The Art of Balance: Managing Two Careers, Embracing Vulnerability, and Market Expansion

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Business can be a lonely game. But it doesn't have to be. Welcome to Boutique Chat, where we explore community over competition and how to scale your company with the balance and the happiness that we all seek. We'll hear from product based businesses of all types, retailers, e commerce and wholesale brands, along with industry experts shaping the future of our industry. I'm your host, Ashley Alderson from the Boutique Hub and. And I can't wait to chat.

Hey, guys, welcome back to the podcast. This week you're going to hear from two girls who have head colds in today's conversation.

Yeah, terrible.

So if we both sound a little nasally, well, guess what, that's life. So this is going to be a real raw, authentic. Here's where we're at conversation and I'm so looking forward to it. Erica, it's so nice to have you here. I. I'm so lucky.

I'm so excited.

I'm so excited to like, be in this vantage point of getting to, you know, get to know you on a better level this year and watch your business grow from the inside out as a part of our Mastermind program. So first things first. You're a Dakota girl. I'm a Dakota girl. So, like, much love.

Yes.

So much we can relate on. Tell us about your business and how you got started and where you're at.

Yeah. Hey, guys, My name is Erica. I am. I love to always start out and say, like, I'm a nurse who started a hospice nurse. Like, okay, I don't do cpr. I like, keep you comfortable as you. But like, I started this, like, out of the basement of my house back in 2018 for fun. I have two daughters. They were both born in May, so they're 11 months apart. Like, I needed something fun to do. Like, I had a lot of. But no, I'm originally from Southern California. I was born and raised out there. I moved to South Dakota when I was almost 21 years old.

That's a bit of a shock. We have to pause there. You came from California to South Dakota? Typically, it is the reverse.

Yes. Yeah. Yeah. Actually, my dad is from Hardington, which is a super small town in Nebraska. It's like 25 miles. Like, it's not minutes out here, it's miles. Like in California, minutes. Okay. But yeah, I, like, I couldn't get into nursing school out of college, I mean out of high school back in 2010. And I wanted to be a nurse so bad. Yeah, I tried all these things and my uncle was like, sent me an email you can move to South Dakota. I was like, yeah, right. Anyway, I ended up here. And, like, we're a Walmart town. Yeah, like, it's Walmart and coming. Like, I. I was born in, like, LA county. So you have, like, Target, like, five targets on every corner. And anyway, when I came here, like, I remember in college, one of the girls was like, you want to go to Targets in Sioux Falls? It's like an hour in, blah, blah, away. I'm like, what? An hour away to go to Target? Like, for real. So, yeah, whatever. I made it through college. I had my daughters. I started this, like, I think there was maybe one boutique at the time in the whole town. So, yeah, Walmart town. And, you know, I was just like, what the hell? I'm gonna. I'm starting store. Like, yeah. So I. I remember, like, Googling. I think it was like, orange shine, if that was like, the fashion go of the time. Do you remember that? And, like, I created an account.

Whatever.

I ordered really bad clothes. Like, it was bad, but yeah. And I started off as lives after. After my hospice shift, I would do lives at night, and it really started to take off. And I remember we had, like, a nanny at home for our two little girls at the time. Like, in 2018, they would have been like, oh, my gosh, 1 and 2 or 2 and 3. And so we hired someone to come to the house and, like, watch them, because daycare and all this and, like, women, community women were coming and knocking on my door to shop. And the nanny would, like, call me. She's like, oh, my gosh, so and so's here and she wants to come in the basement. I'm like, oh, my God. Okay. Like, I have $300 of inventory at the time. Like, yes, let her go in the basement. Like, it was crazy. And so I trusted a lot of people to come in. Like, they would send me pictures of what they took. I would invoice them, like, in between my patients. I kind of moved jobs around. I would host open shop hours on weekends. Like, it just grew. So in 2019, I quit my job, and everybody was like, what are you doing? Like, even my nursing peers, like, laugh like, you're quitting your career and you're going to start a store. And I was like, yeah, I am. Yeah. So we quickly grew out of that. That was in, like, October of 2019. We quickly grew out of. I just leased a little building in our town. And then, like, five days before COVID happened, I bought my building.

