In Their Shop series highlights inspiring and successful members of the Retailer Inner Circle in their beautiful shops!

Here we find out how they work, some behind the scenes, and they’ll share some of their secrets and best tips with us.

Tell us about your business – How did you become a shop owner and what type of products/services do you offer?

Louisville Mercantile is a Home Decor, Vintage, Gift, and DIY product and classes shop. We refer to ourselves as “A Modern Day General Store“. We have two brick-and-mortar locations approximately 20 minutes apart. Louisville TN, which is our original location and located in a lake community; and Maryville TN, which has a vintage vibe. It was formerly an Antique shop and we wanted to market to those customers. It is also on the way to the Great Smoky Mountains. Thus we have different feels in both locations with gifts, food products, home decor, and DIY being the common elements. We have customers visit both locations, typically local, but also a fair amount of visitors on their way to the mountains in our Maryville location. We also sell online via our website and use Comment Sold for online sales through Facebook and the Louisville Mercantile App.

Becoming a shop owner was something that basically happened within one hour. I was in a shop in a strip center not far from our home for the first time, and the owner said the space to her was becoming vacant as part of a general conversation. My awesome hubby was waiting for me in the car and I shared, but she had told me and asked if he knew who owned the building. He did and called the owner right then and asked if the space was vacant and if we could rent it. The owner said yes! That was 5 years ago and the rest is history, although I did surprise my hubby who thought I would open a quilt store. We never came close.

Three years ago, the second location came about when one of my friends who had painted items in our Louisville location bought a building and asked if I was interested in leasing it. She made me a deal I couldn’t refuse. We have since expanded the Louisville location into three connecting units, one which we use for our DIY classes, Live Sales, Shipping, and consignment intake, with the other two units being retail space.

Share a bit of your business journey! What did you do before you opened a shop and why did you open your business?

I had zilch retail experience and was working full-time when the Louisville location opened. My “8-5” job was approximately 1 hour away from the shop, so I relied heavily on friends and family to stay open during the week. I had no social media experience – didn’t even have a personal Facebook page. So we truly started from ground zero in a location that really is a destination place. We’re between the Barber Shop and the Bait Shop. The local Chamber of Commerce was very helpful in providing information and making connections.

The one thing in my favor is having a business background. I was previously a VP for a large university system and blessed to be able to retire at a very young age. I could then take on a new opportunity as a business operations strategist for a large national laboratory. I worked with great people and had great experiences in my “8-5” life, but building a business from the ground up is challenging for sure.

But it is also so rewarding in seeing what you can accomplish. I couldn’t do it without the awesome folks I work with every day. I have an awesome team!

Any struggles or lessons learned along the way? How do you overcome them?

Technology and how to use it is a big challenge. I know I will never master it but I will continue to kick the tires. We had multiple starts/stops with our website/social media support and the best guidance there is to cut your losses when it turns out not to be a good fit and move on.

Brag a little about your business, what are you most proud of?

Honestly, it’s our team. Each person brings something different to the table, all provide great customer service, and no one is afraid to take on new challenges or provide ideas to grow the business. There’s always something new going on that makes each day different and exciting… so they tell me!

Can you tell us what your thoughts are on being a member of the Retailer’s Inner Circle?

Wendy’s an awesome leader and has been very supportive in my business journey, so I’ll start there as she’s always there for her Inner Circle folks just like me.

Even though there are a fair number in the Circle, it has always felt like a small circle of friends who are willing to answer questions, share info, and be part of a business-minded community. I haven’t found another group that has been as helpful as the Inner Circle. It has available resources for our type of retail business, especially for us smaller businesses. I’m also a member of Wendy’s Level Up Mastermind group.

What are you most excited about coming up for you and your business?

We have several things on the horizon:

We’ve started offering DIY classes again, so we are very excited about that! Coupled with the plan to offer DIY kits and potentially online classes.

We also just got an app for Louisville Mercantile and are working hard to grow it to boost online sales. We are also working on a seasonal subscription box.

Anything else you’d like to share?

I really love being a member of the Retailer’s Inner Circle! My business has skyrocketed in the last year and the community has truly helped me.

