We caught up with the brilliant and insightful Gina Joyce a few weeks ago and have shared our conversation below.
Gina, appreciate you joining us today. What’s the backstory behind how you came up with the idea for your business?
Roam & Whimsy Co. was created during a creatively limitless chapter of my life, inspired by watching my daughter roam and explore her surroundings with a contagious sense of wonder and whimsy. I felt compelled to create – not just artistically, but experientially – and after starting three new small business endeavors in two years, I decided to merge them together into one all-encompassing, charming little shop that not only provides a unique shopping experience, but also gives back in various ways. I first started a project management consulting business, which has been the backbone of everything I do to bring my businesses, and my client’s projects, from idea to execution. Then, I created the MinneCafe brand – a line of homemade small-batch, gourmet cookies – along with my brand of handmade toys and household goods inspired by life with our daughter in Grand Marais, MN, aptly named Marais Made. The ability to create and sell my handmade goods was so fulfilling for me and so well received at the local Summer Market in Grand Marais that I desperately desired to find a way to do more. That’s when I dreamt up Roam & Whimsy Co. – a whimsical wandering giftshop (and Grand Marais’ first shop on wheels) offering a unique array of lovingly handmade and thoughtfully curated goods, at a variety of price ranges, with the hope that everyone who visits can find a treasure. Furthermore, everything in the shop is intentionally chosen with a purpose – to not only bring surprise and delight to all who visit, but also striving to lift fellow makers up, supporting female entrepreneurs and Latin artisans, as well as companies that give back to important causes.
Gina, 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 like to laugh about the fact that my formal education and my entire corporate career was in the Animal Nutrition field, and now I get to create handmade crochet animals as toys and décor under my Marais Made brand! When I left my corporate career two years ago to raise our daughter, I originally started working on a mobile build concept, but had to pivot and instead, was lucky enough to join the Farm & Craft market in Grand Marais, MN this past Summer. I loved my experience at the market so much that I wanted to do more – more days per week, more months of the year, and more product offerings. So, in Fall 2023 I was able to revive and reiterate my mobile concept and Roam & Whimsy Co. was born! The name is inspired by the incredibly unique building itself – a wandering whimsical gift shop – filled with some of my favorite finds from my own travels and whimsical treasures made by myself and other inspiring makers. I really wanted to offer a unique shopping experience that would provide a sense of surprise and delight, which is also why I currently open on a pop-up basis for as many weekends as I can each month. With all the technology and online shopping nowadays, I think pop-ups are more special than ever. To have to physically be present to experience a shop is now a such novel concept, and I think that adds to the experience of Roam & Whimsy Co. That’s also why I don’t plan on selling products online – I want to maintain the special feeling of discovering and visiting the pop-up shop! It’s not every day that you stumble across a whimsical building, let alone get to go inside and shop for treasures.
How about pivoting – can you share the story of a time you’ve had to pivot?
I think life is a series of pivots and each one is an opportunity to learn and improve at every phase! My series of pivots went from a pre-vet degree in college, to a corporate career in the animal nutrition field, to having a child and resigning from corporate life, to then starting my own project management consulting business. In parallel, I felt compelled to re-engage my passion for creativity, so I started baking small-batch gourmet cookies under my MinneCafe brand, then expanded to handmade toys and goods under my Marais Made brand, which ultimately lead to Roam & Whimsy Co. where I get to bring it all together in a culminated experience. I’ve really enjoyed the pivoting journey because it led me to this multifaceted life that is much fuller and more rewarding than I could have ever even imagined.
Any stories or insights that might help us understand how you’ve built such a strong reputation?
Getting involved! First, I joined the Cook County farm & craft market as a vendor to sell my MinneCafe cookies and Marais Made goods. This was a great opportunity to get to know fellow artists and markers in the community, and for the community to get to know me and my products. Then, I joined the local Chamber of Commerce and began attending the monthly meetings. This not only helped me stay aware of local events, but I was able to connect with fellow business owners across the various industries in the community (retail shops, restaurants, hospitality, etc.). I continue to find additional ways to get involved by offering to jump in and help, such as coordinating a new Winter market, leading as project manager for special events, and more!
Contact Info:
- Website: www.roamwhimsyco.com
- Instagram: https://www.instagram.com/roamwhimsyco?igsh=OGQ5ZDc2ODk2ZA%3D%3D&utm_source=qr
- Facebook: https://www.facebook.com/profile.php?id=61552068594415&mibextid=LQQJ4d
Image Credits
Roam & Whimsy Co.