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

Alright, Melissa thanks for taking the time to share your stories and insights with us today. Being a business owner can be really hard sometimes. It’s rewarding, but most business owners we’ve spoken sometimes think about what it would have been like to have had a regular job instead. Have you ever wondered that yourself? Maybe you can talk to us about a time when you felt this way?

I am a small town boutique owner. I started my shop without meaningful experience, training, or education. I saw an opening, felt compelled, and took a chance. It’s not glamourous, lucrative, or high-powered; but we are building networks, learning, and growing.

When I look back to how stressed I was during the years I worked a regular job, I think I am definitely happier as a business owner. I have full autonomy – full stop. Sometimes I struggle with the ebb and flow of task management between the business, kids, the home, my marriage, and my own needs; but I am far less stressed overall.

I do think about what it would be like to just have a regular job again and I know I’m where I’m meant to be. The expectation that the primary caregiver will manage all the family needs, take care of the general household tasks, work a full-time job away from the house, maintain a marriage, and take care of themselves is a fantasy.

I harken back to when I returned to work after the birth of my son. My days started at 4 am and ended around 11 pm. Struggling through undiagnosed post-partum anxiety, I specifically remember organizing the many bags I carried for my son and I in the order I would need them as I commuted from home, to daycare, and finally work. The seconds counted and I didn’t want to waste time reaching around the wrong bag for what I needed.

I did not last long at this pace before I made changes; it was another two years before I left the traditional workforce entirely. I am grateful for the structure and consistency but I do not miss the rigidity and traditionalism. My first direct supervisor at this job was flexible and modern-minded which was a stark contrast to my final supervisor who was high-maintenance and narcissistic.

This experience coupled with the slap-in-the-face the pandemic provided made me value flexibility and mental health above all else. And that’s something I hope I’ve made clear for my employees. We aren’t at a place where I can pay them what I feel they are worth, give vacation days, or pay benefits, but I value their mental health and will do my best to accomodate their schedule – budget permitting!

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?

My husband and I moved back to Minnesota in 2018 from Europe when we both retired from the military. When we returned, I wanted to feel like part of the community so I began networking like it was my job. I became part of the farmer’s market and a vendor in one of our long-standing boutiques downtown. There I learned about vendor management, seasonal rotations, and local relationships from the boutique owner who is now a dear friend.

As a handmaker myself, I felt that a store showcasing local artisans and locally sourced goods would be a unique addition to our downtown which is already home to some legendary businesses. I felt it would bring another type of customer downtown and wouldn’t compete with the existing businesses. I found a space in October 2021 and opened in November.

One thing I’m proud of is that we are a community over competition company; we understand that our success is relative to the health and well being of our community. In order for us to thrive, our community needs to as well. That’s why we focus on local artisans, local commerce, and local charities.

The biggest success, though, has been the community that’s come together. I have done a great deal of work over the years; however, there are some special people who have supported me from before we even opened the doors. I’ll always have time for them.

Do you have any insights you can share related to maintaining high team morale?

Our team is very small. Including myself, there are only four of us that run the shop consistently. I’ve transitioned to mostly managerial tasks in the background so it’s not often that I’m onsite at the shop.

Without my staff to take shifts, organize products, and arrange the shop windows, I would not be able to step away from the store. On top of a sizeable in-store discount, I pay as much as I can afford in addition to performance and event-based cash bonuses. I’m also liberal with praise.

In the last year, we’ve attended such team building events as a workcation at a wholesaler event, spring break at a cabin for which we had won a free night, and a BBQ at my home topped off by our city’s fireworks display.

My staff also tell me I’m approachable. We use humor, have regular staff meetings, and don’t take things too seriously. Of course our objective is to make money, but we are a community over competition boutique fostering mental health and wellness. We try not to stress.

We’d love to hear the story of how you built up your social media audience?

We have an equivalent following for our boutique and community size and demographics. Thus, I have observations but we aren’t a marketing agency

My most engaged posts have been when I have been my most authentic and vulnerable. While this doesn’t gain significant numbers of followers, you will gain dedicated followers and it will cull out the demographics you aren’t targeting.

Our biggest gains were earned when I hired my current social media/marketing manager. In addition to the consistency that comes with a committed individual, she is amazing with graphics. Also, she likes what she does and it shows in her work. Canva works great for us.

True, quality followers are earned over time with consistent, authentic engagement. We do a weekly ice breaker on Mondays that has been popular in the long term. Our social media manager changes up the graphic every week but keeps it on brand.

We also work with local businesses and tag them in our posts. Another social media manager suggested tagging member associations and businesses in the comments as well.

We use an agregate post management aid to post on multiple channels at once and to schedule several weeks ahead which helps with time management. We really like Social Champ.

Contact Info:

• Website: https://www.minnemadeandmore.com
• Instagram: https://www.instagram.com/minnemadeandmore
• Facebook: https://www.facebook.com/minnemadeandmore/
• Linkedin: https://www.linkedin.com/company/minnemade-and-more/posts/?feedView=all
• Youtube: https://www.youtube.com/@MinneMadeandmore
• Other: Pinterest: https://www.pinterest.com/minnemadeandmore/
  TikTok: https://www.tiktok.com/@minnemadeandmore
  Google Review: https://g.page/r/CV0UYRP0PKpGEBE/review

Image Credits

GouldFamily_2023(166of177) https://www.facebook.com/JenniferGraycePhotography

448274699_474952771722358_1426407972583677636_n https://www.facebook.com/doshie.dior.7

All others https://www.facebook.com/zanielle.salefoxcroft