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Ep. 229 Building a Legacy Business with Jolene Forrester of JoRetro

Jolene Forrester, owner of JoRetro in Havre de Grace, Maryland, has built a thriving legacy retail store with multiple streams of income. What started out in a small antique mall booth has grown into a 5000 square foot retail store with vintage treasures, niche retro-style products, a twice-annual Pyrex & Vintage Festival, and a thriving Airbnb apartment rental business.

Jolene Forrester JoRetro

With an extensive background in corporate interior design, Jolene’s knack for creative merchandising and unique vintage finds has helped her build JoRetro—along with a few key lessons from Master Shopkeepers.

Jolene Forrester JoRetro

Listen in to hear how Jolene went from interior designer to indie retail store owner, the key lesson in squares per sale foot that Jolene learned from Kathy inside Master Shopkeepers, and what Jolene envisions for her retail store in the near future.

Jolene Forrester JoRetro
Jolene Forrester JoRetro
Jolene Forrester JoRetro

Resources

Timestamps

  • [04:15] Jolene’s journey from interior designer to indie retail store owner
  • [09:43] How JoRetro evolved from a vintage store to a broader retail space with the help of Master Shopkeepers
  • [13:31] Why Pyrex is such a special part of Jolene’s shopkeeper story
  • [17:33] Expanding the JoRetro brand with Airbnb
  • [19:41] How Jolene’s interior design background still influences her displays and merchandising choices
  • [20:29] Jolene’s data-informed decision to bring retro-inspired merchandise into her vintage store
  • [24:15] How JoRetro has grown with more staff & more sales
  • [28:06] Jolene’s newest venture: wholesale selling with Faire
  • [31:50] How Master Shopkeepers has helped Jolene grow
  • [36:07] Where to connect with Jolene on the web & IRL

Connect With Kathy

Kathy Cruz is an Independent Retail Coach who helps store owners work smarter, profit more, and grow their brick and mortar businesses. 

Connect with Kathy and learn more here:

Website: www.savvyshopkeeper.com 
Instagram: @savvyshopkeeper
Mastermind Group: Master Shopkeepers

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