So good timing.

Yeah.

Like, yeah, we Grew out of our little tiny lease. And I remember it was like, February 28, 2020. I signed on the loan of, like, my store loan, and then boom. Covid. So we. I was able to work through that. With being an rn, I picked up a lot of my shifts. But in South Dakota, we really didn't shut down. You were pretty busy. We had, like, everybody from the world coming to South Dakota. It was insane because we were open. So, yeah, that's. That's kind of how I got started. And a little just to that. It's. Yeah, it's crazy. Like, I feel like I was always meant to be a nurse, but I just feel like I come from a long line of entrepreneurs in my family. Like, my grandpa had a ginormous, like, landscaping business in Orange County. Like, they landscaped John Wayne airport in Orange County.

Wow. Yeah.

Yeah, My grandpa, he did pass away, but his brother and I have another uncle who has a ginormous warehouse in Hardington, Nebraska, of, like, some slipper business that he started when I was just a little girl. So, like, I always felt like I was meant to be a nurse, but I always feel like I was supposed to be a business owner too. Like, it just. Everyone says that they're like, oh, you're an I cough. It just runs in your blood, you know, like out here. Because it's so small.

Yeah. Really, the. The two things have a lot in common. Right. If you think about what it takes to be a successful retailer, you're really just like, hearing people out, solving their problems, you're serving their needs, and it's much like being a nurse.

Right.

And that. Amazing. Especially a hospice nurse. Like, God bless, because I've had hospice nurses, you know, in my own home, growing up with my dad, when he passed away, and what a blessing. Hospital.

Yeah. Like, I was talking to someone the other day and I'm like, if I ever went back to full time nursing, it would be hospice. Like, it just those connections that you make. And, like, you see the fan, like, I still see the families around town, and I'm like, oh, my gosh. Like, that was such, like, a vulnerable time in, like, just me being able to, like, educate the family and, you know, just comfort them is like. Yes.

What is really neat about that is you mentioned vulnerability.

Right.

And how vulnerable the family is with you, but you are with them in return. And watching you from the outside, it seems like that's a skill that you've carried with you into owning your business and the vulnerability that you have with your customers in person. But also, in your online marketing seems to be something that's really helped you grow and excel along the way. Talk to me about how that vulnerability plays out. How do you use it? What do your customers say about it? How can other people replicate it in their business?

Yeah, so I. I definitely say, like, when I. When I think about, like, what. What's my power? Like, why. Why am I so good at this or that or whatever it is. Like, I literally have been told from day one, like, even, like, okay, I was always taught, like, as a nurse, like, if you don't know, if you don't know something or you don't know what this medication does, like, you just be honest. Like, I don't know. I'll look it up, but I will come back and I will answer your question. And so. And, like, if you don't know me, I am a question asker. Like, my little girl just did her first season of competitive dance, and I swear I was texting. I'm like, so this is what we're supposed to wear, right? Like, just constantly, like, asking those questions and just, like, I don't know at all. And, like, I am not afraid to say that. Like, yeah, I'm gonna ask. Yeah. But. But anyway, I. Like, I've just been told over and over in, like, the six years that I've been doing the store, like, how real you are is like, you're so relatable. And, like, you don't act like you're perfect. Like, you don't have it all together. You are a scatterbrain. And you know what? I am, like, I will gladly admit that, like, squirrel. Like, I'm over here, I'm over there. But, yeah, just people. People want to. Like, they want to feel that connection, but they also want to relate to you. And that was so big with COVID Like, even, like, you know, we ship. We ship orders out, but they're, like, sitting at home and they're like, oh, my gosh, like, you're drinking a white claw and you're going live. I'm like, yes, I am, because I'm stressed out. Like, I have all this inventory. I'm trying to work. I have my kids. Like, something's got to give. Like, you know, like, I. I have no saying that, doing, like, you know, just kind of being myself.

