Russell Bell: Avoid delays and shop local this Christmas

Avoid long delays of ordering online and shop local this Christmas, writes Russell Bell. Photo / Bevan Conley

Opinion:

First and foremost, this is a business-related column; however, in the past 18 months, I have found myself commenting on wider issues mainly because of the pervasive effect of those issues on the local and national business fabric.

This week I wanted to write about something different and, in particular, a good news story from the local business community.

I found one and it features a business that I have long admired and enjoyed dealing with. So, for a short few minutes, let me cast your minds away from our economy becoming the Venezuela of the South Pacific, Delta and Delta 'Plus' (sounds more like a new model of ute, rather than a pathogen) and focus on a long-standing business which is bucking the trend of current challenges.

Just Looking has been a mainstay of our main street for as long as I can remember. As a youth growing up here, its ads were familiar on what was then "2ZW", but it wasn't necessarily a shop which I did anything more than walk past. That all changed when I moved the family back to Whanganui and it was discovered by Mrs Bell. In fact, when deciding to explore moving to Brisbane, Christchurch or Whanganui, it was family first followed by the temperate climate (a major factor), along with great cafes and the fact that Whanganui had a decent women's clothing shop.

Melanie Forrest and Deborah and Tony Guthrie have been the owners for a number of years now and operate stores in Whanganui and Palmerston North as well as having a strong online presence. They have a great team who deliver really high-quality service supported by what has always been an impressive range.

Now, I am quite happy to admit that clothes and shoe shopping with Mrs Bell is like the proverbial "fish out of water" scenario for me. The best shops can cater for the male of the species through either allocating a "man area" (comfortable chair and really good Wi-Fi) or they bring top-end service to the equation.

It is interesting that men in women's clothes shops all adopt the same body language and wander about like a giraffe in a zoo enclosure – you know the look, hands behind the back, slow saunter, no eye contact.

So how they deal with a colour blind, male fashion crisis like me is where I have found Just Looking set themselves apart. That is because all of their staff greet you on entry, every time, and start a conversation that really can make the visit (and incoming credit card spend) more enjoyable.

And, with Christmas fast approaching, and supply of product potentially at risk due to the conditions I have noted above, a really good solution (calling all male readers here) would be to have a chat to Mel Forrest about trends and what can meet your Christmas budget. Mel's expertise and memory for what Mrs Bell likes to wear is exceptional, even if my "go to" is to get a gift voucher.

But most of all, this is a business which gives back to the community through their time and other initiatives. And their success, like so many businesses on the Avenue, is very much our collective success.

In spite of the increasing uncertainty and confusion about traffic lights and different grades (level 2+) and steps (level 3 – step 1 or 2) which may land on Whanganui before Christmas, I encourage all who read this column to avoid the long delays of ordering online and shop local.

Even if you buy a voucher, you will play a part in ensuring that Just Looking, and other great local businesses like it, are here to stay.