We recently connected with Rachael Hammack and have shared our conversation below.
Alright, Rachael thanks for taking the time to share your stories and insights with us today. So, naming is such a challenge. How did you come up with the name of your brand?
Growing up in the South, Southern hospitality is something that becomes enrooted within you, you always go out of your way to create a welcoming atmosphere that is kind and charming all in one. So when coming up with the name, I knew I wanted it to be reflective of myself and my upbringing. A birch tree is known as a symbol of new beginnings, growth, and rebirth. Which is exactly what my journey of leaving a comfortable corporate job and starting my own business was for me. Put the two things together and that is how I came up with the name Southern Birch.
Rachael , 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?
I worked for a restaurant group collectively for 15 years. I started out waiting tables and eventually after graduating college and an internship, I was offered a position within the marketing department, which I happily accepted. I loved the company and the position, but it wasn’t my passion. I was feeling a little lost in the mundane routine of my current job and wasn’t feeling fulfilled by the work I was doing. I’ve always loved clothes, making connections with people, and the beauty industry as a whole. Before graduating college, I attended to Paul Mitchell The School and obtained my cosmetology license, I find so much joy in making others feel good about themselves. Owning a boutique had been a secret dream of mine for several years as I would be able to combine all the things I love into one job. Whether it was the fear of the unknown or actually making that jump to pursuit it, I really can’t say. It was not until my husband sat me down one day and told me he was giving me 6 months to quit my job and really pursue my dream. I had no clue what I was doing, and most days still don’t. What I have learned is there really is no secret sauce, what works for others may not work for you. A lot of it is learning as you go, which can be a hard way to learn some of the most valuable lessons in business, but it can be the best way to learn at times. My goal with Southern Birch Boutique is to make people feel confident in the clothing they wear. A shoe changed it all for Cinderella, imagine what a whole outfit can do for someone. When you look good, you feel good. I want every person who puts on a piece of clothing from Southern Birch to feel like absolutely amazing. Our tag line is “Always dress like you are going to run into your EX”, we want our customer to feel so confident in our pieces that you will want to run into your ex!
What am I most proud of… I think it’s just taking that jump, and not letting the fear of failing get me. So many people are unhappy in their jobs/life and are afraid to make a change and fail. It’s a slow climb, but regardless of whether I fail, I can always say I tried and will never wonder what if. I’m not going to let the fear of striking out get me.
Where do you think you get most of your clients from?
Shopping events or honestly being your own model/spokesperson. No one else is going to sell your brand, or make connections with people better than you. I only buy what I love and what I would wear myself or dress my friends in. So guilty as charged, I keep a lot of what I sell for myself. When someone compliments my outfit, I give them a card. To me nothing is more gratifying than when that person ends up making a purchase from me. You never know who you are going to come in contact with. Being online it is such a saturated market, I mean who does not love the convenience of shopping online, but you lose that personal feel of shopping, touching the clothing, and trying it on, you just can’t get that through a screen. In-person shopping events are where I thrive. It is a time when you can genuinely connect with people and they can connect with me and my brand.
How about pivoting – can you share the story of a time you’ve had to pivot?
Relocating the boutique. Thankfully, I am currently online so it was a smoother transition than relocating a brick and mortar location, but it still isn’t easy. I started the business Georgia and then last year my husband accepted a new job which relocated us to Iowa. I was 15 months into starting the boutique and finally getting into the swing of things. I had a space at Painted Tree, I was participating in pop-up events and building up a base of regular customers, and then BOOM, we’re off to Iowa. It has been a struggle to find pop-up events to participate in. The weather in the Midwest is a game-changer compared to the more mild winters of Georgia, clothing and accessories are hard to sell with winds of 15 mph when you are at an outside pop-up. In addition to breaking into a new area, are people going to want the same styles as they do in the South? What sells well in one region, may not do as well in another. Moving is a stressful time as it is, but then add re-establishing your business, it’s definitely an added stressor. You just got to get out there and re-establish yourself and meet as many people as possible.
Contact Info:
- Website: www.shopsouthernbirch.com
- Instagram: https://www.instagram.com/shopsouthernbirch/
- Facebook: https://www.facebook.com/ShopSouthernBirch/