SA Winner - Platinum*
INFO BOX
STORE: Platinum
OWNER: Lucy MacGill
ESTABLISHED: 2001 (Check)
STORE TYPE: Top-end women's boutique stocking Australian and International labels
NUMBER OF STORES: One
LOCATION: Rundle Mall, Adelaide
LABELS: Tsubi, Diane von Furstenberg, Tigerlily, Nicola Finetti, Bare by Rebecca Davies, Alice McCall, Fashion Assassin, Willow, Marc Jacobs, Diesel, European Culture, Camilla, Lisa Ho
Platinum proprietor Lucy MacGill returned to her home town four years ago - after a number of years of working in retail - with a very specific purpose.
"I came back to Adelaide with the feeling that there was a definite niche to be filled," she says.
Thus Platinum was born, established to satisfy an emerging demand among Adelaide females for cutting edge, high end labels. MacGill cites Melbourne multi-brand boutiques Scanlon & Theodore, Cactus Jam and Christian Copenhagen as the inspiration behind the store, which stocks a range of high-end Australian and international labels.
Different areas of the store - including a section for jeans and a section for shoes and accessories - provide diverse areas of interest, while visual merchandising is designed to be uncluttered and easy to read.
"I like to think that we're taking customers on a bit of a journey," she says, adding that each garment on display has been hand MacGill employs four retail staff - two of them full time and two casual - all of whom receive in-depth "on the job" training and are seen as personal stylists rather than sales assistants.
Staff retention levels are high due to excellent incentives and follow a flat structure. MacGill pays staff above award rates of pay and every staff member receives a 40 per cent discount on store product, as well as a gym membership.
Most of all she believes Platinum should be an inspiring place for staff and customers alike. She has a strong sense of mission about one thing.
"I really think it's about helping women to feel great about themselves," she says.
While the labels undoubtedly occupy a high end price bracket, the main focus of the store is to be "aspirational but achievable" and the strength and individualism of women is at the centre of its philosophy, MacGill says.
"Of course it's all about having the best brands but it's also about the idea that "cool girls make their own rules".
* Since winning the award for best SA independent, Lucy MacGill has sold the Platinum business.