I think that's. There's, like, an epidemic of loneliness in the world today, right? Where people are at home. Even if people are out in the world, they have a career, and they seem like they have it all together. At the end of the day, the majority of people go home and they're lonely. And I think that's why Facebook lives took off like they did. And granted, there's ups and downs of that season, but I think that's what makes businesses like yours work is because you help people overcome the loneliness. You, you bring them in. People don't remember what they bought from you remember the way you made them feel. And that's why they continue to go back.

That's 100, like, we'll have customers. And you know, though, I'm always like, just stop in and say, hey, like, whatever. If you're down the street, like, stop in. So like just yesterday someone stopped in, an older lady, she's probably in her 60s, she's like, oh, I just wanted to stop in and say hey and see the store. I'm not gonna buy anything today. But just like that. Just like that. Conversate, you know, Just like that, friend, you know?

So in that process, I'm curious your thoughts on this. When you're so authentic and people are drawn to you and they want to come into the store to see you, there can be a pull or a tug at you to say, okay, I've got to be on the floor all the time because my customers want to see me. But then that, okay, entrepreneur side of your brain, right? And then CEO side of your brain.

Says, but Erica, that is not how.

We can grow a sustainable business. You have to actually do the behind the scenes work, which is not so front facing and glamorous. Tell me about where you're at in that journey of letting go of some of those things as well.

So that is honestly the biggest, like, it get, like I have goosebumps talking about it because it honestly is my biggest struggle. Like, I'm not a control freak, but I always say, like, styles by Erica is my third baby. And it's like mama bear's coming out. Like, if my customer walks in the door and you don't greet them and you don't ask about their shot, like, what are you doing? Why am I paying you? You know, so like that control of me in the store, it's, it's honestly holding us back in the online world. So I, you know, because I can't be live because I'm too worried about who's coming in, or I can't go to the warehouse and do those style videos or whatever it is. So I, I, it's a work in progress. Like, I'm not perfect and I'm trying, like, right now my cameras are going off, and it's not tempting me to, like, who's in the store right now, whatever. But I am trying so hard to hire the staff, which I have. Like, we are fully staffed right now. And so I'm like, this is my time to not be in the store. Because. Because we're kind of at, like, a plateau right now. I would say we're like 70, 30. 70% in store, 30% online, and I would like that online to be higher. But I do realize I can't. If I'm not changing, I'm not growing, I'm not doing things differently. Yeah. So, yes, I am working hard to, like, have the 10 to 6 every day scheduled out in the store so I can go do something else. Yeah. Make the reels, do the lives. Although lives are kind of weird right now, but still, like, even just style videos, like, people love those. Yeah, That I do, you know? So, yes, I am working hard on that because it's true. Like, you. You can't grow if you're constantly. You know, you're not challenging yourself. You're not growing. You're not. You're doing the same thing every single day. Yeah.

And I am so proud that you are talking about this and just saying, like, hey, here's where I'm at and here's my struggle. Because I think a lot of people relate to that. That's their struggle, too. And also, I believe there's a big misconception of, like, hey, if I have a successful storefront, let's just open an online business and it'll take off.

But not true.

Yeah. What you're living through and finding out right now is I have to put the same energy that I bring to my storefront to my online content. Driving traffic to the website every single day. That's a different beast. Talk to me about. Else are you doing to make that shift happen?

Oh, man. So I. I'm actually struggling with, like, I have boutique friends. Right. And they. I feel like they get all these girls who want to do social media, and my girls are like, you want me to do a style video? No, I'm not doing that. You want me to go live? No. So, like, my struggle is finding staff to, like, help, you know, because it's like, me every day. Like, the burnout is real.

