“Working and Growing as a Family”
(995 Words)
(Interview published in the Door County Advocate, a Gannett publication, on October 27, 2005)
A simple, white gazebo stands next to the brick and glass walls of Homespun Craft & Antique Mall. One block away, Homespun Touch stretches its stone façade, its premises bordered by a perennial landscape that changes hues with the seasons and invites the eye to linger. Both shops share a physical continuity on Jefferson Street and both owners share a family continuity with their businesses that dates back three generations. Mother Nancy Normann and daughter Cindy Weber co-own and co-manage Homespun Touch and Homespun Craft & Antique Mall, and Cindy’s grandmother, Marcy Birmingham, does the bookkeeping for their business.
Continuity and contrast define the success of both businesses, just as they define the success of both owners. “I think that what’s made us successful together is the fact that we complement each other—her strengths hide my weaknesses and my strengths probably hide hers,” Weber said. Normann’s business strength lies in her decorating and display talents, including the floral landscape that she and Cindy’s brother, Matthew, designed and planted. Weber uses her business skills to take care of administrative duties. They employ about eight employees in both shops and their wholesale division, depending on the season.
Both women were born and raised in Door County and still reside there. “Our ancestry goes way back,” Normann said. In fact, one of her great-grandfathers was among the first Birminghams to settle in the county. Cindy, a graduate of Carroll College in Waukesha, is married to Paul Weber. They have two sons, Gregory and Benjamin.
This mother/daughter team first entered the business world in 1976, when Nancy’s sister, Pat Olson, started displaying her work in craft shows and eventually decided she wanted to start her own business. “We kind of grew into it,” Weber said. Their first endeavor was called Baker’s Dozen, which later evolved into The Olde Church Shops after they moved into the church across the street on Jefferson and 7th Avenue, in the early 1980’s. At that time, Nancy shared ownership of the business with her sister, Pat, and mother, Marcy Birmingham, but just before Cindy’s graduation from college, she and Nancy took over the business by themselves.
As their business blossomed, these entrepreneurs decided to expand their location into the former Four Seasons liquor store and opened Homespun Touch, there, during the 1990’s. In 2000, they acquired the former Piggly Wiggly building and re-named it Homespun Craft & Antique Mall. The success of Homespun Touch and the need to find space for a burgeoning wholesale clientele prompted the decision to develop the mall into a store that now serves a dual purpose: a warehouse for their wholesale division and a consignment area that they rent to private individuals.
While the retail division remains a large & focal part of their business, they also exhibit a wide array of florals, gift and home decor items at wholesale gift shows across the United States. Their exposure to new trends and products during these trips enables them to showcase a unique and current blend of items throughout their stores, which helps them to remain competitive and successful.
The scarcity of other gift shops in Sturgeon Bay may have benefited their business, early on, but recent years have seen a cluster of gift shops springing up along Jefferson Street. Normann, however, does not feel threatened by the competition. “We work together on Jefferson Street, more than compete with each other,” she said, referring to an organization that tries to promote shopping in that area. “We try to make sure that all the stores on the street remain unique,” Weber added.
The women agree that increasing international competition poses much more of a challenge. Like other entrepreneurs, they face good and bad years, depending on circumstances such as weather, changing trends, and the economic outlook. “It’s frustrating, at times, when things are out of your control, but you just need to adjust your business practices to accommodate those trends,” Weber said.
One of those adjustments needed to be made in the products they carry. Although local craftsmen did supply some of their inventory during early years, increasing costs for such services no longer make that profitable. “We do design some products, ourselves, that we manufacture overseas,” Weber said, “but we pretty much order from outside companies, now.” Some of the established brands they carry include Yankee candles and Woolrich clothing.
Weber believes that their business’ appeal involves a unique product mix and “well-merchandised” appearance. “We show people how they can take what they see in our store and bring it into their homes and have a complete look.” Homespun Touch stores carry a diverse range of products that include wall décor, furniture, seasonal items, and table linens. “People come in for one-stop shopping that can change their home from an ordinary home into an extraordinary home,” Weber said.
Besides having experience in the work that they do, both women value the influences they’ve absorbed from belonging to various civic organizations. The Chamber of Commerce, Sturgeon Bay Visitor Convention Bureau, and the Door County Economic Development Corporation have all been instrumental in their success. In Weber’s view, being involved in civic organizations inspires sound ideas for competitive business practices.
The final key to Normann and Weber’s business success may be self-fulfillment. “I like everything about what I do,” Normann said. Both women enjoy working together as a family and the buying trips that they share. “Traveling with family is what makes it special,” Weber said.
They advise other new entrepreneurs to “be conservative with expenses but have fun with your product mix.” Realize that personal growth and satisfaction come from making your own decisions, but earning it means working more hours for your own business than someone else’s.
Homespun Craft & Antique Mall is located on the corner of Jefferson and 6th Avenue, and Homespun Touch on the corner of Jefferson and 7th Avenue. For more information, call (920) 746-9933 or (920) 743-8519 or visit their web site at http://www.homespuntouch.com/