SCORE Cincinnati

Hilltop Designs builds a business by understanding customers, providing exceptional value and locating where the customers are.

Little did Jo Hall think that when she launched her entrepreneurial career 20 years ago with the purchase of a flower shop, it would lead to Hilltop Designs, a store specializing in hard to find prom bridal and formal wear by top designers.

Hall bought the flower shop in 1989.  Knowing nothing about running a flower shop, experience became her teacher.  Through trial and error, she learned and became successful with her first entrepreneurial venture.  In 1994 when Jo’s husband, Jim, was transferred to New Jersey, Hall sold the business and moved east.   But as fate and good luck would have it, the New Jersey assignment was brief and the Halls returned to their roots in Seamen Ohio later that same year.

Upon her return to the area, Jo took a job at Lewis Mountain Herbs and Everlastings, a gift shop, herb garden and greenhouse. While there, Jo honed her skills as a floral designer and  began  specializing in flower arrangements for weddings.

Three years passed quickly and Jo’s entrepreneurial spirit moved her to leave Mountain Herbs to join her two daughters in their hair styling business.  Hall took advantage of available space there to start a wedding dress business as it  complemented the flower business she operated out of her home.  It was through the operation of the wedding dress business that she learned how to run a successful consignment operation.  Hall offered “great dresses at great prices” and soon developed a reputation for providing excellent values to her customers.

Looking for ways to grow her business, Jo acted on the suggestion of a delivery man and added tuxedo rentals to her business.  It became a very important product addition quickly.  In 1995, her first year handling tuxedos, she rented thirty tuxedos.  Over the years, that number has grown to more than 1,500 annually.

Hall has a knack for recognizing opportunities.  In thinking about her target market, she realized how dresses and tuxedos go together so she added prom dresses and formal wear to her product lines.  The market responded favorably and prom season became Hall’s busiest time.

An expanding business required more space.  Hall took over the garage at her home to create new space for her growing business.  By now, Jo was offering a full line of wedding dresses, prom dresses, both new and consigned, tuxedos, flowers and accessories.

Success continued for Hall and after a few more years of growth the converted garage was bursting at the seams.  The next move was to build a bridal and prom shop next to her home on the top of a hill.  It also became the source of the business’ name –Hilltop Designs, http://www.hilltopdesigns.org.

In 2006, Hall found herself moving Hilltop Designs again, to its current location on Tri-County Road near Route 32 in Winchester, Ohio.  The site is proving to be a much better site to serve her customers.  The new, more convenient and much larger facility is unique.  With Park Avenue fashions inside and a relaxed country setting outside, the 8,200 square feet of flexible retail and event space will serve Hilltop Designs for many years to come.

Hall understands the value of marketing her products and services and works hard at it.  She goes to all the schools in the area, hand delivering coupons, and talking to prom advisors.  Hall keeps abreast of dates, locations, prom themes and color trends and maintains detailed records of dresses sold, to try to avoid selling the exact same style and color for the exact same event.  “The prom is an opportunity for our young customers to express their individualism and unique good looks.  The ‘me-too” look or being dressed ‘like twins’ is not a good thing at a prom.  We may lose a sale from time to time but it’s worth it.  We want our customer happy while they are in our shop but at the prom as well”, says Hall.

It has not always been an easy road for Hall and she has learned a great deal along the way.  She found SCORE, an arm of the Small Business Administration (SBA) to be a great resource for business advice.  SCORE is comprised of working and retired executives and business owners who volunteer their time to help aspiring entrepreneurs and business owners through free confidential counseling and low-cost seminars.

Hall met her SCORE counselor at an SBA event about a year ago.  “The help has been great,” Hall says.  “He listens to my challenges and gives me really good advice.  I’ve made the changes based on our discussions and am very confident in what we are doing.”

Changes Hall made based on the counseling sessions include adjusting some prices to be more competitive and reflective of the merchandise’s value as well as changing the store’s layout to make it more appealing to customers.  “But most importantly, the counseling made me realize my strategy to grow through selling new high fashion name-brand merchandise was moving Hilltop Designs away from our core competency – consignment.  We were moving ourselves away from what our customers expected and wanted most.  So, we got back to the fundamentals of providing what we know works – great fashions at good prices”, said Hall.

Building off of Hall’s expertise in fashion value and customer satisfaction, her SCORE counselor suggested she stay in closer touch with her customers.  Hall now gets their names, addresses, phone numbers and email addresses and contacts customers frequently.  “I make note of the dresses, styles and colors they like.  I watch the stock coming in for consignment and when I find a match, I get in touch.  My customers appreciate that personal touch”, Hall commented.

Hall’s SCORE counselor observed, “Jo Hall gets things done and has that entrepreneurial spirit that is so much fun to be around.  She is open about the challenges she faces and often gets to the answer herself.  Sometimes just having an experienced resource to air-out ideas with is all she needs. “

The focus back on the consignment business came right in the nick of time for Hilltop Designs.  October, November and December ’08 were miserable months for the business.  But, the SCORE counseling and quick action by Hall helped her manage through the situation and turn things around.  Commenting on the business results now, Hall said, “Prom season is just wrapping up, and it has been one of my best.  Actually, the tough economic conditions work in my favor.  Families are on a tight budget and kids that earn their own money for prom are looking for style at affordable prices.  Our racks were full going into the season and our customers seem to appreciate our selections.  The result has been more than three quarters of my business this year has been in consigned fashions. ”

Like most successful entrepreneurs, Hall works long days.  She “lives” her business.  As Hall puts it   “It doesn’t feel like work if you enjoy what you are doing.  I love my business and my customers.  I see Moms, and daughters and sometimes little sister, come in together year after year.  I get to watch these girls grow into beautiful young woman.  Because of the affordability of consignment pricing, they can buy everything they try on without breaking the bank.  I think that really helps.  And if I stay focused on what Hilltop Designs does best, I will be able to serve the family from the first prom to wedding day.  It’s so much fun.”

Beyond running a successful business, Hall likes to give back to the community, taking a special interest in the Alzheimer’s Association and the Tri-State Chapter of the Parkinson Association.  Last fall, she held a Charity Auction with proceeds going to benefit these non-profit organizations.  “We raised some badly needed money for these charities and it made some new customers aware of my business.  It was a good deal all around” said Jo.

Hilltop Designs

Recently, Hall celebrated her twentieth year in business.  When asked about her outlook for business in 2009, Hall says “These are tough times.  It’s all around us.  Despite this, our outlook is good and I firmly believe consignment remains the way to go for Hilltop Designs.   With June, the wedding season is upon us.  We love the ‘June Bride’ traditions.  We keep it all affordable and are getting a nice share of that business this year.  Our store is large and being out in the country is a big advantage for us.  After the wedding season comes school related events—homecoming and then the formals.  Each are fashion driven and big events for us.  I expect to continue doing well.”