We recently connected with Charlotte Sirianni and have shared our conversation below.

Hi Charlotte, thanks for joining us today. Owning a business isn’t always glamorous and so most business owners we’ve connected with have shared that on tough days they sometimes wonder what it would have been like to have just had a regular job instead of all the responsibility of running a business. Have you ever felt that way?

“Do I Miss Having a Regular Job? Only Until I Remember What I’ve Built.”

Charlotte Sirianni
Juniper Outpost Owner

I often get asked: Are you happier as a business owner? Do you ever think about what it would be like to just have a regular job again?

The short answer? Yes, I’m definitely happier as a business owner. But the longer answer is where the story gets interesting—and maybe even a little familiar for anyone who’s ever stood at a life crossroads.

I do think about what it would be like to have a regular job. The last time that thought seriously crossed my mind, I was knee-deep in managing inventory at my shop—our small artisan gift store in the heart of Mesquite, Nevada. It was one of those high-pressure weeks: a shipment had been delayed, a vendor needed an emergency payment processed, and my body was aching from working late nights prepping for a local fashion show. At one point, I remember leaning against a wall in the back room, breathing deeply, and thinking, Wouldn’t it be easier to clock in, do the job, clock out, and let someone else worry about this?

But right behind that fleeting thought came something else—gratitude. Gratitude for the opportunity to be the steward of my own destiny. And that’s when I remembered exactly why I chose this path.

You see, before I opened my business, I spent over two decades working as a massage therapist and aesthetician. It was work I truly loved, with real purpose and connection. But it was also hard on the body. From early on, mentors would warn me, “There are only so many massages in your hands.” And they were right. By the time I reached my early 40s, my body started to tell me that I couldn’t keep up the pace forever. And then the pandemic hit—sweeping through our lives like a massive reset button.

That’s when my husband and I made a bold move: we relocated to Mesquite, Nevada. And in that stillness and uncertainty, I had a moment of absolute clarity. This was my pivot point. I could either go back to school for something else entirely… or invest in me. In an idea. In a dream.

So we did. With the encouragement of a close mentor—an entrepreneurial titan in his own right—and with my husband’s support (and his own can-do spirit), we took the leap. We opened our shop with a vision: to showcase locally crafted and small-batch artisan goods. To give our community something beautiful, meaningful, and made with care. And just as importantly, to create a livelihood that aligned with our values.

Running this business is not always easy. Sometimes the stress of cash flow, vendor relationships, or just sheer physical exhaustion creeps in. But the payoff is huge. I work with incredible local makers, small teams who pour heart and soul into their craft. There’s a certain joy that comes from doing business with people who have skin in the game—people who show up with integrity, creativity, and a shared understanding of what it means to build something from the ground up.

Yes, I’ve had great employers in the past. I’ve felt respected and appreciated in traditional jobs. But ultimately, I was still an employee—part of a system where my name eventually became a number in payroll software. There’s nothing wrong with that. But for me, nothing compares to the freedom and personal growth that comes from being at the helm of your own vision.

So when those “what if” moments creep in—those fantasies of regular hours, fewer responsibilities, predictable paychecks—I let them come. I sit with them. And then I look around my store. I remember the faces of customers who light up when they find the perfect handmade gift. I think of the vendors I’ve helped grow, the events we’ve hosted, the conversations with locals who now feel like family.

And I smile, shake it off, and get back to doing what I love.

Because being a business owner isn’t just a job. It’s a calling.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

For those who don’t know me yet, my name is Charlotte Sirianni, and I’m the founder and curator behind Juniper Outpost—Mesquite, Nevada’s boutique destination for artisan-made goods, regional gifts, and thoughtfully curated treasures. I opened Juniper Outpost in March 2022 with the vision of bringing something new, beautiful, and community-focused to our desert town. It’s been a dream in the making, and in just a few years, it’s grown into a true local favorite and a welcoming space for both locals and visitors alike.

