Today we’d like to introduce you to Lauren Wilder.
Hi Lauren, so excited to have you on the platform. So, before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
When I was younger, my friends and I would collect fashion magazines and create vision boards using clippings of our favorite pieces from the current seasons and obsess over what was hitting the fashion world. I would constantly be re-designing and rearranging my room to match whatever new season of life I was in and I spent years participating in competitive dance. All of this to say I have a long history with fashion, design, and the arts. I am not really formally trained in any of these areas (except dance) but they have been life-long passions that I have ebbed in and out my entire life.
Throughout the years I worked all sorts of different jobs including a seamstress’ assistant, retail manager, dance instructor, administrator…the list goes on, but once I graduated college, I really had my mindset on working for myself. I wanted to have the freedom to create something wonderful to share with the world and to do it at my own pace. I regrettably spent so many years questioning myself and being fearful of what would happen if I took a risk. Things changed when I met my husband. We started envisioning our life together and the future we wanted to create for ourselves. Part of that vision included me finally taking the leap to start my own business.
Originally, I had planned on opening a clothing boutique. I felt strongly that there was room in the market for something different than the current local offering. I did all the backend leg-work to get this business started, was ready to click “buy” on my first collection of inventory and then…. you guessed it; we were hit with the pandemic. I held onto my plans for a few weeks to see what would happen, but my husband and I ultimately decided that it was too risky given the current economic environment and the unlimited list of unknowns facing the world.
During this time, we were also planning our wedding. Months after putting my clothing boutique plans on hold, we were able to have our wedding and it was during our honeymoon that the idea for HYGGE CO. was born. I had spent the early parts of fall shopping exclusively small businesses for holiday gifts for my family, and it clicked! We wanted to open a business that would help other local businesses grow and thrive, especially since so many small businesses were struggling during this time. I started reaching out to anyone I could find on Etsy, Instagram, and Facebook to start sourcing products for the online boutique I wished to open! Thankfully, a lot of the work I had already done starting a clothing boutique transferred pretty seamlessly into opening a boutique focused on apothecary and home-good items. I launched in February 2021 with only three local vendors and now we have over twenty!!
Can you talk to us a bit about the challenges and lessons you’ve learned along the way? Looking back would you say it’s been easy or smooth in retrospect?
I would say I have been pretty blessed with the outcome so far and haven’t had too many major obstacles since starting the business. I’m only in my first year so it is still very early to tell! Most of the challenges I had to overcome occurred before I even launched the store. Fear, imposter syndrome, wondering if my business model would resonate with customers were all very real things, I had to work through to bring this idea to fruition. It was also tough landing those first few vendors. I reached out to so many businesses and only three were willing to take the risk on me and my idea. I am thankful for those vendors and hope to always be able to carry their product in my shop! I have had to learn a lot about running a business on the fly – taking advantage of online forums, YouTube, and whatever other resources I could get my hands on! I’ve learned a lot so far and will continue learning throughout this entire journey.
Alright, so let’s switch gears a bit and talk business. What should we know?
I focus on highlighting makers and small businesses specifically from North Carolina, but source products from small businesses across the United States. I love being able to support people that are creating things with their own two hands because it gives every piece more meaning and a story. I aim to curate unique items for my customers that they trust are sourced with ethical and environmental responsibility in mind.
We offer a wide range of products from apothecary items such as natural bar soaps, vegan make-up, and natural lotions to home-good items such as handmade pottery, jewelry, natural soy candles, and more! We are slowly growing and adding new products to our offering as often as possible.
I take sourcing very seriously and only curate products I trust in my own home. I am proud of the offering we have and I want my customers to know that I take my time selecting which small businesses to buy from to ensure they get the best of the best!
We all have a different way of looking at and defining success. How do you define success?
It sounds pretty cliche, but I’ve learned that success for me is defined by happiness. Not by any specific accomplishment or goal, but by the ability to wake up every day and be happy about the work I’m doing and the people I’m serving.
I have lots of things I want to accomplish in this business and I have dreams of starting other businesses as well, but what’s most important is making sure that my husband and I are happy along the way. The current season of life we are in may be the best one yet. I am chasing my dreams, working part-time with people that are genuine and kind and I have the freedom to put time into my relationship and family. THAT is what I call success.
Contact Info:
- Website: www.shophyggeco.com
- Instagram: www.instagram.com/shophyggeco
- Facebook: www.facebook.com/shophyggeco
- Other: www.pinterest.com/Hygge_Co
