What makes great retail experiences stick in your mind?
When retail gets it right, it feels effortless. Everything just works – you're greeted warmly, you feel valued, inspired, and you leave feeling better than when you arrived. But behind that simplicity is hard work, relentless focus, and constant innovation.
We sat down with Hilary Palmer, Retail Director at Mint Velvet, to find out how she and her team create these unforgettable moments in-store, online, and everywhere in between.
Tell us about your journey in retail - what’s kept you in the industry?
Retail was something I fell into, but what’s kept me here is that it’s always changing. Customers' expectations constantly evolve, the market shifts, and technology moves at lightning speed. It keeps things exciting and challenging.
I’ve been lucky enough to work across jewellery, footwear, and fashion, opening stores across Europe, the US, and Asia. Now at Mint Velvet, I'm genuinely in my dream job. It’s an innovative, forward-thinking brand, and I love how passionate we all are about giving our customers a frictionless, inspiring experience - no matter how they choose to shop.
Even with all the changes in retail, is the heart of what makes retail great still the same?
Absolutely. Retail is still fundamentally about connecting with people emotionally.
Fashion, by its very nature, is rarely driven by pure necessity. Instead, it’s about desire, aspiration, and inspiration. It’s about feeling good in your own skin, about expressing your identity, and enjoying that special boost of confidence that comes from finding something you truly love. That emotional connection – the spark a customer feels when they step into a store and know they've found something special – is timeless and will always be the heart of what retail is about.
However, how we build and nurture this emotional connection has evolved dramatically, particularly in recent years. When COVID hit, the entire retail landscape shifted. Online shopping became a lifeline, and digital connections replaced face-to-face interactions. But once stores reopened, we saw something powerful happen. Customers didn’t just return because they wanted products – they returned because they missed something deeper. They missed the personal interactions, the sense of community, and the inspiration that comes from physically engaging with a brand.
It was clear to us that customers were craving genuine human experiences. They wanted meaningful interactions, personalised advice, and a sense of belonging when they walked through our doors. It became about more than selling clothes; it became about reconnecting with people authentically. Our role shifted to meet customers exactly where they were - whether online, in-store, or somewhere in between – and give them what they wanted most: meaningful, personal connections built around trust, authenticity, and inspiration.
For Mint Velvet, this meant being true to what makes our brand special. It wasn’t about chasing trends or competing on convenience – it was about creating a space where customers feel truly seen and understood, no matter how or where they interact with us. That deeper level of connection is at the core of everything we do.
How have you adapted to meet these evolving expectations at Mint Velvet?
We've put a huge amount of focus into bridging the gap between digital and physical retail because we recognize that's where the real magic happens. For customers today, there's no separation between online and in-store shopping – they expect both channels to blend effortlessly, giving them one seamless, frictionless experience.
A couple of years ago, we re-platformed our digital offering precisely because of this. We wanted to deliver much more personalized experiences that felt truly tailored to each customer. This meant developing inspiring product journeys, offering smarter recommendations, and creating a website that made shopping effortless, intuitive, and enjoyable. It's about serving the right products to customers at the right time, making every interaction relevant and meaningful.
But the transformation wasn’t limited to our online presence. We knew our physical stores needed the same attention. Implementing a new tech has empowered our store teams by placing powerful digital tools directly into their hands. They can now seamlessly handle both online and in-store transactions from anywhere on the shop floor – something that has completely removed friction points that used to frustrate customers and staff alike.
For example, rather than sending a customer to a fixed till point or requiring separate transactions for in-store and online purchases, our teams can now offer a single, seamless checkout experience from any device. It’s incredibly convenient, particularly during busy periods or personal styling sessions, where customers appreciate the ease of transaction and personal attention.
Additionally, having the right technology in place means our teams can instantly access customers' order histories, preferences, and buying patterns. This insight transforms every interaction. Instead of guessing, our team can confidently offer personalized advice, targeted suggestions, or tailored product recommendations that make customers feel truly valued and understood.
However, it's important to us that technology isn't just a gimmick or adopted for its own sake. Every piece of technology we bring in has to add genuine value – making life simpler for our teams, enhancing the customer experience, or ideally, both. If it doesn’t meet that test, we don't pursue it. By being selective and deliberate in how we integrate technology, we ensure everything we adopt truly enriches our customer relationships, empowers our store associates, and supports our overall goal of creating experiences that feel effortless and inspiring.
So, what does a great experience look like at Mint Velvet?
For us, creating an exceptional customer experience starts with the environment we build in our stores. From the moment a customer walks in, we want them to feel genuinely welcomed, appreciated, and at ease. That welcoming atmosphere is something we work incredibly hard to perfect – because it’s the foundation for everything that follows.
We take immense pride in our service. It’s not just about transactions – it's about real connections. Our store teams put their hearts into making each interaction feel personal and meaningful, and we regularly receive amazing, unsolicited feedback from customers who appreciate the extra care and attention they receive. That feedback tells us we're on the right track, and it motivates our teams to keep pushing forward and raising the bar.
