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

Hi Emma, what inspires you?
I have always been inspired by the timeless elegance of Parisian Fashion, and the idea that basic doesn’t have to be synonymous with boring. When I first started my business as a jewelry maker, my goal was to create jewelry that could be worn every day, with any outfit. Once I added a clothing line to the mix, I kept those goals in mind by providing pieces that blended seamlessly with one another through style and color palette. I have a dream to help every woman find her personal style and confidence, wether she’s 14 or 74!

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
There are two main elements that set my store apart. The first is the focus I put on creating an aesthetic environment from the products, to the lighting, the music, the candle burning, etc. The other is that I put a great focus on making a connection with each guest who comes in. These elements play into what I’m most proud of. I’m incredibly proud to say how many people walk into the store saying “It’s so peaceful in here” or I’ve even heard “I come here when I’m stressed out, because it’s so calming”. I’m also proud to say how many regular customers have become great friends, even in the short span of a year. I am proud to offer a different kind of shopping experience; one that offers you a place to slow down, take a breath, and find something that makes you feel confident. When you shop at Hazelry, you enter as a guest, and leave as a friend.

It was by no means easy to get to where I am today. It took years of working multiple jobs, trying to build something while being an exhausted new mom, lots of self doubt and sleepless nights, and lots of trusting that it will all be worth it someday. I don’t know if i can ever say I’ve overcome many challenges, more so that I persevered through them. I know there will be endless challenges as a small business owner, but the best thing I’ve been able to do through those is to lean into the support system that I have. It’s easy for me to think I need to carry all of the weight on myself and not weigh anyone else down, but I’ve learned that I can’t do it on my own, and I don’t have to. My husband quoted my favorite song on the night I opened my store. He altered a few lyrics (sorry Taylor) and said “You’ve got no reason to be afraid, you’re not on your own, kid, you never have been”. I try to remember this often when I feel weighed down by all the responsibilities. If you’re lucky enough to have people in your life who support you like this – let them!

Along with learning that I don’t have to do it on my own, I’ve learned that the more confident I am in my business and the products I’m selling, the more confident customers will be in buying my products. When I started out, it was easy to bring in products because I knew they would sell, but after a while, I realized I had items in my store that I wouldn’t necessarily wear or use myself. Why would my customers buy something that I don’t believe in or feel passionate about? While having a variety of styles + products is necessary to widen your demographic, it’s not going to be worth it if those products don’t align with your brand and vision, and you’re not going to be reaching your dream customer base.

It’s never easy venturing on your own and relying on your dreams to make a living, but even in the hardest of hard times, it’s so worth it seeing your dream in the form of four walls (or a computer screen, or however your business presents itself!), and the pride in knowing that you built something out of nothing.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Ooh this is a fun question! I like itineraries a little too much.

I live in a small town 40 minutes outside of Chicago, and my store in Glen Ellyn is also about 40 minutes from the city, so I’d probably show them a combo of my favorite spots in those three cities!

Starting at home in Lockport, I’d take them for a walk to coffee at Krema Coffee Roasters, then to rent bikes and bike along the I&M Canal Path, where we’d stop for lunch (and maybe a glass of wine) on the patio at Public Landing Restaurant.

The next day I’d take them to the Near North Side in Chicago and grab coffee at La Columbe, lunch at the beautiful Blue Door Kitchen, enjoy perusing the historic surrounding neighborhoods, then we’d walk up to Oak Street Beach and walk along the lakefront trail. After this, We’d grab a train to Logan Square and hit up the Village Discount thrift store, Open Books book store, and dinner and drinks at Fat Cat, a beautiful 1940s decorated Chinese restaurant and cocktail bar!

After taking some time to chill at home and recover (introverts get it) I would probably have them spend some time at the shop with me in downtown Glen Ellyn! There are too many cute spots to hit in a day, but first I’d convince them to take a hot yoga class with me at the amazing DripYoga (just across the street from Hazelry!) then we would for sure stop at Blackberry Market for coffee, and amazing home-cooked breakfast. We would also have to stop into some of the other adorable shops in town like Papier Girl, Marcel, Blonde, and then dinner at Maize and Mash right around the corner from the shop.

There are so many other favorites!

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
To my partner, who has walked beside me through all the blood, sweat, and tears of being a business owner, and has encouraged me to keep going no matter what.

honorable mentions include mom, Sara, Meg, and so many more amazing friends and customers who support me!

Website: https://hazelry.com/

Instagram: https://www.instagram.com/shop.hazelry/

Facebook: https://www.facebook.com/handmadehazelry

Other: https://faire.com/direct/hazelry This is the link to our wholesale shop for other store owners to purchase our jewelry!

Image Credits
Cassie Houriet, April Duda

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