Young Reflections Back To Being 100% Southland
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One door closes and another stays open is the case for Young Reflections owner Joy Brown.
Having to close her Dunedin store in the Centre City Mall after eight years was a difficult decision, but they just weren’t meeting the sales targets to justify staying open.
Staff were informed in mid-December about the closure and at the end of January they moved all of the stock back to Invercargill - where the business first started 34 years ago.
“There were a lot of unhappy customers but it just wasn’t viable.”
Initially opening in Roslyn as a result of demand and requests for a decent book and toy store in the city, Joy employed up to three part-time staff at its peak.
Between 2021-2023 the Dunedin store made some great sales, and Joy was taking two carloads of stock up from Invercargill a week, to keep the shop topped up.
Puzzles and games sold particularly well, and surprisingly it was a whole different market in Dunedin, compared to in the south.
She ramped up the Facebook and print media advertising but looking at the sales figures heading into Christmas, Joy knew she had to make a decision.
“A lot of people have come in here (Invercargill) to make sure we are still here.”
It’s onwards and upwards for the Invercargill store. Joy has many repeat customers and several in particular who are now buying for their great grandchildren.
From small beginnings - Young Reflections was once just a small shop in the 55 Arcade, and then moved to another spot in Tay Street and doubled in size.
Now the business is firmly established in the city centre where it has been for the past 12+ years.
Specialising in high quality games, arts and crafts, puzzles as well anything to do with science, Young Reflections can now focus 100% on its Southland market, as it did in the beginning.
“We get great positive comments from people out of town visiting our shop, either from overseas or different parts of New Zealand, saying it is like the shops they remember from their childhood.”
Young Reflections saves Joy Cowley collection
Joy Brown has snapped up the entire remaining collection of Joy Cowley children’s books from an Auckland warehouse - and it’s been a real labour of love. Best known for the much-loved Greedy Cat series, Cowley has also created timeless favourites such as Mrs Wishy Washy, The Hungry
Aimee Wilson
Shop in town at 13 Tay Street or from the Young Reflections online store youngreflections.co.nz follow them on Facebook.