We were lucky to catch up with INA MARJAKANGAS recently and have shared our conversation below.

INA, appreciate you joining us today. One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.

When I told friends I was opening a retail gift shop, they thought I was crazy! People don’t shop in stores anymore, they shop on line. I disagree. I believe that nothing will ever replace the human experience. Especially for people on vacation. So, my goal was to find a travel destination, and provide an exceptional experience that would enhance and uplift a guests overall vacation. I chose the lovely seaside village of Lauderdale By The Sea. I curated a selection of local artists, vendors, and crafters with unique and interesting products. I created a fun, warm and welcoming environment. And above all, chose individuals to work with who love people.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I have enjoyed over 20 years in the luxury watch and jewelry industry, luckily in the Caribbean Duty Free market. This required me to travel extensively to many fabulous locations. I loved visiting quaint local shops that exuded local charm. I used those experiences as inspiration for Coast Boutique.

I consider Coast Boutique a coastal “lifestyle boutique” We carry many different categories: Jewelry, apparel, artwork, bath and body, keepsakes and souvenirs. The one thing that connects them all is that they reflect our unique local charm. It brings me great joy when guests marvel at the unique and beautiful items we carry. I take great pride in hand picking every single item and enjoy working closely with vendors to ensure I have truly unique and varied selection of products.

Have you ever had to pivot?

Change is inevitable, growth is optional. That is how I have chosen to face the many obstacles I have experienced over the last decade. It started with 2 deaths and a divorce, and the realization that I could no longer stay in a job that required extensive travel. Answer: follow your dreams and open a gift shop.

The past 8 years have been a series of pivots. Early on a friend told me: “its ok to make mistakes, but you have to be humble enough to recognize the mistake, and pivot”. And the biggest pivot was Covid.

As a small business owner you take on every task personally. Your time is consumed with constant contemplation, how can I be better? What more can I be doing? Covid literally brought me to my knees. The uncertainty was crushing. After I picked myself up off the floor, I realized: I can let this ruin me, or I can pivot. I took the time to do the things I always wanted to do. I updated my website, strengthened my on line presence, and developed programs that could allow me to easily reach more potential customers. With hope in my heart, I took the time to revamp the store and its brand image. All of which have helped to increase sales.

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

While I work diligently with social media and search engines platforms, I still believe in word of mouth advertising. And for me, it all goes back to the “experience”. If someone has a great experience, they are excited to share it. I work very hard to give every guest a special experience.

And that all starts with your team. I am grateful to have a group of ladies who genuinely enjoy people. They gleefully greet every customer and welcome them with an offer of rum punch as they explain the store concept.

I believe in attention to detail. People have the choice to shop anywhere, so what can I do to be exceptional? A few things: First I like to create a calm welcoming environment that appeals to all the senses. Visually, the store is clean and well merchandised. Similarly, the music is upbeat, but mellow, and every morning we spray a little of our favorite bath and body products, which usually inspires the question “what smells so good”?

Packaging is also part of the experience. I want people to feel every purchase, whether big or small is important. We have different types of branded packaging that we tie with ribbon and every guest receives a little “thank for supporting small business” card, which also has a link to our website.

Many of our guests are vacationing, so we offer bubble wrapping and shipping to make it easier for them to travel.

My attitude towards customer service has always been: how can I make this the best experience for my guests?

Contact Info:

• Website: www.shopcoastboutique.com
• Instagram: @coastboutiquefl
• Facebook: www.facebook.com/Coastboutiquefl
• Twitter: @coastbeinspired
• Yelp: Coast Boutique
• Other: Trip Advisor Coast Boutique email: [email protected]