TAPTICAL – A private eyewear shop that sells fine, independent eyewear, as well as a selection of nearby fashion boutiques. Add in a local hairdresser and a DJ and you have a great deal! If you’re Anja Jakupovic, owner and optician at OPTIK! European Eyewear in St. Petersburg, FL, you’ve got a DIY fashion show waiting to happen.
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THE IDEA
Jakupovic had set out to bring some life back to her community that had been devastated by the pandemic. Thinking it would be fun to create a fall fashion show featuring OPTIK!’s eyewear along with men’s and women’s outfits for the season, she approached the shoe and clothing boutique next door, and they jumped at the idea. Jakupovic explains that the excitement around the event started to build immediately. “We invited our VIP customers by mailing out special invitations. We also contacted the concierge in the residential building above our store and they announced it through a mass email.”
Two additional boutiques were also recruited by J9 Shoe Salon and it was agreed that the event would be a “Milan-style”Fashion show featuring 15 models, a DJ and illuminated chill lounge furniture. The Saturday after Thanksgiving — Small Business Saturday — was chosen as the date.
THE EXECUTION
Anja Jakupovic with her husband Edin at the fashion showcase outside OPTIK! European Eyewear.
The event was held right outside OPTIK and J9’s front doors, the show drew 200-250 guests. Those who had RSVP’d checked in with the hostess and received a wrist band for their reserved seating area, and earlybirds were encouraged to browse inside OPTIK! J9.
The sun was setting, and the event began. “in order for our glow furniture to light up and illuminate the entire show,” says Jakupovic. Music was playing and wine was served as the models — mostly customers — strutted their stuff. Both OPTIK and J9 featured charcuterie boards prepared by caterers. J9.
The models wore three different outfits, each with an OPTIK pair! Complete the look with glasses The hair salon next to OPTIK! Provided styling and makeup. “Our photographer is also in our plaza and did all of our event images. It turned into a fun block party where everyone had a chance to stand out.”
The attendees went home with their souvenirs “swag bags” packed with goodies from the participating stores including T-shirts, tote bags, accessories, sweets, gift certificates and a special bottle of champagne bearing all of the stores’ logos. There was no admission charge.
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THE REWARDS
Jakupovic rated the show a success, because it offered an opportunity. “meeting new clients as well as providing a fun and unique experience for our community.”
One thing she heard repeatedly from guests was how important the eyewear was. “We did not promote a particular eyewear brand but focused on promoting OPTIK! as the brand,”She said. “This was a great opportunity to say ‘thank you’ to our loyal customers and give them a fun night out,”She said.
Do it Yourself: Collaborate on a Local Fashion Show
- SYNERGIZE. “Cross promote with a business nearby that complements your own business,” says Jakupovic.
- DON’T OVERDO IT.She suggests that you limit yourself to no more than two or three businesses.
- SAME PAGE.Clear expectations should be set and partners should communicate well during planning.
- SPREAD THE WORD.Reach out to local media outlets, TV stations, and other local influencers to share a press release.
- MAKE IT FUN “Most importantly, have a good time and the rewards will come,”She said.
PHOTO GALLERY (5 IMAGES)
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