We’re excited to introduce you to the always interesting and insightful Gisela Lapido-McHone. We hope you’ll enjoy our conversation with Gisela below.
Gisela, looking forward to hearing all of your stories today. Let’s start with what makes profitability in your industry a challenge – what would you say is the biggest challenge?
Almost everyone has a dream or a purpose in life. Since my twenties, I have always longed for a physical store. Throughout my career, I have ventured through various aspects of retail, from designing commercial spaces to visual merchandising for chain stores and private boutiques. I have delved into wholesale markets, managed Etsy stores, operated small antique booths, set up pop-up stores, participated in traveling markets, sold at fresh markets from home, managed eBay stores, websites, and even established a presence on the Facebook marketplace. However, I have never been able to sustain or achieve my ultimate dream of owning a brick-and-mortar store.
Financially, it is a challenge. Considering expenses like leases, utilities, inventory, operational costs, and payroll, a significant portion of profits – around 14 to 20 thousand dollars– goes into sustaining the business. In today’s economy, challenges have escalated due to high lease and real estate costs, increased payroll, and difficulties in finding consistent employees willing to work, especially after the impact of COVID-19. Market challenges post-pandemic, coupled with shifting shopping trends favoring online purchases, have significantly affected brick-and-mortar sales. Why opt for in-store shopping when online options are cheaper and more convenient? Shopping behaviors have evolved, leading to major chain stores like Macy’s, Sears, JCPenney, and Barnes & Noble downsizing brick and mortar operations due to changing market dynamics. If the big guys are having issues, just imagine the little private boutiques.
Many friends who own brick-and-mortar stores describe them as costly ventures that demand constant attention, limiting time and offering insufficient profitability for most to scale successfully. As a retail consultant, I have witnessed this scenario play out repeatedly in my career – stores that struggle to survive. However, I firmly believe that there is potential for brick-and-mortar stores if they adapt their mindset. While many open stores with a focus on selling products, my approach centers on enhancing the customer experience to create memorable and profitable interactions.
Gisela, 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?
Hey there, I’m Gisela McHone – juggling the roles of a supermom and a dedicated spouse! I’m the brains behind Bellwethers Landing, a cool startup on a mission to bring locally sourced yumminess to our neighborhood. Picture this: a cozy store bustling with fresh delights every single day, thanks to our gang of talented vendors and artisans.
We’re all about championing ethically made goodies, straight from the tiny farms and urban gardens we adore. By providing a platform for these micro farmers, we’re creating a win-win situation where quality meets affordability. While they work their magic on the produce, we take charge of the nitty-gritty store stuff – from transactions to customer service, we’ve got it covered!
Our grand vision? Making Micro Farming all the rage and championing old-school food systems that are a win for everyone. Because, let’s face it, the closer our food is, the better it tastes and feels for all of us. Let’s dig in, folks!
Can you share a story from your journey that illustrates your resilience?
As a creative and ADHR, my resume is quite vibrant – incredibly colorful, in fact. For a long time, I struggled with fully embracing my innate qualities. I am impulsive, creative, unconventional, and spontaneous. While these traits are admirable, they have occasionally led to situations where I perplex others. Many people prefer individuals to fit within a specific mold, seeking predictability and understanding. Establishing lasting friendships has been challenging as people often struggle to comprehend me when life’s seasons change. It’s in my forties that I’ve come to realize my perceived challenges are actually my superpower. I’ve discovered that society is not accustomed to creatives who take risks and explore new avenues. Through various pursuits like real estate, commercial design, and consulting work, I’ve embarked on a journey to discover myself. I’ve learned that I bring a touch of magic to situations if people allow me the opportunity and trust to do so.
Any insights you can share with us about how you built up your social media presence?
Ah, the world of social media. I can still recall the days when a simple ad in the yellow pages or the newspaper would do the trick! Those days are long gone. Now, we have to engage in dances, create skits, and master video editing! Despite the additional effort required, it’s a necessary investment. With 80 percent of people spending their time on social media, being active is crucial to gaining visibility and making an impact. My most successful approach has been what I call a grassroots campaign. Instead of assuming that just creating a social media page will attract followers, I focus on what I can control. I meticulously research potential customers and networking partners, engage with their accounts, and send personalized messages to increase visibility. While this may seem time-consuming, I’ve learned to allocate specific time blocks each day to connect with 10 accounts. It has not only fostered genuine relationships with other businesses and clients but has also enhanced my brand’s reputation by adding a personal touch.
Contact Info:
- Website: https://www.bellwetherslanding.com
- Instagram: @bellwetherslanding
- Facebook: @bellwetherslanding
