Trade Talks Tuesday: What Independent Retailers Really Want from Suppliers | Insights from Jo, Owner of Chirpy

Independent retailers are often the first to spot emerging trends, discover new makers, and build loyal communities around unique products.

For this edition of Trade Talks Tuesday, we spoke with Jo, owner of Chirpy, an independent gift shop in the heart of Chapel Allerton, Leeds.

Celebrating 10 years as owner of the business, Jo has built Chirpy into much more than a gift shop. Alongside a carefully curated selection of independent brands, local makers, and one of the area's best-loved greeting card collections, Chirpy also hosts creative workshops, pop-up shops, and community events.

About Chirpy

Chirpy is an independent gift shop based in Chapel Allerton, Leeds, specialising in thoughtfully curated gifts, greetings cards, homeware, jewellery, and products from independent makers and local businesses. Alongside its retail offering, Chirpy hosts creative workshops, pop-up shops, and community events, making it a true hub for the local community.

Website: https://www.chirpystore.co.uk/

We spoke about how she discovers new brands, what makes suppliers stand out, and why community has become such an important part of independent retail.

You champion a lot of independent makers and designers. What makes you take a chance on a new brand you've never heard of before?

I have to be able to picture where it will fit in with the aesthetic of Chirpy and sit amongst the other brands and products we already stock.

Chirpy is quite a small space and I don’t want products to get lost, especially when we first stock them, so they need to stand out but also fit in.

When a supplier approaches you, what's the quickest way for them to convince you they belong in Chirpy?

I want a supplier to know a little bit about Chirpy and what kind of products we sell to show me they’ve done their research. They should know my name and follow me on Instagram, as that’s where they’ll get a feel for what we’re all about.

I like it when a potential supplier picks out specific products from their range that they think would work, a Chirpy ‘look book’, not just their generic best sellers.

Many brands focus heavily on trends. How important are trends compared to originality and personality when you're selecting products?

Trends are important in so far as they help us pull together different products around the same theme, often helping us display products better and create a bit more of a story within the shop.

But we want them to make sense, rather than just, for example, an animal which is on trend being put on a completely unrelated product.

If a trend goes across a card, gift wrap and a product it helps to create a visual focus in store which draws customers in.

Saying that, I love it when we also find original pieces, created to reflect the personality of the artist, as they tell a story of their own which customers can buy into.

Do customers genuinely want something unique, or do they often gravitate towards products that already feel familiar and proven?

It’s a real mix, which is why we have best-selling products which we always try and keep in stock.

For new products, we use our middle table to promote them, which, if we have chosen well, often become best sellers.

Most of our Chirpy customers come to buy a gift, rather than something specific. However, we have certain products and brands which our customers buy time after time.

With these products we look to introduce new colours, scents, and designs so that there is still familiarity but the shop doesn't feel static.

Your shop feels as much about creativity and community as it does about retail. Do you think independent retailers need to offer more than products today?

Definitely!

Chirpy is the hub of the local community and we work closely with other local independent shops to try and make shopping in Chapel Allerton a memorable experience.

We also run workshops, host events and pop-up shops too with the aim of finding new customers and supporting the local neighbourhood.

We have a wonderful loyal customer base who appreciate the personal service they get from us, as well as the rewards they receive through our loyalty programme.

Trade shows remain a major route to discovering new products. What makes a brand memorable after you've walked past hundreds of stands?

Connection and communication.

I want to see the person behind the brand engage with their audience, talking to their potential customers and not sat behind a laptop or phone.

Follow-up is key too.

It isn't always the right time for me to stock that product, but it could be in the future, so I want them to keep me up to date with what they are doing, their new products, and keep reminding me they are there.

If you could change one thing about how suppliers present themselves to buyers, what would it be?

Just make sure you’ve done your research and know the name of the person you’re contacting.

Key Takeaways

• Independent retailers look for products that complement the overall identity of their store, not just products that sell.

• Personalized outreach is far more effective than generic sales approaches.

• Trends are valuable when they help create a cohesive story, but originality and authenticity remain essential.

• Community, workshops, events, and experiences are becoming increasingly important parts of independent retail.

• Buyers remember people as much as products — engagement and follow-up matter.

• Before contacting a retailer, do your research and understand their business.

As Jo's insights highlight, successful supplier-retailer relationships are built on relevance, research, and genuine connection. Understanding a retailer's audience, aesthetic, and values can often make the difference between being overlooked and being remembered.

Email sales@xpofairs.com to book a Demo and learn how the Gift Fair UK can help you reach new markets and customers.