We were lucky to catch up with Courtney Hedrick recently and have shared our conversation below.

Alright, Courtney thanks for taking the time to share your stories and insights with us today. Can you talk to us about a risk you’ve taken – walk us through the story?

The risk I took didn’t begin as a carefully mapped business plan. It started as a quiet, persistent idea rooted in two things I know deeply: my love for stories and my belief in creating spaces where people feel seen and connected. After more than a decade of owning The Formal Niche, a bridal and formalwear boutique built around celebrating life’s biggest moments, I felt called to expand what “celebration” could look like. I wanted a space that honored love beyond weddings: everyday love, self-love, messy love, hopeful love. Romance books have always been where I go to remember that hope matters.

At the same time, I kept noticing that romance was the top-performing genre in the bookstore industry. But more than the data, I noticed the community behind it: passionate, loyal readers who crave connection. The idea of opening a romance-only bookstore inside a bridal shop felt unconventional and risky. I worried people wouldn’t understand the concept or that it might dilute the brand. Still, my gut kept saying this made sense. So I listened.

From decision to opening day, only eight weeks passed. In that short window, I built out shelving, sourced inventory, learned an entirely new retail model, reworked the floor plan, and introduced the idea of Love Stories Romance Bookstore inside The Formal Niche. It was fast, imperfect, and a little terrifying, but it was deeply aligned.

The response was immediate and emotional. Readers showed up in droves. Authors reached out. Book clubs formed. Customers who had never visited The Formal Niche walked in because of Love Stories and discovered both spaces. What started as a risk became a bridge between fashion and literature, between strangers and friends, and between who I had been as a business owner and who I was becoming. Opening Love Stories reminded me that our passions aren’t side hobbies, they’re often clues to our next evolution.

Courtney, 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’m a multi-passionate entrepreneur, community builder, and lifelong lover of stories, both the ones we read and the ones we live. My journey into business started early, with a deep desire to create spaces that felt welcoming, beautiful, and human. I officially entered the bridal and formalwear industry over two decades ago, and in 2013 I opened The Formal Niche with a simple mission: make meaningful moments more accessible through a consignment-based model that allows people to find gorgeous, high-quality gowns at approachable price points. Over time, that mission expanded beyond dresses into something much bigger, creating spaces where people feel celebrated, supported, and seen.

Today, I own and operate The Formal Niche Bridal & Formal and Love Stories Romance Bookstore, a romance-only bookstore nested inside the boutique. I also work as a Realtor, a role I’ve held since 2019, helping individuals and families navigate one of the biggest financial and emotional decisions of their lives. Across all of my work, the common thread is the same: I help people move into their next chapter with clarity, confidence, and support.

Alongside my professional life, I’m a mom to two young adult sons and one teenage daughter, which has shaped how I approach both business and life, with empathy, patience, and a big-picture mindset. I graduated Magna Cum Laude from Southern Nazarene University in 2015 with a Bachelor’s degree in Organizational Leadership, an experience that strengthened my love for leadership, systems, and building businesses that are both people-centered and sustainable.

What sets me apart is that I don’t believe business has to be cold, transactional, or one-size-fits-all. Whether someone is shopping for a wedding gown, discovering their next favorite romance novel, or buying a home, I focus on creating an experience that feels safe, empowering, and personal. I’m most proud of the spaces I’ve built and the communities that have grown inside them. What I want people to know about me and my brands is simple: I care. I care about your story, your dreams, and your experience. If you walk into one of my spaces, you’re not just a customer, you are part of the community.

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

I believe what helped me build my reputation within my market is that I stopped trying to be what I thought a “successful business owner” was supposed to look like and instead focused on being myself. I’m laid back, honest, a little unconventional, and deeply people-centered, and I let that show in my businesses. I don’t lead with perfection or polished personas. I lead with real conversations, real experiences, and a genuine desire to create spaces where people feel comfortable being exactly who they are. That authenticity naturally attracts the kind of clients, readers, and collaborators who value connection over transactions.

I’ve also been consistent in showing up as a human first and a business owner second. That looks like bringing my kids to work, letting customers see the real life behind the business, and choosing to show up even on the days when things feel heavy or uncertain. I believe deeply that small businesses can make a real difference in people’s lives, and I try to reflect that belief in how I treat others and how I run my spaces.

Ultimately, my reputation wasn’t built on trying to fit a mold, it was built on refusing to. By embracing my personality, trusting my instincts, and staying rooted in what matters to me, I’ve been able to create brands that feel approachable, welcoming, and real. And in a world full of noise, I think being authentic is what truly stands out.

Any advice for growing your clientele? What’s been most effective for you?

The most effective strategy for growing my clientele has been focusing on building community before focusing on growth. Instead of chasing every opportunity or trend, I’ve intentionally leaned into creating spaces where people feel welcome, safe, and genuinely connected. I treat customers like humans, not transactions, and over time those relationships naturally turn into friendships, referrals, and long-term supporters. When people feel like they belong, they don’t just come back, they bring others with them.

I’m also very intentional about showing up for the things that feel aligned with who I am and what my brands stand for. That means saying yes to collaborations, events, and partnerships that feel authentic and community-driven, and saying no to opportunities that don’t feel like the right fit, even if they look good on paper. Protecting that alignment has helped me build businesses that feel cohesive and honest rather than scattered.

At the end of the day, I don’t believe in growth that comes from forcing or performing. I believe in growth that comes from connection, consistency, and care. By building real relationships, investing in community, and trusting my instincts, I’ve been able to grow in a way that feels sustainable, and more importantly, meaningful.

Contact Info:

• Website: https://theformalniche.com https://lovestoriesbookstore.com https://courtneykharrell.com
• Instagram: @theformalniche @lovestoriesokc @homelifebooks
• Facebook: https://www.facebook.com/TheFormalNiche https://www.facebook.com/lovestoriesokc https://www.facebook.com/courtney.homelifebooks/
• Linkedin: https://www.linkedin.com/in/courtneyhedrickrealtor/