JUSTINE Barsley struggled to find any suitable markets for her children’s clothing range when she arrived in Perth from Sydney in 2006.
JUSTINE Barsley struggled to find any suitable markets for her children’s clothing range when she arrived in Perth from Sydney in 2006.
Out of frustration, she decided to start her own quarterly handcrafted market showcasing high-quality crafts and wares made or designed by local people.
Perth Upmarket, which is run at Perth Town Hall, showcases the latest designs in clothing, accessories, wall art, giftware, and homewares.
In just 18 months, the owner-operated business has cemented itself as a busy and vibrant market.
“I have always been passionate about markets and with the growing handmade movement I saw it as an opportunity to fill a niche in Perth,” Ms Barsley told WA Business News.
While there is a competitive landscape with the re-emergence of markets’ popularity in Western Australia in recent years, the Perth-based business aims to set itself apart by providing an “inspiring shopping experience for customers”.
Ms Barsley said she provided that experience by showcasing only unique, locally designed and created handcrafted wares, and by assisting stallholders to grow their businesses.
“We see ourselves as more than a market … (we’re) really a marketing solution for creative small businesses. The market is just one channel,” she said.
But as the company has grown, Ms Barsley struggled with strategies to turn a passion into a profitable business, and to grow with limited resources.
“The success of the first event meant that we were getting applications from more people than we could accommodate and I was spending a lot of time on administration and working in the business, instead of on the business,” she said.
“Firstly, I had to look at the business differently than just a market, but rather as a marketing solution for creative people.
“I have two customer bases; the retailers that sell their wares and the customers who come to buy.
“I’ve developed a number of initiatives to grow the business by just changing my mindset and offerings.”
Through collaborative work with the Belmont Business Enterprise Centre, Ms Barsley helps the market’s stallholders by distributing factsheets and suggesting strategies on how to grow their small businesses and develop their brand.
Through a market newsletter, businesses are able to promote their goods and have opportunities to take part in workshops.
The rapid growth has meant that Ms Barsley has been able take on external contractors to assist in working in the business.
This meant she could reduce the costs of employing staff and their associated penalties, such as sick pay and holidays.
Perth Upmarket uses voluntary workers on the day with additional people employed as independent contractors.
For example, the company has a ‘virtual consultant’ who lives on the central coast of NSW and helps Ms Barsley manage the website and newsletter, a graphic designer who works on branding and marketing materials, and a marketing coach who assists with the marketing and PR side of the business.
“It has enabled me to work on the business more and look for ways to grow the concept,” Ms Barsley said.
“I also have sponsors on board who are able to provide staff on the day, which helps both parties.
“It’s created loyalty among our retailers, with over 80 per cent of them wanting to return to each event.
“It has also meant that we have grown from 55 retailers at the first event to now having three events leading up to Christmas and over 200 retailers participating, and hundreds more on the waiting list.”
Ms Barsley said the use of specialist contractors gave her the capacity to work on more strategic aspects than administration.
As a result, each stallholder now manages their own sales and attendance numbers are growing at each event – from 4,000 customers at the first event to more than 7,000 at the most recent market.
Most retailers have reported increased sales despite the economic climate, she said.
