Needle It

Behind the scenes with…..

  • 4 May 2016

…..Laura Turner, founder of Hero in Stockbridge.

At Needle we work with some fantastic and inspirational stockists so we wanted to take the opportunity to introduce you to some of them, starting with an interview with the dynamic Laura Turner, who 18 months ago established Hero boutique based Stockbridge a beautiful town in Hampshire.

Hero is a fashion and lifestyle store with both a bricks & mortar and online presence. Founded by Laura Turner at the end of 2014, her aim was to create a fashionable boutique close to her home that would cater to women of all ages providing quality wardrobe staples, fabulous jewellery and accessories as well as gorgeous gifts for all occasions. The Hero team’s eye for detail, sense of style and creativity is more than evident from the moment you walk through their door., check out their Instagram feed just to feel inspired (@herostockbridge)

Not only has Hero grown (Laura relocated to bigger premises after 5 months of opening) it is a hive of creativity, hosting workshops and events in store in their stunning creative space bringing together like minded people who want to learn and hone their artistic talent. Hero has hosted workshops that cover blogging, photography, Pinterest, calligraphy, as well as events such as a denim clinic – we all know how hard it is to find a pair of good fitting jeans!

So we wanted to find out more about the super talented Laura Turner and how she has created such a thriving business….

1. How would you describe your style?
I try and stick to a style that I know suits me so as a result I never feel particularly adventurous but I do like adding an unexpected twist to what would be a classic style. Whether that’s clashing patterns or wearing trainers with a formal outfit, I’ll try and work out a way I can make it ‘me’.

2. How does your style reflect Hero the shop?
I would say Hero is a direct reflection of my style and I’d be happy to have pretty much any of the items for sale in the shop in my wardrobe! When I’m buying, the first thing I use in the decision making process is my gut feeling about it. Do I like it? How would I wear it? And sometimes there are pieces that I know would n’t work for me but I love and I know would look amazing on someone else.

3. How do you find new brands you want to work with?
Now we have become a little more established, I find more brands are approaching us which is really great. Its means that we can discover smaller, little known brands who are looking for niche stockists. I have also travelled across Europe to shows and to other boutiques to find new and interesting brands that I think will work at Hero. Sometimes it’s reading a blog or a magazine and then tracking down the designer or agent.

4. How do you manage to keep up with all the social media and how essential is social media?
Planning, planning and more planning! The only way to create a successful online presence with the use of social media is to take it seriously. It’s not something that you can try and fit in when you have the time – you’ll resent it and not be satisfied with what you’re publishing. It needs to be consistent and considered. As well as throwing in our daily tasks and rituals we also have planned content that we filter out throughout the week, so we’re usually planning what goes out on all our channels at least a week in advance which means we’re not panic-publishing.

5. What would your advice be to aspiring fashion retailers?
Go for it! There are so many lessons I’ve learned along the way but I think no matter what business you start there is a certain element of ‘winging it’ and a certain amount of having confidence about what you’re doing. Look into things, get a feel of the industry, do your numbers but ultimately believe in yourself and don’t wait for opportunities to come to you. Make it happen.

6. What was your career history before Hero?
After graduating with a degree in Marketing, I worked for an investment bank in London before doing a bit of traveling in Australia and New Zealand and then settling back in my home of Hampshire.

7. How do you juggle Hero with being a mum?
Two things – a great team and loads of structure! Hero has a fantastic team behind it which means that things are done without me needing to be there all the time. My role is much more strategic now which means I can allocate more time to my children. It sounds really military but I plan each week and day and make sure I’m realistic with my time. It’s about dedicating the time I have allocated to a job and sticking to it so that I can enjoy the time with the children knowing I don’t have other jobs looming over me. I never stop thinking about it, worrying about it or planning the future but that’s what I signed up for when I started my own business so it’s very much a case of going with the flow and I wouldn’t have it any other way.

8. What is your favourite holiday destination?
I love all sorted of holidays. I would say New York for energy and inspiration and France for food and sunshine.

9. If you were stuck on a desert island, what food could you not live without?

10. Are there any exciting developments in the pipeline at Hero?
Hero is an ever evolving entity. We have more events planned and would love to start running a Hero Society where creative entrepreneurs can come together to share their ideas and inspiration with other like minded people. As long as we keep progressing, then I’m happy.

11. How do you make Hero different to other stores out there?
We very consciously stick to what we do without looking over our shoulder at the competition which means hopefully we create an experience in store that is unique. Our motto in store is to Run Your Own Race.

12. What is your beauty regime?
Very basic! I use the Eve Lom daily cleanser and face serum in the evening and cleanse with water in the morning.

13. What are your 3 must have beauty products?
Eve Lom cleanser, This Works Deep Pillow Spray and Connock London Bath and Shower Oil.

14. What piece in your wardrobe could you not live with out?
Distressed skinny jeans and leopard print pumps. My fail safe pieces.

Feeling inspired, check out where you can also see the upcoming events.



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