Growing my business

You don't have to believe in magic to make business wishes come true, but it can help.  In 2003, I opened a gift store on a sweet little corner in south Minneapolis that's about inspiration, encouragement, and fun.  It's called Fairy Godmother.

My staff and I wear ballgowns (thrift store prom dresses) and we welcome everyone with a plate of ginger cookies and "Are you looking for anything special today?"  We're known for kindness and fun and we have a community of devoted customers who help make magic.

Over the years, I've learned you have to continually build on a strong foundation to ensure your business survives during tough times, and thrives in good ones.  Be good at what you do and be committed to good business practices, even if those parts aren't your favorite.

And be more than a store.  Work with neighboring businesses and go to business association meetings for support; everyone can get isolated and lonely with a small business.

We donate $20 gift cards to every charity and school that asks.  One person will win but hundreds see we are supporting their favorite organizations too.

I love to write, so I wrote a sample column about inspiration and fun and approached the editor of our community paper.  Now I write a regular column.  Last year, I wrote about neighborhood graffiti punks.  A week later my shop was hit with threatening graffiti and I called the local TV stations.  They covered it because it was news; we were more than a gift store...but you have to toot your own horn because reporters can't be everywhere.

And people like to be a part of a success story, so tell your friends, neighbors, and customers about your vision and goals.  You never know h ow they might help.  One rainy morning I was behind the counter talking with a friend about how to get a story in the Faith & Values section of our major daily paper.  One customer came in.  After I greeted and "cookied" her, she browsed as my friend and I brainstormed.  When the customer came up with her selections, she looked up at me and softly said, "I'm a reporter with the paper."  I said, "Ah, you write for Faith & Values?"  "Yes," she said.  Three months later, the paper did a full page article about Fairy Godmother.

So talk about what you do, what you offer, and what you need to be more successful. It will let you keep doing what you love, and do it profitably.  I plan on greeting customer in a ballgown, and waving a  magic wand, for many years to come.

Advice for others

Believe that you are doing something in a uniquely special way and you are a valuable part of the big picture. Whether you're selling magic wands like us, gaskets, wedding dresses, or cheese curds, everyone has their own special way of offering their products and services in this world. So tell the world about it! Toot your own horn, be creative, confident, work hard, and put your heart into it because that's the way to make wishes come true. And I'm a fairy godmother, I should know!