Gqeberha entrepreneur Thea Dettmann is the founder of The Backroom, a Walmer boutique encouraging the ethos of sustainability in fashion.
“At 49, I’ve discovered that luxury can be affordable, and that’s the essence of The Backroom — offering a boutique experience and exceptional service without the hefty price tag,” Dettmann says.
“It’s a place where you can enjoy a boutique shopping experience and outstanding customer service without breaking the bank.
“This sustainable journey has taught me the value of quality over quantity.”
Please share some background on yourself and how the business came into being.
After spending 11 years in London and starting a family, my husband, David, and I decided to return to SA for a more family-orientated lifestyle in 2010 after having our first born, Lyla.
I found myself exploring different career paths as returning to corporate life did not appeal to me. In 2012, I launched a business named Social Media Queen and welcomed my second child, Blake, in the same year.
I juggled managing nearly 17 business Facebook pages, mostly restaurants. My best client at the time was Mark Oosthuizen from Fushin. How I long for those Stanley Street days!
Through a trade exchange with Amanda Bosch, an image and style consultant, the idea for The Backroom was born in 2016.
At that time most people would just give their valuable items away, and “preloved” was frowned upon. Realising the need in Gqeberha for a platform to sell quality preloved clothing, I took a leap of faith and established The Backroom.
Even though many now only shop online, we find people would still like to try on and feel the fabric.
I have come to appreciate that quality surpasses quantity in all aspects of life.
What is the name of your business and where is it based?
The Backroom originated in our garage at the back of our home. We transformed it into a charming little boutique.
It was an enjoyable experience for five months, but I soon required more room, and our dog Grace became overly excited with all the visitors. One day, Grace even hopped into a client’s car.
How old is your business?
The Backroom opened in November 2016. The following year, we relocated to 62 Main Road, which was still situated at the rear of the property, making the name Backroom still fitting.
During the Covid-19 pandemic we moved to the front of 62 Main Road, prompting some humorous inquiries about whether it should now be called the Front Room.
Fast forward eight years and we have recently relocated to the amazing new Sync complex at 253 Main Road, Walmer.
What is your core service?
We offer high-quality clothing from high-end labels, footwear and accessories on consignment that are gently used. We select the labels: you will not find Shein and Temu in the store.
We handpick our items with care, choosing pieces we believe will be popular. Our goal is to provide a welcoming shopping experience for women in a beautiful setting with spacious fitting rooms.
What makes your business unique?
In a world where thrifting is becoming more common, we stand out by offering neatly displayed clothes in a beautiful setting. Our items are carefully organised and our customer service is top-notch.
Our friendly and approachable team guarantees a pleasant shopping experience.
We also offer shopping from afar and have a handful of clients who make use of this service. Currently have two bags full to send up to Joburg. We have clients all over SA.
How did you navigate your business during the pandemic and/or load-shedding?
It was challenging, and in a way the business is still recovering from it.
We were finally able to open selling “winter clothing” during Covid-19; fortunately we didn’t face any problems with power outages since the complex we were in had a large generator.
If someone wanted to duplicate your business model, how would they start?
There is so much you can find on Google these days — that’s how I started. Once you read up about consignment stores all the information is out there.
What were some of the biggest inhibitors your business faced before getting off the ground?
I would say cash flow. If I were to do it over, I’d ensure I have a good amount of cash flow on hand.
Do you have any tips for budding entrepreneurs or new business owners?
When things get challenging, do not give up. If you have faith in your vision and dedicate effort to it, anything can be achieved.
Social media can be a valuable tool when selling a product.
While it may be challenging to manage it on your own, and expensive to hire help, I consider myself fortunate to handle it independently. I must admit it’s not always easy and there are times when creativity doesn’t come naturally.
What are some of your biggest challenges in day-to-day business operations and in your particular industry?
A big challenge is educating the public that buying cheap Shein clothes not only hurts the planet but does not last.
We are excited about the new complex, and once Yellow Door (restaurant) and Three Sages (functional cafe) are up and running, it will be the go-to spot.
Other tenants include Pollen Florist, Sanlam Wealth, Executive Blinds, EPS Bathroom & Kitchen, Boomtown Advertising, Just Property Head Office, Prism Media, Accounting Tax and Profile Personnel.
The preloved market has grown significantly, and while The Backroom is no longer the only place selling preloved items, we are confident our inventory is fantastic thanks to our wonderful consignors.
What is the best advice anyone gave you on success?
Keep an open mind and see change as an opportunity to grow.
How do you measure or define success in your business?
Customer satisfaction — we have loyal customers who have turned into friends, and there’s nothing quite like seeing a happy customer who has searched high and low, but found what they were looking for in our store.
What are some of the best practices that have made your business successful?
Prioritising exceptional customer service, and going above and beyond expectations. Taking risks is also important. Our evening events are a huge hit, usually paired with bubbles and canapés.
In the new year we’d like to start offering a space where ladies can have their book/wine club gatherings and shop.
A great asset to The Backroom is image and stylist consultant Amanda Bosch, who manages her schedule by appointment. She offers colour analysis, figure analysis and personal shopping services to help you change/up your style.
What kind of advertising do you do?
Purely social media, Instagram, Facebook, Google, LinkedIn and word of mouth.
What is your business’s vision?
Our aim is to become the top choice for those seeking quality clothing over fast fashion. Sustainable fashion isn’t just a passing trend; it’s the future. Clothing pollution has a terrible impact on our planet. Getting it to a place where I can franchise the brand is also a dream of mine.
Who is your target market?
Women between the ages of 16 and 80. There is something for everyone, but our biggest struggle is stocking bigger sizes. If anyone is reading this and you have beautiful plus-size clothes, give us a shout.
We have just launched a small men’s rail with beautiful shirts and jackets. Think Ted Baker, TM Lewin, Ralph Lauren, Hugo Bosch, G-Star, Tommy Hilfiger and so on.
What have some of your highlights been in running your business so far?
Meeting incredible people and being able to go to the UK to source stock.
How important is social media and an online presence for your business?
It is crucial but everchanging, and the older one gets the harder it becomes to keep up with all the changes.
How many people do you employ?
I have one manager, Shirley, who has eight years of retail experience. She used to manage Calyx Boutique, which has moved to Stellenbosch.
Do you have any plans for expanding your business?
Often people have asked me to open a Backroom in Cape Town, St Francis or even Joburg. I believe it is doable, but not soon.
My time is split between the shop and my awesome kids; I don’t have much time for anything else.
How did you acquire funding for the business?
I have been using Retail Capital whenever I needed, mostly during every shop move.
What is the biggest lesson you’ve learnt from your business journey so far?
No day is the same. You can have one brilliant day and then a few days of no visitors.
What have been the greatest challenges and advantages of running your business in a city like Nelson Mandela Bay?
Running a business here does have its challenges, but if you can do it here, you can do it anywhere!
One of the perks is the proximity to everything. It’s convenient to pick up the kids from school, catch a sports game and quickly pop back into my shop, all within a 10-minute drive.
What in your view are the three key traits of a successful entrepreneur?
- Seeking knowledge: Constantly absorbing new information and applying it to the business.
- Creativity: Being open-minded, curious, and willing to explore new ideas and perspectives.
- Confidence: Strong self-belief.
What in your view are the key traits of a successful employer?
I’m still learning how to be a good employer. It is hard when it’s not what you studied, but it is a work in progress and I’m determined to up my skills.
What do you wish people knew about your industry?
It’s not as glamorous as it looks. Behind the scenes it can be intense and very admin-heavy.
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