We go behind the scenes with Donna Ida Guildford Manager, Cecilia, to get the top tips on her role, her everyday essentials and all things Donna Ida.
Name: Cecilia Morfoniou
Job Role: Guildford Store Manager
What does your current job involve?
As the Store Manager of the Guildford boutique my main role is to build excellent customer relations and ensure the best of customer service. I take great pride in the store and its’ appearance but wouldn’t be able to achieve it without my wonderful team. The girls, Tash and Gina, are absolutely fantastic!
What are your biggest achievements?
I am very close to my family and love them to bits, so relocating at a young age from Greece to the UK for academic reasons was one of my personal biggest achievements. I also studied and worked in a completely different sector to fashion, so to be able to change career path and prove myself in it has been a big achievement.
What was your big break?
It has to be working with the Donna Ida team. I started almost a year ago (it feels like yesterday!) and I am still enjoying every bit of it! Opening the Guildford store is definitely my biggest break. It was so exciting having a brand new store to manage and a great team to work with.
What is the best part of the job?
There are so many wonderful aspects of the job, one being our customers! It’s so great seeing customers feel good about themselves when we find THE pair of jeans for them. Jeans shopping can be a drag when you have no one to help you so people tend to think it’s going to be a long and disheartening process, but that’s why we are here! It’s even greater when they leave the store wearing their brand new pair! It gives me even more pleasure when I see customers return for their second and third. A trusting relationship evolves with our customers and I couldn’t ask for anything more. Also another great aspect is seeing all the new deliveries, it’s like Christmas when Ronnie our delivery guy comes through our doors! We always try on the new jeans to see the fit and sizing – it’s all about product knowledge!
What is your past experience?
I come from a tourism and hospitality background and that’s the reason why I moved to the U.K from Greece when I was 18, to study at the University of Surrey. After graduating I worked in the tourism industry for 5 years but I knew it wasn’t what I wanted to do for the rest of my life. I love fashion and clothes so much that I decided on a career change. I worked my way up the ladder in the Luxury retail sector and I now I’m so thrilled I did decide to follow what I truly wanted to do. It was a risk worth taking!
What are your everyday essentials?
I am a sucker for comfort and soft materials. I live in my Hudson baby bootcuts and Goldsign Misfits, it’s like wearing joggers!! I find these styles very versatile as you can wear them with both flats and heels! I also have a soft spot for scarves. I adore our Minnie Rose cashmere ruffle shawls, so soft!
What is your best industry advice?
When buying denim buy small, they do give. Denim doesn’t have an age limit, EVERYONE needs jeans!!