Alright – so today we’ve got the honor of introducing you to Marnie Dashwood. We think you’ll enjoy our conversation, we’ve shared it below.

Marnie, appreciate you joining us today. Let’s start with a story that highlights an important way in which your brand diverges from the industry standard.

As a business owner, your work becomes your art. And like any artist, you pour a little of yourself into it every time.
For me, what makes The Mint Sweater unique is that I never tried to separate myself from it, I simply poured a little bit of who I am into everything I did. Over time, that’s what shaped the brand.
People often say there’s just something about The Mint Sweater that makes them drawn to it. They can’t quite explain it…it’s the colors on the walls, the cozy details in the décor, the custom playlist playing, the textures of the clothes, and the overall energy when you walk in.
Hi, I’m Marnie, and I own The Mint Sweater. Growing up, I was always sensitive to fabrics, to light, to environments. I know what it’s like to want comfort, calm, and a space where you feel safe being yourself. That’s why The Mint Sweater is a sensory-friendly, inclusive women’s clothing boutique. We carry clothing in sizes S-L and Plus 1X-3X (and we’re still growing our size range), along with jewelry, home goods, and accessories.
But The Mint Sweater is more than just clothes. At its heart, it’s about community and friendship. It’s about creating a place where people feel welcome, supported, and connected, whether you’re shopping, attending an event, or just stopping by to say hello.
What also sets us apart is that we’re not a boutique built on chasing trends. Fashion can sometimes make people feel like they have to fit into whatever style is popular in the moment, but I believe in the opposite. At The Mint Sweater, we celebrate individuality. We encourage women to discover what feels good on them, to create a style that reflects who they are, and to embrace pieces that last beyond just a season.
And while many boutiques are simply a place to shop, The Mint Sweater is also a place to belong. Our brand is rooted in community and friendship, it’s about more than just clothes. Whether someone comes in to browse, attend an event, or just to sit and chat for a while, I want them to feel welcome, seen, and connected.
The Mint Sweater is more than a boutique, it’s a space where comfort matters, style is authentic, and friendships are woven into the fabric of everything we do.

Marnie, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

Hi, I’m Marnie, and I’m the owner of The Mint Sweater, a women’s clothing boutique based in Historic Hilton Village in Newport News, Virginia, with an additional location in Virginia Beach.
If you had asked little Marnie what she wanted to be when she grew up, fashion never would have crossed her mind. Looking back, maybe there were small signs here and there, but I definitely wasn’t a fashionista. In fact, I was the opposite. I wore whatever I could just to fit in at school, to avoid teasing or bullying. I did NOT have my own style.
It wasn’t until after school, in my twenties, when I felt completely lost, that I turned to clothes as a place to start. I didn’t know what I wanted to do with my life, and I didn’t even feel like I knew who I was. So I decided to try to figure out my style, to see if maybe I could discover myself through what I wore.
A few years later, I started a blog. I began attending creative conferences to learn about blogging and business, and it was at one of those conferences that I had a realization: I didn’t want to build a brand that was just about me. I wanted something bigger…something that put people, friendship, and community at the center. That’s when The Mint Sweater was born.
I started online, then moved into pop-up markets. From there, I opened a booth in a consignment shop, and most recently, I opened my first brick-and-mortar location in the fall of 2024.
Today, The Mint Sweater carries women’s clothing in sizes S-L and Plus 1X-3X (with plans to keep expanding), as well as jewelry, home goods, and accessories. But more than that, I’ve worked hard to create a boutique that feels like a little community hub. We host creative meetups, collaborate with other small businesses, and take part in Hilton Village events, because I believe shopping should feel like it connects you to something bigger than just a transaction.
Last year, I also started taking sewing and fashion design lessons, and I hope to one day release my own designs.
If I’m honest, most days I’m proud just to have made it through another day as a small business owner. But what really keeps me going is hearing people say they love my shop, love the clothes, and love the events I pour my heart into. Running a women’s clothing boutique isn’t easy. I hear daily how women talk to themselves and each other about their bodies, about styles, about trends, and my heart breaks a little each time at the unkindness they show themselves. I always say the world won’t change unless we make it change. I can’t control what others say, but I can do everything in my power to make an impact.
That’s why on the mirror in my shop, you’ll find sticky notes with affirmations, reminders, and kind words- things people may not hear often enough. Notes like:
No, you’re not too old, too young, too tall, too short, too big, or too small. If you love it, wear it.
Don’t let others tell you how to dress, what to say, or what to do. It’s okay to be YOU.
I accept myself fully and completely. I am strong, beautiful, and radiant as I am.
I always joke that I’ll go down swinging in the fight for people to be a little kinder to themselves- to accept themselves a little more today than they did yesterday, and to feel safe enough to show up as who they are.
For me, The Mint Sweater is my way of being the change I wish to see in the world. Little by little, I hope to grow my business and with it, the ways I can make a difference.

