Sharingtons Staff L-R Stephanie, Cathy, Agnes, Lori
Missing from photo: Hilary, Rosalind, Sybil
Newspaper Article 2007
“When you grow up in an entrepreneurial family, it’s hard to see yourself living any other life.” “I love being self-employed because it gives me an intense energy unlike any other!” According to Cathy Martin owner of Sharingtons finer quality clothing for women, being self employed was just natural, “I knew the life of an entrepreneur and I loved clothing!”
Today, Sharingtons is a thriving enterprise in Newfoundland and Labrador which has evolved over the past 20 years. Its origins date back to 1987 in Botwood Newfoundland. Sharingtons had become synonymous with finer brand-named women’s apparel. Experiencing a fair measure of success of being the only such retailer in the region, Sharingtons expanded to Grand Falls-Windsor just 3 years later.
After that, Sharingtons found its new base in St. John’s along with a renewed purpose. Cathy feels that clothing can help women feel empowered to take on anything in their lives.
Staffed with 6 seasoned fashion consultants, Sharingtons delivers results in today’s dynamic finer quality clothing market. Yet, Sharingtons is not in the clothing business as much as it is in the “problem solving” business. “There isn’t a woman out there that doesn’t have a self-image issue.” Sharingtons thrives on making women feel great about themselves by presenting them with a wonderful array of styles which augment the right things and conceal the less desirable things! “Every member of my staff is a true professional with the experience to inspire women with fashion.” “From the moment a client walks in the door, we are all well versed in the art of ‘sight-sizing’, or mentally dressing them before a conversation begins.” This is the essence of Sharingtons niche.
“In fact, when I go on a buying trip to New York, I bring with me the hopes and ambitions of 35+ women everywhere… there just isn’t enough room on the plane for everyone!” Of course Sharingtons is sensitive to what women can afford in the realm of presenting a powerful image through their attire, but the real value is time spent with clients to ensure they get what they want. “It is unfortunate that retail concentrates on the cost per items and not the equity created in the relationship with the client… the relationship is the real value.” “We start by listening and interpreting what women are really saying and really needing.” “We work hard at this everyday.” “We like to believe that when a women says she’s “just looking”, it really means she is looking for more than clothing… she is looking to solve an image problem.”
During any given season, Sharingtons offers between 25 to 30 designer labels. “Again, we are quite conscious of the demographic we wish to service… that being females 35 years and older.” In actual fact, Sharingtons presents 5 core lines that manage to meet the approval of most mature women. Cathy believes that a successful clothing retailer must strike a balance between the number of garments and the number of designers to appease this very fashion savvy market. Trying to be all things to all women might confuse everyone to what Sharingtons is all about. “A business must be very clear on its mandate and purpose.” Learning product balance is something that can come with 2 decades in business.
Sharingtons environment is designed to be more of a “haven” for women to open their minds and hearts and improve their self-image. “We are mindful to present our environment and our garments in an uncluttered manner.” “I don’t think there is a woman out there who isn’t frustrated with going to the closet and finding nothing but confusion.”
Cathy & Terry Martin
