#BossBabes

Meet Jessie
from
Shop Sweet Lulu

Can you tell us a little about you?

I’m a wife and mom to three (ages 20, 18, and 8) in Frankfort, IL.  I collect all sorts of vintage things, watch bad reality tv, like to craft and sew, and usually have a cup of coffee or a glass of wine in my hand.   I always have 18 computer tabs open and 12 projects happening at once and leave a trail of water cups and yarn wherever I go.

Can you tell us a little about your business?

It’s been a crazy journey over the past 10 years but here’s the Cliff’s Notes version:  I opened my online party store, Sweet Lulu, in 2010, working out of my home.   Named after my daughter Olivia’s nickname “Lulu”, it was the first curated, higher end party shop of its kind - in fact, it wasn’t even a category at gift shows or anything, so I sourced all sorts of products from around the world - a lot of it was from England and Australia at first.   Because we had such a fun, unique selection of products, we got a lot of media attention right away, which helped us to grow really quickly in the first couple of years - until similar shops started popping up all over the place!  I wanted to maintain our practice of carrying a really unique selection of items, so it pushed me to continually look for products that other businesses weren’t carrying yet, and sometimes manufacturing our own.   Over the years, we began selling more and more home décor and gift items, and today we’re probably equal parts party and gift shop -  with a boho hippie meets Danish design vibe.  We ship orders all over the world from our warehouse here in Frankfort (which is also open to the public). 

What made you want to start your business?

I had been home with my kids, who were 8 and 10 at the time, and was selling handmade and vintage items on etsy.  I had a craft blog, so I already knew *just enough* photography and graphic design to get me in trouble.  Since Olivia’s first birthday, I had always gone over the top with creating elements for my kids’ birthdays and kind of hoarded office supplies and stationery my whole life - so when I discovered baker’s twine, paper straws, and these cute little striped candy bags in Europe, it just kind of happened.  I literally started my business with a $250 order of bakers twine - and it was scary to take that risk!   I styled and photographed all of the images, made my own logo, designed the business cards, etc. and set up a new store on etsy.   It was just fun and creative.  

Why do you think it is important for women to support other women?

There is something so magical that comes from talking with other like-minded women in business, we have so much we can learn from each other.  I consistently reach out to other entrepreneurs to tell them I love what they’re doing and to ask them out for coffee to talk business!  Women are really generous with their knowledge - often if I’m curious about how another entrepreneur did something or an app they use or whatever it is, I just reach out and ASK them.  I’m also always happy to talk to other business women when they want to pick my brain about an idea.  It’s just FUN for me because I love what I do and could talk about business all the time - and no one in my ‘real life’ wants to hear about it.  

If you could go back in time and tell yourself one thing when starting out, what would that be?

”You can do anything but not everything”.  It’s hard to give up control when you’ve started a business from scratch, but let people take things off your plate and keep the tasks that only you can do.   I’m still working on this one, but hiring Cedar + Moss to take branding photos for me (finally - after ten years) is an example!

What were some obstacles/challenges along the way?

I’ve lost count of the customers that have gone on to open shops selling the exact same things as I do, who then told me I “inspired” them to open their own store.  But it has helped me to hone my vision.  I never want to have the same store as anyone else, so it keeps pushing me forward.  “What can we do better than before?  What can we do that no one else is doing?”  In the end, it’s helped me build a better business because I’m never complacent.

If you could go anywhere in the world, where would you go?

Europe!  Half of my store is from England, Denmark and the Netherlands; I’d love to go there on a buying trip and send home a container of products.  Also, Marrakech!

Which babe in history would you want to have lunch with, and why?

Ruth Bader Ginsburg.  Where do I even begin??

Why is it important to have a personal brand?

 If you’re in a creative field, your style is your personal brand.   For my shop, I just buy what I like.  It all ‘goes together’  and has a consistent vibe because the common thread is my style.   Messy boho with a coffee stain on my shirt is my brand and it sits well with my customers because one, it’s authentic, and two, they’re probably wearing yoga pants with a “be kind” tee and an oversized cardigan too.  

Thank you Jessie for allowing us to peek into your incredible style and love for everything that you touch. You make this look so easy and we know that it most definitely is not. You’re positive attitude and laughter allow you to shine in your industry. We are truly in awe at the empire that you have created.