On the morning of Saturday, November 4th, you might have noticed crowds of eager shoppers lining up outside the Tesoro entrance. The time is 9:50am, exactly 10 minutes before the store opens and exactly one hour and 10 minutes before the first-ever Tesoro Clearance Event. With their tickets in hand and their wallets in their grasps, they eagerly awaited the start of this exclusive event, which featured marked-down Tesoro bags from their old collection. I spoke with Brittany Reed, one of the shop’s owners, about the success of this event.
“Sometimes, we hold 10% off sales, but this time, we slashed our prices,” Brittany said. “We sold about 15 bags that day and we saw about 50 customers, which is unusual for us being such a small company.”
Being small isn’t a deterrent for Tesoro; it makes them more popular. With small batches of Tesoro designs for a limited time, customers really have to snatch 
up the quality merchandise while they can.
“Our customers like to be unique,” she continued. “They wouldn’t like to walk down the street and see that everyone else was wearing their Tesoro bag. They want something that’s their own.”
One of the aspects to Tesoro’s market that sets them apart is its wide demographic. They see customers anywhere between the ages of 18 and 80, and they customize their bags based on these demographics. But when you walk in Tesoro, it’s hard to differentiate between bags and other merchandise that are meant for younger people and older people: they’re meant for everyone.
Brittany mentioned that, if they receive enough customer feedback, they will completely alter their designs to meet their customers’ needs for functionality and aesthetic.
“If we get a lot of feedback to change one of our designs, we will,” she said. “Our customers mean a lot to us.”
But Tesoro means a lot to their customers too. Brittany remarked on the loyalty of those who shop with them.
“It’s amazing that they would forego shopping at King of Prussia, for example, and shop with us and other small shops in West Chester,” Brittany said. “They’re willing to put aside the politics and statuses of fashion to support local businesses.”