Before moving to Mesquite in 2020 with my husband David, I spent over 20 years in the healing arts in the Twin Cities of Minnesota. I worked as an esthetician and bodywork practitioner; I ran my own practice as an independent professional for over a decade. That experience deeply shaped who I am—it taught me how to connect with people, how to listen closely, and how to create environments that soothe and uplift.

Juniper Outpost is a labor of love and a family affair. My husband, David, co-manages the shop with me, and my mother, Rhonda, is our CFO. Mary Jane Stiles is our in-house STYLIST. Lynn Brooks is JO’s art partner and works overseeing the Artist Program. You’ll usually find one of us in the store, greeting guests, chatting with regulars, and helping people find that perfect gift or personal item that speaks to them.

Every item in the shop is hand-selected with care. I’m constantly listening to customer feedback and watching what resonates with the community. That’s part of what I think sets us apart: there’s a pulse and a purpose behind everything we do. We’re here not just to sell beautiful things, but to foster a space where people feel seen, connected, and inspired. We also host events, highlight local artists, and look for ways to give back to our town, because community is at the heart of everything.

What I’m most proud of is the sense of belonging that Juniper Outpost has cultivated—both for the artists we support and the customers we serve. We’ve created something that didn’t exist here before: a space that blends artistry, hospitality, and heart.

If you haven’t visited us yet, we’re located at 312 W. Mesquite Blvd, Suite 114 in the Mesquite Plaza. Whether you’re a local looking for something special or a traveler passing through, we’d love to welcome you in. Come see what’s new, say hello, and experience the warmth and creativity that make Juniper Outpost truly one-of-a-kind.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

What helped me build my reputation? Honestly—consistency, care, and community.

Coming from a 20-year career in the healing arts, I learned early on that how you make people feel matters just as much—if not more—than what you offer. Whether I was in a treatment room as an esthetician or now behind the counter at Juniper Outpost, I’ve always believed in showing up with presence, warmth, and intention.

At Juniper Outpost, every detail matters. I’ve built my reputation by being hands-on with every part of the business—from curating the artisan goods we carry, to how we display them, to how we welcome people in the door. People notice when you take the time to make something beautiful, meaningful, and personal.

I can’t neglect the role of trust and word-of-mouth. In a smaller community like Mesquite, your reputation is built one conversation, one kind gesture, one thoughtful interaction at a time. We’ve earned that trust by being genuine, showing up consistently, and caring deeply about what we do and who we do it for.

In the end, I think my reputation has grown because people can feel that Juniper Outpost isn’t just a business—it’s a reflection of values. Of creativity. Of connection. And that’s something people want to be a part of.

We’d love to hear about how you keep in touch with clients.

For me, staying connected with clients and building brand loyalty is about creating real relationships, not just transactions.

At Juniper Outpost, we see our customers as part of a larger community. Whether you’re a local who visits regularly or someone who stumbled upon us while passing through, we want you to feel seen, appreciated, and welcomed. That connection is where loyalty begins.

We stay in touch in a few intentional ways. First, I’m often in the store myself—and so is my husband, David—so we get to have those face-to-face conversations that really matter. We greet customers by name, remember their stories, and love helping them find just the right thing. That personal touch is something you can’t fake, and I believe it keeps people coming back.

We also use social media to share new arrivals, highlight local artists, and let folks peek behind the scenes. Our goal is to make people feel part of what we’re building, not just observers of it. It’s not just about selling—it’s about storytelling and celebrating creativity.

Another way we build loyalty is by listening. When a customer tells us what they love (or don’t), we take it to heart. Many of the items in our shop are curated directly based on customer feedback. That level of responsiveness helps build trust—they know their voice matters here.

We also host community events and special artist showcases to give people more reasons to engage with the space—and each other. It’s about making Juniper Outpost a place where people want to return not just for the products, but for the experience.

At the end of the day, brand loyalty isn’t about gimmicks. It’s about care, consistency, and connection. When you give people a reason to feel good about supporting you—when you value them and their time—they’ll keep choosing you. And that’s the most rewarding part of all.

Contact Info:

• Website: https://www.juniper-outpost.com
• Instagram: juniper.outpost
• Facebook: juniper.outpost

Image Credits

Kris Zurbas