We sat down with Sonia Chopra, founder of JAM Retail Services, to talk buying, sourcing and the relationships that make the fashion stock world go round. After more than 20 years across retail, merchandising, off-price and commercial partnerships, Sonia knows that the best opportunities are rarely just about price — they are about judgement, timing and knowing exactly who you are dealing with. Here, she shares the lessons picked up along the way, the deals worth walking away from, and what JAM Retail Services brings to the market today.
How did you first get into retail, buying and sourcing?
I have always had a genuine passion for fashion and clothing, dating back to a very early age. At 16, I landed my first job at Faith Shoes, which at the time operated as a concession within Topshop. I quickly realised that I had a real aptitude for both sales and fashion. The then Manager of Topshop recognised this too and offered me a position in her High Street store. For a period, while studying for my A-Levels and subsequently at university, I was working across both Topshop and Faith. Although challenging, I developed real insights into how fashion trends, retail management and supply chain were crucial for brick-and-mortar stores.
I secured my first full-time role in fashion before graduating, joining the River Island Graduate Programme in July 2005. For anyone considering a career in fashion retail, I would highly recommend pursuing a route via a dedicated graduate scheme as it gave me an excellent grounding across the commercial side of the business.
I have never looked back, and over 20 years later, I am still passionate about retail, brands, buying and sourcing as I was when I entered the graduate arena.
What were the key stages in your career that shaped the way you approach stock and commercial relationships today?
Working across buying, merchandising and senior commercial roles gave me a strong understanding of the relationship between product, price, margin and ultimately, the customer.
I also had the opportunity to co-found and run a premium off-price business for almost seven years. That experience was particularly valuable because I was able to see the entire stock journey from the perspective of both the brand and the reseller.
You quickly learn that buying stock is not simply about securing the lowest possible price. You need to understand the brand, the product, the customer, the available size curve, the seasonality and, most importantly, whether there is a realistic route to sell the stock profitably. That experience has very much shaped how I approach sourcing today.
Working with larger corporates, I have developed real insights with working closely with various Board members and stakeholders who may not be experts in the field, but have kept the cogs turning to ensure smooth operations through volatile markets. There has been a huge amount of disruption within fashion and retail, particularly in the last decade with global events, supply chain issues, increased competition and emerging trends as well as conscientious shoppers.
What led you to co-found JAM Retail Services?
Following the closure of the stores, starting my own company felt like the natural next step.
Over the years, I had built an extensive network of contacts across brands, retailers, jobbers and boutique owners. Many of those relationships were built over many years, and I started hearing a very similar message from people I had worked with:
"We love working with you because we know what we're getting."
But alongside that, there was another recurring challenge: "We have excess stock that we need to clear, but we need to do it with confidence knowing where our stock lands."
That was the opportunity I saw for JAM Retail Services.
Today, I work with many brands and retailers to find commercially viable and discreet routes to market for excess and end-of-line inventory, while connecting that stock with trusted resellers who are actively looking to buy.
I have never looked back, and often still bump into many familiar faces within the industry, the career overall has shaped my outlook and taking the plunge with my own consultancy was well overdue.
For someone new to reselling, what does good sourcing actually involve beyond simply finding stock at a low price?
For me, pricing and positioning are two of the most important factors in good sourcing.
You need to ask yourself: What is this stock actually worth? Not just in terms of the RRP, but in terms of the brand, product, demand and the price at which you can realistically sell it. I have been offered some fantastic brands where, on paper, the opportunity looked very attractive. However, once I looked at the commercial details, or even physically checking out the stock, I realised it simply wouldn't work.
There can be many reasons for that. The size curve might be heavily skewed towards fringe sizes, for example, or the assortment could be disproportionately weighted towards a particular category.
The key is to look at the whole stock proposition, rather than getting distracted by the brand name or headline discount.
A great brand at the wrong price is not necessarily a great deal.
What are the most common mistakes you see people make when buying stock?
Due diligence.
I cannot stress this enough, particularly when purchasing branded or higher-value goods. Take industry references, ask questions, request appropriate paperwork and, where necessary, ask for documentation that demonstrates the provenance of the stock. Sensitive commercial information can of course be redacted, but there should still be sufficient information to establish where the stock originated.
And perhaps most importantly, trust your instincts.
