Meet Brooke Mitchell of Coyote in Fort Worth

Brooke, can you briefly walk us through your story – how you started and how you got to where you are today.
I worked at a retail store in downtown Fort Worth for about a year and I really liked working with the customers and I was good at sales. I decided that I could start my own store so I worked on the business plan and concept for a year and presented it to Sundance Square and investors. I am about to be in business for 5 years in December.

Has it been a smooth road?
The first struggle was getting a lease, I had zero experience in management or retail except for the one year I worked in downtown. The landlord was reluctant and actually turned me away, but I just kept emailing him and calling and trying to get a spot. Eventually, they decided to give me a shot and I signed a 5-year lease.

Retail is a tough business especially for the little guys, we aren’t a corporate box chain, we have middlemen and shipping fees and lots of taxes and we don’t manufacture our own brand. It can run you down. I have discovered multiple start-up brands and then a big retailer will start carrying the brand and buy me out – once an independent becomes discovered by a huge corporate the prices/minimums etc increase. It’s a difficult dance.

Also, the demographic I wanted to buy for don’t know how to buy quality. They grew up buying crap and shit from China so when I offer something handmade in the USA they don’t understand how to buy it or why. It’s unfortunate, so now I buy for the generation that does get it which means the style of my store has changed from what it was originally in the business plan.

We’d love to hear more about your business.
I have a badass space that I built from a dirt floor so that is the first thing that sets me apart from other retailers – it’s a beautiful store with stone and wood and natural elements throughout.

We focus on carrying small independent brands and handmade jewelry from over 10 local designers. I’m proud of this aspect of our business, it’s so easy to buy cheap shit, but I appreciate the quality of an LA made garment, silk, lace and natural materials.

We have taken a chance on multiple small independent designers for 5 years and I’m proud of that because we are a member of the community and I want that to show even in the goods we offer.

COYOTE also displays local art and we have sold over 20 pieces of art by local artists since we opened.

Is our city a good place to do what you do?
Yes, I’m a local resident and I have a spot in downtown – they took a chance on me. It speaks volumes.

Contact Info:

• Address:317 Houston St.
• Website: www.coyotefw.com
• Phone: 817-332-0333
• Email: brooke@coyotefw.com
• Instagram: coyotesundancesquare
• Facebook: coyotesundance

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.