We recently connected with Jana Hunter and have shared our conversation below.

Jana , looking forward to hearing all of your stories today. To kick things off, we’d love to hear about things you or your brand do that diverge from the industry standard

In a world where consumerism is inevitable, my homewares shop focuses on making consumption thoughtful, slow, and enjoyable. We offer products with unique designs and high-quality materials that enhance daily life—whether it’s a lamp that inspires you to journal, linen napkins that soften over time through many meals, a tray for your cherished items, or a slow-burning candle that invites guests to linger. Each piece is selected for its lasting impact and ability to create meaningful moments.

Our customers value mindful consumption, choosing items that are purposeful and sustainable rather than chasing fleeting trends. By emphasizing timeless design and durability, we ensure that our products will be cherished and serve you well for years to come.

Inspired by the charm of small businesses from the past, our shop is your destination for decor, comfort, and hosting needs. We offer a curated selection of items that will be coveted and have lasting appeal in your home. Here, you’ll experience a personal touch and a welcoming environment, unlike the impersonal nature of large, discount-driven stores. Additionally, you’ll have the opportunity to engage with neighbors, meet creatives, and make new friends through our workshops, pop-ups, and special events.

The name “Storied” was chosen because it encapsulates everything the shop represents. The logo featuring various houses represents the idea that home means something different to everyone.

Jana , before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I spent a decade as a public school teacher before joining my partner’s design and build remodeling company as a self-taught interior designer. While providing design services, I quickly realized that my organizational skills and emotional intelligence could greatly enhance the business. Balancing both life and business had its challenges, but our combined skills and strengths proved to be a powerful team, amplifying each other’s efforts. I stayed for about eight years.

Although I found joy in remodeling homes, I also developed a deep interest in the styling aspect—helping clients envision how they would live in their spaces and improving their daily lives. I loved selecting the perfect items for their homes and sharing resources before moving on to the next project. This growing passion led me to envision owning a homewares shop.

I began researching, planning, and designing the shop’s aesthetic, compiling a list of potential products and brands, and determining what would set the shop apart. My partner was incredibly supportive, helping with numerous behind-the-scenes tasks while continuing to run his company.

After a year of successful operation, I’m excited to upgrade to a new space featuring a small kitchen and a patio, which will offer even more opportunities to connect with our community. We’ll be adding food and drink options, aiming to create an environment that embodies the ideal of home and sets an example for what it can be for anyone.

In developing the brand, I’ve discovered many things about myself. I am a hard worker, savvy about achieving my goals, passionate, and curious. I’m not afraid to ask questions or make mistakes, and I’m transparent and open-minded about feedback and criticism. I accept challenges and adapt as needed. I will continue to grow and not remain stagnant.

Perhaps it was a combination of childhood blunders, missed opportunities as an adult, and previous job challenges, but I’ve discovered that I can do anything. It may sound cliché, but something clicked for me, and I trusted my capabilities. This has made me very happy with this latest adventure.

How did you build your audience on social media?

Social media can be intimidating. Putting yourself out there comes with the risk of your message being misunderstood, judged, or ignored. You might invest a lot of time and see little to no results. Starting out can be challenging, but accepting these potential outcomes makes it easier to manage.

Despite these challenges, I firmly believe in social media as a powerful space for connections. I’ve met numerous makers, creatives, and brand representatives, both locally and globally. The visual appeal of social media catches my interest instantly, and I value reading captions to understand the stories behind posts. Catchy phrases and intriguing questions that spark thought are particularly engaging for me. These aspects make the effort worthwhile.

That said, I’m not without my struggles. I post regularly—sharing shop announcements, restocks, inspiration, and my own story through both staged and candid photos of home life and products. Growth has been slow, with only a few new followers each day, which can be frustrating. However, I’m proud of the progress I’ve made. Most followers seem genuinely interested in the story, products, or the shop connection, rather than just seeking a like or follow in return.

Occasionally, I still hope for a viral post, but I take pride in representing myself and my brand with transparency and honesty. While there’s room for improvement in my photography, videography, and editing skills, I stand by the authenticity of what I share.

Can you tell us about what’s worked well for you in terms of growing your clientele?

I’m still navigating the best approaches for this topic, but my strength lies in being present in person. No matter how tired or unmotivated I may feel, I can always perk up and be at my best. I greet every person who walks through the door, giving them space to browse at their own pace. When they engage with excitement or have questions, I stop what I’m doing to ensure they know I’m here for them. I treat every visitor with equal respect, meeting them where they are and engaging in conversation without making assumptions about their budget or style. My goal is to ensure a positive experience for everyone, regardless of whether they make a purchase. I also listen attentively when they share aspects of their lives, even if they’re unrelated to home.

I also provide both expected and exceptional customer service. I put extra effort into offering various options, updating customers on product availability, and providing additional resources to help solve any issues. I connect them with other local businesses and offer guidance that may not directly benefit me. I take notes, send emails, and follow up with social media messages to show that I care and remember them.

Additionally, I send a bi-monthly email detailing shop updates, progress, and insights into our growth. Instead of focusing solely on selling products, I share tips, styling tricks, and ways to enhance home life.

Contact Info:

• Website: https://www.storiedathome.com
• Instagram: @storiedathome
• Other: Pinterest : Storied at Home

Image Credits

Photos styled by me. Photos taken and edited by Ellie Lillstrom Photography. IG: @ellie.lillstrom