Alright – so today we’ve got the honor of introducing you to Breanna Decker-Grant. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Breanna, thanks for joining us today. Can you talk to us about a risk you’ve taken – walk us through the story?

Every choice presents a gamble. Each step down one path is a further deviation from another option. And for so long, I tried to walk the line between entrepreneurship and having a stable, full-time job. Yet, walking this tightrope and lingering in uncertainty isn’t embracing risk.

All through college, I interned and worked as a wedding planner, even becoming certified and launching my own company and brand. Despite laying this groundwork, when it came down to taking the plunge into full-time entrepreneurship, I didn’t take the risk. I found myself in a corporate retail job while planning weddings on the side. I found myself teetering between a dependable income with structured schedules and fleeting glimpses of independence. I dreamt of combining my love for retail, weddings, and community. I envisioned the possibilities of life as a full-time entrepreneur. I was building courage to take a risk.

Change is risky too. And when I was recruited by a top-tier wedding company in the region, it felt like an advancement in my career. Yet a further deviation from my dream. And after 50+ hour work weeks, 12+ hour days, and not receiving benefits, bonuses, and the schedule I was promised at recruitment, I sat in the paralysis of decision. Change. Risk. Fear. Would the “what-ifs” haunt me? Was now really the time to pursue these dreams? Deep down, I knew the answer. I took the first step towards risk and change, trusting my intuition and following my dreams. I put in my 4-weeks notice, but was let go immediately. Much to my dismay, I found myself back in my hometown, not sure what was next.

But when you take a leap, the universe will always catch you. Just weeks prior, a local boutique was on the brink of closure, seeking to liquidate their inventory, which included hundreds of vintage, pre-loved wedding dresses. Being a familiar face in the wedding planning scene, I was approached, asked if I knew anyone interested in purchasing this stock. The moment I caught wind of it, a gut feeling told me this was my next move. It landed in my lap at the most opportune moment, blending my education, expertise, and love for retail and weddings. The timing was impeccable. But would I take the risk?

Fear’s instinct is to safeguard us—it’s just fulfilling its role. But lingering in fear and avoiding risk is ultimately avoiding growth. And what’s scarier: the risk of staying where you are, unchanged and living with regrets? Or the risk of taking a leap, navigating the journey as it unfolds? When I redefined risk, I unlocked freedom. And I took the leap into my greatest unknown and best adventure yet. In February 2023, I opened the doors to Juniper Lane – a vintage lifestyle boutique and bridal salon. The store just celebrated 1 year in business, has helped countless brides-to-be, served thousands of customers, and has unlocked freedom for my family. Amidst uncertainties and lessons, this leap of faith opened doors and has changed everything. Because in the end, it’s the risks we take that truly define our journey.

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?

Breanna Decker-Grant, a Staunton native, has always been drawn to creativity and entrepreneurship. She earned her Bachelor’s in Family & Consumer Sciences and Business from Liberty University. While there, she pursued her passion for wedding planning, eventually launching her own business, Atlas & Ember. After graduation, Breanna ventured into retail management at Banana Republic, honing her skills in merchandising, operations, and hiring.

All the while, a dream sat in her heart to open a retail store of her own, but she was never certain on the timing, next steps, and risk factor involved. As she shared in her story, she deciding to take a leap and opened the doors to a vintage boutique and wedding salon called Juniper Lane in February 2023. You can visit her store in historic downtown Staunton, Virginia.

Alongside offering 100s of vintage and pre-loved wedding dresses, Juniper Lane offers a curated selection of vintage clothing and accessories for both men and women, spanning from the 1960s to the 2000s. Breanna’s love for travel influences her hand-picked selections, focusing on quality and sustainability. Many of Juniper Lane’s items come from estate sales, vintage wholesalers, or last-chance markets, aligning with Breanna’s commitment to reducing fashion waste. Shocking statistics highlight the urgency of this mission: the fashion industry produces up to 100 billion garments annually, with a staggering 92 million tons ending up in landfills each year.

When she’s not at her store, you can find her practicing yoga, exploring local restaurants and cafes, or going on hikes with her husband and pup.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

Our limitations are often self-imposed. What seems impossible to one person is merely routine for another. The barriers we face are often products of our past conditioning, stories we’ve adopted, and beliefs that hold us back the most. I found myself needing to unlearn these common narratives—the stories we tell ourselves, the misconceptions we accept.

“That’s unrealistic. That’s unreasonable. No one makes money in the first five years. Building a successful business that quickly is impossible.” “That’s risky. You should stick to a 9-5 job and focus on a stable retirement plan.” But who decides what’s possible?

Upon examining the narratives and beliefs I carried, I realized they were just stories I was telling myself, limitations I had unwittingly placed on my own potential, thus fulfilling them. When I embraced the possibility that anything is achievable, a shift occurred. I began aligning my actions and mindset, taking small steps each day to bridge the gap. What actions would a successful business owner take? What systems would they implement? What communities would they engage with? Instead of waiting for a specific milestone or financial threshold, I started embodying the reality I desired. That subtle shift transformed everything!

How did you put together the initial capital you needed to start your business?

I found myself in a unique position when I had the opportunity to purchase inventory from a business that was closing its doors. This allowed me to establish my own business more swiftly, and my investment stretched further as a result.

However, my initial capital came from the earnings of my first business—my wedding planning venture. Since it was service-based, the overhead and monthly costs were minimal. Most expenses were start-up costs, or small monthly fees such as domain renewal, education, insurance, and transportation. While they still required financial commitment, they paled in comparison to the expenses typically associated with a brick-and-mortar establishment, such as rent, utilities, and inventory.

My advice to fellow entrepreneurs is to consider starting with a service-based business. These ventures are manageable alongside full-time jobs, and they offer opportunities for gradual growth and scalability. As you progress, you can easily incorporate products into your offerings and expand your business model.

Contact Info:

• Website: www.juniperlaneva.com
• Instagram: @juniperlaneva
• Facebook: facebook.com/juniperlaneva
• Other: I recently started a podcast called “Her Own Way” where I explore the intersection of female entrepreneurship, mindset, and behind the scenes tips and stories of being a business owner. Available on Spotify and Apple Podcasts!

Image Credits
Millpond Photography Honey Ridge & Lace Photography Mackenzie Leigh Photography