We recently connected with Heidi Humes and have shared our conversation below.

Heidi, appreciate you joining us today. Let’s start with the story of your mission. What should we know?

I opened my shop during Covid, a time when the whole world was literally isolating themselves from one another. What became crystal clear to me at that time was a responsibility to remind and celebrate that we were, in fact, all connected. Having over thirty years of work and life experience in fashion, I chose to open Sunshine as both a platform to support artisans I knew and loved around the world but also to serve as an epicenter of community. Five years later, the mission is still the same with an even stronger drive to promote and empower through beautiful handmade products.

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.

I started my career behind the scenes in NYC 90’s fashion photography. I was privy to a world of glamour, beauty and extraordinary talent through the lens of some of the world’s greatest photographers during this time. It shaped my own aesthetic and eventually led to my being hired by Diane Von Furstenberg. Learning from a legend like DvF further honed my own talents in visual merchandising, branding and being a leader. Moving out to the Hamptons and translating this wealth of experience into my own passion project at the shop has been a dream come true. Today, my shop employs over 50 women globally, producing exclusive designs as well as empowering female commerce worldwide. Thinking of this invisible yet very relevant and palpable connection I get to share with my clients each summer makes all the hard work worthwhile.

How’d you build such a strong reputation within your market?

I think one major component that drives my business and my reputation is the authenticity I bring to everything I do. I am a small seasonal business “ competing” with both high end luxury retailers that have taken over my town as well as smaller boutiques fueled with way deeper pockets and purchasing power than my own, so it’s easy to feel defeated. When I chose to open my shop, I made a conscious decision to stay in my own lane, do things the way I wanted with who I wanted, and I think that lack of seeing other retailers as “competition” per say shines through. There’s enough for all of us in my opinion, and I hope the conversation I bring to the mix feels special and relevant for consumers.

We’d love to hear a story of resilience from your journey.

Being a small business seasonal retailer in one of the wealthiest zip codes in America is NOT easy. Every day is a story of resilience. The high season is essentially six weeks long and you basically know by week four if you will make it or not. The rents are sky high, in season and OFF, and the struggle to survive, let alone THRIVE, is constant. But then there is that one client who comes back each summer, reminds you how much she looks forward to what your artisans have made, walks out the door not just looking fabulous but FEELING it as well, and well, that’s the paycheck that keeps me going.

Contact Info:

• Website: https://sunshineamagansett.com
• Instagram: Shopsunshineamagansett
• Linkedin: Heidi Humes

Image Credits

All photos taken by me or by friends who authorize use.