Ita Burnett hangs one of her outfits for sale at the front of her stall in Half-way Tree
At 5:00 p.m. as the afternoon sun casts long shadows on the red and white Digicel branded sales booths beside the Clock Tower in Half-Way Tree and most traders are closing their stalls that is when Ita Burnett makes her way to work. And, as the peak-hour commuters swirl through the busy intersection, Miss Burnett is opening her clothing stall in the still bustling thoroughfare.
Most people are surprised, given that businesses selling clothing do so during the day. But, for Miss Burnett, her opening hours represent an opportunity to capitalise on what she declares to be a peak business period, given the high level of pedestrians heading to and from the Half-Way Tree Transport Centre; as well as, those hailing or exiting cabs along the northern side of Mandela Park.
“I find that selling clothing didn’t do well during the days in Half-Way Tree. The people who sell juice and snacks do very well, as most people want to refresh themselves; but, as a clothing sales person, I didn’t do so well. And, because the sun is very hot, people don’t stop to look at what you are selling,” Mrs. Burnett said, as she opened her stall.
“When I open at 5:00 p.m. people stop and buy from me, because all the other places selling clothing– downtown, Kingston; and, here in Half-Way Tree are closed, so patrons come here. People going to parties, come straight from work, and if the can’t go home and change, they stop here and buy from us. So we open this time of the evening and sell up to after mid-night,” she explained.
Mrs. Burnett has been a micro entrepreneur all her life. She started trading after leaving school and has never worked with anyone. At first, she sold snacks and other food items; however, she ventured into selling clothing after she realized that it was far more lucrative.
“Being in business gives me a sense of independence,” she related, “It makes me feel good, knowing I don’t have to depend on anyone. I was born here in Kingston and from I was young I wanted to do business. I couldn’t bother with working for people so I decided to do my own thing.” She paused to wave to a customer she recognised.
The 60-year-old, a mother of five children, has been trading in Half-Way Tree for the past decade, after relocating from downtown Kingston, which was crowded and her spot was not always stable. She primarily sells female clothes and occasionally offers men’s wear.
“I used to be under the big tree downtown in Parade,” she said while sorting items for sale, “But business was not so good; and I got tired of running from the police. So, I came here,” she said, smiling.
After learning that stalls were available for rent in Half-Way Tree, she applied to the Kingston & St. Andrew Corporation (KSAC) and was successful. Since relocating, Mrs. Burnett has developed a loyal customer base. Her customers are all ages from late teens to persons in their fifties.
“The young ones tend to buy party clothes; but, the older people buy items for church, funerals, weddings and even parties too. When they purchase, I give them my cell number and they tell others. Also, they call me and order; and I source items for them,” she said, as she pointed to the mannequins at the front of her stall and positioned an outfit hanging from the roof of her stall.
Mrs. Burnett sources most of her fashions from overseas; and makes purchases based on her customers’ request. These requests include outfits for work and church; but, most customers prefer casual wear.
For first time buyers, Mrs. Burnett provides space inside her stall for them to try on their outfits. “They fit the clothes between the stalls. It’s night so most of them have no problems. Some just look at the size and buy what they want without trying it,” she said. And, she maintained that holidays and weekends are her best time, especially during the Christmas season.
“That that is a very busy time and we will stay out here until 3:00 a.m. some mornings. Weekends are also good, especially when there are lots of parties. And, with Easter holidays coming up, we will get more people stopping here,” she related.
Shortly after moving to Half-Way Tree, in 2004 Mrs. Burnett was introduced to JN Small Business Loans when she needed funds to upgrade her clothing stock. Using her furniture as collateral she received a loan from the country’s premier microfinance agency; and continues to use their services, on an ‘as needed’ basis.
“JN Small Business really helped; and I have been able to keep my customers happy especially during the slow periods from January to March, when you know that it is tamarind season. So it helps to buy goods and sell. And, as long as you pay back on time, JNBSL will always be there for you,” she said.
General Manager for JNSBL Philip Bernard commends Mrs. Burnett’s efforts to maintain her business.
“She has been a loyal client over the years. And is a fine example of what it means to offer good customer service. The fact that she works odd hours and has built a customer base speaks volumes about her dedication to do well. I am truly proud of her efforts and her emphasis on customer service. We, therefore, hope her business will continue to grow; and, we will offer her continued support when called upon,” he stated.
Although she is happy with her stall in Half-Way Tree, Mrs. Burnett is eager to build her business. At present, she does not sell male clothing on a regular basis but wants to change that in the near future.
“I don’t stock a lot of male clothing because they don’t sell as fast as the female clothes. But, I want to do so at some point. I find that sometimes men will check for clothing and I send them to another stall,” she said.
And her dream is to open a store. “I am not ready for that yet; but, I hope to do so soon,” she said.
