Highly Commended - Catts Boutique
INFO BOX
STORE: Catts Boutique
OWNER: Marilyn Catts
ESTABLISHED: 20 years
STORE TYPE: Womenswear boutique
NUMBER OF STORES: One
LOCATION: 25 Old Barrenjoey Road, Avalon
PRODUCT: High quality casual women's co-ordinates with a strong colour theme
Catts Boutique founder and proprietor Marilyn Catts is known around Avalon as the "colour queen" and her store - ablaze with clothing in every vibrant hue imaginable - leaves no doubt as to why.
"We never have black except for black pants," she says. "All my customers come here for the colour."
Catts directly imports around 90 per cent of her product - "I like to cut out the middle man" - mainly from Germany and Spain, giving Catts Boutique a strong point of difference from other Avalon fashion retailers and doubtless contributing to 20 years of strong and steady business.
"I strongly believe that you have to have what nobody else had in order to succeed," says Catts. "I move on if someone else - including the department stores or majors - gets what I've got."
Another point of difference is the store's standout customer service.
"The whole thing is about educating the customer through a very personal styling service. It's so satisfying to see a breakthrough when a customer is really happy with the way we've styled her."
"We'd rather lose a sale than have a customer walk out not looking right."