Wooohooo! I’m back after a couple of months that were supposed to be chill but turned out to be nutso. I’m so excited to be bringing you EPISODE 50 (!!!) with none-other than one of my personal shopkeeper crushes, Elissa Paquette. I’ve admired Elissa and her shop, Calico for years now. She’s been in business longer than me and she’s seriously boss when it comes to everything from buying to marketing to design. She’s also an incredible risk taker and someone who knows when to walk away from something that’s not serving her.  

Elissa and I talk about delegating work so that we can get real shit done which leads me to tell her my secret about cleaning the bathroom at the store. She gives us a glimpse into her very intense buying and inventory management systems and gives us some pretty great social media tips.  And you want social tips from Elissa, she’s got a huge presence and consistently shows up with amazing self-created content. And check out her About Us page, it’s a great example of non-boring copy/design.  I adored my conversation with Elissa; she’s energetic, down to earth and inspirational. I’m going to let you hear all this goodness for yourself. Enjoy!

There are still a couple of spaces open for my Shop Keepers Weekend in the Hudson Valley. We’re going to be there together talking about branding, business visioning, money and all the other topics near and dear to our shop keeping hearts. If your space isn’t open yet you’re still 100% welcome. Come learn with us! The cost is $750 and includes all meals and a place to lay your head (rooms are shared, beds aren’t).

There's No Moment of Chill - Elissa Paquette of Calico

A podcast bringing you the stories behind the brick and mortar businesses in our communities. Each weekly episode focuses on the story behind a brick and mortar business by way of a candid chat with the owner.  We talk about the broad picture stuff; their start up processes and the philosophies behind their companies, as well as the smaller, day to day realities of running a brick and mortar.  New episodes every other Tuesday.

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Just a little check-in now that life is totally, 100%, unbelievably different. Most of our spaces are closed and we're all treading water, waiting for this nightmare to end. This show is a glimpse into where we at Forty Winks stand with the PPP, what's making us money, and where my head's at as I navigate this.  Enjoy....?

Keeping Shop Through Covid: Entry 1

Today I’m excited to release my chat with Lisa Mullan, owner and co-founder of Uwila Warrior in Boston, MA. Lisa’s company is leading the charge against uncomfortable underwear; we’ve carried her line at Forty Winks since close to the beginning and our customers come back for it over and over again.  In fact, we have one customer who just wrote and ordered: “every medium you have in that incredible thong.” She was referring to this thong which is in fact, “incredible” if you’re in the market (restocking soon, btw).

Lisa and I talked before coronavirus hit, but there is so much in our chat that’s applicable to what we’re facing right now. I am struck by Lisa’s dedication to creating (and re-creating) the best possible product for her clients and by her decision to focus on steady growth even if it takes a while. She mentions the “long game” a couple of times throughout our chat and even then before I knew we’d have to shutter our store, this struck me as incredibly smart. It’s pretty much the mantra of every brick and mortar business owner; our shops and spaces are rarely an overnight success, right? These are long-term investments for us. Smart brick and mortar bosses don’t open thinking that we’re going to roll in dough immediately, we open because we want to create a space and a community that lasts for a long time. Now more than ever, it’s important to keep our focus on the long game.  What are we doing now to ensure that our businesses will be nimble enough to withstand this game-changer? How are we connecting with our customers, both established and new that will bring them back when our doors open again? 

As we navigate this pandemic as small business owners, as our brains are overloaded with loan applications, unemployment claims, past-due bills, and landlord drama, let’s encourage each other to focus on what matters most, creating beautiful connective customer experiences that will last way past this tightest of situations. I’d love to hear how you’re playing the long game. Write to me. And enjoy the show.

On Focussing On The Long Game | Lisa Mullan of Uwila Warrior

Today I have the pleasure of releasing my conversation with Jay Adams co-founder and advisor to Brass, an online and brick & mortar company specializing in quality pieces that simplify and enhance their customer's wardrobes. 

Jay and I connected years ago and she's been a constant source of inspiration for me as she and her business partner, Katie have grown Brass into a thriving and innovative online business. While they've always had short-term pop-up spaces, their first long-standing brick and mortar opened in Boston a few months ago so I’m excited to bring Jay on the show as an official brick and mortar boss. 

