Independent retail is a bit of a misnomer, because there are very few jobs involved in running a store that Amanda McClements, founder of Salt & Sundry, does alone.
Through her company, a beloved independent retail store with two locations in Washington, DC, she has connected with makers and suppliers from around the world, other DC small business owners, and of course, her customers. “Finding really talented people who are making really beautiful things and then bringing them to our customer and having our customer fall in love with them is what gets me going every day,” Amanda says.
Here is her advice for other retail owners who want to curate products and open their own shop.
1. Find your community of small business owners
Amanda stresses the importance of reaching out to other people in your community who own businesses. “I love sharing information, and I think that you, as a business owner, can set that tone within a business community,” Amanda says.
She has found the DC entrepreneur community to be very supportive in helping her navigate launching and operating her store. Amanda even participates in a Slack group where business owners can get advice and share their tips on everything from marketing strategies and business licensing to closing on snow days.
2. Be strategic with real estate decisions
The physical location of a retail store is crucial. Amanda recommends doing thorough research and getting to know the foot traffic patterns and up-and-coming spots in the city. No matter how much data you have, though, there will always be some financial risk, and Amanda advises new owners to set a limit. “I think it’s really important to understand what you’re willing to put on the line and don’t go deeper than that,” Amanda says. “I think sometimes that kind of caution can be a really great negotiating tool.”
One of the key things she looked for in a retail location was a place where the neighboring businesses would complement her home goods store and bring in clientele that would want to shop with her. She opened Salt & Sundry in a new, revitalized food hall, and that gave her a built-in community. “Being inside Union Market to launch the first shop gave me a lot of comfort that we’re all in this together,” Amanda says. She and the other business owners at Union Market exchange ideas about what is and isn’t working in this small setting within the city.
3. Give customers the option to shop locally
Amanda wants to redefine what success means for small business owners. Instead of looking only at how much revenue a business makes or how much a business sold for, she wants entrepreneurs to not lose sight of the importance of the small retailers in their community. “So much of the fabric of business is still based on small independent retail in communities,” Amanda says.
4. Curate authentically
Amanda emphasizes the importance of bringing your unique perspective to your retail business. She suggests that focusing on what excites you will resonate with customers. “ If you like it and it speaks to you, your home is going to come together in a way that feels really authentic,” Amanda says. “And I think the same goes for retail curation, whether that’s ecommerce or in-person. That’s your magic to give to people.”
To learn more about Amanda’s business journey and how she developed a unique point of view for Salt & Sundry, listen to the full interview on Shopify Masters.
