When June sales went flat at her luxury women's store, Rebecca Weirda didn't make excuses. She rolled up her sleeves, had tough conversations with every team member, and turned a double-digit decline into a 42% sales increase the following month. In this episode, discover how the owner of Leigh's Fashions in Grand Rapids, Michigan built a 13,000 square foot luxury retail powerhouse and what it takes to maintain four consecutive record years.
About Rebecca Weirda
Rebecca owns Leigh's Fashions, a luxury women's specialty store celebrating its 50th anniversary in Grand Rapids, Michigan. She purchased the business 20 years ago, coming from a corporate staffing background but with retail sales experience dating back to her early career selling denim. Under her leadership, the store has achieved four consecutive record years while serving customers across multiple generations and price points, from contemporary to high-end designers like Christian Louboutin and Burberry.
What You'll Learn
- The minimum effort problem - How Rebecca used her nephew's test story to show her team they were giving 72% when they needed 100%
- Luxury retail standards - Why the bar is higher for luxury retailers and how customer expectations shape every interaction
- The hiring philosophy - Rebecca's "stars only" approach to building team culture and why she'd rather work shifts herself than hire placeholders
- Customer experience strategy - How competing on experience rather than merchandise creates lasting relationships
- Recovery tactics - The specific steps Rebecca took to turn around flat sales, including personal accountability and team rallying
- Follow-up systems - Why Rebecca personally calls every new customer and how her team generates sales through phone outreach
- Vendor relationships - The vetting process required to carry luxury brands and how presentation standards matter at every price point
- Training approach - Why Rebecca personally trains every employee and how consistency drives results
- Culture protection - How removing negative team members during the pandemic transformed the business
- Sales mindset - The difference between pushing products and creating experiences that make customers feel special
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