Surviving in Fashion : Meet Gina
Doing Business Through Heart
I heard of Norma Peterson long before I knew where the Talbot Centre was. Many of my friends and
acquaintances mentioned her name numerous times, not only for her store and the quality of her products but
also and especially for the person she is and the service she provides – Superior customer service.
Here real name is Gina Castellani, a mother of two, and a grandmother of four who loves to spend time with her
family. She owns Norma Peterson at The Talbot Centre in the heart of Downtown London, working 10 to 4,
Monday to Friday. She loves fashion and jewelery. Gina Castellani has been in the fashion business for 33 years.
She stated that her clients are very loyal, and they’ve supported her throughout the years.
Gina does business a little di erently than most people. Her sense of style, her “no pressure” attitude attracts
people to her store. She won’t sell clothes that people don’t want. Gina prefers to sell a ordable clothes and
listening to her talk about her clients makes you feel like they are part of her family. Many at the Talbot Centre
consider her as part of their family.
Previously, Gina worked in property management but when the owner of Norma Peterson wanted to sell the
business, she believed it was fate. “Owning this business is a dream job! More than that, a calling”, she said.
Combining her love of people and her love of fashion makes it fun. Gina knows her clients and eventually, they
become friends. She also loves going to the accessory and clothing shows.
Apart from a ordable stylish clothes, Gina o ers her expertise to clients and potential clients. Sometimes, they
may have bought a piece of clothing somewhere else, but they stop by her store for advice about what piece to
match with another. Her customers are very appreciative of this service and that’s one of the reasons they keep
coming back.
Gina also likes working short hours which allows her to spend time with her family. She considers giving back to
the community her duty however, she wouldn’t call herself a philanthropist. She
volunteers with hospice and many Fashion shows for charity.
In this business, Gina believes that one of the qualities someone must
possess is honesty. ”If you tell your clients they look good in something
,and in reality they don’t; they will never come back and that’s not
good business.” Gina wants her clients to look good and that’s why
she keeps up to date on the trend, and orders six months in
advance; she also subscribes to a variety of fashion magazines to
keep up to date on latest fashion trends.
Gina’s style is modern, more of a European look. She wants her
clients to be comfortable while they look and feel great.
Ninety-year-old clients look younger because of what they
wear. Gina describes herself as her clients’ personal shopper.
Listening to Gina talk about her clients, you know that she cares
for them. Being one of her clients, I know rst hand that she does
business with heart, no pressure. When you go see Gina, it’s like
going to see an old friend. She gave examples of how she serves
them. At one point, she became emotional when I asked her about
her giving nature.
Her giving nature comes from her parents who would give the shirt o
their back. From them, she learned to care for her fellow humans. Her
vision is to continue to do what she loves which is to continue doing the same
business. We hope the same thing too.
Contributed by Guerdah Felix
Fashion Enthusiast
