Winter 2020 - 57

RETAILER PROFILE
and plants; cats and dogs; coloring books; office supplies; party
supplies; and notebooks. " Because we're limited in space, we can only
hold a certain amount of inventory, " she noted. " I try to keep our best
sellers stocked, while experimenting with fresh brands. In the last three
and a half years we've brought in too many outside vendors to count. "
Being known as a greeting card source means that gifts under
$50 sell best, Norwood observed. " A surprise best seller for us has
been $1 slap bracelets. Our most expensive products are probably
some candles in the $36-$38 range. Funny socks have also done
amazingly well. "
The retail operation has informed Norwood's wholesale offerings - and
her entire brand. " As a shop owner it is easy to see what is oversaturated
and where there are holes, " she explained. " I started designing funny,
snarky, colorful gift bags last year because we needed some for the shop
and there weren't a lot of options. At the same time, although enamel
pins are all the rage (still), I'd never make them myself. There's enough
other good ones out there, I don't feel like I have anything unique
to add. "
TRANSLATING TRIBULATIONS
Summer 2018 brought a huge shock with it. " At 6 a.m. on a Sunday
morning, a drunk driver drove into our storefront window, " Norwood
described. " Luckily no one was hurt; we only had a shattered front
window to deal with. "
" My staff and their significant others came in early to help clean, "
she continued. " For most of the afternoon we shoveled out a huge
mound of glass. We also spent many hours picking up shards from the
retail floor. "
Norwood shrewdly used the mishap to her business' advantage. " We
used the gaping hole in our storefront to move in a Heidelberg Windmill
Press that was too big to fit through the door. It allows us to print more
accurately at a faster rate, increasing our production efficiency. "
It has become increasingly common to see entrepreneurs who
are willing to utilize their businesses to further more personal
aspirations - and in that regard Norwood is no exception. Although it
was very difficult, she recently revealed her struggles with emotional
well-being to her community - and took it one step further by
introducing a notepad range, Mental Health Trackers, to help others
feel less alone.
" It was a really difficult decision for me to talk about my mental
health issues publicly, but it's a conversation that needs to be had, " she
emphasized. " Not only do I want to destigmatize the public opinion of
what it means to struggle with mental illness, but shed light on how
isolating, painful and dangerous it can be. After much thinking, and
overthinking, I decided to create these notepads. Many people have
responded with support and positivity, which helps reassure me I'm
doing the right thing. "
As to where she sees Steel Petal Press in five years, Norwood has her
dreams - but she's flexible and realistic. " I would love to still be open
and in Logan Square! Beyond that it's hard to say because the landscape
for small business can change drastically from year to year. I've learned
to keep my options open to opportunity. " S T
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57
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Winter 2020

Table of Contents for the Digital Edition of Winter 2020