Top 10 Favorite Shop Tools/Resources:

1.) Canva for Graphic Design
2.) Rollo Printer for shipping labels
3.) Nashville Wraps for printed shopping bags
4.) Google Drive for sharing info among staff. Including office procedures and desk handouts
5.) Louisville Mercantile website for class registration
6.) My Biz Buddies for new product ideas, business brainstorming, and learning new ways to grow my business
7.) Comment Sold for online sales
8.) Dymo for barcoding
9.) Standardized Templates for office procedures, in-shop signage, etc. This is so we build brand awareness and eliminate duplication of effort.
10.) The most important – a fabulous team! My team works as hard as I do to help make Louisville Mercantile a thriving business!

A favorite quote of Sylvia’s:

Wendy would love to thank Sylvia for her involvement in this blog post! To learn more about Sylvia and her beautiful shop, please visit the following:

Sylvia Davis

Facebook Lives | Instagram | Pinterest

To join Sylvia and other profitable and awesome shop owners, join the Retailer’s Inner Circle here. 

Foot Traffic Made Simple

My most popular mini-training!

In this 90-minute training and walk away with a simple way to complete a full month of marketing planned out and a repeatable, easy marketing framework to follow.

Then sit back and watch your customers walk in your door smiling!

No matter what you use, keep it simple and be consistent. Don’t overcomplicate it!

Avoid having little pieces of paper and notes everywhere to keep you focused and organized (even if you don’t feel focused and organized). This just makes it harder to find what you need and way more clutter.

Here are the top three organizational tools that I recommend for this upcoming holiday season, and any busy season:

Simple wins to keep us organized.

Foot Traffic Made Simple

My most popular mini-training!

In this 90-minute training and walk away with a simple way to complete a full month of marketing planned out and a repeatable, easy marketing framework to follow.

Then sit back and watch your customers walk in your door smiling!

In Their Shop portrays and interviews inspiring and successful retailers inside their shops! Here we find out how they work, some behind the scenes, and they’ll share some of their best tips with us.

Tell us about your business – How did you become a shop owner and what type of products/services do you offer?

I have a B&M shop that I opened over 5 years ago. It is in downtown Yakima, WA. I carry vintage and new decor, new clothing and accessories.

Share a bit of your business journey! What did you do before you opened a shop and why did you open your business?

My retail journey started in the 80’s at Nordstrom, where I learned great customer service! After having my second child, I was privileged to get to stay home for about 10 years. During that time, I did a lot of crafting and sold at different shows…that was our family fun money. 🙂 We also added a 3rd child during that time.

In 1999, I opened my first shop and ran it for about 6 years. I loved it and learned a lot that I use in my shop today. There was an espresso bar in my shop that all my children learned to work. Both my girls have used that skill many times over the years and the younger one has a cafe in my shop with a full coffee bar that her children are learning to use. I’m proud to say all of my children own their own businesses today!

Then my life season changed and I had 3 children in high school that had a ton of activities that I didn’t want to miss, so I closed that shop. I never imagined that I would open another in 2015!

Between shops, I did a lot of different jobs in retail merchandising and display. Displays are definitely my gift and I love doing them…and chatting with people!

Any struggles or lessons learned along the way? How do you overcome them?

I think the biggest lessons I’ve learned are

1. Always pay as you go. That way you own everything in your shop and don’t have debts hanging over your head.
2. Employees cost money. Make sure you really need them before hiring.

Brag a little about your business, what are you most proud of?

I’m proud that my children got to work alongside me and see the benefits and pride in owning a business that you love.

Can you tell us what your thoughts are on being a member of the Retailer’s Inner Circle?

I own a successful business but had no idea why, I wasn’t even sure where profits and planning needed to come into play …I needed to do more of the background work and planning on paper, and now I see more profits and hit my goals.

What are you most excited about coming up for you and your business?

Christmas is always a fun time of year for me!

Anything else you’d like to share?

I really love being a member of the Retailer’s Inner Circle! My business has skyrocketed in the last year and the community has truly helped me.

5 Retailers you love to follow who inspire you:

Joyworks in Snohomish, WA
Sister to Sister in Prosser, WA
Fiddlesticks in Yakima, WA
Junk Sistas in Lawrence, NE
Rebel Junk Market in Coeur d’Alene, ID

 A favorite quote of Michelle’s 

Wendy would love to thank Michelle for her involvement in this blog post! To learn more about Michelle, please visit the following:

Michelle Emmons

Facebook 

To join Michelle and other profitable and awesome shop owners, join the Retailer’s Inner Circle here. 

