Meet Jenn Simoni | Founder, The Sunshinery

We had the good fortune of connecting with Jenn Simoni and we’ve shared our conversation below.

Hi Jenn, can you walk us through the thought-process of starting your business?
When I think about how I became the owner of The Sunshinery, I think … What took so long? I had thought about owning my own retail space for decades – literally decades. But I had wanted to do it right. I wanted everything lined up. Everything perfect. I wanted it better than perfect. That was my first mistake.

For years I worked hard at my career in creative marketing. While on the side I filled up a Google drive’s worth of shop plans, estimated financial spreadsheets, and brand inspiration. I gave myself different goals to achieve in order to open the shop at just the right time. I would think: “When I save this much money, or when we live in this amazing neighborhood, or when I have this many kids, I’ll open up my shop.” Surprise. Those things never happened. And I recently realized, it wasn’t the goals holding me back. It was the fact that I was setting unattainable goals. Fear of failure. That was my second mistake.

Last year, what I thought was a sinus headache, turned into multiple tumors (benign, thank god) on my brain. That surgery and then complications had me pretty sick for a few months. It’s crazy what you think of when you’re at that point, and among other things I thought: “I’m a huge idiot.” Some regrets you can’t change. I understood that. But not opening up a shop? That was totally in my control. Gratefully, I got better and I jumped in – two feet. And opened up shop. The Sunshinery was happening.

People questioned this decision. When I say jumped in, that is exactly what I did. I negotiated a lease – I paid too much. I renovated the space – the result was less “minimalist beach house”, more “dentist office”. But I moved forward and opened the doors anyway – with no fanfare, and not a lot of inventory. But I felt good about it. Because I know myself: If I waited to make it perfect, it would never open. I would be filling in more files on Google drives, thinking when I ….

People are used to seeing final perfect outcomes. Or watching 60-minute episodes where the final reveal is perfection. It doesn’t work like that. Life’s not like that. And neither is following a dream. It can be messy, emotional, and hard. And you can make a million mistakes. But it can also be fun, inspiring and completely worthwhile.

Now, I make a ton of mistakes. I bought way too many sun solstice ceramics, and not enough birthday cards. I painted the floor myself, and it’s already scratched up. I ordered an amazing striped awning, and they installed it so high above the windows, no one walking on the sidewalk can see it.

But I also do things I never thought I would. I source inventory from amazing companies doing amazing things. I hired my first employee. I have amazing repeat customers. And I unlock the doors in the morning, flick on the light switches, and sip my coffee in a store that’s all my own.

The Sunshinery. It’s a lifestyle brand and gift boutique. We believe in feel-good products that do good. We believe in “shop happy, shop local”. And we believe in turning average days into get-away days where you head out of town for a long-weekend..

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
The Sunshinery is a young lifestyle brand and boutique. Born in a storefront, not online. And still in its infancy, but growing fast! We love everything we do. We love the products we source, and the amazing companies doing good we source them from. We love our community, and believe in that Main Street USA feeling – even though we’re in a major city. We love our customers. We love creating a space where people want to stop by – whether they are shopping for a gift, or just to say hi and see what’s up.

At this stage, and being completely honest, our biggest challenge is honing in on our brand When it’s on paper – the brand vision is crystal clear. Translating that to a viable space, and communicating it visually to consumers is much harder. Especially on a budget.

Who else deserves some credit and recognition?
Not to leave anyone out, I’ll say everyone I ever met in my whole life – Especially the one who listened over all those many glasses of wine, And my family who loved me enough to let me have my chance.

Website: www.thesunshinery.com

Instagram: @thesunshinery