Today we’d like to introduce you to Brooke Howerton.
So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
I’ve always loved fashion, and I feel like I was born with a desire to shop! As a working mom, it was next to impossible to find time to visit the mall, and I was striking out consistently with online shopping. I knew I wasn’t alone and genuinely felt compelled to help other women like myself. Thus, The Paisley Heart was born in late September of 2013.
The goal was to create an online community where women could feel like they were shopping with their best girlfriends without having to leave their current environment (home, office, etc.). I started small, completely on my own – financially and mentally. I was still working 40-50 hours in corporate America and then coming home to my husband and sweet babies.
After I finished bedtime routines each night, I would immediately go to work on my new “baby” – the online personal boutique experience! I researched and found clothing vendors I personally loved and started reaching out! I took the HUGE leap of faith to create a website and started gushing about The Paisley Heart vocally. I couldn’t help it! I was so excited! I tried on every piece of clothing I sold so I could advise shoppers on the quality, fit & material.
Support was honestly quick and plentiful; thank goodness! Word spread throughout my office and to my best girlfriends first, and from there, word of mouth became my best advertising. Who doesn’t want a personal shopper without a fee, right?! I was exhausted but also happier than I had ever been! I felt like I had found my calling! I left my “full time” office job in late October of 2013!
We weren’t making a profit yet by any means but the future looked bright, and my husband was on board with sacrificing to live off of his salary alone for a while to test the waters. Mind you, he was still calling the boutique a “hobby” when he spoke to our friends, and I now had two toddlers home with me full time so we could skip daycare costs. Haha.
I began hustling my way into teacher’s lounges, salons… anywhere that would allow me to “set up shop!” I always wanted the relationship to be mutually beneficial by offering a portion of my sales back. I found community events (ex: High School Gift Markets) for the weekends and began doing shows in customer’s homes on weeknights when my husband was able to watch the kiddos for me! I dove into social media and launched a Facebook page as well as an Instagram account.
I was working harder than I ever had in my life but also finding crazy amounts of joy in every day!! Five 1/2 years later, I’m STILL finding that consistent JOY in every day! The fact that I’m allowed to be totally transparent and real with my customers is such a privilege and something I never want to take for granted! I love helping women feel beautiful and find such encouragement that word of mouth remains my best advertising!
Has it been a smooth road?
Oh good gracious; No way! The “overview” looks pretty because it is truly a success story, but there are constant hurdles/struggles.
Unknowns. Relying on anyone can be stressful but relying on social media takes things to a new level!! Facebook is our main source of communication! We have a private group where we post TONS of videos showing our product to customers. Women love shopping and sharing TOGETHER there in what has become a “safe environment” – no men allowed. We are at the mercy of Facebook’s policies, that is ever changing. Just last week Facebook decided to initiate a “cleanup” in all groups.
If members had not physically requested to join our group, they were deleted! That means all members that were invited by another friend but had not personally requested to join were now gone. There were no heads up to the members or group admins. Our group dropped membership by over 30,000!!! 30,000!! We’ve gained some of those members back, but man, it’s a constant hustle.
-Inventory:
Inventory always proves tricky! It’s hard to find that perfect “sweet spot.” How much do we order? When do we change seasons? You want to match demand as closely as you can so you don’t end up with a ton left over, but you also want to have enough to fulfill orders requests. All items we offer are in stock, ready for immediate shipment. Customers have grown to expect this. It can’t change.
-Customer service:
With over 50,000 customers, we cater to several different personalities. Maintaining an excellent reputation is crucial! We put a huge amount of time and thought into our interactions with customers.
-Balance:
We now have four kiddos (9, 7, 4 and 2 yrs old). They’re all in extracurricular activities. Finding a balance between work and family is always challenging.
-Staff:
How many employees is enough? Too many? Hiring seasonal help is always tricky, too.
The Paisley Heart currently has eight employees outside of myself. We all work very closely together in a small space. You become family like! Keeping everyone happy and on task can be a struggle some days. There are so many!
There are the little everyday struggles like making sure the internet is working, you have enough supplies on hand to run a business as usual (poly mailers, tagging guns, ink, etc.), USPS obstacles (scheduling pickups), cost increases that affect profit… SO MANY THINGS!!
So, as you know, we’re impressed with The Paisley Heart – tell our readers more, for example, what you’re most proud of as a company and what sets you apart from others.
We bring a very personal shopping experience for women, wherever they are! I model all clothing items and post videos explaining fit, texture, price, etc. We want women to feel like they are shopping with their best girlfriend without the inconvenience of braving the stores! Staff is available 24 hours a day to answer any customer questions.
We have created a community where women not only shop together but share their lives and pour into each other! That is what I’m most proud of! I absolutely love the culture of The Paisley Heart! We have the sweetest most genuine women in our Facebook group.
When they feel confident enough in their TPH to share it with others on social media, it speaks volumes!! It’s the best compliment we could get! I share my faith often within the group, and that’s been such a wonderful blessing… hopefully for others as much as myself!!
I give all credit to the Lord for The Paisley Heart’s success and believe wholeheartedly that He loves these women so much! We have the scripture Luke 6:31 posted on all our clothing tags and it’s our reminder in all we do that we should always “do unto others as you would have them do unto you.”
Let’s touch on your thoughts about our city – what do you like the most and the least?
What’s not to love about DFW?! I feel like Fort Worth is the biggest small town you could ever know. People are happy… and it shows! I love that there are so many different walks of life and styles represented and everyone is friendly!
When I think of what I dislike, traffic is the only thing that comes to mind, haha. It’s bittersweet. I love having everything I could ever want close by, but I do dread “rush hour” as much as the next person.
Pricing:
- We try to keep our price points b/t $15-60 an item. We cater to the average salary. If I wouldn’t pay it, I don’t charge it! 😉
Contact Info:
- Website: www.thepaisleyheart.com
- Phone: 817-888-1978
- Email: ThePaisleyHeartStaff@gmail.com
- Instagram: https://www.instagram.com/thepaisleyheart
- Facebook Groups: https://www.facebook.com/groups/TPHSelect & https://www.facebook.com/groups/TPHBuySellTrade
- Facebook Page: https://www.facebook.com/ThePaisleyHeart
Getting in touch: VoyageDallas is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.
