Pretty Pretty Princess

“I’ll never wear them, but they are the most prized pair of shoes I own.” Having only had sons, Dale spoils her granddaughter, as every grandma should. “I treat her like a princess.” The shoes that Dale is referring to are pink and sparkly, her granddaughter bought her princess shoes so that she could be a princess too.

Opportunity: Maybe now Cinderella doesn’t need a whole happy ending, just a pair of glass slippers. Everyone needs a little spoiling.

Never a Plain Jane

We met Christi at Tennessee Performing Arts Center where she works as Director of Programming & Product Development. “I have three loves. My 4 dogs, my husband, and accessories.” After looking again, it became apparent that there wasn’t a surface that didn’t’ have some sort of sparkle, shine, or extra something, wrist, neck, ears: everything was covered. “I change my accessories everyday, it’s important. I feel bad for people who wear the same stuff everyday.” For a theatre person such as Christi, being bland and ordinary is the worst offense.

Opportunity: Challenge women to spice it up not just once, but everyday.

Who’s in Charge?

Dale has not had the easiest life, and as she opened up to us about her troubles, a husband who was killed, one that cheated on her, we were amazed at the happiness that still shone through.

“Want to hear something awful,” this time there was a smirk, “when I found out my husband was cheating on me I went straight to the store and bought the 3 most expensive dresses I could, and, made sure they weren’t returnable.” She then went home, tried them on for him, and when he asked which ones she was keeping, calmly she said, “well, all of them of course.” She had taken a little ownership, a little control when she felt out of control.


Opportunity: Even the words “spiraling economy” can make anyone feel like a little insecure and lost. Let’s give them a little control in an uncontrollable environment.

I am a man, hear me roar

There’s something about shopping that screams, woman’s domain, men, beware. We met George, a contractor in Nashville, over quite a few drinks at his local bar in town. “I mostly shop at Costcos. I buy a couple shirts at a time,” he spoke of shopping for a shirt the same way he shopped for bulk paper towels. “Although the other day I did some impulse shopping,” he grinned and paused for effect, “my butt was hanging out of my jeans, so I impulsively went and bought a new pair at Dillards!” George, sweet and lovable for trying, was lost when it comes to the world of shopping. For George, like many other men, shopping is a practical thing, so he takes a practical, logical approach. George doesn’t “hunt” for a bargain, “dig” to find that special dress, he find jeans that fit, buys 3 pairs, shirts he likes, 4 colors go in the cart. While we may not understand men, we can at least acknowledge their process the same way they accept ours.

Opportunity: Let men win.

Bragging rights

Amy was Nashville nice, just so sweet you wanted to eat her up. Blond and bubbly, she sparkled as she told us about her shopping favorites. “I shop mostly at Stein Mart-” “Mostly?” Christi, Amy’s coworker said. “Amy would be naked if there weren’t a Stein Mart” and we couldn’t help but laugh.

“I always get compliments on the stuff I get there.” As we glanced one more time at her outfit, we took it all in. “Like this,” she grabbed her striped scarf, “$7 at Stein Mart.” Interesting that the $7 came first, did it validate it? “It’s like, if I get a compliment for something, I say, ‘guess how much I paid, you’ll never guess?!”.

Amy knows about every sale and every deal, she makes it her business to call the stores and ask. “I’ve got it down, I beat the system.” For Amy it was as much about getting what she wanted, as it was about how good a deal she got. When she got a compliment, it was important that she have something extra to add, something to prove that she knew something that we didn’t.

Opportunity: Everyone wants a reason to feel good, to boast a little. Give them a reason to brag.