This past May, Blake headed on a press tour around Scandinavia. Between sharing the TOMS mission on TV and being recognized on the street, he had the opportunity to check out some of the coolest TOMS retailers in the area, including Sally Jones. We check in to get the details of how TOMS ended up in such an awesome boutique in Sweden.

TOMS: How did you first hear of TOMS and what motivated you want to carry them?
SALLY JONES: I first came across TOMS at Selfridges in London. At first I fell for the really cool design – it was unlike any kind of shoe I had ever seen before – so cool and really comfortable. Then the sales attendant came over and explained the concept behind One for One. Wow – this was just too good to be true, the involvement of charity where a child in need was given a pair of shoes in combination with the really cool design of the shoes just blew my mind. I knew then that this was a brand that I really wanted to sell in my store.

T: What do you love most about having TOMS in your store?
SJ: To hear, see and feel the reactions of customers as I tell them the story behind TOMS. It makes me feel all warm and fuzzy and gives me goosebumps.

T: Which is your best selling pair of TOMS?
SJ: All styles with patterns, our customers go crazy over them. We even had a girl come in and by one pair in every single pattern and colour that we had.

T: What is your favorite pair of TOMS?
SJ: I really love my red classics.

T: What has been your most memorable moment  when sharing the story of TOMS with a customer?
SJ: That must be when 2 couples and a single guy came in to the store. The single guy was wearing a pair, and one of the girls had bought a pair earlier that week. Whilst the girls were looking at the shoes, I asked their boyfriends why they werent wearing TOMS –
-  “You don’t carry mens shoes do you?”
-  “No,  but the store next door does.”
So, off they went, and came back 5 minutes later wearing a pair each, the two girls ended up buying a pair each, which they wore out of the store. So 5 people walked out of the store each wearing TOMS!

T: What makes your store special, why should people come visit?
SJ: Sally Jones carrys an eclectic mix of international brands. Customers will find everything from wellknown fashionbrands to edgy smaller labels only found at Sally Jones in Gothenburg. Sally Jones is simply a One stop shop.

T: Anything you would like to say to all the TOMS supporters of the world?
SJ: Please keep up the good work, lets all make an effort to put shoes on the feet of children in need.

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Tags:   blake mycoskie · international · red canvas TOMS · retailer · Sally Jones · Scandinavia · Sweden · TOMS retailer
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