|
|
| Babalu Miami... Be Seduced, an interview with Babalu's Greg Melvin Embracing the past to create the future A history of retail and design success, a luxurious life and years of exotic travel come together creating a foundation for partners, Greg Melvin and Paolo Ambu's latest venture. In July, the two highly successful self made entrepreneurs will officially introduce Babalu Miami, a thoughtfully executed blend of 21st century expectations, 50's era glamour and luxury and values of a simpler time. A retail experience rooted in convenience and whimsy, but defined by world class service and practicality
AM: I have to tell you I love the playful name of the store and the buzz stirred up by the Lincoln road ad, who came up with the idea? GM: I know what you mean, I see people posing for pictures in front of it all the time. The idea for it was really a collaborative one. AM: Any business concerns about how the ad might be perceived... as in its ability to reach Babalu Miami's non gay market? GM: We're not looking to be a specifically gay driven store, but we want to definitely have strong support for the gay market. It is an important market for us, it's something we really care about, but it will be a very balanced mix of product for children, women, men, families... everybody. AM: You know I was going to ask... Babalu, any reference to "I Love Lucy", Ricky Ricardo, Cuba... you know, tying Miami, pop culture, etc. to the store? GM: It was a combination of all those things, but there's also a more personal meaning attached to it. I suppose this question touches on the serendipity of our story, Babalu was always my nickname for Paolo. When we were considering a name for our jewelry collection we thought our actual names sounded so serious and we were looking for the name to evoke a bright spirit. So we thought, let's call the collection Babalu and have fun with it! As the physical store eventuated, we thought what better name to call it that Babalu Miami. AM: How did you and Paolo arrive at the concept of a "one-stop-shop for luxury and convenience", was it something you noticed a lack of during your many travels? GM: Well, retail is such a morphing picture, the whole world wide retail landscape and we just saw an opening to merge luxury with convenience. When we say luxury, it's about the perks of someone's day. If you walk in and find something, let it be a wealth of something that's been conceived well. If it's candy, let it be handpicked. So it's not about the expense of it, it's about the excitement of it. "Luxury should be about the experience not necessarily the price" AM: I agree, when I think of retail... what attracts people, makes them want to go back, is knowing they're not being taken for granted or advantage of. Like say, selling a belt for $6,000.00, I mean as a consumer sometimes you feel like your intelligence is being insulted. GM: And it's not necessary, there are lots of terrific products out there. As Americans and international cosmopolitan travelers, we've become quite good shoppers and we know where there is a value and where there is not. You can't snow it over on people anymore. People really understand what they're not looking for. It's a compliment if you are able to provide something for them that they actually want. AM: Or something they didn't know they wanted. GM: That's usually when I buy.
| |
| AM: I particularly appreciated reading in your press release your philosophy on customer service. Sounds like your concept of 50's glamour and luxury extends to service. It seems to me, in retail of that era and before... there was a genuine sense of respect for the customer, an appreciation for the business, an excitement at fulfilling a need or want and the sale was just one part of that relationship. GM: Absolutely it is one of the biggest aspects of the store's intent, for anyone to come into our environment, we want them to feel better for the experience once they've been there and so in terms of staff training and the type of people we bring in to work with us, they will be special individuals. We are intending that each person that is a part of our team be a really great asset and has something to add to the store. AM: When did the decision to open a store in Miami come about, was it something you'd thought about for years or did it just happen suddenly? GM: We relocated, Archipel to Miami to better manage larger projects and opening a store was an idea we had coming in, but we weren't sure because it was so location dependent, situation dependent in terms of making sure we had the right spot, because to just do a retail store these days, I think it has to have a certain special something. I previously had a retail chain out of Asia, in Bali and then sold the business and Paolo has also done his own retail and so we had always thought about possibly getting back into retail. So in many ways this is our new Bali in terms of tourism, the weight, the importance of tourism on the market, how locals need to be treated with such special attention and to be addressed in a special way and that's really important to us in all of this. The tourists business comes, but it's really like setting up your foundation on a local level making sure that whatever we have to offer in spirit, philosophy, product, price is all about the local market and from that point the tourism arrives, they come and they go and we get to enjoy the fruits of that. AM: And you get to be a part of that experience and more importantly I think Babalu Miami will be an experience people want to have. GM: Well, we do hope that people find us... at least we can be a slice of their Miami experience. AM: How did you turn the concept into reality? GM: We lived overseas for many years and bring with us defining and successful experiences with previous destination retail ventures in Bali. Babalu Miami is a consolidation of those experiences, and since we very much feel that Miami is our new Bali, where better to live the dream of Babalu than in our new home of Miami Beach. AM: I noticed the word romance used to describe the store, how so? GM: Well romance is really about the experience, I mean