Turning The Page - Good Bye Bath Boutique

Opening a brick-and-mortar retail business is both exciting and daunting. Just two short years after the grand opening of Anthologie Soap Co., we are making moves to permanently close the doors. The planning…the behind the scenes process of opening a physical location involves a lot of preparation and mental gymnastics. For better or worse, in life and in business, I lean into my intuition when making big decisions. Minus a crystal ball, I tried my very best to envision a future as a small town - small shop owner. As with any journey…I am reflecting on my “why”. This experience has taught me so much and I truly believe it has made me a better entrepreneur. I continue to be inspired by your love and support. Authenticity and transparency are two of my core business beliefs and key components in the Anthologie mission statement. I want our followers to know the decision to close the shop was not made lightly.

The biggest factor in opening a brick-and-mortar store is location. The right location plays a crucial role in the success of the business. It impacts foot traffic, visibility, accessibility, and ultimately, the potential for attracting customers. Wahoo Nebraska is a small but quaint community nestled perfectly between two metropolitan urban centers. It is an ideal town for those wanting a safe space at a slower pace. Its close proximity to Lincoln and Omaha provide reasonable commutes for work, as well as ample options in shopping and entertainment. However, like many similar areas, Wahoo suffers from the inevitable stagnation that is created in a “bedroom community”. When folks work, shop, eat, and play outside of their zip code they really aren’t living within their community but simply sleeping there. This is not to be misinterpreted as a scathing review or criticism. In fact, from a resident point of view, that is exactly what many are looking for in the place they call home. That being said, this environment can also be a detriment to the success of local small businesses and it’s imperative to bring awareness to that plight.

To combat the “bedroom community” phenomena there are a variety of steps that small towns can take to preserve a robust economy. Progressive civic leaders can ensure growth and prosperity by encouraging innovative ideas. Instead, as is all too often the case, new strategies and creative thinking is stifled by the unrealistic obstacles put in place by those in power. Change is hard especially when it challenges the status quo. Take a look around your local communities. Look for these red flags. Are there several empty buildings or under-utilized spaces especially in the business district? Is the city leveraging nearby recreational areas to benefit the community? Is greater economic development prioritized at the expense of local small business? Objectively, the choices made by decision makers have a direct impact on the local economy and the overall quality of life for its residents. Subjectively, these choices can also have a negative effect on town pride, brand loyalty, and local morale. Personally for me the ‘writing on the wall’ moment came just last week when two prominent community members came into my store and lamented that they had no idea Wahoo had its own locally owned soap shop. My store sits just steps away from the downtown district and, after two years, it's frustrating to learn that there are many in the community that had no idea.

Needless to say, there are pros and cons to every location. Even under the best of circumstances, in a prime location, the overall economy will have an enormous impact on local small business. 2024 was a year marked by rising inflation and rising prices. Like everyone else, business owners are also looking at ways to trim the budget and decrease discretionary spending. When sourcing supplies and materials I am always cognizant of the increased costs. For example, olive oil is one of the primary ingredients in handmade soap and it has nearly tripled over the past two years. Luxury butters like shea and cocoa have also had massive increases. When a business starts planning for the next calendar year we often have to take into consideration the projected economic outlook. Without turning this into a commentary about politics, the incoming administration played heavily on my decision to close the brick and mortar location. The handmade crafter industry relies heavily on international companies for sourcing affordable raw materials. Proposed tariffs on imports will be detrimental to our market. I fear tariffs are just the proverbial ‘canary in the coal mine’. I suspect that the economy is going to continue being unstable for years to come. I hope I am wrong.

At the end of the day my priority is to keep Anthologie Soap Co. thriving and affordable for our customers. Inside this soap community we have built is a love of art, a joy in sharing stories, and a sense of belonging that extends far beyond natural skincare and self care. We aren’t going anywhere. Despite the bittersweet emotion that comes with closing our doors I am looking forward to the days ahead. I am excited to explore new opportunities. I am excited to uncover new ways to serve you best. And I am excited to have you all along for the ride.