Conversation with… People in Retail Awards Judge Gill Smith
Here we catch up with Gill Smith, managing director of The Perfume Shop, to reflect on a landmark year for the business that has included award wins, new boutique openings and embracing AI and automation with a people-first approach.
As a returning judge for the People in Retail Awards, she also talks about why recognition matters more than ever in retail.
Subscribe to TRBWe last interviewed you in 2024. Can you give us an update on what’s been happening with The Perfume Shop since then?
2025 was a brilliant year for The Perfume Shop. Our store manager, Vicki, won Manager of the Year at The People in Retail Awards, and she was completely blown away by it. It really showed how proud we are of her that we put her forward, but also just how much that recognition can mean to an individual and their team.
We also opened two new format stores, The Perfume Shop Boutique, which was a fantastic opportunity to promote great people within our business and develop our teams expertise and storytelling with new niche brands. It was also a huge cross functional team effort to develop and launch the stores so watch out for that team entry this year in the PIRA.
Another really special moment at the end of 2025 was being recognised as Supporter of the Year for Look Good Feel Better, our cancer support charity. I loved that because it recognised our store teams and colleagues across the business for everything they do; fundraising, raising awareness, and showing that even in tough trading conditions, you can still give back. That can be incredibly fulfilling.
And, of course, AI is a huge topic in retail right now. But it’s not just about AI. It’s automation more broadly, and how you use it. It’s also about having some fun with it. We run sessions with teams where they might create a perfume bottle or a perfume advert, just to show that these tools can be creative and engaging.
That’s helped people get used to using them in a fun way, and it’s how we’ve managed to get more people thinking, “How could I use this in my daily life?” or “How could I use this in my work?”, without being scared of it.
We’ve also rolled out new time and attendance software in stores. The first stage is familiar, including doing rotas, but the next stage will be AI-generated rotas. Because we’ve already taken people on the journey and helped store managers feel less fearful of AI, we hope it lands much better. Ultimately, it’s about making their jobs easier, reducing admin, and giving them more time to spend with customers, which is what they all tell me they want to do.
What’s the thinking behind these changes overall?
This is just one of many things we’re doing that we don’t really shout about in the press. It’s not fancy; it’s about making jobs easier so people can spend time doing the things that add value, or the things they actually want to be doing, rather than the boring stuff.
Who wants to work on spreadsheets all the time? Our mantra has always been, “If you hate it, automate it.” Pretty much anything on a spreadsheet can be automated. For us, this is about making jobs better, not getting rid of them. And ultimately, it’s about the customer.
If we get this right, it means more stock on the shelf, the right stock in the right store, and store teams who have the time to serve customers and talk to them properly. That’s a win for everyone.
You’re returning as a judge for The People in Retail Awards this year. What made you want to get involved again?
I love reading about inspirational people, teams and businesses in retail that I might not otherwise come across. Their stories really inspire me, especially the personal ones, whether that’s overcoming hardship, achieving growth, or going the extra mile.
Those stories stick with you. I also find myself learning from them and thinking, “Could we do that?” or “What would our version of that look like?” It’s not about copying; it’s about learning and being inspired.
I also really enjoy networking with the other judges. It opens up conversations and makes it easier to reach out later. It means I can pick up the phone and ask, “How did you do this?” That network is incredibly valuable for us as leaders.
Why do you think people-focused awards are so important for retail right now?
Retail is tough, but it’s full of talented, dedicated people who need recognition. A lot of awards focus on businesses, but retail works because of people and teams.
What I love about these awards is that they recognise individuals. Our store manager was recognised for what she did, not because she worked for The Perfume Shop – she was recognised in her own right. That focus on individuals and teams, and shining a spotlight on their excellence, is what makes these awards so important.
I also hope they inspire people to consider retail as a career. Retail still has a reputation as a last-choice career for some, but these awards show how you can grow, develop, and build a meaningful career, and the diversity of roles available within the sector.
The Perfume Shop has had several wins at the awards. What impact has that had on the business?
First and foremost, it makes us incredibly proud. We shout about it internally, and I share it with our global teams as well. Being recognised by your peers is really special, especially knowing how much care goes into the judging process.
As a smaller retailer, it also builds confidence. Sometimes we think, “We’re just small, we just sell perfume,” but these wins make you sit up prouder and realise we’re doing some really good things. You don’t have to be the biggest retailer to have great people, strong policies, and the right culture.
There’s also a customer impact. When customers see these recognitions, they understand that we invest in our people and support them. And that matters, particularly to younger generations. It builds credibility and loyalty.
What message would you give to retailers who are thinking about entering but haven’t yet?
My first question would be: why not? What have you got to lose?
If you really care about your people, entering makes sense. It highlights retail as a career of choice, showcases the meaningful work happening across the sector, and provides credibility both internally and externally.
It doesn’t take long and it’s great recognition. If you’re confident in what you’re doing for your people, why wouldn’t you enter?
Entries for the People in Retail Awards are now open. Find out more here
