Alright – so today we’ve got the honor of introducing you to Julie Wildermuth. We think you’ll enjoy our conversation, we’ve shared it below.
Alright, Julie thanks for taking the time to share your stories and insights with us today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.
Before opening my own small business, The Accessory Frog, I had worked for 5 years as the sole manager, designer and operator of a small spirit wear shop located on the campus of a school. I wore many hats and did it all, but that was helpful in learning all aspects of the business. I was able to grow the business quite exponentially by offering new and improved product offerings and logo designs as well as offering attentive and caring customer service. During my first year, I spearheaded the launch of an online store which was instrumental in growing the sales to new heights.
As the years went on and my husband and I became empty nesters as all of our boys left home for college and beyond, we decided to make the move from the cold mid-west to sunny south Florida. I am originally from south Florida, and had had my fill of over 20 years of living in the Chicago-land area raising our family. I loved it there, but the winters were getting more and more hard to take!
Upon moving, I of course had to leave my job at the spirit wear store. I found myself really missing the creative outlet that it provided me. I loved designing all of the graphics for the accessories and apparel, and finding new, fun product offerings. It got me to thinking, what if I opened up my own online store?! And that is how The Accessory Frog was born. It filled a void I was missing with all of my boys out of the house, and missing the job I had left behind as well as re-ignited my creativity, and sparked my excitement by embarking on something new and challenging.
Julie, 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?
Hi, I’m Julie, the founder and creative force behind The Accessory Frog, an Etsy shop dedicated to offering unique lifestyle accessories and apparel where style meets a touch of whimsy. Our collection features unique, carefully curated items designed to elevate everyday style, from statement-making trucker hats to cozy sweatshirts and tees as well as many different accessories for the home. My journey into starting this business was born from a love of design and creativity paired with a long background in running and managing a spirit wear shop. That experience gave me a strong foundation in sourcing, product design and understanding what customers love. That’s how The Accessory Frog was born.
Why frogs you may ask? Across many cultures, frogs represent transformation, growth, renewal, and healing – all things that deeply resonate with my personal journey. As a breast cancer survivor, I’ve gone through my own transformation, both physically and emotionally. The process of healing isn’t always simple and straightforward, but like the frog, it’s about moving forward, adapting, and finding your strength through change. Including the frog in my brand name wasn’t just a cute idea – it was intentional as this symbol continues to be an inspiration to me almost 11 years after my cancer diagnosis. It’s a reminder to myself and others that we can evolve, shed the past, and emerge renewed. The Accessory Frog is rooted in that energy – lighthearted, yes, but also full of purpose and resilience.
Our products are crafted with attention to detail and a passion for quality, ensuring that each item not only brings joy but also reflects individuality. Here you’ll find a mix of playful and personality-packed items across many different themes and occasions, including coastal living, bachelorette parties, dog lovers, breast cancer awareness, seasonal holidays, and more. A lot of my items are customizable, so shoppers can make it feel more personal or gift-worthy.
What makes The Accessory Frog different is that I’m not chasing trends just for the sake of it. I like to create things that people genuinely connect with – whether that’s a funny graphic on a hat, a heartfelt message on a candle, or a thoughtful gift that says “I saw this and thought of you.” I care a lot about the details, the customer experience, and how people feel when they open a package from my shop. I also love knowing I’ve had repeat customers who come back for gifts or new finds. That kind of loyalty means everything to me, knowing that I have put a smile on someone’s face, and have a happy customer.
What I’m most proud of is building this business from the ground up, by myself, learning as I go. I started The Accessory Frog in 2023, and it’s grown into something that not only brings me joy, but brings joy to others too. I’m a one-woman show balancing design, production, customer service, marketing, you name it, while also being a wife, mom, and Breast Cancer survivor. I know how valuable time and energy are, and I think that mindset comes through in my shop’s tone: thoughtful, lighthearted, positive and real.
For anyone new to The Accessory Frog, I’d say this: if you love things that make you smile, tell a story, or say something about who you are, you’ll probably find something in my shop that speaks to you. And if you’re shopping for someone else, I hope you’ll leave feeling like you found just the right gift.
We’d love to hear the story of how you built up your social media audience?
Being active with my business account on social media has been one of the biggest surprises and positives of my small business experience. I never expected the community I’ve made on social media to be some of my biggest cheerleaders and supporters. I am a Gen Xer so I sometimes feel a bit like a fish out of water (even though I am a Pisces!) when trying to navigate Instagram, Facebook, TikTok, etc. I started slowly getting started by posting some product photos and sharing about my business, but things really started taking off when I started to interact with people on the platforms. Something I never really thought too much about, as I thought I would just post some photos here and there and be done with it. But when I started really taking the time to connect with others, comment, like their posts, ask questions and give words of encouragement, things really took off. The friendships I have made by meeting like minded people and other women owned small businesses (and some men too!) has been invaluable. They have been there every step of the way cheering me on, supporting me, sharing my content, recommending my products and so on. I would never have grown on these platforms as much as I have without this kind of support and kindness. These people have become true friends some of which I communicate with every day, and look forward to these moments when we can connect each day and share stories or ask each other, “how do you do this or that?”. The most amazing thing is many of these people have similar small businesses, may be selling similar things, and could be considered competition, but I have never experienced any feelings of competition or negativity at all on social media. Everyone has been so supportive, even promoting each other more so than they would promote themselves. I would have never expected that, and it has been one of the biggest gifts of this experience. I consider these people true friends and I hope to be able to connect with some of them in person one of these days!
My advice for someone just starting out would be, don’t be afraid to put yourself out there and connect with folks. Nothing is stupid, no one will judge you, and in the rare case that they do, who cares?! The positive connections you make will far outweigh any negativity (which I have thankfully not experienced to date) and the support you receive will help your accounts and small business grow. Take the time to like, follow, share and connect and most of the time you will get that in return.
How about pivoting – can you share the story of a time you’ve had to pivot?
Just as I have discussed my own cancer journey, unfortunately we have had to deal with a cancer diagnosis for my husband as well as he wad diagnosed with throat cancer in the spring of 2023. It came out of nowhere and completely blindsided us. We had just moved to our new home in Florida about 6 months prior, and were really beginning to enjoy our new empty nester lifestyle! The surgery he had for the cancer ended up causing a lot of problems for him physically as he developed dysphasia, which is trouble eating and swallowing, and also has many issues from lymphedema after having almost 90 lymph nodes removed during surgery. It is 2 years later, and while we are so grateful he is cancer free, it continues to be challenging for him physically. He was an executive for a technology company, and had worked in the tech space his entire career, which required much travel and managing a high pressure job. With everything that he has experienced physically due to cancer, he has had to step down for now from his position and his career in that space, and the pivot for us currently is how to move on from here. In addition to my small business we are in the process of looking at other opportunities to perhaps buy a small business or start a business, and figure out how the future will unfold. The lesson here I suppose is you never know what tomorrow may bring. Take charge of your path and future now, and do all the things you are afraid to do or try as you never know if you’ll get the chance down the road. And as I always tell my kids and anyone who will listen…Health = Wealth. It doesn’t matter if you have the most successful business or career or all the money in the world. Without your health, nothing else matters. So take care of yourself both mentally and physically, and be grateful for your most powerful and valuable asset, your health!
Contact Info:
- Website: www.theaccessoryfrog.etsy.com
- Instagram: @theaccessoryfrog
- Facebook: The Accessory Frog
- Linkedin: https://linkedin.com/in/julie-wildermuth-84880917b