I have walked away from deals because something simply didn't feel right. On one occasion, I subsequently discovered that the seller had been using counterfeit documentation. Walking away from a deal can sometimes feel frustrating when you think you are missing out on an opportunity. But protecting your business and reputation is ultimately far more important than securing one particular deal.
Over the years, I have managed to nurture this ability and have developed a good measure of when and how to spot a deal that I will either be stuck with or simply not be able to sell. Despite any financial pressure or targets, you really need to be able to sound out the deal first whilst knowing that the transaction throughout the supply chain is dependent on you. All it takes is one bad deal to upset your customer or even your own supplier, so you have to be a trusted pair of hands.
What should a buyer check before committing money to branded or higher-value stock?
A reputable seller should be comfortable providing appropriate documentation for higher-value branded stock. I would always recommend requesting relevant paperwork and, wherever possible, physically inspecting the stock.
If you are an established business, it is also worth asking whether payment terms are available. Even three or four business days can provide valuable time to receive and inspect the stock before payment is due.
Ultimately, the more valuable the stock, the more important the due diligence becomes. As with most high value transactions we conduct in our daily lives, we always take our time to think about it, have a process in place so make sure you stop to pause before committing and most of all, check the supplier, your numbers and T&Cs before signing on the dotted line.
You mentioned someone you knew buying a large quantity of Gucci products that later turned out to be counterfeit. What lessons should resellers take from that experience?
This was a particularly memorable experience from earlier in my career.
The stock was sourced in Italy from a distributor that was widely used within the UK market at the time. The wider supply chain included a number of established retailers and marketplaces. It is every Buyer’s worst nightmare, as counterfeit goods damage brands and even your own reputation within the tight knit market.
Although I did not procure the stock, the lesson for me was that having a reputable-looking source or being several steps removed from the original brand does not eliminate the need for due diligence.
With high-value goods, every business within the supply chain has a responsibility to understand what it is buying.
My advice is straightforward: inspect the stock wherever possible, request appropriate documentation, understand the provenance and never resell anything you have genuine concerns about.
Your reputation is ultimately worth far more than the margin on one deal.
How important are relationships, reputation and due diligence when it comes to building reliable sources of stock?
They are absolutely fundamental.
You need to be front of mind when brands and retailers have stock they need to move. That only happens when you have built genuine relationships and demonstrated consistently that you can deliver.
I pride myself on having strong relationships with the brands I work with. They understand what I am looking for, I understand what they need, and that allows me to create better opportunities for both sides.
I have been in the industry for over 20 years and have built many of these relationships over a long period of time. They are based on trust, reliability and doing what you say you are going to do. That is something that money simply cannot buy.
For readers unfamiliar with JAM Retail Services, what does the business do and who do you work with?
As Founder of JAM Retail Services Ltd, I work with brands, retailers and marketplace businesses to maximise the value of excess inventory, develop strategic partnerships and unlock new routes to market. I specialise in discreet stock solutions, inventory clearance, marketplace development and commercial consultancy.
I then connect suitable stock opportunities with a network of trusted resellers, live sellers and other businesses that are actively looking to procure inventory.
The objective is to create a credible, commercially viable and discreet route to market for stock that brands and retailers need to clear, while ensuring that resellers are accessing products that they can genuinely sell.
I am passionate about building long-term partnerships, identifying new opportunities and helping businesses achieve sustainable growth through commercially focused, results-driven strategies. It is always telling when your customers and suppliers want to work with you, and often you need to support that network to ensure any deals have been called to action. This means the slicker the operation, the more positive outcome for everyone involved.
What kinds of opportunities, partnerships or enquiries would you particularly like to hear from at the moment?
I am always interested in hearing from brands, suppliers and retailers with excess, end-of-line or surplus inventory, particularly where there is a requirement for a discreet and professional clearance solution.
Equally, if you are a reseller, live seller or retailer actively looking for quality branded stock, I would love to hear from you. There are instances where I may be able to offer low MOQ’s for some brands and categories.
The more I understand about your business and what you are looking for, the better I can match you with relevant opportunities.
Where can people reach you?
The easiest way to contact me is through LinkedIn, or you can reach me directly by email at jamretailltd@gmail.com.
I am also available on WhatsApp or mobile on +44 7931 700772.