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

Erin, 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.

Refined Boutique is a vintage home decor/design store in historic Smithville, Tennessee.

The story begins with my love for all things vintage – which started many years ago when vintage was not necessarily “cool.”

In late 2020/early 2021 I started really delving into the idea of opening a vintage home decor store. At this stage of planning, I researched the viability of such a business model. I knew antique stores were struggling and I needed to figure out how I could be different.

In my research, I found out that, as Americans, we throw about 16 billion tons of home decor into the landfill every year. This highlights the fact that we have become a buy and throw away society, a retail model that is definitely fostered by the big box stores and not to be named online retailers. I also discovered that my target customer base are the Millenial and Gen Z generations. Why? Because, they understand that by rescuing these vintage items, they are being good stewards of the environment and to this end, they value supporting the sustainable retail models. They also love the history, the quality and the statement vintage makes in their space.

To do this, I knew that I needed to reinvent the antique store. The result is Refined Boutique, The Modern Antique store, where the beauty of vintage is highlighted in a curated setting. I also paint/refurbish/bring back to life furniture pieces to fit the style of today’s home. We also offer design consultations, helping someone rediscover the beauty of items they are already have and sourcing what they need.

Ultimately, I want to normalize vintage decor and gift giving.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

“Unique. Curated. You.” this sums up what we offer. This concept encompasses a multilayered approach from design, to vintage items/decor and furniture refurbishment.

My process is to understand what my client is looking for and how that matches with what I have to offer. Whether that be a specific item, ie., glassware, bar ware, lighting, wall art, table art, etc or giving a cherished piece of furniture new life. Listening to what my customer is asking for and following through is my primary offering.

Knowing this allows me to merchandise my store with items that will become a cherished part of a someone’s home. This has been key to developing repeat business.

All too often, I have found that many are intimidated to redo their space so they do nothing. They see the magazine layouts and think “I love that but I do not have the budget and/or the ability to make that a reality.” To this end, I encourage people to communicate what they love about and for their space so they can imagine what they want to add to it. I want everyone to understand that what they love for their space is exactly right for them.

Furniture artistry is another component of what we offer. Refurbishing is a process that can be tedious but always so rewarding. More so when I am entrusted with a family heirloom and they love the outcome.

It takes hours to redo a piece of furniture correctly. Preparing the surface of the piece to accept the paint, stain or detailing you plan for it is everything. The best part? rescuing the original hardware if possible, if not, finding the exact right fit for the piece.

There are so many ways to make a vintage piece relevant for today’s home.

Any insights you can share with us about how you built up your social media presence?

To be honest, I struggle with building my social media presence. I only have about 1300 followers but I can say that I have great engagement over all. Most importantly, I have connected with several women entrepreneurs and I found my best customer through Instagram. Best part is that she is now a good friend.

My son tells me that a reel needs to grab someone’s attention within 1.5 seconds which is outlandish to someone who grew up with 3 TV channels and had to read actual books for entertainment.

Best advice? Have fun with it. Be engaging. Encourage dialogue. Do not focus on the number of followers, but pay attention to who is following and supporting you and engage with them.

The algorithm constantly changes. It is very difficult to stay on trend. But, as I write this, I wonder if being authentic is the best way to go?

I may only have 1300 followers but I do feel like I am making it work for me. You can buy followers but growing a true following is earned. Believe in what you are putting out there.

Think about it this way. How amazing would it be if only 100 people showed up to my shop on a given weekend, let alone 1300?

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

It is possible, and sometimes necessary, to spend thousands on advertising and community engagement but the most effective way to grow clientele is through word of mouth.

I am just in the first year of my business but I think it has been a success so far. I have had days where I am unsure if I have an idea that will resonate and be sustainable and others where I am just over the moon. I am slowly growing and I tell myself that it is a marathon and not a sprint. Pacing expectations is important.

To that end, do what you promise, produce quality and treat everyone that walks through your door with dignity. Be joyful and engage everyone who comes in. Meet that person where they are. It matters.

Contact Info:

• Website: www.refined-boutique.com
• Instagram: @refinedtn
• Facebook: @refinedsmithvilletn
• Other: refinedtn@gmail.com