Today we’d like to introduce you to Renee Goodman
Hi Renee, 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?
Renee’s Story:
Born and raised in the Smyrna GA area, I am an Atlanta native! After graduating from Campbell High School, I attended SCAD in Savannah, GA. I then moved to Virginia (a few locations around DC, but always in Virginia). After a few years away, I moved back to Atlanta, and settled back on the side of town I was familiar with (currently in Austell). I would love to live closer to the store, but I really enjoy the benefits of living close to my parents, as family is the most important thing!
I have a Bachelors of Fine Art in Furniture Design from the SCAD which gives me an eye for design and detail. While in college, one of my first jobs was at a Bed and Breakfast in Savannah, and the small weddings brought so much joy to the inn. I had dreamed of opening a BnB of my own one day, but would have to make some money to make that dream come true. So, after I graduated I fell into a career selling life insurance. I was good at discussing big life changes, but the somber subject of preparing for death wasn’t for me. I then spent years as a sales manager for big box furniture store, then in account management for a plastic manufacture, which gave me some business foundations and retail experience, but I was always frustrated by the corporate structure. By 30 I had saved enough to start considering an investment that could become my income. I got my real estate license and thought I would go into flipping houses, or find that dream BnB location. When looking at venues, the cost and insurance needs gave me anxiety, so I looked for other opportunities to sell relaxation or be part of a happy event. I considered many things from wine and painting studios, to coffee and furniture shops, but after years of looking I had not found the perfect fit.
It was when I was planning my own wedding that a comment from my mother about the unexpected joy she felt when increasing our budget to make sure I had everything we dreamed of, that I thought… wedding business! If spending so much money makes my mom happy, than others will be happy to support my business if the word wedding is involved! So I went online to search wedding businesses for sale. That is when I found Bel Fiore Bridal.
Here I get to help people celebrate each other and themselves by providing a working environment where individuality is supported and the staff is united in doing our best. My goal is to maintain a business driven by love, to proceed with hope and intention in ever action, and to lead a team that provides an unique shopping experience that will allow us to become a hidden gem in the bridal world.
One day this hidden gem can become a destination and a truly customized experience, as we are searching for a property to buy and build the dream store on, but today we will thrive with what we have!
Bel Fiore Story:
In 2004, Rachel Esposito started Bel Fiore Bridal in a shopping center on Roswell Road in Marietta, GA. Rachel sold the bridal business in 2012 so she could use her expertise of the BridalLive program (that her husband Tom had designed to help her), to help other shop owners build the business of their dreams.
The second owner, Elizabeth Roberts, moved the store around the corner, to the Johnson Ferry Road Location we are currently in, and made it her own. After having a daughter, she was ready to grow and focus on her family and sold the business to the current owner.
Renee Goodman bought the store in June of 2018 and believes if you surround yourself with good people you will be successful. Together with many teams of people the store has grown and evolved. We know that our story continues with each new associate, each new bride, and each new day.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Taking over in the middle of 2018, I thought … I will give myself a year to figure things out. What I figured out in that first year was how business accounting works, and that I did not fully understand the P&L or Balance Sheets the previous owner provided. It was a HUGE setback in cash flow and a very steep hill to climb. When I finally learned the reality of my payroll, expenses, and profits… I was humbled but felt confident that I could turn my first “bad” year into a profitable second year, but then COVID-19 hit. Needless to say, even with some government assistance, I was so new to the game I didn’t get as much free money as I could have and am still feeling the effects of that year. After COVID, we saw the first round of tariffs, shipping costs increasing, and inflation started to creep into every expense.
Brides expectations also changed with COVID. Timelines and budgets were tighter, and it seems everyone was looking to make shopping more of an experience than a mission to find the gown. Leading to increased appointments (therefore payroll), but not leading to higher sales. We had to add a $25 appointment fee to help offset this and keep our focus on helping the bride find a gown vs making a sale (something I am a firm believer in… no pressure selling). That along with the increasing desire of brides to have a “one of a kind” or “multiple look” gown, has challenged us to get creative and really utilize our seamstress to ensure the brides vision is achieved.
Thankfully I have never really worried about staffing, and our store’s culture has people calling us to see if there are openings! That has been one of the smoother roads for us, and to every past employee reading this… “THANK YOU! Without each one of you I would not be where I am.” My team is the real reason we are successful. They have helped me innovate and overcome any challenges we run into.
Appreciate you sharing that. What should we know about Bel Fiore Bridal?
Mission Statement:
Bel Fiore wants to ensure you feel comfortable, supported, respected, and beautiful as you select the most important article of clothing you will ever wear. Our job is not done until our bride has worn the gown. We partner with quality designers, talented seamstresses, and genuine stylists to ensure each bride gets an unique and amazing experience.
More about us:
Wedding gowns are our primary product, and we also carry Bridal Accessories, Mother’s, Bridesmaids, and Tuxes, we even have a seamstress to help achieve the perfect fit. Many stores only carry Bridal gowns, and most don’t have an alterations wonder woman like we do! With over 300 different styles, and sizes that range from a street size 2 to 30. No matter your size, shape, or style we have a gowns to show you! Our sample size range and variety of styles seem to be the two most common differences we hear from our brides over the other stores they have been to.
We encourage everyone to embrace their individuality, be themselves, and show off your personality while you’re here. Respect and integrity guide our behaviors when interacting with our co-workers, customers, and suppliers. Our goal is to perform and grow, as individuals and as a company. We don’t just want our customers to be satisfied, we want them to love the experience and service we provide. Our tagline “An Experience as Unique as You” is not only for the customers, it applies to all of our team members.
Are there any important lessons you’ve learned that you can share with us?
In my first management job, my boss told me… “it’s my job to support you. Anything you need to do your job better, please let me know as my top priority is you. Your job is to support the sales team. Anything they need to do their job better it is your job to make that happen. Your teams job is to support our customers. If they know the consultant is there to help them and not focused on the sale, they are doing their job right. It is then the customer’s job to support our business and provide the funds to keep us operating and hopefully profitable.” I hold myself accountable to the people below me, not above me. I ask “what can I do for you” vs asking my team to do lots of things for me. I know if I can build the right team, the profit will come, and if it doesn’t, hopefully I really enjoyed the time I spent with those people at work. Defining success by how many work anniversaries my staff has vs how many numbers are before the decimal on the P&L has been my greatest lesson as an owner.
Pricing:
- Bridal Gowns range from 1,000 – 3,600
- Gowns prices at Designer’s Lowest allowed retail price
- Transparent Pricing (every gown is tagged with a price)
- No First Visit Discount on gowns, buy the gown whenever you are ready!
Contact Info:
- Website: https://www.BelFioreBridal.com
- Instagram: https://www.instagram.com/belfiorebridal/
- Facebook: https://www.facebook.com/BelFioreBridal/
- Twitter: https://twitter.com/BelFioreBridal
- Youtube: https://www.youtube.com/@BelFioreBridal
