Penny Parolis has been within the luxurious lingerie enterprise for practically 30 years. With a background in schooling, she switched her profession focus in 1993 when she based PDL Distributors together with her husband and kids, specialising in importing and distributing heritage manufacturers of lingerie, swimwear, shapewear and hosiery to the South African market.
In 2005, the enterprise grew a retail arm within the type of Interior Secrets and techniques Lingerie. Launched and run by Parolis and her son Dimitri, the specialised lingerie boutique supplies South African girls with skilled, personalised service within the becoming and styling of intimate attire.
The 4 Cape City boutiques – together with the brand new outlet retailer in Mowbray – home a premium vary of undergarments and swimwear from international heritage manufacturers like Simone Perele, Greatest Kind, Mura Collant, Hanky Panky and Spanx. With workers skilled extensively on lingerie and shapewear becoming, buyers are outfitted to depart the shop with a greater understanding of what fits their pure form.
For Parolis, who’s a breast most cancers survivor, the final word aim is to uplift girls. As such, Interior Secrets and techniques has been designed to be an inclusive house the place the feminine kind is well known. “The motto of our retail enterprise – which was borne from our ardour for this business – was to make a distinction within the well-being of each lady, uplift her psyche and make her really feel lovely,” Parolis says.
Within the spirit of Ladies’s Month, Parolis displays on the motivation behind Interior Secrets and techniques and classes discovered alongside her business trip.As in introduction, describe Interior Secrets and techniques Lingerie in a nutshell.
Interior Secrets and techniques Lingerie is a lingerie boutique that homes unique collections of heritage world manufacturers of lingerie, swimwear and shapewear chosen to boost and uplift girls of each form, age and dimension. Shoppers are handled to personalised, skillful and professional service by skilled corsetieres upon getting into Interior Secrets and techniques Lingerie.
From proudly owning a distribution firm within the 90’s, you and your son then branched out into customer-facing retail. What drove this resolution?
Enthusiastic about our manufacturers and understanding the distinction they make not solely to a girl’s look but additionally to her psyche, we have been decided to unfold our dream and philosophy, making it accessible and to empower girls far and huge; therefore the beginning of the retail arm of our enterprise, Interior Secrets and techniques Lingerie.
Are you able to share a bit about how the Interior Secrets and techniques model has grown since then?
The Interior Secrets and techniques Lingerie model has grown its retail presence in three of Cape City’s outstanding procuring areas, and we’ve got a powerful on-line presence that appeals to purchasers countrywide. We’ve got constructed up a listing of standard clientele by way of this platform and it continues to develop steadily.
Moreover, we’re positioned with our greatest sellers of lingerie and shapewear manufacturers in a nationwide chain of girls’s clothes, notably focussing on markets in Johannesburg and Durban. We’ve got additionally very just lately opened our first ISL Outlet retailer providing finish of season ranges and discontinued traces at discounted costs.
Interior Secrets and techniques just lately opened its first outlet retailer in Mowbray Cape City, which shares end-of-season ranges and unique pattern types.
In your opinion, what affect can the suitable lingerie have on a girl’s day?
Lingerie, like fragrance, is intimate and near a girl’s physique, and exudes a sure aura about her. Her alternative of accurately becoming lingerie suited to her physique kind not solely evokes consolation however goes a good distance in enhancing her vanity and empowering her in her private and professional angle in the direction of life.
What evokes you, personally and professionally?
I’m impressed personally by seeing girls at this time confidently asserting themselves and rightfully turning into movers and shakers in society, looking for their fact and making an attempt to make a constructive contribution and distinction to the planet we dwell on. Professionally, I’m all the time in admiration of people that observe their desires, are passionate and who consider in what they do, delivering experience and repair to the very best of their skill.
You’ve skilled staff as skilled corsetieres. Clarify the significance of this coaching in your line of labor, and do you discover these abilities to be missing in SA in relation to promoting lingerie?
It’s a identified proven fact that 80% of girls worldwide (not solely in South Africa) put on the wrong dimension bra and there are lots of testimonies of girls complaining about uncomfortable bras that give them no assist.
Subsequently, with this data at hand, having listened and seen many dissatisfied South African customers, we’ve got skilled our workers in corsetry thus enabling them to confidently use their skills, data and expertise within the artwork of becoming. It’s a specialised ability which one doesn’t discover readily out there place, therefore we practice all our workers.
We’ve got had numerous ecstatic purchasers who’ve seen the seen distinction to their figures once they have been accurately fitted. In actual fact, many depart our boutiques so excited at their newly discovered transformation and youthful figures, that an increasing number of usually, they find yourself discarding their ill- becoming bras in our retailer. We’ve got really began donating this assortment of undesirable bras to lady’s houses and centres.
What have been the toughest classes discovered in your retail business trip? Any sudden pitfalls alongside the best way?
One of many hardest classes is that not each model supplied on this planet is suitable and appropriate to the South African market, and that as a retailer it’s a must to hearken to your purchasers and perceive their wants, while pre-empting newness and newest traits when selecting the suitable manufacturers/ranges.
Retail has modified a lot in that bricks and mortar shops alone can’t survive and a complete seamless on-line service is important for retail to increase. This have to be supported by a personalised educated service in addition to the addition of an ongoing advertising and marketing marketing campaign which creates model consciousness and targets all well-liked types of social media to advertise and encourage energetic engagement with one’s viewers.
How has your expertise as a breast most cancers survivor formed your outlook on life and enterprise?
As a breast most cancers survivor, I’ve looked for solutions and I really feel blessed, being given an opportunity to view life with a deeper which means and goal. I prefer to face every day with gratitude and an consciousness of serving to to make a constructive distinction in different girls’s lives.
In mild of Ladies’s Month, what recommendation do you’ve for different budding feminine entrepreneurs?
Observe your desires, be passionate, work laborious and by no means quit. Know with every impediment there’s a new starting and you might be one step nearer to your final aim.
Store Interior Secrets and techniques Lingerie on-line or in-store, and join with the model on Fb, Instagram and Twitter.