in a way it's all about the romance of Miami. If we do our jobs right... there is an element of romance in shopping. It's about being taken away for a few minutes. AM: Your press release defines "ultimate luxury convenience" as the ability of shoppers to order online for home or workplace delivery. Does it also refer to availability and stock? GM: Of course. We hope to attract people who are as comfortable ordering online as shopping in the store. We're happy to offer express delivery to customers within Miami Beach. | | AM: What's the product selection criteria for a "one-stop-shop for both luxury and must-have convenience items?" GM: To us luxury is defined through the experience and not necessarily determined by price. Convenience itself becomes a luxury when the shopping experience is memorable. In terms of product offering, we intend to offer largely products with a design driven intent; products that are useful, products that make you feel great and products that you will enjoy sharing with others. "To give, to share and enjoy is the ultimate Babalu Miami experience" AM: How does Babalu Miami define, "the captivating Miami Beach lifestyle? GM: To exude our Miami Beach carefree lifestyle, a reflection of our beautiful beach culture and the exciting evening nightlife. Miami is a place where people come to live their dreams and Babalu Miami is an extension of this expression. AM: I think people will be seduced by the shop, especially after you showed me the architectural plans with that unexpected but welcoming layout, I mean the elegant way it just sort of pour out onto the sidewalk. It's all there... and with an an unpretentious feel. I suspect Babalu Miami will be a regular stop for locals and tourists in the know. GM: There are products that cross over in terms of locals and out of towner's who say have a second home here. We make things easy for them to pick up, like tea lights, votives or candles for the evening, or say easy wine glasses, flowers or a bit of music. The idea is to just keep it simple. AM: How did Babalu Miami's location come about, did you just stumble upon it? GM: Actually we met the developer at a party and asked if he had a small retail space. I'm really impressed with Robert, the way he has hand chosen his tenants is very deliberate, with a lot of wisdom, intelligence and foresight. As much as we chose the spot, he also chose us. So I'm quite grateful for that. AM: Your press release referred to it as the "flag-ship" store; does that mean we can expect a Babalu nation in the future? GM: It's a question many people have asked us, I would say that given what we've just gone thru in this economy and everything else, I think we're pretty blessed for this just to work. My goal right now is for this entity to be really successful. Once we establish that then we can review options, but I think it's important to appreciate and be successful with what we do have. Our focus right now is quality and experience. AM: I love it! You guys are really committed to this concept, this old school way, you know, opening a shop and really nurturing it and making it whole before you move on. GM: It will be conceived from the beginning whatever occurs, but you know this country almost went bottoms up because of over-leveraging and I don't think that is what the name of the game is these days. It's just about appreciating what you have. AM: What are some of the services that distinguish Babalu Miami from other retail shops? GM: We intend to offer a welcoming and refreshing experience that serves as a lift to your normal day or your visit to Miami Beach. | |
| AM: How many people do you envision having on staff? GM: I would say we'll typically have an average of two people at any given time, but it's TBD, we're not sure yet... still working it through. AM: Will you and Paolo be fixtures in the store? GM: We'll be very involved on an ongoing level, but we'll particularly be invovled as we get in, we want to be very much close to the ground and knowing... pick up the read on what people are reacting to, what their interest levels are, you know how can we better serve, how can we optimize what we are doing and to be there for the staff. I think it's very important to set the tone. We will definitely be around and about. AM: In what ways does Babalu Miami collaborate with designers and artists? GM: We believe the work of artists should be available to as wide an audience as possible. Retail has the best reach however traditionally has been seldom used to this end. We will be collaborating with local and international artists to launch exhibitions and tie together both art and product. We will have two special in-store "Art Boxes" dedicated especially for this purpose. AM: Tell me a little about the exquisite jewelry offered, are most of the pieces designed by you and Paolo? GM: Paolo and I have designed all of the Babalu branded designs. The emphasis will be on delicate 18k gold and sterling silver charms as well as beaded detailing. The designs are intended to reflect the casual elegance we see as intrinsic to the Miami Beach culture and lifestyle. We will also be carrying exciting known designers, including the brilliant works of Rodrigo Otazu, who's jewelry is now being featured in Sex and the City 2, and the most iconic of all fashion jewelers, Kenneth Jay Lane. AM: So the idea of Babalu Miami and the revival of 1950's Miami glamour and style... bringing back that sort of sensibility, will be expressed thru the look of the store, the products, the packaging and the service? GM: It's carried thru all of it, ultimately we are a modern shopping experience, we are tracing back thru the name which conjures up a certain era purely on a pop culture level, it's in the packaging, it's touching back on those things. Before we forget them we have to recreate them and bring them back to life. AM: What do you want locals and visitors to know about Babalu Miami? GM: We are located at, The Muse, 1111 Lincoln Road, Miami Beach, FL 33139... come visit us, you will love it! Andrew Miles LiveLoveLust|Miami webazine | |
Babalu Miami on facebook |
LiveLoveLust|Miami Webazine on facebook |
| |
|
|