Right.

Like, if I'm every day having to do style videos or go live, it's like, crap, I can't talk by the end of the week. And I'm a talker. Like, I can talk to the wall. For real.

I know that.

So, yes, it's like, yeah, like, I don't know. So I wish, I hope I could eventually one day find a staff who would like to kind of help with the online. But for now, it's me. I mean, I do have one. One girl who. And it's great because she's older than me, she's a mom, so she kind of markets to those, like that group of ladies, they're like, it's so funny. If I put on a shirt and do a video, nobody, like that group won't touch it, but if she does, they're like, oh my gosh, she wore it so I could wear it, so then they'll buy it. So it's like I'm trying to pool, you know, different age groups or like even different body types. Like, you know, people. That's how you know people see.

So, yeah, that's a huge nugget right there. If you haven't mastered that and you're listening, huge nugget. Is that different. Different ages, different bodies go a long way. And you'll sell what you show. You've got to show more and more every single day. It can't just be like, oh, here's a pretty picture of my storefront. Come in and then also shop online. Nope. You have to show every single product online all the time for people to see and get excited about it.

And I have had, honestly, like, I know in the boutique hub, it's like there's always talk like, restyle, reshoot, re this, re that. And so like, I kind of got into some ordering trouble. And we can talk about that if we get into inventory in this conversation, like two summers ago. And so I was like, guys, like, we have got to move this product. Like, we have to do something to move it. So it's so funny this actually happened. So we had some like, summer dresses from last year and they're very like youthful dresses. Like the open back the this, they're $80. So it's like my 30 and 40 and 50 year olds who have the money to buy this $80 dress can't, you know, aren't gonna buy it. But I got these high school girls in working for me. And so I'm like, guys, you are doing a photo shoot. Here's a photo release. Take it home to your parents. This is part of the job. Like, whatever. You have to be in pictures because, like, this body can't be in everything. So anyway, real story, I got my high school girls in these. These dresses from last summer. And one of my new employees was like, oh my gosh. Well, I saw so and so on Instagram, had that dress on and she bought it. It's like that dress has sat here for a year, but until it was on a 16 year old body, she had no interest in it. I put it on. The 20 year old put it on. Nope. But when the 16 year old had it on in the photo shoot, it sparked her quiet.

It's that. It's so good. It's so good. I'm so glad you're talking about this because I think that this is my personal opinion, everybody, please don't throw tomatoes at me. But I think that apparel retailers, more than home and gift retailers are chronic over buyers. Like, we all are shopping addicts. And that can be great sometimes, but that can be real bad sometimes. And so rather than slow down and take the time to do what you just said, like, we talk about restyle, reshoot, repost, like, get a different body. Ask yourself, with your aging report every week, why is this not selling? How can I reshow it and make it look new? Or is it a dog? You got to decide when is it a dog and then go for it. And look that. That is exactly what you're saying. Tell me more about the inventory trouble you got in and how else did you solve it?

Like, I could cry thinking about it. And like, thank the Lord for the boutique Hub Exchange Group. Because, like, no, seriously, it, like, it was so, so bad. So I. It was like two summers ago, like, I did a ton of business with she and sky. And I love she and Sky. I can't remember the main girl I was working with. I ran into her at market a couple months ago and she's like, where did you go? I'm like, I freaking overbought sky so bad. Like, it was terrible. Like, I can't do that anymore. Like, stop FaceTime calling me to order inventory. But no, like, so two summers ago, like I said, doing ton of business with she and Sky. We were doing these FaceTime calls and they were showing me things and I was like, oh, yeah, add that. Oh, you have that in five colors. Add that. Add that. And like they're ringing me up at the end and she's like, are you serious? I'm like, oh, yeah, I can sell that. Add it. I remember this was two summers ago July. I got like $18,000 worth of she and sky. Like summer things.

And I'm like, in July in South. Oh, girl.

