Kate has never advertised; the shop's location spreads by word of mouth. If a customer comes in wearing something unique, Kate gives them a card and asks them to pass it along to the artist. She began as an artists' rep and expanded from there.
One might assume that a store with this type of merchandise would be adults-only, and super expensive. But Kate has always welcomed children, and carried a few special (and affordable) shiny things that appeal to kids. She believes that kids' behavior will rise to your expectation, and talks to them about putting things back where they find them. Her price range is $4 to $2,500, so anyone can afford a piece of Zazen.
The store is like Kate herself: quiet, restful. pleasing. She made sure to provide a seating area in the center with a huge full-length mirror at hand, and a roomy dressing room. (Items that her architect, landlord, and contractor—all men—completely advised against.) She wanted a place where friends could relax, spouses could rest, and community could naturally occur. She commented that some people visit the store just for the atmosphere, and she considers it her gift to the community to provide a peaceful, beautiful place. (Zazen, not coincidentally, means "sitting meditation" in Japanese.)
Every single purchase is gorgeously gift wrapped, to "honor the artist's work and the customer's attention."
As one customer said, "Every time I need something special or every-day, I come here."
Tip of the day: Ignore any advice that runs counter to your gut. If you create something unique you may never have to advertise. Having an underlying desire to serve others pays off.
I found Zazen through a friends' recommendation. Want to nominate your favorite customer experience? Send in 3-5 pictures and a description and you could win a signed copy of my book. (I'll choose one entry from every one received by September 30, 2007.)
Technorati Tags: customer experience, customer service, Zazen, Coronado, California , consultant