Foot Traffic Made Simple

My most popular mini-training!

In this 90-minute training and walk away with a simple way to complete a full month of marketing planned out and a repeatable, easy marketing framework to follow.

Then sit back and watch your customers walk in your door smiling!

Marketing doesn’t have to be so complicated.

My mama always says: “Keep it super simple”.

That’s what I try to do for shop owners – help keep it simple. 

It’s simple right…

The reality is, we want to see more wonderful customers walk in the door. Have them fall in love with your shop, your products, and your brand. Make purchases that make them so happy they tell all their friends.

Have them come back again and again. 

“Sure Wendy, we all know that, but how?”

When I work with shop owners of all sizes I love to help them uncomplicate and simplify this process. I’ve created a framework that I share with shop owners that they can use to simplify and literally “do it their way”. You don’t have to be everywhere and do everything. I pinky swear.

The first part of the framework – start by attracting new customers – but do it with intention. This can be simply adding flags to your shop to get attention, joining a few local groups in your area, introducing yourself to surrounding neighbours, hosting a local maker, author or event.

If you’d like the full framework in my Foot Traffic Made Simple framework: 

Grab it here if you’d like it. 

It’s a simple framework, with training and ideas from me on how to implement it for your beautiful business.

Get more lovely customers in the door, keep them happy, and coming back again and again.

Uncomplicate your marketing. 

Get your marketing ready for what’s coming in retail.

Foot Traffic Made Simple

My most popular mini-training!

In this 90-minute training and walk away with a simple way to complete a full month of marketing planned out and a repeatable, easy marketing framework to follow.

Then sit back and watch your customers walk in your door smiling!

Is this the right time to to take your hobby and turn it into a business?

Many independent creative shop owners are thriving right now through these strange times. I’m seeing some of my clients with best profits and sales over the last 6 months than ever, many are expansing, seeing highest sales ever and I have received an increase in requests for information on HOW to take your creative business idea and open a brick and mortar.

I’m asked every day as a retailer coach “should I follow my creative dream and open a brick and mortar, booth space or occasional store? Am I ready?”

Running your own store can be fun and rewarding and it CAN be profitable if done right! Despite what many think, right now, I am seeing many of my retailers thrive through this crazy time. People are craving what you can offer.

If you heart is wondering if this is the right time to make a leap…take some time to look through these points. I won’t sugar coat the process, so have a peek.

Here are a few considerations you MUST consider the following 10 points.

First, ask yourself, do you want to be a creative first or a business owner first?

Think about this one. This is a super important distinction. You can be both, but, you need to be a business owner first. This is a hard truth for some. If you are not, you will need to make a financial plan right off the bat to hire a good business manager. You can learn these skills, but, do you want to? Running a business has many moving parts and daily decisions, financial responsibilities and day-to-day operations that a business owner needs to make. (You can still be a creative, but the business hat is non-negotiable).

You will need a business plan.

Yup. You need one. Sorry. It doesn’t have to be a giant Excel spreadsheet, but you can’t (or should not) just “wing it”.

A basic business plan has some basic parts, Executive Summary, Business Description, Market Analysis, Organization Management, Sales Strategies, Funding Requirements, Financial Projections. Squirmy, yet? Get used to that.

It’s easier to do than you think.

Are you focused and organized?

Again, you really need to be able to keep organized for workshops, social media, staff, ordering inventory, etc. We creatives usually suffer squirrel brain. We need to learn to focus on important tasks and business. You are going to want to be able to manage your time. This is a skill we can learn (how to tame our squirrel brains) but we have to be willing to become a planner.

Let’s talk money.

You need to have money to start. I get asked “how much do I need?” That is impossible to answer until you sit down and see what YOU need. There is a long list of things you need to get started. Signage alone will shock you. Legal, accounting, business fees, pos systems, renovations (double what you think it will cost), inventory, lightbulbs, merchandising products etc. (see now why you need a business plan?). You will need access to funds in case something happens. Trust me. (Someday I’ll tell you about my $1200 skunk story or just listen to the podcast!) You more than likely will not be able to take a salary for the first year. You need to know the reality of this.

