Alright – so today we’ve got the honor of introducing you to Jill Hall. We think you’ll enjoy our conversation, we’ve shared it below.
Jill, thanks for taking the time to share your stories with us today Risk taking is something we’re really interested in and we’d love to hear the story of a risk you’ve taken.
In 2021, I made a bold decision to leave my corporate career and fully embrace creativity. After more than 20 years in real estate management—beginning as an administrator and ultimately becoming a Senior Vice President—I felt it was time to reconnect with the artistic side of myself I had too long set aside. My career had been fulfilling, and I was proud of everything I achieved. Yet, a part of me longed to follow my own creative path.
So, I took the leap. I resigned and began dedicating my time to making art. To my surprise and joy, opportunities came quickly. My work was showcased in multiple exhibitions, both locally in Washington and out of state. Then, in October, a charming cottage on the main street of Edmonds became available. It felt like the perfect place to bring a long-time vision to life. I opened Bench & Board, an art and gift shop, and since then, I’ve spent three rewarding years combining my passion for creativity with the joy of curating a unique shopping experience.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
I hold a BFA in painting and drawing from the University of Montana, where I first cultivated my love for visual art. In 2021, as our house underwent a dusty remodel, I switched from oils to watercolors—and discovered a medium I now adore. Watercolors have allowed me to explore a fascination with birds, especially those that visit my yard. My first subject was a Steller’s Jay, and I’ve been inspired to paint birds and botanicals ever since.
At Bench & Board, our lifestyle boutique is filled with unique finds from around the world. We offer luxurious French soaps, beautiful body care products, and a curated selection of fine home goods—luxury linens, Staub cookware, and stunning handmade wood pieces. We’re especially proud to feature products from women-owned businesses, local artists, and even a few vintage treasures.
My goal is to create a truly enchanting shopping experience, with thoughtful surprises around every corner and warm, attentive service. We take pride in delighting our customers and making each visit memorable.
How do you keep in touch with clients and foster brand loyalty?
When I was first in business I had so much trepidation around marketing and not wanting to be a spammer or annoying somehow. As I settled in I put a wedding guest book at the check out. It is a bound beautiful book that says “guests” while mean for a wedding I mean it for our store. I have a handwritten note pinned to the top that says let’s stay in touch. That combined with a pen next to the book was the best start to my email list which I have grown and am proud about. These are people who want to stay in touch with us and our brand after making a purchase and sometimes they just add their name to the book.
On a weekly basis I write a note to my customers. Sometimes about the season, new product, and anecdote. I consistently send this out weekly. My open rate is pretty good on the email and it brings people in to explore the store as we change things with the season. I know some people may buy an email list but I would say an organic one with your niche serves you much better.
What’s worked well for you in terms of a source for new clients?
Your best marketing is your customers. Making sure they have an experience in your store remarkable enough to tell a friend about. It means getting to know them not jumping to a hard sale. Allowing people to explore at their own pace. Understanding buyers from lookers through behavior. Providing education about your offerings as a form of hospitality. Shop keeping is nuanced. You must work hard to understand your customers and get to know them. Once you have established this trust and the relationships they will bring their friends to explore with them and they will tell your story feeling proud to have discovered your shop.
Contact Info:
- Website: https://www.benchandboard.com
- Instagram: @benchandboard
- Facebook: @thebenchandboard
Image Credits
Headshot – Amanda Vandermeer
Store photos- Jill Hall