Local Business: Diana Ford of Women's Closet Exchange

Patch caught up with Diana Ford, co-owner of Women’s Closet Exchange, a designer resale shop in St. Louis. Along with her mother, Sue, and sister, Laura, they bring designer brands at affordable prices to their fashion-savvy clientele. We asked her what it was like to run a business with family and serve a clientele with discerning tastes.

What have you learned while starting and operating your own business?
To be really successful you need to always keep learning and growing. Never rest on your current success. And stock a lot of Louis Vuitton, Chanel, and Coach!

If you were starting a business today what would you do differently, if anything?
I think I would have interviewed more point-of-sale systems to find the right one rather than rush to just get one.

What’s the best part of owning your own business?
I get to decide the direction and vision of the company.

What have you learned through the challenges of owning your own business?
If it was easy everyone would do it. I tell myself this a lot when things get crazy.

How important is it for people to support independent business owners in their community?
Extremely important because it is small businesses that shape our community from the inside out.

When did you decide to go into business for yourself? Was it a dream come true?
My mother started our business 28 years ago. She wanted to be able to set her own hours so that she could pick my sister and I up from school everyday.

Currently, my mother, sister, and I all run the 4 stores to this day. The latest store, The Vault opened 7 months ago. We had a TV show last year on The Style Network called “Resale Royalty”. It is airing in about 12 countries right now.

Are there any traditions that have been passed down over the years that your business follows when it comes to pleasing the client?
We always aim to surprise people with the level of customer service that we give. We offer everyone a drink when they arrive. We take coats or heavy purses if you want to free your hands to shop. We will drive you back to your hotel if we have extra staff if you are visiting from out of town.

What inspires you to get up every morning?
In our business work is like Christmas. We never know what phenomenal designer handbag or shoes are coming through the door. I started the Shopping company about 10 years ago. I take ladies to New York and Scottsdale as well as day trips here in St. Louis.

How do you ensure quality in your work?
By hiring the right people who truly care about what they do.

What makes for a good day at your business?
Happy customers, grateful employees and a lot of transactions.

What makes the people who work for your business unique?
They are hired because they know that without our customers we would not be here.