Yes. Yeah. And I was like, at the Time I was like, oh, yeah, this is great. Like, put this on, put this on, put this on. And we like, we sat on that inventory like for almost two years. It was terrible. Terrible. It's like now like styles by Erica 2024 is like, no, July. Like, you need to be releasing coats and like, and things like this in $18,000 on that. Stuff like that should be happening in May. Like, so I got like, I was in huge and like looking at the bank, I'm like, why do I have no money? Like, where's all my money? Like, I did blah, blah, blah, blah, blah in sales, like this month, this year. Like, where's the money? Yeah, like it's sitting in your basement in freaking summer dresses in December. Like, what are you doing? So, yeah, I, I can totally vouch to that, if that's the right word. Like, I have really calmed down on my inventory and like I said, we're, we're restyling things, we're reshooting. Like if something looks too youthful, we're like, hey, put a T shirt under that. You know, like, you know, market it to somebody else who don't want their arms to show or to the girls that have a concert but can't have their shoulders or whatever it is. So I've gotten a lot better at buying because after I feel like I used to know.

Have you ever wondered if someone else in business is going through the exact same thing you are right now? Whether it's an obstacle to overcome or a new opportunity you aren't sure if you should pursue or not. Or maybe just some of those same questions about, man, am I really getting the most out of my inventory or my Facebook ads or my team? How can I do business just a.

Little bit better and enjoy life just.

A little bit more? Well, those are a lot of the questions that we answer on a day to day basis inside of our community at the Boutique Hub. If you're listening and you aren't yet a member of our community, I want to invite you to join us. We have 14 different niche Facebook groups to connect you with store owners at the same level. And just like you, no matter what, you sell, home and gift apparel, children's specialty, we've got groups for all of that. Plus we want to get you up to date with the latest training, the latest information and strategy on what's working right now in our industry. With our weekly education, plus our maxed out training library, we also have hundreds and hundreds of vetted, amazing wholesale brands who have been proven to do business in boutiques, we don't like trademark infringement. We don't like brands with poor customer service. We hand pick the best of the best. And the best of the best love working with boutique hub members as well. So they offer numerous discounts and free shipping, whether it's at market inside of our groups or on our own wholesale platform hubventory.com with thousands of dollars in savings just for boutique hub members.

So if you aren't yet a member.

We'D love to invite you to join us@theboutiquehub.com join to be a part of our community on a daily basis. I can't wait to see you inside. And I can't wait to see you connect with amazing business owners who are serious about their business, just like you and everybody does.

You're not. You're not alone in that. Everyone has those mistakes where you're like, if you're not winning, you're learning. But for you specifically, you have a really big space. So you figuring out how to best utilize that space and not let things get too stale because you could chronically over buy in a space you're big or as big as yours and really, like, it could be the end.

So.

So good for you for figuring that out. I also want to talk about something really creative that you're doing with your space right now, especially because you're in a small town that's a ways away from anything, is you have started the dabble in prom. And I say dabble because this is your first year doing this and this is a big investment to get into this arena. So I'm just going to forewarn everyone. This is not for everyone, but this is an opportunity. So I would love to know, like, pros, cons, good, bad, what. What's working and what are you learning by entering the prom experiment?

