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Blog: Beeswax

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4 Years of Hysteria! What a Ride!

Nina Doherty

The massive Javits Convention Center, where the buying market in NYC is held, is a daunting space! Many hours are spent up and down levels from booth, to booth, viewing apparel and accessories...

The massive Javits Convention Center, where the buying market in NYC is held, is a daunting space! Many hours are spent up and down levels from booth, to booth, viewing apparel and accessories...

One of our favorite perks of the buying market is when we get to meet the designer of a product we sell.  Here is Suzanne with one or our favorite jewelry designers - Jenny Bird!

One of our favorite perks of the buying market is when we get to meet the designer of a product we sell.  Here is Suzanne with one or our favorite jewelry designers - Jenny Bird!

From this long view, you get an idea of the length and breadth of the Javits Center.  Buyers from all around the world descend here to curate the best selections they can find to please their clients... 

From this long view, you get an idea of the length and breadth of the Javits Center.  Buyers from all around the world descend here to curate the best selections they can find to please their clients... 

4 years, and 8 buying markets ago, we started this journey as the latest proprietors of Hysteria (now an 18-year-old brand).  From the “get-go”, the responsibility of carrying on the brand “Hysteria”, was a bit daunting, to be sure. Now 4 years later, as we reflect on our time...wow…if only we knew then, what we know now!  But, then again, that’s what all small business owners say, right?  Or, to put it another way, as we often say to ourselves, “if it was easy, everyone would do it”!

One of the key things that we have learned, though it’s an intuitive notion, is that the art of buying merchandise in retail is tricky. And, for sure, our “make or break” is the decision making in “buying right” when we go to market. To answer this objective, we are always listening to YOU, our amazing and beautiful clients. You have given us invaluable feedback, support, coaching, and even the occasional shoulder to cry on! 

To be sure, fashion is FUN, but without a doubt, it is also a business. In this realm, the right formulas need to be applied, so to be a profitable and survivable business. Toward this end, early last year, we embarked on a relationship with a technology and consulting organization that has helped illuminate and manage the information we need to make sound business decisions around our merchandise buying. That strategy was behind the advent of our “reinvention” campaign, and the methodology utilized continues today.  

Though it is all well and good to crunch numbers, we as buyers, want to create the right assortment so that we can style you in a way that gives you something that you truly enjoy and value when you leave the store [“sparking joy”]. Not just something that hangs in your closet. We are mindful of trends, but we are not a slave to them.

So, as we commence on our newest year and merchandise season, what’s next?    1) We’re buying deeper and bigger in the brands that you love, and 2) we’re continuing to bring in more fun jewelry that will add that dash of spice which completes the “outfit”. Last year, with our reinvention intentions and process well in hand, we were hitting our stride. In our 2nd year of this approach, we are really picking up speed and running faster into our future. This is sure to be, by far, our best year yet!