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HOT 100 2014: Myalee Sofield, Fraser Hart


For keen baker Myalee Sofield, the past year has left little time for creating cakes, but she has been busy perfecting an altogether different type of recipe – one of success for Fraser Hart’s watch department.

Watches have been the star category at Fraser Hart in the past year, and Myalee says that the growth of the department, and the recognition that this has brought her team, has been phenomenal.

“We have clear product strategies of which watches is a key part and the growth and success of this area has fitted successfully into our plans,” she says. “There is still a lot to be done and we will never be complacent about our successes, as you never know what is around the corner, so the watch business will continue to be a major focus for the company, hopefully with continued good growth potential.”

As well as having a fantastic team around her, Myalee believes that strong relationships with peers outside the business are vital to Fraser Hart’s successes, which have recently included adding new brands and opening two stores.

“My key goals are to continue to drive our business to the best of our ability whilst also continuing to strengthen our supplier relationships,” she says. “Without the support of our business partners we would struggle to achieve the results we have.”

Like any busy retail boss, and mum of two girls – seven-year-old Scarlett “the Viking child” and five-year-old Olivia “the quiet achiever” – Myalee is vying for a better life-work balance; so if you’ve gotten used to her emails in the early hours hopefully you’ll have noticed a decrease in frequency, well a small one anyway.



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