TAKE AN OPTICAL purveying fine independent eyewear and a trio of neighboring fashion boutiques, throw in a local hair salon and a DJ, and what do you have? If you’re Anja Jakupovic, owner and optician at OPTIK! European Eyewear in St. Petersburg, FL, you’ve got a DIY fashion show waiting to happen.
THE IDEA
About this time last year Jakupovic was looking to breathe some life back into her community, which had been sapped of energy by the pandemic. Thinking it would be fun to create a fall fashion show featuring OPTIK!’s eyewear along with men’s and women’s outfits for the season, she approached the shoe and clothing boutique next door, and they jumped at the idea. Excitement around the event began to build immediately, Jakupovic says. “We invited our VIP customers by mailing out special invitations. We also contacted the concierge in the residential building above our store and they announced it through a mass email.”
Along with J9 Shoe Salon, two more boutiques were recruited and it was agreed the event would be a “Milan-style” fashion show with 15 models, a DJ, a red carpet and illuminated chill lounge-style furniture. The Saturday after Thanksgiving — Small Business Saturday — was chosen as the date.
THE EXECUTION
Anja Jakupovic and her husband Edin at the fashion show outside OPTIK! European Eyewear.
Held right outside OPTIK! and J9’s front doors, the show drew 200-250 guests. Those who had RSVP’d checked in with the hostess and received a wrist band for their reserved seating area, and earlybirds were encouraged to browse inside OPTIK! and J9.
The event started as the sun went down “in order for our glow furniture to light up and illuminate the entire show,” says Jakupovic. Music was playing and wine was served as the models — mostly customers — strutted their stuff. Catered charcuterie boards were set up inside both OPTIK! and J9.
The models showcased three outfits each and every outfit had a pair of OPTIK! glasses completing the look. The hair salon next door to OPTIK! provided styling and makeup. “Our photographer is also in our plaza and did all of our event images. It turned into a fun block party where everyone had a chance to stand out.”
Attendees went home with “swag bags” packed with goodies from the participating stores including T-shirts, tote bags, accessories, sweets, gift certificates and a special bottle of champagne bearing all of the stores’ logos. No admission was charged.
THE REWARDS
Jakupovic rates the show a success because it created an opportunity for “meeting new clients as well as providing a fun and unique experience for our community.”
One thing she repeatedly heard from guests was how much the eyewear stood out. “We did not promote a particular eyewear brand but focused on promoting OPTIK! as the brand,” she says. “This was a great opportunity to say ‘thank you’ to our loyal customers and give them a fun night out,” she says.
Do It Yourself: Collaborate on a Local Fashion Show
- SYNERGIZE. “Cross promote with a business nearby that complements your own business,” says Jakupovic.
- DON’T OVERDO IT. Limit yourself to two or three businesses, max, she says.
- SAME PAGE. Set clear expectations and communicate well with partners during planning.
- SPREAD THE WORD. Contact your local magazines, TV stations and other local influencers and share a press release with them.
- MAKE IT FUN! “Most importantly, have a good time and the rewards will come,” she says.
PHOTO GALLERY (5 IMAGES)
