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When there are so many things pulling you in different directions as a business owner, how do you build community and connect authentically with your customers? So many people are searching for the solution to this because, now more than ever, community is key to growing a successful business. Nicole Palmer, Member Experience Specialist at The Boutique Hub, joins the show to share her own experience and how she successfully leveraged thoughtful brand and community building.

From Chaos to Clarity: Navigating Big Changes in Small Business

The Beginning of a Passion

Nicole’s love for fashion started early. “I began sewing in middle school,” she shared. “By high school, I was making my own prom and homecoming dresses.” Balancing her love for fashion with an adventurous spirit—she raced dirt bikes on weekends—Nicole knew she wanted to pursue a career in fashion.

New York Dreams

A month after graduating high school, Nicole moved from Delaware to New York City. “I interned and worked my butt off to learn as much as I could about the industry,” she said. After college, she decided to bring fashion back to her small town in Delaware while working for a buying office in New York, commuting back and forth.

Embracing Motherhood and Entrepreneurship

At 21, Nicole faced a major life change. “I found out I was going to be a mom,” she recalled. The news could have derailed her dreams, but instead, it fueled her determination. “I couldn’t look my daughter in the eyes one day and tell her to follow her dreams if I had given up on mine,” she said. Nicole switched gears from designing to purchasing inventory and launched her online boutique on her daughter’s first birthday in 2012.

Rapid Growth and Challenges

Nicole’s boutique quickly gained traction. “We were doing pop-ups, home parties, and events,” she said. Within a year, she opened a storefront and expanded into a second location. The business continued to grow, eventually including a warehouse and a staff of 15. However, the COVID-19 pandemic brought unforeseen challenges. “Our doors were shut so fast. My husband, a paramedic, was facing the pandemic head-on, and we were doing virtual learning with our kids,” Nicole shared.

The Turning Point

The pandemic forced Nicole to reevaluate her priorities. “When we were able to open the doors again, I realized my priorities had shifted. I enjoyed having slow moments and the freedom of not being tied to store hours,” she said. She faced the tough decision of whether to continue running the boutique as it was or to make a significant change.

Prioritizing Happiness

Nicole realized she was making decisions based on others’ expectations. “When I understood that my decision was driven by fear of letting others down, it became a no-brainer. It was time to prioritize my happiness,” she said. Closing the boutique was not giving up but giving herself permission to explore new opportunities.

Reflecting and Moving Forward

Reflecting on her journey, Nicole felt immense pride. “I sat in the empty store, soaking in everything I had built. I was excited and proud of myself for the journey and for making the decision that felt right,” she shared. Nicole’s story is a powerful reminder that it’s okay to change direction and prioritize personal happiness.

Advice for Boutique Owners

Nicole’s advice for boutique owners is to focus on what success feels like rather than looks like. “I was chasing arbitrary goals without understanding why,” she said. She emphasizes the importance of connecting with your community genuinely. “It’s about showing up as a true person and providing something that makes them feel good,” she added.

For those feeling overwhelmed, Nicole suggests being true to oneself and prioritizing meaningful connections over superficial success. “Your content should be about filling your community’s needs and solving their problems,” she said.

Joining the Boutique Hub: A Transformative Experience

Nicole’s journey has led her to join the Boutique Hub team, a community that has been instrumental in her boutique’s growth. The support and learning she has received made it an easy decision for Nicole to join the team and help other boutique owners. Whether they are just starting out, experiencing a plateau, or thriving, she has seen a common thread among successful stores: authenticity and genuine connection.

In This Episode

• Nicole Palmer: LinkedIn | Facebook 
• Ep #306: Simple Strategies for Business Success with Nicole Palmer  

Let’s Connect #AskAshley

• Have a question or guest recommendation? Let us know your feedback directly here!
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Must Have Resources

• The Boutique Hub:  Website | Facebook | Instagram | Pinterest | TikTok | YouTube
• Boutique Summit 2024
• Small Business Marketing Handbook
• Small Business Hiring Handbook 
• Brand Owner Basics Masterclass
• Tradeshow Marketing Handbook
• 2024 Trade Show Calendar
• Boutique Hub Black
• Hubventory.com

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