What’s worked well for you in terms of a source for new clients?

As a product based business, you’d think it would be easy to find new customers. People often assume it’s simple: someone walks in, likes something, and buys it. No relationship needed. But that couldn’t be further from the truth.
We’ve all heard it takes 6 to 9 months from the initial point of contact, with multiple touchpoints along the way, before someone is ready to hand over their money. And if you’ve ever felt like you’re failing at business, just search “pop up market” reels on social media and you’ll see countless small businesses proving how tough it really is.
The reality is: it’s hard to get people to discover your business, harder to get them to make that first purchase, and even more work to get them to come back. As they say in You’ve Got Mail quoting The Godfather: you’ve got to go to the mattresses. For small product based businesses, that means getting out there! You have to go the people, you have to head to the frontlines and fight for your business.
For me, that game changer was pop up markets. I still remember my very first one, I made a few hundred dollars, and it clicked: this works. I need to do more of these. That year, and the next, I did at least two markets a month. Oh boy, yes, did I burn myself out big time.
People don’t just buy from businesses, they buy from people. They buy because they feel good about where their money is going and who they’re supporting.
Even now, with a brick and mortar shop, markets are still just as important. Standing there, smiling, talking, connecting, it makes a difference. For me, those moments turn strangers into familiar faces, and familiar faces into new and loyal customers.
So the best source of new clients? Going directly to them. Whether it’s a local pop up, a festival in a neighboring county, or even crossing state lines for a convention, people can’t know about you if you’re not there. You don’t have to be everywhere, but you do have to be present.

How did you build your audience on social media?

Social media is an ugly, exhausting place, and don’t let anyone toxic-positivity you into thinking it’s easy. It’s vast, constantly changing, and feels like a never-ending library of things to learn.
When I first started, it felt overwhelming, like standing at a podium in a giant arena with no one in the seats. What helped me cope with that vastness was to share what inspired me. If I was going to get up and speak into the void, I wanted it to mean something. Every post had to stand for something.
That approach carried me from being a blogger, to running a lifestyle brand, to now owning The Mint Sweater. Through every stage, I’ve used the same formula: hook, value, call to action. Whether I’m sharing a life lesson, offering styling tips, or simply opening up about a win or loss, I always make sure each post provides value to someone, somewhere.
For me, the shift was learning to treat social media like an art form instead of a chore. I take pride in it. Each post is a canvas, each caption a story, each reel a chance to be the director or producer I’ll never be in this lifetime. When you see it as art, your own form of self-expression, it becomes something meaningful, not just another task on your to-do list.
My advice for anyone starting out: don’t chase trends just for the sake of it. Find your creative style. Share your art, whether it’s a reel, a story, a graphic, or even just a caption. Give the mundane meaning. Whatever form it takes- graphic, story, caption, or reel- treat it like art and let it speak for you. That’s how your voice gets heard.

Contact Info:

• Website: https://www.themintsweater.com
• Instagram: https://www.instagram.com/themintsweater/
• Facebook: https://www.facebook.com/themintsweater

Image Credits

Angie McPherson Photography
Chelsea Schmidt
Marnie Dashwood