Yes. So, wow. First of all, like, if I ever acted like some of these girls, my grandma would have, like, backhanded me. So many girls in the store with their mom, and I'm like, oh, my gosh. If Avery and Emery ever act like that, like, it's over. You are not getting a 600 prom dress. No way. No. But good experiences, bad experience, it has been so much fun. So much fun. And so, okay, we're in South Dakota, right? It is freaking cold in January. Yeah. Like, it can be minus 30, it can be minus 50. Like, it's taken me. I've been here now for, like 11 years. Like, I'm a California girl. Like, we wore ugg boots in high School in January, it was like 40 and we had our Ugg boots on. Like, nothing about like, you need like eight pairs of boots out here. Like, it's insane. But so January, over the years, like looking at numbers, like January and February is freaking awful. I don't know. I know a lot of people say that, but when it's like a whiteout blizzard and it's minus 30, nobody is coming into your store. Literally nobody is coming into your store. And last year I was so stressed out because I was still in that like inventory battle where I had overbought the summer before. Like I didn't have funds to get new and all these things. And I remember like my, my one girl, Holly, she's a mom, she like mops the floor every day. She's like, I, I don't know what to do. Like, nobody's coming in. I'm like, oh my God, me too. And like, you're freaking out, but I'm freaking out because I still have to pay you and if I tell you not to come in, you're going to quit. Like, what? Like what do we do? So anyway, I got this idea and I kind of threw it around with my staff. Prom dresses. Like prom prime prom season is like December, ish. January, February. Right. Like, I'll just order a bunch of dresses and we'll sell it. My staff hated it. No, do not. No, I don't want. No, I don't want to do it. And I'm like, well, it sucks to suck, but it doesn't matter what you want to do. Like, it's my store and we're going to do it. So I reached out to one of my friends, Ashley Donnell. Hey, if you're listening. Hi. Probably saying her last name wrong because she was like in the bridal world for a long time. And she's like, you know what, Erica, I'm just going to warn you. Like, it's a beast. Yeah. Like these dresses are expensive and you know you can't have like one size 2. You need like 20 size twos if you're in. Whatever. So I made a very, very, very last minute decision. I'm doing prom in like, I think it was like September or October maybe. And yeah, I, I honestly say it was the best decision I made to this day because like Ashley said the closest prom shop is like over an hour away. Yeah. So they're like. And that's in, that's in like probably a 70 mile radius. Yeah. And so I quick googled like, what are the top. Because I Wanted, like, the designer brands, and then I did some, like, LA brands that were. I mean, everyone, like, not everyone can afford a Sherry Hill prom dress. Like, you're talking, like, 7, 8, $900 dress. And so I. I made sure I had, like, a budget for everybody. And we ordered the dresses, and here they come. And we started advertising in, like, when they came in, we did reels. And you'll have to look at my Facebook and Instagram because they went crazy, but it was insane. Like, we had girls driving from, like, two hours away. Oh, man. To come by a prom dress. And, like, it gives me chills talking about it because, like, I'm like, if anything ever went right in my life, it was that business. That business decision. And it was, like, it was. It was hard because it was very expensive, but totally worth it, like, running the numbers. And I'm like, oh, yeah. Like, I want more. Like, now I want my own prom store, which I'm not gonna do. But, like, it's that in my brain, Erica.

I love that they are, like, coming in from all different towns. Such a small town thing. And I can so appreciate that. There was not a prom store in my small town. So you're having a huge service for so many others. What are other things that you've tested? Like, little things that have worked or that haven't worked along the way. As you've been testing this out, I.

