Women on the Web

Lyn Thompson - Dolls House Parade

When we talk about women on the web, Lyn Thompson fits the bill entirely, her business – Dolls House Parade – has been running for 18 years starting with a single shop through to selling dolls houses on the Internet.

Her company, Dolls House Parade was started in 1992 when Lyn decided to turn her hobby into a business. Lyn, like many people throughout the world, had grown to love the dolls house hobby. Her husband bought her a dolls house in 1986 and over the following months and years she threw herself into the project of decorating and furnishing it. Over that time she learnt about the hobby, gradually building up her experience and knowledge base. She met other enthusiasts, read books and magazines and also made the beginners mistakes that most people commonly make when starting off in something new.

During this time she visited many dolls house shops and realised that this was the future for her – to own her very own dolls house shop. Once the decision was made a location had to be found. A derelict building was spotted in a beautiful Victorian row of shops in Chislehurst, Kent. Lyn saw the potential and the building was stripped and re-furbished, carefully creating the beautiful environment that still forms her base today.

As the business grew, the first mail order catalogue was launched in October 1993. It was a creation born out of a great attention to detail and quality, which has always been key to Lyn's career. This probably had its roots in her earlier career with Marks & Spencer, where she was a Departmental Supervisor. Over the next five years two other shops were added to her "empire", in Dorking and West Byfleet. These were purchased as existing dolls house businesses, but while Lyn retained some of the best features she also added her own brand of enthusiasm and professionalism.

2001 saw Dolls House Parade launch a large-scale Internet project. A fully stocked, on-line shopping site which now enabled her to reach enthusiasts across the world. The unique brand of enthusiasm and professionalism she offered could reach a much wider global audience. Over the next few years, as more and more retail trade became Internet centric it was decided to close two of the shops and concentrate all the efforts from one location - Chislehurst. Resources could now be concentrated in the rapidly growing e-market side of the business.

Today, the Chislehurst shop still ranks as one of the best dolls house shops in the UK. Lyn and her staff receive constant praise for their levels of friendly service. Even with the "human" restrictions of the Internet, this service has been transferred "on line" as can be seen from the many comments and feedback received from customers around the world. During the summer of 2010 a brand new web site was launched. Bigger, better, more customer-friendly and secure, this should now provide the basis for further growth in the next few years. Not only does the site sell thousands of products, it also provides a huge mine of information for customers. In the dolls house hobby, as with other such interests, experience has to be gained, in order to maximise the enjoyment that can be found. However, mistakes can be minimised if there is a ready source of information, and Lyn has tried to provide that. In so doing she has been able to pass on the experience she has gained in the last 20 years to others. She hopes that they can then enjoy the hobby all the better, this hobby that has given her so much enjoyment for so long. If this adds to company turnover (which it does), then obviously that is all the better.

Dolls House Parade caters for two distinct types of customer: the hobbyist; and the children's play market. The product ranges vary quite considerably. The hobbyist looks for a more detailed product, accurate to scale and period and quite often delicate and fine. While some of this range has been sourced from China and the Far East, other items come from fine English craftsmen. Prices vary considerably and depending on the budget of the customer, choice can be made from the more basic ranges all the way up to very expensive collectibles. For those customers with a more individual taste, commissions are also undertaken. On the other hand, the children's market requires a different product range. Safe, colourful and vibrant products are stocked to appeal to and stimulate the mind of the "little people". However, all customers are important, and Lyn and her staff concentrate hard on the attention to service, which sees customers return again and again, and also spread the message through the best form of advertising possible, "word of mouth".

The next few years will surely see continued growth in on line retailing and Lyn has positioned Dolls House Parade to benefit from that. You have now read about the stepping-stones in the journey that Lyn has taken since receiving that Christmas present way back in 1986. Who knows where those steps will lead to next.

Visit Lyn's website here