"The shop is all about exploration and adventure for me...I love having a connection to everything in there."
Do you ever wonder how your favorite local stationery shop picks out new products, stays inspired, or keeps a small business thriving? In our Stockist Spotlight series, we explore the day-in and day-out of your favorite small shop owners.
Vya—a beautiful collection of clothing, home goods, flowers and self-care products curated by Jaclyn Journey. Vya is an extension of Jaclyn's other businesses—Jaclyn Journey Hospitality and her event curation business.
Walk us through a typical work day.
Jaclyn Journey Hospitality is made up of three pillars—SHOP (Vya) / STAY (my Airbnb rental) / GATHER (weddings, events, and interior design). My days vary greatly depending on what's on deck. Sometimes it's spending a few hours merchandising the shop (my favorite!), sitting in my office or dining table sourcing for the shop, updating spreadsheets, or boring bookkeeping. Sometimes I'm outside spray painting furniture for shop fixtures. If I'm working on an interior design project, I may be on-site checking out progress, ordering furniture, or out-and-about accessory shopping (the styling part is my favorite!).
What is your favorite part about being a shop owner?
The shop is all about exploration and adventure for me. Many of the things you'll find here are brands or items I've discovered while traveling, from vendors I have a personal relationship with, or products I have personally loved and used for years.
I love when my Airbnb guests pop in the shop and we get to meet in person. And mostly, I LOVE merchandising and styling the store. I actually went to school for it and it's exciting to be back in retail styling shelves and displays. It's come full circle and gives me so much joy.
How do you decide what to stock? What qualities do you look for in stationery and paper goods?
I try to keep a good balance of practicality and pretty. I've tried so many different paper goods and know what I love and find easiest to use—I love a bendable or spiral cover, thick paper that you can't see through on the back side, and something that feels texturally lovely as you turn the page.
Do you have a go-to Appointed product?
I journal every day and tend to be a big doodler—I love the blank Workbook because I can write, doodle, turn sideways and draw...it gives me so much freedom to express whatever I need to in that particular moment.
What advice would you give to your younger self just starting your business?
The amount of ebb and flow you'll experience throughout the years will feel very overwhelming. Lots of tears (proud ones and sad ones) are OK. When it feels like a season is ending, consider it a growth point as you move into the next phase. You may not love each era, but they are stepping stones to wherever the business evolves next.
What is inspiring you right now?
I feel inspired by the forced slowness I'm currently experiencing in my life with the birth of my second child. I've never taken anything as slowly as I'm taking this postpartum season, and now realize I created the idea that I had to be working non-stop to prove that I deserved to make money or grow a business. I will not be going back to that life, and will build something much more sustainable in the future for myself, my family and my business. I am inspired to finally find balance.
Want to see more from Vya and Jaclyn? Check out their Instagram @shopatvya or visit their store in Louisville, Kentucky at 117 N Wenzel St.
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