Would say, what, What? What? I will change next year is. So, for example, this was so new. None of us knew what we were doing, and so we strictly made prom by appointment only. So, like, I had my. I had a prom book, and I wrote down, you know, all the appointments, the times. We were giving, like, an hour for every prom appointment. And we have, like, three huge dressing rooms upstairs, stairs. And as, like, as January started, I would get texts like, hey, I just need to cancel my appointment because I got my dress somewhere else. And I'm like, no. Oh, my gosh, no. So. And like I said, we didn't know what we were doing. So we actually ended up displaying all of the prom dresses upstairs because, hey, your grandma walks in and you live in Sioux Falls, and she's like, hey, I was in this boutique in Yankton, and they have prom. These are really cute. You should go check them out. So, Right. With all the money invested, like, we need these on display in the windows. Everybody needs to see we have prom. And so, in my opinion, making it by strictly only by appointment. I will not do that next year. So what we ended up doing was since they were all on the floor and I had staff there, I, I was making Facebook announcements, all the notifications like hey, here's the deal. You can make a prom appointment. You will get that dedicated one on one time but we're also going to offer walk ins. So hey girls, if you are walking in, just know it might be like you might have to wait for a dressing room but you can go through, scope out the dresses, pull some that you want and then when it's your turn, we'll get you in a dressing room. So I would say the, the biggest. And then I got to thinking like when I went to prom, like oh my God, probably 13 or 14 years ago, like in California you could walk into a prom store, they didn't make you have an appointment. Like so here like the business owner side of me is like I've invested X amount of dollars. Like I want everybody literal body through this door who wants a prom dress at their convenience too. You know, like there's moms like me who are just all over like I don't know, like tomorrow at two works better, you know, to go try on a prom dress. So I'll definitely do that different next year. And obviously like the growing pains is like I only right because my buying problem a couple years ago like I gave myself a certain dollar limit. Like you could only invest this amount of money in prompt because I still have my other, like I have my market orders coming in in January. Like you know, I have other finances bills and so I gave myself a dollar a limit to order. And so next year I'll be able to grow like you know, I didn't have so many options in a size 14 which hurt because you know there were some girls that came in and I only had like four options versus like the size 0 I had like 20, you know. And so I like that's, that was kind of a con too. But again I only had a certain amount of money that I could invest and I was not going to go over that limit and end up in trouble. Like yeah, before.

Well, and you'll have data, you'll have data next year I think which is most helpful, right? Like you'll know your sales by size. You'll know what people were looking for, what colors sold, what brands sold. It's going to make it so much easier next year in that regard.

Yes. Yeah. So I'm actually super excited. I'm going to go to the Atlanta market and like, and like kind of like to talk, you know, and get to know people it was such a last minute decision that I was literally emailing and phone calling like, hey, can I be a Sherry Hill retailer? Hey, can I do this? Can I do that? I had something else on the tip of my tongue. And what was it? Oh my gosh.

While you are thinking of the thing, I just want to like hit on what you just said. For anyone who doesn't know, Atlanta is the biggest prom market, their April show, April in Atlanta is the biggest prom market in the country. So if you're thinking about this, that's a show you want to go to. And really it's a great place to collaborate and to learn and to meet these reps. And I think reps in the prom industry are just so important because you could talk about what other add ons and upsells and what are other prom stores doing to be successful. I think the opportunity to collaborate. I'll never forget this, Erica. When I was in high school, my mom would never buy me a brand new prom dress. Like, it always had to be like secondhand or like cheap or I mean, we didn't have a lot of money. So one time my mom was out of town and my dad took me to a prom show and they had like a drawing. I won the grand prize drawing. So I got this. I got free dress. It was a package. I got free tanning. Do kids even tan anymore?

Is that. Yeah, they do. They do.

Okay. I mean, yeah, like the Playboy bunny and the whole deal. I got my hair done for free.

Yeah, right.

In the Midwest you have to do things. But all these things that I got to do for free, which I was like, oh. So when I think about you and the opportunity to collaborate with others who are salons and do tanning and do nail sales and. And you doing add ons and upsells and accessories and jackets because we all know you need jackets in the Midwest. Yeah. And whoever's doing tux rentals in your area or if you're doing tux rentals, like there's opportunities to work with so many other small businesses in this space, which I think is huge.

