Traditionally, Christians all around the world celebrate Easter Sunday as the day our Lord Jesus resurrected from the grave after being crucified to death at Calvary’s Cross on Good Friday. In fact for those in the faith, it’s the happiest day on the calendar. While Christmas commemorates the birth of our Savior, Easter is a reminder that Jesus died and paid for our sins at the cross, conquered death and rose again victorious.
However in these modern times, almost every public holiday has become a chance for retailers to promote and sell us something different. Christmas is Santa’s showtime, a season for giving and receiving gifts, and Easter has the Easter bunny, hot cross buns and Easter eggs hunts. Lunar New Year has 12 different zodiac animals taking turns annually to be the shopping mascot plus the Yu-sheng, mandarins, canned abalones and hampers galore. Its almost as if we are compelled to buy, because the occasions seem so valid!
That said, retail therapy is one of the best proven ways to release stress! (Not so good for the pocket, but great for the economy – anyway, that’s a different discussion). Let’s face it - Commercialism will always have its place in our society. From the days of barter trade, to this new age of online and mobile shopping, as long as there is a willing buyer and a willing seller, there will always be a market and deals to be made in it. At the end of the day, all businesses exist to meet the needs of its consumers. Once the need disappears, it won’t be long before the business evaporates as well.
That’s why it’s such a priority for us at Veil to stay relevant and refresh our fashion ideas continuously. We are very passionate about what we sell. We scour fashion trends on the internet and magazines, watch runway shows, edit, design, manufacture and buy styles we deem suitable for our boutiques. We remember our customers on our trips, picture what works and to that end diligently try to deliver on our promise that fashion can be enjoyed by all without the designer price tags.
This Easter, like most other fashion retailers, we were in the midst of planning yet another Easter promotion when we chanced upon Sunbeam Home, a safety home for neglected and abused children between the ages of 3-18 years old. At the point of writing, there are 57 children housed at Sunbeam. These kids were completely out of our fashion business paradigm. There will be no referrals, no repeat customers, no other follow-up sales. Most of them don’t even know about Easter or fashion. They probably never participated in any Easter egg hunt or an egg drawing completion, no Easter Sunday service or Good Friday getaway.
But there and then, looking into the faces of these kids, we had an “a-ha” moment. What if we could sell fashion and help bring some joy to these children this Easter? Provide our customers an opportunity to bring a smile onto the faces of these kids. Won’t that be great? Sure, our “carrot idea” is nowhere near original or creative, but it’s a tiny start, and who knows where this will lead us?
We all lead extremely busy (and hopefully fulfilled) lives, but most of us have the ability and the budget to choose how we want to spend our long weekend. Breakfast in bed? Quick weekend getaway with a loved one? Attend an Easter service at church with the family? Hi-tea with girl friends? Or just hang loose and chill? Whatever floats your boat. These kids at Sunbeam will not know the luxury of any of those choices.
Throughout this week at VEIL and TWIST boutiques, we will be asking for your generous contributions to buy our “home-made” jellybean carrots. Every purchase you make will sponsor a similar candy carrot for a kid at Sunbeam home. We are targeting to sell 57 candy carrots within this week, so that come Monday, we’ll be delivering these and more goodies to the children at the Sunbeam home. We can’t wait to share the joy. Its going to be a meaningful and exciting Easter!
Happy Easter everyone.