We recently connected with Amy Peterson and have shared our conversation below.

Amy, looking forward to hearing all of your stories today. Let’s jump right into the heart of things. Outsiders often think businesses or industries have much larger profit margins than they actually do – the reason is that outsiders are often unaware of the biggest challenges to profitability in various industries – what’s the biggest challenge to profitability in your industry?

As a social enterprise retail business, one of our biggest challenges towards profitability is striking the right balance between our social mission and financial sustainability. While our primary goal is to empower women and make a positive impact in our community, we also need to generate enough revenue to cover our operational costs and grow our business.

Finding this balance can be challenging because it often involves making trade-offs between maximizing profits and staying true to our mission. For example, we may need to invest more resources into training and supporting our employees who are women transitioning out of shelter living with no experience in the jewelry business, which can impact our bottom line in the short term but ultimately contributes to our long-term social impact and sustainability.

Additionally, as a retail business, we face competition from other companies in the market. We must continuously innovate and differentiate ourselves to attract customers and drive sales while maintaining affordable prices that allow us to remain accessible to our target audience. Marketing is a huge but necessary expense to stand out in an overly saturated market.

Furthermore, consumer awareness and understanding of social enterprises can also pose a challenge. Educating our customers about our mission and the impact of their purchases is essential for building brand loyalty and increasing sales, but it requires ongoing effort and resources.

Overall, navigating the complexities of profitability as a social enterprise retail business requires careful strategic planning, flexibility, and a deep commitment to our mission. By addressing these challenges thoughtfully and creatively, we can continue to drive positive change while building a sustainable and profitable business.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I’m Amy Peterson, CEO, and Co-Founder of Rebel Nell, and I’m excited to share our journey with you. I first got involved with Rebel Nell after leaving my job as an attorney for the Detroit Tigers. I was drawn to the idea of using business as a force for good, particularly in a city like Detroit that holds a special place in my heart. I launched Rebel Nell with a mission to empower women transitioning out of shelter living by creating unique jewelry and accessories from repurposed materials like fallen graffiti and iconic locations.

At Rebel Nell, we offer a wide range of products, including earrings, necklaces, bracelets, and keychains, all handcrafted by our team of talented artisans. What sets us apart is not just the quality and craftsmanship of our products but also the story behind each piece. Every item we create tells a story of transformation and resilience, making it more than just jewelry—it’s a symbol of empowerment and hope.

One of the problems we solve for our clients is the desire to make a positive impact with their purchases. By choosing Rebel Nell, customers can feel good knowing that their support directly contributes to our mission of providing employment and support to women in need. Additionally, our products offer a unique blend of style and substance, allowing our clients to stand out while making a statement about their values.

What I’m most proud of at Rebel Nell is the impact we’ve had on the lives of the women we serve. Seeing our artisans grow and thrive as they gain confidence and financial independence is incredibly rewarding. I’m also proud of the sense of community we’ve built around our brand, with clients, followers, and fans all coming together to support our mission and spread the word about Rebel Nell. To date we have hired 43 women out of shelter living

In essence, what I want potential clients/followers/fans to know about Rebel Nell is that we’re more than just a jewelry brand—we’re a movement. We’re committed to making a positive difference in the world, one piece of jewelry at a time. So whether you’re looking for a stylish accessory or a meaningful gift, I invite you to join us in supporting women’s empowerment and social change with Rebel Nell.

Thank you for your support,

Amy Peterson CEO and Co-Founder Rebel Nell

Can you share a story from your journey that illustrates your resilience?

Resilience is the name of the game when it comes to being an entrepreneur. This is a quality that has been integral to my journey with Rebel Nell.

In the face of challenges and setbacks, whether it be navigating the complexities of running a social enterprise or overcoming obstacles in our path, resilience has been my guiding force. It’s about facing adversity head-on, learning from failures, and finding creative solutions to overcome obstacles. We have been around 10 years and navigated a global pandemic, a recession, a split with a business partner, opening stores, closing stores, etc… You have to continue to believe in yourself and love what you do even during the really challenging times, that is resilience.

One particular instance that stands out is when we faced a significant downturn in sales during the early days of Rebel Nell. Instead of becoming discouraged, we doubled down on our efforts to connect with our community, refine our products, and explore new avenues for growth. Through perseverance and determination, we were able to weather the storm and emerge stronger than ever.

Resilience isn’t just about bouncing back from setbacks—it’s also about embracing change and embracing the opportunity to learn and grow. It’s about staying true to our mission and values, even when faced with uncertainty or adversity. It is really important to lean into your failures and difficult situations versus shy away from them. That is something that I work on improving each year.

I’ve learned that resilience isn’t just a trait—it’s a muscle that can be strengthened over time. By staying focused, adaptable, and committed to our goals, we can overcome any challenge that comes our way.

Can you open up about a time when you had a really close call with the business?

As with many companies, the past year presented us with unprecedented obstacles, from supply chain disruptions to shifts in consumer behavior due to the global pandemic. Despite our best efforts to adapt and innovate, we found ourselves in a precarious financial position that required difficult decisions to be made.

One of the most agonizing choices we faced was the necessity to implement layoffs in order to preserve the long-term viability of our business. It was a decision that weighed heavily on me and the entire leadership team. The thought of impacting the livelihoods of our valued employees was incredibly distressing, and I wouldn’t wish it upon anyone.

However, in the face of mounting financial pressures and uncertainty, we recognized that these measures were essential to ensure the survival of Rebel Nell. It was a painful but necessary step to safeguard the future of our company and the livelihoods of our remaining team members.

While navigating through this challenging period tested our resilience and resolve, I am immensely proud of the strength and unity demonstrated by our team. Their unwavering dedication and support were instrumental in helping us weather the storm and emerge stronger on the other side.

Although the decision to implement layoffs was undoubtedly one of the most difficult I’ve ever had to make, I am confident that it was the right choice for the long-term sustainability of Rebel Nell. It reinforced our commitment to our mission and our responsibility to our employees, customers, and community.

As we continue to move forward, we remain focused on building a resilient and sustainable business that honors our values and empowers those we serve. I am grateful for the lessons learned from this experience and the opportunity to emerge from adversity with renewed determination and purpose.

Contact Info:

• Website: www.RebelNell.com
• Instagram: @rebelnell
• Facebook: @rebelnelldetroit
• Linkedin: https://www.linkedin.com/company/rebel-nell