But creating great experiences isn’t just about being friendly – it’s about being knowledgeable, informed, and ahead of trends. Customers today are influenced from every direction. Whether it's Instagram, TikTok, influencers, or fashion media, they're incredibly well-informed and come into our stores expecting our teams to match (or exceed) their level of knowledge.
That’s why we invest heavily in equipping our teams with the tools, resources, and insights they need to stay at the forefront of fashion. We regularly provide styling videos and comprehensive trend forecasts. Our buyers personally share direct insights about upcoming collections, key styles, and popular fabrications. All this information is at our teams’ fingertips, empowering them to confidently guide customers through trends, help them put looks together, and provide recommendations that feel both personal and authentic.
This investment means our teams aren’t just sales associates – they become trusted fashion advisors. Customers come to our stores knowing they’ll receive thoughtful guidance from someone who truly understands their needs. This depth of knowledge and genuine care is how we create meaningful, lasting relationships - ultimately turning our customers into true fans.
What are the biggest challenges in retail right now?
Managing cost pressures is one of the biggest ongoing challenges in retail – and it’s not getting any easier. Margins are tighter than ever. Fixed costs like rent, utilities, and staffing continue to rise, and at the same time, customers have more choice and more power than ever before. With a single tap, they can compare prices, switch brands, or find alternatives. That puts enormous pressure on retailers to not only stay competitive but to do so while maintaining profitability.
To navigate this, we have to be efficient but also personal. Every part of the business needs to deliver value – from store layouts to team schedules, from how we manage stock to how we engage with customers beyond the four walls of the store. We’ve had to look at how we can extend our brand presence through digital channels, social platforms, and community engagement, ensuring that every touchpoint adds to the customer experience and reinforces who we are.
But in the face of all this complexity, we’ve learned that simplicity is powerful. Retail can be hard work, but it doesn’t have to be overcomplicated. At its core, success still comes down to three things: having the right product, delivering exceptional customer service, and empowering knowledgeable, engaged teams.
If you get those basics consistently right – if your product inspires, your service connects, and your team genuinely understands and supports your customers – then you’re already doing the most important things well. Everything else becomes more manageable. The bells and whistles are great, but they only matter if the foundation is strong. That’s the mindset we bring to Mint Velvet every single day.
Looking ahead, what excites you most about the future of retail?
The continued integration of digital and physical retail genuinely excites me. The physical store still has immense value – not just in terms of direct sales but for brand visibility and the halo effect it creates online and socially.
I’m also intrigued by the potential of AI. It’s going to be transformative, particularly in helping us respond to customers’ needs instantly and personally. Retail is becoming smarter, faster, and more intuitive, and I can’t wait to see how that unfolds.
Finally, what are your top three tips for retailers looking to succeed right now?
Firstly, if there’s one thing I’ve learned over the years, it’s that great retail starts with great products. You have to give people something they want to fall in love with – something that inspires them, excites them, and makes them feel amazing. At Mint Velvet, we talk a lot about making sense of fashion for our customer. That means curating collections that feel both aspirational and attainable. If the product doesn’t speak for itself, if it doesn’t capture that spark, then it doesn’t matter how good everything else is.
But product alone isn’t enough. So my second tip is this: you also have to value the people who bring your brand to life – both your customers and your team. It’s about creating an environment where everyone feels seen, heard, and appreciated. When customers feel genuinely cared for, they’ll keep coming back. And when your team feels respected, supported, and empowered, they’ll go the extra mile to deliver exceptional service. That emotional connection, both inside and outside your organization, is everything.
And finally, I think success comes from creating a culture that welcomes challenge and champions growth. We often talk about “high challenge, high support.” It’s about pushing each other to be better, asking the tough questions, and not settling for what’s safe or easy. But it’s also about having each other’s backs, being kind, and supporting one another through the highs and the lows. That’s when creativity flourishes. That’s when the magic happens.
Retail isn’t easy. We all know that. But when you’ve got the right product, when you truly value your people, and when you create a culture of courage and care – then you’ve got the foundation to build experiences that really mean something. And those are the experiences customers remember.
About Mint Velvet
Mint Velvet was founded in 2009 with a simple mission: to bring relaxed glamour to modern women. The brand combines effortless style with a touch of luxury – designing collections that feel as good as they look. Known for beautifully cut pieces, thoughtful detailing, and a curated approach to fashion, Mint Velvet has grown into a much-loved brand with boutiques across the UK and Ireland, a strong online presence, and a loyal customer base. With a focus on quality, authenticity, and timelessness, Mint Velvet helps women feel confident and stylish, every day.
About Hilary Palmer
Hilary Palmer is the Retail Director at Mint Velvet and has over three decades of retail experience under her belt. With a career spanning jewellery, footwear, and fashion – including pivotal roles at Phase Eight and Whistles – Hilary has led expansion across Europe, the US, and Asia. Her passion lies in creating exceptional, customer-first experiences that seamlessly unite digital and physical retail. A champion for her teams and a true advocate for innovation, Hilary believes that when great product, service, and culture come together, retail becomes truly unforgettable.
