Phetso Kgathi, founder of PrettyBird Boutique_BW, an online clothing store, is a young Motswana from Gaborone. In an interview, Kgathi shared that she started PrettyBird Boutique_BW during the 2020 Covid-19 pandemic. Her passion for fashion, combined with the challenges of limited clothing availability during the pandemic, inspired her to launch the boutique. Kgathi transformed a challenging situation into an opportunity to bring her fashion vision to life.
PrettyBird is an online store where customers place orders via WhatsApp. Shoppers select items from the store’s Instagram page, “PrettyBird Boutique_BW,” and send pictures of their choices to the WhatsApp line to place an order, following a 50% deposit rule. In addition to its online presence, PrettyBird also operates a physical store in Extension 5, Gaborone. Kgathi explained that the store’s location was chosen because it aligns well with their target demographic and is easily accessible.
Ms. Kgathi emphasized that PrettyBird’s goal is to provide unique, stylish, and timeless high-quality fashion pieces while offering exceptional customer service. The boutique aims to create a welcoming and personalized shopping experience and empower clients through fashion. Kgathi noted that PrettyBird has a small but dynamic team of three dedicated employees who handle various roles, including sales, customer service, inventory management, logistics, and marketing.
PrettyBird offers a curated selection of fashionable, unique, timeless, and high-quality women’s clothing and accessories. During the peak of Covid-19, Kgathi faced challenges finding unique, timeless, and high-quality women’s clothing and accessories due to lockdowns and store closures.
In addition to clothing, PrettyBird sells accessories such as scarves, hats, belts, statement bags, and earrings to complement and elevate outfits. The boutique also features seasonal collections curated for holidays, events, or specific occasions. Kgathi provides one-on-one styling sessions to help clients create perfect looks. She understands the challenges of planning outfits for special occasions and enjoys helping clients while building a special connection with them. PrettyBird also offers photo shoot styling for events like maternity shoots, birthdays, family gatherings, and anniversaries. Additional services include gift wrapping and personal shopping, where the boutique assists clients in finding perfect gifts and offers complimentary wrapping.
Ms. Kgathi highlighted that PrettyBird’s primary focus is digital advertising. They use social media platforms like Instagram and Facebook for advertising, run social media campaigns, online competitions, and targeted paid ads to reach their audience. They also host in-store “sip and shop” events to further engage with clients. Word-of-mouth referrals contribute significantly to their client base. Kgathi emphasized the importance of connecting directly with customers and building long-lasting relationships. She believes that exceptional customer service sets PrettyBird apart, making it memorable and preferred over others with less personal and attentive service.
The name “PrettyBird” was inspired by nature’s fashion icons, the birds. Kgathi admires their vibrant colors, graceful movements, and innate elegance. She cited the peacock’s stunning tail, resembling a couture gown, as embodying what PrettyBird represents. The boutique’s curated selection reflects their admiration of birds, bringing effortless style, natural grace, and elegance to their clientele.
Kgathi described PrettyBird’s vibrant and welcoming culture, emphasizing teamwork and individual expression. She encourages her employees to showcase their unique styles and contribute ideas, fostering an inclusive space that values diversity. Customer service is central to their culture, promoting a friendly and personalised shopping experience.
However, PrettyBird has faced challenges such as delays from suppliers, shipping issues, high customs and tax charges, and customs clearance delays, which have resulted in significant costs and delays for the business.
