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Paperclix owner Jade Gallichan tells Emily Moore why local loyalty is key to success
HAVING inherited her mother’s love of arts and crafts, there was one shop that Jade Gallichan always looked forward to visiting when she was a child.
“My mum was always very creative, and she passed on her love of art and drawing to me, so we were regular customers at Paperclix,” she explained. “I always loved going there.”
It was those happy childhood memories of hours spent browsing the store’s latest collections of stationery and craft materials that prompted Jade – who went on to study art and design at college – to apply for a position at the shop eight years ago.
“I started as a sales assistant and worked my way up to warehouse manager, assistant store and warehouse manager, before becoming manager and then buying the business at the end of last year,” said the store’s new owner with a smile.
Admitting that acquiring a business that had always been a part of her life was a “dream come true”, Jade added that the past 12 months had been “somewhat different” from the previous seven years.
“I’d often wondered whether I would have an opportunity to take on the business when the previous owner decided to sell it,” she reflected. “It’s something I’d discussed at length with my sister, who also works at Paperclix as a supervisor.
“Thankfully, the previous owner realised how passionate I was about the business – I probably spend more time here than I do at home – and so as soon as he was ready to move on, he approached me.
“Having worked in every area of the business since starting as a sales assistant, I was already familiar with everything from the shopfloor to the ordering side but it’s still been very different this year, as I’ve discovered so many other aspects. But while there are a lot of nuances, and there has been plenty to learn, it’s been hugely exciting to see how it all works and to take on this long-established and well-known local business.”
That local element is particularly important to Jade. “Paperclix has been going for about 55 years. It was Channel Island School Supplies before it rebranded as Paperclix, and many people have been shopping here for decades,” she said.
“It is therefore great for them to know it’s been taken over by a member of the team who, having been customer-facing for much of my time with Paperclix, understands what people want and can give them that continuity.
“I love the fact this is still a locally owned business at the heart of the community, and that it hasn’t either closed or been taken over by a UK retailer.”
Indeed, having been keen to maintain “business as usual” during the first year of her tenure, Jade adds that she still spends a significant amount of each day on the shopfloor, talking with customers and working alongside the rest of the team.
“It’s great for customers and for the team to have a familiar face running the store, and, although I appreciate the huge responsibility that comes with owning the business, I’m confident we have the right people and products to continue growing,” she said.
That growth story is one that is particularly remarkable, given the challenges facing many retailers.
“The corporate and retail arms of the business are growing at a similar rate,” Jade explained. “The retail landscape is constantly changing. WHSmith has faced difficulties and has now changed hands, Paperchase has closed and, of course, online continues to pose a threat.
“However, we are definitely seeing more footfall in the shop and, as people discover the extent of our ranges, many retail customers go back to their workplaces and become corporate clients as well.”
Attributing the store’s success to its range, customer service and pricing strategy, Jade adds: “We try to compete with Amazon on prices and delivery times, particularly when it comes to office furniture, ink and creative supplies.
“On the corporate side, we understand that people are not just looking for competitive prices but also want convenience, so we try to supply everything that an office might need, whether that’s desks, stationery, tea and coffee or janitorial items, so that businesses only need to work with one supplier.”
It is not just on the corporate side that Jade tries to keep prices as low as possible.
“We are very aware of the cost of living and understand the challenges that people are facing,” she said.
“Although our overheads are high – and rising all the time – we would rather keep our prices down, so that we continue turning over stock and making regular sales.
“There is no point pricing something at £15 and having it sit on a shelf for months. We would much rather price it at £11 or £12 and sell it quickly.
“Lower prices also encourage multiple purchases and people tend to spend more in the long run because they appreciate the value they are getting.
“Families can come in and, for less than £10, they can still get a handful of items, so the children feel that they’ve got a treat and the parents are relieved because they’ve been able to buy something for their kids without breaking the bank.”
While she describes the Sandybrook store as an “Aladdin’s cave”, Jade adds that there is an even greater range of products online.
“The shop is a real treasure trove, packed with our bestsellers, and it’s great for people to come in, chat to the staff and see and touch the items,” she said.
“However, we are limited by space here, so the website has around 250,000 items from which you can choose.
“We have even more products on our live system, so if someone is looking for something specific, our team can search that catalogue for them.”
That combination of online and in-store retail puts Paperclix in a strong position, says Jade.
“Items ordered online come down quickly and, because we compete on prices and delivery, people can enjoy the benefit that comes from shopping online while also enjoying the feel-good factor that comes from supporting a local business,” she said.
“The high street is struggling, but I have been hugely encouraged by the number of people who are going out of their way to support local where they can.
“It is great to hear people say that they could have ordered something from Amazon but have chosen to buy it from us instead because they want to keep money in the Island and keep the retail experience in Jersey alive.”
Encouraging them to do that, adds Jade, is the warm welcome waiting for them in store.
“We are a good team, who love what we do and have a lot of fun doing it,” she smiled.
“We’re always busy but we still make time to have a chat and a laugh with each other and with our customers, and that’s really important because if we’re having fun and are smiling and happy, our customers will enjoy their shopping experience.”
