accessories.

I started Velvet 23 years ago. Quite a few shops later and many ups and downs, it’s been a wonderful career. Through two recessions, three children, divorce, bereavement, illness, Covid, lockdowns – Velvet has always been my saviour and my passion, my lifeblood. I do feel very grateful to have Velvet and the wonderful women who work with me. Also, the last two years have seen record profits for us.

I head up and manage a team of 16 incredible women in this very busy, thriving store. The passion, energy and love poured into the business by myself and the team has created an institution and a powerhouse of retail excellence. It is much loved by thousands of regular customers, including those who travel from all over the UK to visit.

From the profits made by this business, I have also built a buy-to-let business, Velvet Property Ltd. My portfolio specialises in one and two bed high-end flats, which I have re-developed and let out in Brighton and Hove, and offers a very high standard of customer service to my tenants.

The store’s USP is that new stock arrives every day, making it always fresh and new for customers. The store is very friendly, beautiful, stylish, affordable and appeals to a wide range of women. Clothing prices are from £15-£45.  It’s been my passion for the last 23 years to understand what real women want, how they shop and how to make them feel good about themselves.

The team have enormously high standards for customer service and the look of the store, as well as social media and digital marketing which is a vital business tool for creating footfall in store on a daily basis (see our Instagram @VelvetHove).

The windows displays have to look incredible. They are planned and designed months ahead by us, not just to be very creative but also to drive customers in. A ‘call to buy’ something that will inspire the customers on how to style the clothes and accessories.

Velvet’s culture

We have an amazing, strong, hardworking, passionate, and very loyal team. The talented management team of five women is responsible for buying, socials, marketing, merchandising, customer excellence, the stock department, recruitment, team management and, of course, the culture. 

My primary goal was always to make Velvet an incredible place to shop and to work. 

My management team have been with me a long time (all over 7 years), because I care deeply and support them emotionally, financially and empower them to grow and learn new skills. 

They all have a deep sense of ownership and autonomy. They know they can develop their ideas and creative skills within a safe caring environment and we have a right old laugh!

As I said in my speech at the awards, suddenly becoming a single parent of three boys taught me a lot of lessons in resilience, strength and a huge determination to make my businesses a success! Velvet is part of me, it literally runs through my veins. It gives me enormous joy and the team is my family. 

www.velvetstore.co.uk
insta:  velvethove
66-68 Church Road
Hove
BN3 2FP
LinkedIn Emma Draper