Chic Consignment Owner Mary Beth Doherty On How COVID-19 Changed The Way We Shop

Chic Consignment now hosts three Facebook Live fashion shows each week.

Mary Beth Doherty, owner of Chic Consignment (chicconsignment.com), understands her clients. She knows they’ll clamor and hunt for Gucci, Chanel, Louis Vuitton and one-of-a-kind pieces. She also knows pre-COVID resale shopping, with customers ever mindful of their carbon footprint, was skyrocketing. When the world changed, so did Doherty’s approach to clothing Bostonians. She relied heavily on digital (think live fashion events on social media) and even offered doorstep delivery. We recently chatted with Doherty about how her revised strategy actually helps customers shop for more items than ever, and how she authenticates every luxe brand.

Which luxe brands can customers regularly expect to see at your boutique?

We carry Louis Vuitton, Chanel, Gucci, Herme?s, Fendi, Celine, Goyard, YSL, Dior, Bottega Veneta, Balenciaga, Prada, Burberry, Ferragamo and Louboutin.

Hottest brands right now?

Gucci, Louis Vuitton and Chanel.

During the quarantine, you changed your business model. Which of those changes will now help customers looking for their next favorite look?

During the four months our doors were closed—we reopened in June—we created another business within a business [with digital]. So, customers can still watch the Facebook Live events we produce three times a week. We’ll also launch a new and improved integrated website on Shopify with a much higher quantity of inventory added daily, supplied by more than 5,000 consignors.

What’s your approach to authenticating inventory?

It’s a combination of art and science. Our trained consign team looks at every detail, including serial numbers, symmetry, stitching, hardware and date stamps—plus overall workmanship and materials. All of this can now be backed by the science of Entrupy, the world’s first and only on- demand authentication solution. Powered by artificial intelligence and algorithms, Entrupy allows our team to examine bags at a microscopic level and produce a certificate of authenticity.

Your views on the current Boston fashion scene?

It’s underrated, with a steady stream of emerging designers. People are taking notice and being inspired to be bold and make their own statement. I’ve always seen fashion and style as a form of self- expression, and I’m excited to see Boston emerge and support change and growth.