MISOGI: It was quite a spontaneous decision and certainly not something I had ever thought about two years ago. It all began when I went looking for a dogi and did all the usual looking around and calling up, when I actually got to go around to the shops to see the items myself I was disappointed in the overall experience and service.

Online wasn't any better, I came across web sites that either didn't have a functioning shopping facility or even images of their products, and I lost count of the amount of times I have been to a web site and hardly been able to see the images of their products, where I've had to search high and low for a size chart, read poor descriptions, been confused with bad layout and received poor service and products! I received my first online purchase in a shopping bag. And that was the driving force behind MISOGI.

I have always believed that from the point you decide to buy to the point you start using your purchased item that the experience you have should be beyond what you expect, so my shopping experience was not so good and I thought that the buying public here in Sydney deserved something more of a designed conscious experience to their shopping of martial arts gear, something that they would find pleasure in and take pride in, as they do in their martial arts training.

MISOGI: Generally very well but again with most things they take time and once people are familiar with you and what you are doing, then there is more comfort and confidence in dealing with you and shared support. We have support from instructors from a wide range of organisations and the relationships we have with them goes far beyond you buy - I sell. And I think it only makes sense because we have worked with those people through the development of our products so they are getting exactly what they want.

The magazine is a great way to build friendships and communities; for instance, we've received a little following with our movie reviews, and have been invited to a few BBQs and movie nights, which is a great!

We have been getting great feedback on the MISOGI website, which is fantastic, we put a lot of effort into the design, functionality and the user experience, and as more and more people have become experienced and confident with using the internet we felt that a well designed website which concentrated on the users shopping experience was primary to MISOGI.

The website is an extension of MISOGI in such a big way and having the means to also sell our products abroad with the use of the internet, the website is the first impression a customer has of you.

MISOGI: Not a store as such, we have an office/showroom based right near Central Station in Surry hills, Sydney, which was inspired by the little back street store in Kill Bill, where Uma Thurman got her Hatorio Hazon.

The reason we chose this type of set-up was because we are predominantly and online store, offering online services, although we love it when our customers come around and visit us at the office/showroom, It's another pleasant experience with our customers; creating a more one-on-one relationship.

When customers contact us we arrange a time and it is 100% their time to look around and try on items and have a chat. We have found this to be incredibly popular; especially with clients who are visiting Sydney /Australia from O/S or interstate, whether it for be on holiday or a martial arts seminar, it gives both parties the chance to know more about each other, and we have some fine Japanese tea that always gets the seal of approval. I guess it is just another way to make someone feel special and whether it's just for a look, a pair of tabi socks or an Aikido dogi.