Where’s the sale?

Say the word “sale” to a Jamaican travelling abroad, and the entire face immediately lights up. It’s not difficult for the compulsive shoppers that we are, to conjure up rows of beautiful shoes, dresses, tops, bottoms, household appliances and more, at prices one could only dream about. Regrettably the word sale elicits, for the most part, less enthusiasm when shopping locally. “It’s just not a real sale,” says Jennifer, a stylish executive. “One doesn’t get the impression that it’s good quality stuff reduced. For me it’s all about Sunday flea market shopping: lots of toilet paper, pampers and green Irish Mist soap.

Hyacinth, a lawyer, disagrees and takes us to her favourite decorating store, Decorator’s Corner at Hillcrest Avenue where she has over the years waited on the twice yearly sales to ‘collect’ wonderful pieces of furniture, china, crystal and sheets.” She also speaks about Sapadilla Lane where she’s able to do her Christmas shopping. However, Christine, another executive, turns up her nose in disgust when asked about local sales. Her idea of a sale is certainly not about shopping locally. Sales are not greeted with much enthusiasm by discerning shoppers because we are, for the most part, ignorant about the shops where real bargains can be had, and perhaps too eager to dismiss local attempts at price slashing.

Our All Woman team suggests that shoppers seek out the upscale/designer label shops. These shops carry quite expensive labels and are definitely the place to be, when the sale sign goes up. Our shopping beacon takes us to Eurowear located at Liguanea Lane Plaza.

Here is where the very chic and upscale Escada line is carried. Michelle Hussey has a sale whenever new stock arrives, and it is her customers who literally charge into the store in search of the other pieces left behind. “Our sales,” says Hussey, “allow customers an opportunity to purchase great designer clothes, at a great price.”

Further up the road, at the very feminine Orchidville Plaza, Jennifer Farndelle at Profile is also having a sale. She too, carries designer labels, and on the sale rack, hangs the European Essendi and Oui lines.

Prices are reduced by some 50%. Like Hussey, her sale is supported for the most part by her customers. “My customers,” says Farndelle, “are the ones to make the most of the sales. I seldom get new customers as a result of the sale.”

Further down the road at Heart and Sole, shoppers are able to purchase designer shoes at a fraction of the normal selling price. The larger size shoes (sizes eight, nine and 10 are already sold) and there’s not much of a sale left. First come, first served is a great adage to hold onto, whenever shoe stores post the word sale.

Go West is where the lovers of trend flock whenever proprietor Carol Pessoa declares a sale. For who wouldn’t want to wear DKNY and Guess at 50% off. Again the only draw-back would be that the really great jeans and tops would have already been sold.

Signatures at Dilcoosha Avenue, with a loyal customer base, can hardly keep their clothes on the rack, so there’s not much opportunity for sales. “But,” says Patricia Samuels, “our customers do use our sales to add to their own Signatures collection.”

So what to do to enjoy local sales?

* Shop sensibly even during a sale.

* Ask yourself the question: What am I going to wear this with?

* Is it a good buy? What was the price before the sale?

* Inexpensive is not a good buy, if it’s going to sit in the wardrobe.

* Keep an eye on the fashion pages of All Woman to find out about sales.

* Maintain a good relationship with shop

assistants who will put you in the know about upcoming sales.

* Shop early for larger sizes.

* Buy as many designer pieces as you can during a sale. What better way to build a great wardrobe?

What to look for?

Handbags, shoes and suits.

Don’t be afraid to buy last season’s stock — there’s always travel to cooler climes. Just don’t purchase the season’s trendy colour. Opt for browns and blacks.

Swimsuits are best purchased when the mind is thinking winter. It’s during these times, that you’ll get the best stuff at great prices.