We were lucky to catch up with Jennifer Schiavone recently and have shared our conversation below.

Jennifer, thanks for taking the time to share your stories with us today If you could go back in time do you wish you had started your business sooner or later

Looking back, I truly think my timing was just right.

I started my business five years ago, at a point in life when my kids were getting older and didn’t need me in the same way they once had. For years, my focus was 100% on raising them and being present for all the little (and big) moments. As they became more independent, I felt that tug — that quiet nudge that it was time for something that was just mine. I didn’t start with a grand business plan or huge expectations. I simply wanted a space of my own… a little dream shop that could pay the rent and give me a new purpose.

From day one, my family was all in. They helped me build it — physically, emotionally, every way you can imagine. That support gave me the courage to take the leap.

If I had started sooner, I don’t think I would have been ready. I was still deep in the busy season of motherhood, and I might have felt pulled in too many directions. I may not have been able to give the business or my family the attention they both deserved. Starting later? I think I might have overthought it. I might have talked myself out of it. Sometimes there’s a sweet spot between dreaming and doubting, and I’m grateful I landed there when I did.

What’s happened in these five years has absolutely blown me away. I never could have imagined that my little dream shop would become such a meaningful part of our community. I didn’t foresee the loyal customers who feel more like friends, the relationships built over conversations at the counter, or the way this business would root me even deeper into the place we call home.

So if I could go back? I wouldn’t change the timing at all. It started exactly when it was meant to — when I was ready, when my family was ready, and when our community was ready for it too.

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 started The Blue Heron Boutique five years ago when I felt ready for something that was truly mine. I’ve always loved consigning myself. The thrill of finding something beautiful, high-quality, and unique at a fraction of the original price. But I also saw an opportunity to shift the perception of secondhand shopping. Too often, everything gets grouped together, and to me, consignment and thrifting are very different experiences.

Consignment, when done intentionally, is curated and elevated.

At The Blue Heron Boutique, the pieces on our racks are carefully selected. While they are preloved, they are in excellent condition — often looking brand new, sometimes even with tags still attached. I focus on quality brands, current styles, and pieces that feel special. My goal has always been for someone to walk in and forget they’re shopping secondhand — because what they see is simply beautiful clothing at an incredible value.

I provide women’s clothing and accessories that allow customers to feel confident without overspending. I also offer consignors a way to give their gently loved pieces a second life — creating a more sustainable way to shop while helping women earn something back from items they no longer wear. It’s about style, value, and sustainability all working together.

What sets me apart is the heart and intention behind everything I do. I didn’t open this boutique with huge expectations or a corporate plan. I opened it because I love this industry and believed our area deserved a thoughtfully curated consignment experience. Every rack is touched by me. Every decision is personal. The boutique reflects my taste, my standards, and my commitment to quality.

I’m most proud of the community that has grown around the shop. Loyal customers who have become friends. Women who trust my eye and come back season after season. Events that bring people together. Over the last five years, what started as a simple dream has become something far bigger than I ever imagined.

What I want people to know about me and my brand is this: when you walk into The Blue Heron Boutique, you’re stepping into a space built with intention. You’ll find quality over quantity, honesty over hype, and a welcoming environment where you can feel comfortable being yourself.

At the end of the day, this boutique isn’t just about selling clothes. It’s about helping women feel confident, stylish, and seen in a way that’s sustainable, affordable, and rooted in community.

Where do you think you get most of your clients from?

The best source of new clients for me has truly been word of mouth — and in a small town like ours, that means everything.

Deale is a small town, and what we call “South County” is a tight-knit area overall. Because of that, relationships matter. We’re lucky to have a wonderful mix of year-round locals, people from surrounding towns and counties, and visitors who own weekend homes or keep their boats at one of our many marinas. That blend has helped create such a unique and steady flow of new faces walking through the door.

Between our loyal locals, neighboring communities, and seasonal visitors, I’ve been able to build an incredible list of consignors and it continues to grow daily. When someone has a great experience consigning or shopping, they tell their friends. In a small community, that ripple effect is powerful.

I also have to give a huge shout-out to our local businesses. Being in a small, supportive area means we genuinely try to lift each other up. Other shop owners and business friends have been tremendous in spreading the word and sending both consignors and customers my way. That kind of collaboration isn’t something you can manufacture, it’s built on trust and community.

At the end of the day, my best marketing has been relationships. Happy customers, supportive local businesses, and a community that believes in shopping small have made all the difference.

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

Social media has absolutely been one of the biggest tools in building my audience. But I’ll be honest, for a small business owner, it’s basically a full-time job.

Consistency is everything. Posting daily has been the most effective strategy for me. My audience wants to see what’s new, especially new arrivals. When fresh pieces hit the floor, I photograph them and get them up right away. That creates excitement and gives people a reason to keep checking back.

Engagement is just as important as posting. Social media isn’t just about putting content out there — it’s about conversation. I make it a priority to respond to comments and messages quickly. If someone asks about sizing, price, or availability, they want an answer now, not tomorrow. Being timely builds trust and keeps people coming back.

I also don’t hesitate to ask for support. Don’t be afraid to ask people to share your post. Don’t be afraid to share your own post again. Sometimes people need to see something more than once. A simple “Share this with a friend who would love this!” goes a long way.

I keep it simple and stick to the basics: Facebook and Instagram. That’s where my audience is. I also have a VIP group, which has been huge for building a sense of exclusivity and community. It makes customers feel like insiders — first looks, special updates, and direct interaction.

At the end of the day, building an audience on social media comes down to three things: consistency, connection, and showing up. If you treat it like a priority instead of an afterthought, it truly can grow your business in a powerful way.

Contact Info:

• Website: https://theblueherondeale.com
• Instagram: theblueheronboutique
• Facebook: The Blue Heron Boutique