Dollydagger Boutique Brighton
I opened Dollydagger’s flagship store in Brighton in September 2009 after 5 years trading online.
We already had a 50,000+ strong customer base at this point and they came from far and wide to visit; we were very much a destination boutique.
As Managing and Creative Director I was responsible for all aspects of marketing strategy, brand direction and delivery of promotional activities, coordinated through my team of 10 employees.
During its time we ran numerous creative and successful marketing campaigns including organising treasure hunts around the city centre; stickering thousands of pebbles on Brighton beach alongside an adwords campaign to increase visitors and raise awareness; sending our team of ‘cigarette girls’ dressed as 50’s pin-ups around Brighton to hand out flyers; sending vouchers to our existing online customer base and running events with other businesses, to improve footfall in our area of the city.
We also ran Dollydagger club nights, including a ‘Winter Wonderland’ Christmas Party at Coalition, a 650 capacity nightclub on Brighton’s seafront; we hosted the Great Escape Festival After Show Party and I personally had a residency as DJ Emma Dollydagger at The Prince Albert pub, one of Brighton’s best live music venues.
We also ran very popular VIP shopping evenings; ticketed events that could be booked as a group or individually and which entitled customers to a mini-makeover in our boutique, with a glass of fizz and an evening trying on and buying clothes, with the aid of a professional stylist. Our VIP evenings were always fully booked.
In 2011 we won the ‘Most Theatrical’ and overall ‘Best Dressed’ awards for our boutique window in the Brighton and Hove City Council’s ‘Dressed for Success’ competition; voted for by 3500 members of the public.
The boutique closed in 2013 when the property was bought by the next occupant and we were forced to vacate.