It’s spend of an era
Retro fan cashes in on TV dramas
PERIOD TV series such as Vanity Fair, The Crown and The Durrells have fuelled a huge vintage clothing revival – which suits retro fan Justine Morgan down to the ground. The single mum, 47, from Great Dunmow, Essex, is seeing demand at her 40s and 50s Ebay store rocket around the clock. How did your business come about?
I got into the whole 1940s style after I went to a Blitz party charity fundraiser. I loved it all, with the Lindy-hop dance and the music.
I got into the clothes afterwards, but when I was splitting up from my husband he made me feel as if it wasn’t very flattering – so I decided to sell all my personal collection online. I was astounded at how quickly it all went.
Even though I was really sad at the time, it gradually came to me as my life settled down that here was a pretty good business idea.
I’d never imagined running my own business but as my confidence grew so too did Skettyboo (a silly nickname I have) Vintage Curations at ebay.co.uk/ str/skettyboo.
It didn’t take long for me to get back into wearing the clothes again either – I just love how glamorous they make me feel.
How did you set it up?
After selling my own clothes on Ebay, I though that was the perfect way to do it. I already had a size 8/10 mannequin which is perfect for photographing and displaying clothes.
In fact, I need a larger size now as my range of clothes and sizes is so much greater. I really enjoy the marketing side of the business. It is amazing how small accessories, from a flower to a headband, will enhance an outfit and make it so much more attractive to customers.
I launder and iron all my stock and then keep it cellophaned and ready to send out as and when it is ordered. I officially launched in April and already have a turnover of around £1,500 a month.
I am getting better at Facebook and Instagram which is by far the best way to get noticed. I don’t have a website yet …but one day.
Where do you find your stock?
I shop around on Ebay and scour thrift shops, car-boot sales and the high street too looking for the right styles at the right price. You never know when the likes of Primark or Sainsbury’s will start selling a particularly pretty tea dress. They disappear really quickly so I have to be quick off the mark.
What do people buy?
Absolutely everything from the 1940s and 50s, especially on the back of any historical drama on TV. Even if I don’t see a programme myself I know something popular has been on when searches and orders go up.
The Crown from Netflix has definitely been one of the biggest influences on my sales. Seeing the Queen and her sister Margaret back in the 50s has made everyone remember this wonderful era. The dresses and the shoes go really quickly, but the blouses and skirts, circle skirts and pencil skirts, are popular too.
Is this a full-time job?
Not yet. I’m still working as a clerical admin clerk during the day, something I have done for years while raising my son Barnaby who is 17. The business will need to get a little bigger before I can contemplate doing it all the time.
HOW YOU CAN GET UP AND RUNNING
If you think you know the next big trend and are desperate to sell then try ebay. co.uk, gumtree.com or etsy.com. Declutter your house and you will be amazed what others will buy – vinyl records, vintage jewellery, accessories and shoes and vintage or collectable toys.
Also, if you’re creative and design your own clothes or accessories, you could start selling your wares online.
SPOTTING A TREND
Market place giant Ebay has spotted major shopping trends after historic dramas hit our screens. For instance, within a week of The Crown being screened on Netflix last December, searches for pearl necklaces were up by more than 30%. There was a 20% increase in searches for tweed jackets in the style of Prince Philip, double the usual volumes of 50s dresses were sold, and searches for Princess Margaret’s signature sunglasses quadrupled.
The Crown has meant dresses and shoes go quickly