Yeah, no, you're. You're exactly right. And like I like, again, I relate everything to being born and raised in California because I was not born and raised here. Like, like I would. My graduating class had like758,000 people. Like, not, you know, it's just like, it's like things I'm also learning too. But yeah, like these girls are willing to drive hours and a lot of the parents are Willing to spend money, which is insane. Like, $900. Want a prom dress? What is your wedding dress going to be? But they do it, you know, and so, yes, I. I'm hoping to get started a little bit earlier this year, like, summer, and try to collaborate with different groups and, you know, different avenues and. And other things like that. I will say doing the prom in my store, like, also helped our retail sales. Like, you know, the moms and the grandmas shopped, like, my boutique clothing while they're. Whoever shopped a prom dress? And so I'm a very. What do you. What do you call it? Like, esthetically pleasing person. Like, I. Like. I'm kind of bougie that way a little bit. And I was really worried with prom. Like, it just looks cluttery and it looks gross, and, like, there's, like, these gorgeous prom dresses and then, like, boutique clothes. Like, to me personally, I was like, ew. But it. Nobody cared. And everybody else got to shop, too. Like, moms were buying jeans and a sweater and a bra and, you know, like, boots and all these things along with a prom dress. So, yeah, that was very helpful.

Ah, so good to know. So many lessons. We're gonna have to come back to this conversation a year from now and.

Go, okay, now what?

Now would you learn next? Or at least have this conversation more in the hub, Because I know there's others who would love it as well.

Yeah, I just love to.

Seriously, we will definitely do that. Erica, this has been so awesome today. We've covered a lot of. A lot of ground. I've got to end with this question, because that's the most important question. And it is. Oh, boy.

Yes.

Buckle up so you can sell prom dresses all you want. You can sell whatever you want in your business. All the trinkets, all the things, all you want. But at the end of the day, just like being a hospice nurse, there's so much more to what you're doing than just the products that you're selling. So I'm so curious. If you fast forward, you know, 20, 30 years from now, and you're on the front porch, you're with your family, you're with your friends, you're with your grandkids, you're reflecting back on this life that you've lived, moving from California to South Dakota and the journey you've been on and the people that have been in your path, what's the thing you really want people to remember most about who you are in the life that you lived?

You know, I. I would Hope that I'm going to be remembered by, like my bubbly, you know, personality and just like loving. Like, let's just all have a great time. Let's like, no drama. Just, like, be happy and live. Like, especially being a hospice nurse like you, you really see how short and how fragile life is, you know, like, you take care of a baby on Hospice, a 30 year old, a 90 year old. Like, it is just so short and precious. And it's like I tell people when they come into the store, I can't wear this. I'm 50. I'm like, who cares if you like it, wear it. Like, why does age matter? Why does. You know? Or you can't wear that because your boobs are showing. You know what? I have boobs. And that's just life, you know? Or like you have this or somebody. The other day was like my bunion showing. I'm like, who cares? Wear it. You know what I mean? And so that's just. That is a big part of my life. Like, even parenting into my kids. Like, you know, my girls are getting to the age where they're exploring and they want to wear mascara. And I'm like, you know what? Go for it. You know, like, life is so short and you just, like, you look back on and it's like you would just hate. Or like when you're dieting, like, I can't eat the cookie because it's not into my macros. And it's like, you know what? If you die tomorrow, I hope you would eat that cookie. You know what I mean? Like, just live life. I'm going to eat these cookies. Eat your cookies. That was so cute, by the way. I'm going to share that story with my girls. Oh, my gosh.

Well, Erica, I. It goes, it wraps all the way. Back to the very first question we talked about with you, which was just like you living life to the fullest and the authenticity of who you are and what a blessing that is. And this is going to sound morbid, but, girl, you've been there. Like, I think that death creates so much life.

It does.

And that's the. That's the product of who you are. And your gift back to the world is what you're saying is the life that you're able to share with others.

Yeah.

Yes.

This is so good. I'm so glad you're here. For those of you who saw these, the cookie reference. Eric and I were recording and my daughter walked in, who's sick from school today, and she brought me a little package of cookies she just made and it says for a long day of podcasts. Love, Hadley. So I'm gonna eat the cookie.

Yes, eat the cookie.

Erica, again, thanks for being here today. Thanks for being a part of our community at the Hub, the light that you are and the light that you are in your local community. Yankton is so lucky to have you. So thanks for sharing your story with us today.

Thank you. I am so excited to be here. So fun. Thank you so much.

Thanks for listening, guys.

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