Retailer's winning way

Catering for the discerning shopper is a job Valerie Cranfield has loved from the moment she began, even though it was born out of personal tragedy.

Her homewares and fine furniture shop, Cranfields, has become something of an institution in its central Wellington location near Kirkcaldie & Stains and has created a loyal clientele.

One fan in the retail trade was so struck that he nominated Cranfields for an international homeware retail award, the Gia or Global Innovator Award.

Cranfields won the national finals and earlier this year Ms Cranfield went on to the final in Chicago against 19 other countries. She had no expectations so it was a big surprise when she won.

"Unfortunately, I didn't think I had a chance and I didn't take my husband or any staff, or anything."

Ms Cranfield bought her original store in Tinakori Rd as a way of entertaining herself and creating holiday work for her teenage daughter and son. But after son Tim died of leukaemia, she threw herself into her work.

"People didn't know who I was, or what I was, so I took risks that the banks wouldn't let me take, but my husband did."

Her husband, Sam, a financial adviser, supported her in her belief that success would follow if she did not follow the trends.

Cranfields' philosophy is to offer good service with a touch of humour in its presentation and quality stock, largely from Europe and the United States.

Ms Cranfield likes to stock items that are unusual, useful and aren't just "bits of fluff'.

"I like to be able to sell something to someone that I know in three years, they will think, oh, that's still great."

Her advice to budding retailers is to keep focused, "not go in every direction. You look at certain shops and they try and cover everything".

"Just follow your dream as to what you think is right, and then you'll get a following."

Another piece of advice she holds to is that "you don't ever have a sale" because people will simply wait for them.

Hard-to-shift items might be reduced in price or given to charity.

At one time Ms Cranfield owned five Cranfields in Australia and New Zealand, but today they are pared back to three flagship locations, in New Zealand.

After Cranfields shifted store in Auckland and opened in Christchurch three years ago, sales jumped 50 per cent in two years, and reached $2.1 million in 2008.

These days, Ms Cranfield spends time most of her time behind the scenes, flying between the stores and sourcing items.

She says she is looking to sell and retire soon.

Still, she has a passion for her work. "If I love something, I will find a way of getting it into the store."