How to Interview a Boutique Owner

The culture of journalism no longer exists in the 21st century.

Interviewing a boutique owner involves who, what, when, where, why and how. The order of these questions shifts depending on the specific story. A hard news crime story about a boutique that has been burglarized might start with why. A soft piece for a fashion magazine about the success of a boutique owner certainly begins with who. No matter how an interview begins, all the questions have to be addressed as fairly and objectively as possible.

Things You'll Need

• Pencil
• Paper
• Audio Recorder

Instructions

1. Ask who and what. Ask the owner her origins and those of any business partners. Ask about the catalyst to opening this particular boutique, and whether it was her idea or if she was talked into it. Ask if this a second career, and if she still has the same type of merchandise and customers as when she began.

2. Find our when and where. See if this is the first store and when it opened. If not, inquire where the first store was and if she plans to expand and, if so, where. If she isn’t expanding in the direction of a brick and mortar boutique, ask if she is planning to have an online presence.

3. Determine why and how. Discuss why the store has been so successful. If she a certain strategy on customer service, find out what it is. Ask how she came up with that angle for retaining business.

4. Maintain objectivity. Do not promote the boutique unless it’s a matter of full disclosure. Then simply state, “This reporter frequents XYZ, Inc.” This is not an admission of wrong-doing but simply being forthright with the reader.

5. Insure due diligence. In a soft piece, just check the bare facts. Fashion and lifestyle magazines often conduct these interviews in the hopes of future advertising revenue. If you find the owner was convicted of embezzlement 10 years ago, don’t expect to see it in the story. If you’re writing a crime story, however, believe nothing. Fact check everything.

Tips & Warnings

• Be polite.

• Dress appropriately.

References

• The New York Times Company: Policy on Ethics in Journalism

Resources

• PBS: Journalistic Guidelines