Life & Work with Shelley Heistand of Atlanta

Today we’d like to introduce you to Shelley Heistand.

Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
I’ve always been in the retail world, and I’ve always loved it. At one point in my career I was a buyer, and I think that’s where I really learned how much I loved finding things, putting different things together and creating an experience for the guest (customer).

For years, I had always thought it would be fun to be a vendor in a multi-vendor store, but every time I looked into it there were rules that just didn’t fit me. A certain percentage had to be vintage, you couldn’t bring in new items, or you had to stay within a certain category. I kept thinking, why can’t you mix the new with the old? Why can’t you have art next to clothing, vintage next to something brand new, or handmade mixed in with something completely unexpected?

I also learned a long time ago how important guest service is. I want every person who walks through our door to be greeted and to feel like they’re important. You never know why someone walked in that day or what they’re looking for. They may buy something, they may not, but I still want them to leave feeling like we were happy they came in.

I decided if I couldn’t find the kind of store I wanted to be part of, I would create it myself. That’s really how (RE) EMBELLISHED & COMPANY came about.

I also knew I didn’t want traditional “vendors” who just filled a space and walked away. That’s why I call them curators. They’re part of what we’re building. My curators collaborate with me and with each other all the time. Someone comes up with an idea, someone else adds to it, or we notice our guests asking for something and we figure out how we can bring it in or create it.

We’re still learning every day. We try things, we change things and we listen to our guests. I don’t think retail should ever just sit still.

At the end of the day, I wanted to create the kind of place I always wanted to shop in with a little bit of new, a little bit of old, add some amazing artists, and a lot of unexpected things, and most importantly, a place where people feel welcome when they walk through the door.

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
It definitely hasn’t always been a smooth road. When we moved from Maine to Georgia, we didn’t know anyone. My career in retail involved a lot of travel, and with a daughter in high school, I decided to step away and stay home. I’m so grateful I had those years to focus on her.

Once she graduated, I was ready to figure out what was next for me. Starting a business in a community where I was still fairly new was scary, and there has definitely been a lot of learning along the way. Not every idea works, and I’ve learned to listen to our guests, pivot when something isn’t working and keep moving forward.

In a lot of ways, this has been my second chapter

Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
I think what sets me apart is my ability to adapt. Growing up, my dad’s career involved merging companies, so it seemed like every school year I was in a different school, town, city or even state. I had to learn very early how to walk into a new situation, meet new people and figure things out. That has absolutely shaped who I am today. You can put me in just about any situation and I’m comfortable because I had to learn to be.

I originally went to school for fashion merchandising, but as budgets were cut, that program seemed to be one of the first to go. Eventually I decided to plant my feet and learn by doing. Over the years I’ve worked in retail management, sales, buying, outside sales and even human resources. I’m really proud of how far retail has taken me and how much I’ve learned along the way.

Today, all of those experiences come together in what I do. I know how to buy, merchandise, sell, manage people, provide great guest service and, probably most importantly, adapt when something isn’t working. I think that’s what I’m most proud of. I didn’t take one straight path to get here. Every part of my journey gave me something I now use to build what I’m creating today.

Where we are in life is often partly because of others. Who/what else deserves credit for how your story turned out?
I think different people come into your life at different times and leave a little something with you. Throughout my career, I’ve had some really great bosses and some not-so-great ones, and I learned from all of them. You figure out pretty quickly the kind of leader you want to be and sometimes the kind you don’t want to be.

I’ve also been lucky to have people along the way who believed in me, trusted me and gave me opportunities that helped build my confidence.

My husband and my two children have definitely been my biggest cheerleaders. They’ve supported my ideas, encouraged me and reminded me that I could do this.

And a lot of who I am comes from my parents. I watched my mom go back into the workforce after a divorce and work her way into higher-level positions while raising us. I also grew up watching my dad work incredibly hard. He always made me believe that no matter what situation you find yourself in, if you’re willing to work hard, you can figure out a way through it.

I don’t think there’s one person I can point to and say, That’s my mentor! I think I’ve picked up little pieces from a lot of people along the way.

Contact Info:

• Website: https://www.thisisavibe.com
• Instagram: https://www.instagram.com/reembellished/
• Facebook: https://www.facebook.com/re.embellished.co