We were lucky to catch up with Michelle Johnson recently and have shared our conversation below.

Michelle, looking forward to hearing all of your stories today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

It’s not the business that I own that drives me, it’s being a business owner and being an integral part of the community. I didn’t just want to open a store and make money, I want to be a place where everyone feels welcome and we come together to learn, relax and have fun.

I am a Filipino-American girl who grew up in a small town in southern West Virginia where everyone knows everyone. It was rare to run out to the store and not see someone who asked how your mom is doing or if my high school basketball team won that game the other night. After leaving that small town nestled in the mountains, seeing familiar faces is something that I missed. Now, I strive to be the place where people can connect and get to know each other.

Business ownership has also given me a chance to connect with other business owners and be mentored, whether that was intentional or not, and be a mentor. I find great joy in referring business to a fellow small business owner or linking arms with them to offer a unique experience or opportunity.

Michelle, 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?

There are some kids who grow up knowing exactly what they want to do when they get older. I was not one of those kids. In fact, I found it hard to name a career I wanted to explore or a job I could see myself doing long-term. I’ve worked in several different professional jobs – advertising, recruiting, marketing, event planning – and gained a lot of necessary experience, and met many talented people that taught me so much, but it wasn’t my dream. I realized that running a business is what I wanted to do and after the COVID-19 pandemic, I felt it was now or never!

It just so happened that another similar business was looking for a new owner. I explored this option but found my vibe was a bit different and I should see what other options were available and that’s when I discovered Nailed It DIY Studios. Their studios are centered around an Art Bar, allowing guests to chat with one another, encourage all age levels and any skill level, or lack there of! The retail gifts were cheeky and funny, and I found myself wanting to buy it all!

A couple of months of research and training and I was working with my husband to start building out our studio. The kids pitched in, friends volunteered their time and the rest of our family helped when they could. Six months later, I was open and offering the DIY experience to south Durham.

Nailed It offers so much – individual appointments, realtor gifts, fundraising, etc. – but I am focusing on three key areas: group events, corporate team building and youth events (birthday parties and camps). Having such close proximity to Research Triangle Park and easy access to I-40 makes this the perfect place to get your work family or team together for fun outside the office. We are also centrally located around many elementary schools to help with teacher work days, early release and summer camps.

Can you share one of your favorite marketing or sales stories?

Every Nailed It DIY Studio offers handmade gifts already made for guests to purchase. In addition to this, they carry popular retail items to help boost revenue. I wanted to set my store up a little differently by carrying locally-made items in the gift section to support other local artisans. It was a risk to spend more money on quality local items, especially not knowing if it would sell, but it seems to make a difference when I tell them these items are made by others in our community. So I proudly carry items from Wicked Weave Candles out of Hillsborough, Pretty Alright Goods of Raleigh, SDM of Durham and more!

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

Building your audience on social media starts with knowing who your target audience is. You need to know who you are posting to, talking to and the kinds of places and things they like. Now keep this in mind every single time you post and try to solve a problem or issue they have and make them feel like you understand and have the solution. You also need to know your competition – what are they offering, what are they doing that is different, how do you set yourself apart?

Be active and do more than just post. You need to engage with your fellow business owners and support them like you want to be supported. It costs nothing to like, share and comment but it can make a big impact!

At Nailed It, each guest that completes a project in the studio gets to take a picture in front of our barn doors (branded of course!) and I put it on social media for them to tag themselves, like it, and share it. I found this is a great way for our followers to see what goes on inside the studio and see their friends and family having a good time too!

Contact Info:

• Website: https://Durham.NailedItDIY.com
• Instagram: https://www.instagram.com/NailedItDIYDurham
• Facebook: https://www.facebook.com/NailedItDIYDurham
• Linkedin: http://linkedin.com/in/k-michelle-johnson
• Yelp: https://www.yelp.com/biz/nailed-it-diy-studio-durham-durham-2