I received an email from someone who casually commented that Cladach is a “boutique publisher.” That struck me as a fitting descriptor of what we hope to offer to our authors, customers and readers.
What does the word “boutique” bring to your mind?
These words come to my mind: Unique, Hand-picked, Entrepreneurial, Personal, Artsy.
In my mind I picture many of the shops I’ve walked into while sightseeing and browsing in charming, coastal and mountain towns. These places offer something that WalMart, as predictable and cheap as it may be, can’t. As you step in the welcoming entrance, all the senses are soon pleased. You breathe the aroma of potpourri, and you’re enticed by complimentary samples of coffee, herbal tea, or truffles. Beautiful music plays unobtrusively in the background. Color, artfully arranged merchandise draws your eye and causes you to “oooh” and “ahhhhh.” You feel a sense of appreciation for the evident care that went into selecting the articles of clothing, gift items, handmade pottery, and other specialty items. You assume this boutique shop is an expression of the owner’s taste, and if you find their style appealing, you have a sense that you can trust their choices of items offered. You may think, “I’m glad I could experience this place! I want to take something home with me to remember my stop in this little town,” or perhaps, “I want to buy something to take back to my friend or family member, just to share a bit of this experience with them.” You may find the items offered so unique that you feel you must buy something, because you may regret it later when you are unable to find this particular, pleasing item again. The shop owner, who may even live upstairs, engages you in conversation. When you complete your purchase and walk back out onto the sidewalk with a custom-printed bag in tow, you have a smile on your face and a spring in your step.
Cladach is a boutique publisher in the sense that we want to offer an alternative to over-hyped, mass-produced, predictable books that cram the catalogs and warehouses of huge publishing conglomerates. We are picky and look for style that is artful, content that is meaningful and might give you an experience outside the box. We can offer ingenious, personal, one-of-a-kind books by authors both “down home” local and fascinatingly cosmopolitan. We can try new trends without being faddish. Quality matters to us and reflects our personal convictions. We hope our books give you an opportunity to step off the trafficky, noisy street and breathe deeply of heavenly scents; taste morsels of beauty, goodness, and truth; and find delightful, soul-lifting discoveries.
As I read this description, other words that come to mind are trust and loyalty. A boutique is a shop you want to go to again and again because you trust the owner–their sense of fashion and their taste. They want your repeat business. They work hard to earn it. It sounds like that is what Cladach strives to achieve with the books you publish.
That’s true, Ardis. And we appreciate our loyal authors, customers, followers and readers!