Modern Gifting at Après Peau

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August 27, 6:50 AM

by Jennifer Schiller, D.C. Women's Examiner

 

Dr. Tina Alster

Alster, the Director of the Washington Institute of Dermatologic Laser Surgery, is a noted pioneer in her field. She lectures and publishes extensively on laser treatments for birthmarks, scars, tattoos, and aged and sun-damaged skin. She performs pro bono surgeries, serves as a mentor to young doctors, and is an active member of a host of professional organizations, including the American Academy of Dermatology, the American Medical Association, the American Society for Dermatologic Surgery, and the American Society for Laser Medicine and Surgery.  

Dr. Alster also serves as a consulting dermatologist to Lancôme, where she assists with new product development. She’s made numerous national media appearances on the Today Show, the Oprah Winfrey Show, CNN, the Discovery Channel, and The Daily Show with Jon Stewart. In addition, Alster owns Après Peau, a gift store situated at the heart of the K Street corridor. 

She launched the store, she says, in her free time. 

Alster originally conceived of Après Peau (which means “after skin”) as a companion business to her medical practice. She envisioned the store selling creams, lotions, and other skin care products. Initially, her customer base was her patients, who would come in for a treatment at the Institute and then stop by Après Peau on their way out. As the business grew, Alster did market research and listened to feedback from her customers. She quickly realized that Après Peau was one of the few gift stores in the downtown business district.  

Capitalizing on the opportunity created by an underserved corporate community, Alster rebranded Après Peau as a one-stop shop for fun, sophisticated, unique, and apropos gifts at a reasonable price. “People hear the French name and think of us as a very exclusive shop, which we aren’t,” Alster says. “Just because the name is French, that doesn’t mean our products are expensive. The press has been wonderful at getting the word out for us. We had a great spread in Elle Décor not long ago.” 

Alster began the product expansion by adding items that she personally liked and would give as gifts. “I thought it might cure my shopping obsession,” she says. “But I’ve been doing it for a year and a half and it hasn’t dampened my enthusiasm for either shopping or gift-giving.” 

Après Peau’s biggest competitive advantage comes from corporate gifting and exclusive product lines designed at Alster’s request, such as the store’s popular R. Nichols stationery (which piqued Jenna Bush’s interest when she was planning her wedding). “My best performing product lines are stationery, jewelry, baby products, and small, customizable leather goods like jewelry boxes, billfolds, passport covers, and notebooks. Our Washington-themed gifts are very popular and, because it’s an election year, we’ve been doing very well with Obama and McCain products.” 

Alster has a few words of advice for other would-be female entrepreneurs. “If you have a business idea and you have the passion—because that’s really what feeds any of us—you should go for it. Don’t perseverate on it—just do it. A lot of people have ideas, and they spend too long going back and forth and debating the pros and cons. By the time they make up their minds, it’s too late. They’ve lost that passion. The main thing is not to be afraid. You know you can swim, so it’s OK to jump off that high dive. Just do it.”

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