Time

it will take more time than you think, open hours plus after hours and days off, flipping the store, cleaning, ordering, staff training, maintenance and more, all things usually done “after hours”. Depending on your “season of life”, young family, grown children, empty nesters, etc., think about how this will affect your family.

Are you prepared to hire help?

You MUST have a plan to hire help. You would not open without paying the rent, or power, figure in cost for help, you need staff. It’s impossible to grow and keep up with the demands if you are doing everything alone. The painting, the bookkeeping, all the store hours, painting the furniture and making all the things, workshops, ordering, and trying to keep life running at home. Be prepared to hire help asap. Be prepared to not work in your store every day (gasp). You cannot do it all alone, your first hire I highly recommend is a bookkeeper,

Accountant, lawyer, a house cleaner, and staff for the store.

What are your goals for the store?

It’s also important to think long-term and not get caught up in the immediate excitement of it all when you find the cute little shop on the corner became vacant. What are your plans? Can you see yourself 5 years from now still running the store day after day in your store?

Another big question to seriously consider…do you like people? 🙈

Many creatives are introverts and don’t like socializing day after day with people, teaching classes, etc. It’s honestly exhausting being “on” all day, and don’t expect your staff to take over, although they will help, you must enjoy talking about and showing your passion for your products and creative passion. It can and is a great part of the job, but does it suit you?

Are you prepared to be the CEO of your business?

If you act like a real business and follow through, you will find success. If you treat it as a part-time hobby business your income and business will reflect this.

Here’s a hard question to answer?

Ok, I’m just going to put it out there. Are you opening this shop for you and your ego? Sorry, but I see so many people opening creative shops  because “they are a good painter” or “I always wanted a cute store”. You need more.

What is your WHY?

A business needs to be profitable, that needs to be one of our why’s. A retail business needs to make money or it’s a hobby. Your reason for making money this way is another whole discussion. (We can have lots of reasons why we want to open a creative business, lots of beautiful reasons: self-fulfillment, want to give back, you enjoy people, etc,) but the primary reason to be a business is to make a profit. However, we do need a driving passion as to why weant to run a retail business. Your big WHY is what will get your through the hard days, it will be your guiding light. We can “make money” working in someone elses store. So we needd a good WHY and we need to know our business needs to be profitabe. Making a profit doing something you enjoy is awesome, and fulfilling.

Still with me?

Phew!

GOOD!

My recent podcast episode on turning your hobby to a business can be heard HERE.

There are many things to consider. Running your dream store can be an amazing opportunity, it’s a wonderful way to share your passion, meet and connect with wonderful customers and spend your days working in a beautiful creative environment that you’ve created.

Are you scared? Twitchy maybe after reading this? If so, that’s good in a way, good things are on the other side of fear. But it’s important to be informed. Successful business owners face the fear with a plan. I have never met a successful retailer who hadn’t started scared.

Likewise, every successful retailer I know has a plan in place, has help and seeks our mentors and is continually growing and learning.

With a plan in place, eyes wide open, a coach, mentor or trusted advisor, and realistic expectations, you can capitalize on your creativity, put in the hard work and you CAN run a beautiful, profitable and creative dream business.

I, 100%, think it’s totally worth it!

You CAN do this, please just prepare for it.

It’s my honour and privilege to work daily with creative retailers and watch them grow and thrive. I hope this has been helpful to you in your journey to become a creative retailer.

I have created a special mini workshop JUST for those looking to take their hobby and turn it into a business…it’s everything you need to consider in detail to go from start to open your doors (with a great workbook) to help you through. You can check it out here.

You’ve totally got this! I’m excitedd for you!

Xo

Wendy

Ps….I have everything you need to get going in this mini workshop Hobby to Business.

Hobby to Business: Simplified Steps to Opening a Creative Retail Business

Join me for a 1.5 hour workshop where I will walk you through the steps to move your hobby business into a legitimate retail business, even if you’re a total retail beginner.

The workshop is taught in this intensive format to save you time, energy and money.

Finally get off the fence about whether you’re ready to open a retail shop and get the tools to choose the right direction for you and your creative biz.