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“But we didn’t go from 50-something stores to more than 400 at Citi without knowing how to be competitive,” she said. “We were already used to swimming with sharks.” Perhaps the biggest adjustment was going from multi-million dollar buying budgets to buying in lots as small as a dozen, O’Dell said. But both agreed the experience they brought from Citi Trends was invaluable. “One thing we do that’s different is we buy directly from manufacturers rather than going to shows or the Mart,” Seferian said. “That’s what we’ve always known, so we have those connections, even though we’re buying in smaller lots. “Right now, our looks are fun, easy trendy summer dresses and tops. We don’t do a lot of pants, because they are so hard to fit when you’re selling online. And we try not to price anything at more than $50.” The jewelry and accessories are primarily on the website, something the partners are hoping to expand with more clothing items. To that end, O’Dell hosts “pop up shops” — one-day showings — as well as taking part in area fashion shows. She has also just begun participating in a monthly event at the Wilmington Island Club called Mix, Mingle and Shop Local.
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