Secrets of the window dressers (From Staines Guardian)

Secrets of the window dressers

11:40am Saturday 26th December 2009

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How does Santa get so many presents ready for Christmas? A team of elves help out, of course.

And the larger retailers across the area have borrowed the idea, with teams of seasonal helpers working for months to create the correct Christmas feel each year.

While most of us may grumble at the mention of Christmas in September, plans for the festive season are under way in March at Kingston John Lewis.

Allowing enough time to ship Santa from the North Pole, Christmas plans begin as soon as the previous year’s celebration is over.

Perhaps the most striking change is the move to a Noel-look store, as decorations are displayed and mannequins start wearing their winter clothing.

Behind the transformation are the visual merchandise team, which at John Lewis is made up of 16 workers who cover fashion, home and promotions.

The store applies a generic national decoration theme, which the team uses to dress the windows, allowing up to four days to complete the all important front display.

Mel Eayres, section manager of visual merchandise, has worked for John Lewis for 14 years.

Mrs Eayres said: “At Christmas all the stores have the John Lewis look. You should be able to walk into the Kingston store and realise it is a John Lewis.

“The toughest challenge is getting everything complete and in a certain amount of time, but we know what is expected of us. We will work at night sometimes to get the job done.”

In the run up to Christmas, the decoration theme is planning for the yuletide season. The theme changes to ideas for the party season, including Christmas fashion, and dinner party fun after Christmas.

Mrs Eayres said: “We are always looking in advance, so our Christmas peaks in October and then we start looking to the next season.

“All of our colleagues have an arty streak, some have come from art college and others have worked with us on the shop floor and then decide to undertake display training.”

A lot of decorations are painted in store and outside contractors undertake the daring job of hanging them from the great heights of the Kingston ceiling.

Again, just like Santa, they work at night, but without the help of four-legged flying friends, they have to climb up and abseil down from the ceiling to get the decorations hung.

Disadvantaged somewhat by the lack of flying festive animals, it takes them two to three nights to complete the transformation.

The store would not be complete without the all-important Christmas shop, which in Kingston is located on the second floor.

Decorations for your DIY Christmas span five different tastes, ranging from black and white glamour to a vintage baby pink and white theme.

The classic red and gold sophisticated look is always a favourite, along with a snow white and silver theme, and finally a “nostalgia” theme – which includes children’s decorations.

Also a feature this year is the Return to British theme, including Union Flag emblems to Winston the Westie, the John Lewis signature animal this year.

Anthony Chieruzzim, Christmas shop manager, said: “I think people are looking back to a traditional Christmas this year.

“Our best seller has been the £30 advent house, along with home grown food gifts, which links in with the return to British roots theme.

“You can see the Westie dog all across the store, from tree decorations to roll wrap, as part of the Christmas returning home theme.

“I don’t think anyone could not like Christmas but it does help working here and being a big kid like me.”

Every year John Lewis sells a charity cracker where 100 per cent of the proceeds go to a chosen cause, which this year is Save the Children.

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