I was sort of weirded out by releasing conversations recorded pre-Coronavirus, but my friends and colleagues convinced me to keep releasing shows in an effort to keep things as "normal" as possible.  This conversation is actually really timely in that Jay and I talk a lot about eCommerce and how to create strong, vibrant communities within the online space. Now more than ever, we need to be finding ways to reach our clients virtually but not just to sell things to them. Our customers are in need of connection; people are feeling isolated and scared and we're in a unique position to create space for them. These connections and conversations are what will keep us afloat long term. 

Not only does Jay talk to us about creating real connections with our customers, but she also shares what it's like to build an e-commerce platform, to manufacture pieces for lots of body types and how important communication is to a business partnership. Enjoy the show.

On Creating Meaningful Connection Online - Jay Adams

Today I have the pleasure of releasing my chat with Ashley Borchard owner of Cobbygoose in Alpena, Michigan. Cobbygoose is a paint your own pottery, canvas and/or wood studio that also specializes in classes, workshops, and events. Brick and mortar business ownership is Ashley’s dream and this is evident in the community she’s created around her space. 

Ashley’s road to business ownership is a rough one and she shares her story generously with us. She also shares the downside of buying an established business and offers tips for getting through this process in a graceful, productive way. We talk about the continuous roller coaster of learning on the job and why she looks back at her first months in business with a little bit of embarrassment. She talks about mistake-making and why we need to absorb those mistakes as learning tools.  

Right now, I’m writing this from my couch, mid-day, on a day that I should be at Forty Winks.  Instead, I’m practicing social distancing in an effort to combat a global pandemic. WTF, right? 
I know most of you are doing this exact same thing and probably feeling all kinds of feelings about it. I know I am (more on this later). 

Anyway, Ashley and I talk about laying the groundwork for growth even when you’re not sure when and how the growth will happen. Even when you’re not sure your business is going to look the same ever again. Even when you’re terrified, sad and angry. We’ve got to lay that groundwork and move our energy towards preparing for bigger success when the storm has passed.  Me personally, I’m giving myself a couple of days to get used to this and then I’m going to tackle some ideas that are going to up-level Winks when we open our doors again.  I’m feeling inspired by this conversation for reasons I could never have imagined when I recorded it a few weeks ago.  I hope you enjoy it and I hope you’re all okay. xoxo

On Creating A Foundation For Growth - Ashley Borchard

I’m excited to bring you this episode with Greer Goodman, owner, and founder of Abroad Modern in Cambridge, Massachusetts. Greer used to manage a sweet little children’s shop called Magpie Kids and I met her whilst shopping for baby stuff.  Back then Greer was thinking about starting a very different business than the one she ended up opening (you’ll hear all about this in today’s episode), and she impressed me with her creative yet clear vision for her future business. 

A couple of years later, I realized that Greer had, in fact, opened a shop, but a very different concept from the one she had shared with me way back when.  I knew there was a good story here, so I reached out for an interview. 

And it is a great story! Greer shares how she found her true brick and mortar calling while on a trip to India. We talk about friendship, values and the importance of cultural exchange.  We talk about sourcing, inventory planning and Greer’s unique talent for being able to merchandise her store in her head. 

Greer shares her fear that the mundane parts of brick and mortar business ownership will burn her out, zap her creativity and hurt the longevity of her business.  I think a lot of us can relate to this.  How many times have you had a free day or a slower week ahead of you and promised yourself that you were going to tackle a big, yet unexciting project only to find yourself on the other end having done nothing but busy work and Instagram scrolling.  You may have just experienced this real pain-in-the-ass component of business ownership during the retail hell we call January. I know that I had a lot of expectations set around how much I would get done after the holidays; I swore 2020 would be different and that I would tackle everything with a clear mind and a real zest for the mundane.  I did…okay.  Because it’s hard to feel motivated around things the bore us or even that overwhelm us.  Greer and I flesh this out a bit and encourage each other to just keep tackling the boring/hard/scary stuff as a way to get back to what lights us up.

At its core, Greer’s business is beautiful and genuine. Abroad Modern is a values-driven model that doesn’t pat itself on the back.  Greer is doing great things that mean something. This interview is of value and I hope you enjoy it as much as I did.

There's No Moment of Chill - Elissa Paquette of Calico

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