Annual CityScope® Summer Issue
By Kristen Dee / Photography by Rich Smith
A business’ 10-year anniversary marks a huge milestone for any company, but it can be especially meaningful for small, local businesses supported by their communities. Read on to learn about these four local retail businesses celebrating a decade of success this year.
Since 2015, locals can find a large and varied selection of premium wine, spirits, and beer at Imbibe. Setting them apart from other liquor stores, their space is large and inviting, the spirit selection is highly curated, and their staff emphasizes customer experience and consumer education, something owner Josh Carter set out to do from the very beginning.
“We knew we wanted to make something very special,” Carter shares. “We wanted to change how people viewed their liquor store. We wanted to create an experience where you could slow down, you had plenty of space to shop, and you had a knowledgeable sales person standing nearby. Imbibe is a boutique experience, but with an inventory that can serve anyone.”
Carter came from the wine industry, and he was excited to create something new after many years of helping curate premium drink offerings at St. John’s Restaurant. He is grateful to the Chattanooga community for their years of support, saying, “We are part of an amazing community in Chattanooga that supports small business. We are a community that is adventurous and curious and loves to learn and try new things. People understand what we’re trying to create and are thankful for it and supportive of it.” As the business faces new challenges, including tariffs that create pricing challenges, Carter hopes to take it upon himself to find new and exciting products that satisfy customers.
Beyond the customers, Carter is also grateful to have an amazing team behind him. “We have a team that works very hard and cares about our customers and the products they sell,” he says. He also continues to find joy in being a part of people’s dinners, anniversaries, birthdays, weddings, and other special events, saying, “We get to be a part of so many special occasions. It makes the hard work feel valuable.”
When asked about the future, Carter admits he isn’t sure what it could hold, but is optimistic it will be bright. He says, “I have no idea what the next 10 years look like. If they are as smooth and sweet as the last 10, I think it will be pretty good.”
Liza Greever’s business began in a spot familiar to many successful businesses – her garage. She began designing florals for weddings and events in her garage, initially thinking she would start small. “I started when my son was 2 years old and was expecting to do a few weddings a year. It grew faster than I expected,” Greever shares.
Following the unanticipated growth, Greever now operates Fox & Fern Botanical Styling in a retail space in West Village, where she offers fresh flowers and plants, unique custom floral arrangements, curated house plants and resources, and event florals for weddings and other parties. In addition, the shop carries goods from local artists. “We love supporting local artists and makers,” she says. “We sell a wide variety of artist commissions in the store that change and rotate frequently. The majority of the sale goes to the artists to help them flourish and fill our store with beautiful things – it’s a win-win!”
As she looks back on the past 10 years, she recognizes the challenges and surprises of running a small business. “Running a business isn’t always fun or exciting. I didn’t realize how many late nights and early mornings it would be or how many hours I’d be sitting in front of a laptop paying bills and making spreadsheets,” Greever laughs. While she shares that she is very proud of herself for digging deep to make her business thrive, she also credits the community support for her success, as well as her family. “This city has so many creative people who appreciate artistry and my whimsical, nature-inspired design style,” she says. “Our wedding vendor community is incredibly supportive, and we all help each other out, believing in community over competition. So many have supported me throughout this journey, but especially my husband TJ and son Dunagan.”
Greever has a special summer solstice-themed event planned in June to celebrate the store’s milestone anniversary, complete with sales, a market, food, live music, and some surprises. As she plans for the next 10 years, she hopes to keep leaning in to the things she loves about running her business – “creativity, problem solving, and helping others.”
Sometimes you just have to take a risk – which is exactly what Paul and Katherine Schurer did in order to create Vinterest, quitting their corporate jobs in 2014 to open their store the next year. “We did the opposite of what any financial planner would advise and cashed out our 401ks. We walked away from six-figure incomes and went all in on our mission. We’ve now grown to three locations, are completely debt free, have a roughly 18-person staff, and have about 250 vendors who sell with us,” shares Katherine.
The multi-vendor shop offers vintage goods, antiques, handmade items, and boutique items at their three locations. “We wanted to provide a shop where local pickers and artisans could sell and feel supported. Vinterest is 100% built from the community. The merchandise and booth spaces are all provided by locals,” says Katherine. “Vinterest is therapeutic for vendors and customers and is often referred to as a ‘happy place.’”
Shoppers may also find their “happy place” while browsing the aisles of Vinterest, where you can find anything from unique vintage home goods and furniture to clothing, accessories, records, collectables, and more. To celebrate their 10-year anniversary, they recently hosted an in-store event that included sales and giveaways.
Unique spaces such as Vinterest often draw in unique customers, and Katherine recalls a particularly fun four-legged friend that often roamed the store. “One of our favorite memories was when Poptart came to visit,” she says. “He was an orphaned baby goat, and his mama would put him in a diaper and bring him in for all to love on him. He filled the place with so much joy as he hopped around.”
The Schurers have collected many other fond memories and stories over the years of operating Vinterest and believe the people are what make it special. “We might sell ‘stuff,’ but more importantly we’re a people business,” says Katherine. “We’ve built a tremendous community. We’ve celebrated babies, college graduations, and held each other’s hands as we’ve buried loved ones. Vinterest is like a family, and we cannot imagine our lives without this wonderful community.”
“Building a brewery is a complicated endeavor,” laughs Joel Krautstrunk, owner of Hutton & Smith Brewing Co. The brewery’s taproom and production facility have been a labor of love during the past decade, often supported by family and friends who have helped out along the way. “Family built our reverse osmosis water treatment system, friends helped haul tanks and the like, and we plumbed, wired, welded, and built all manner of process equipment that we initially knew nothing about. The biggest surprise and point of satisfaction: it all still works,” says Krautstrunk.
Not only have they maintained working equipment, but they have also managed to gain a loyal following and several awards over the past 10 years. The taproom offers 22 different beer options, and the beers can be found at retailers throughout Tennessee, Alabama, and North Georgia. Many of these beers are award winning – Hutton & Smith has competed in several prestigious beer competitions including the Great American Beer Festival and the World Beer Cup, managing to take home 10 awards for their brews. “These awards cement our quality on the U.S. and international stage,” says Krautstrunk.
Although they have consistently produced excellent beer, the ride has not always been smooth. “The past few years have been quite challenging,” admits Krautstrunk. “Selling beer and turning a profit can be difficult. Expanding into new markets, dealing with the COVID-19 pandemic, and competing with other great beers in a selective customer base are all hurdles to jump, in addition to ongoing maintenance needs.”
In spite of these challenges, Krautstrunk credits Hutton & Smith’s successes to his team, customers, and a supportive industry. “I am truly fortunate to have worked with an incredible staff over the years,” he says. “Our employees and thirsty patrons have been the most fun aspect. The beer industry also has a sense of camaraderie that I’ve not found in other businesses. Brewers and brewery operators are the most generous and friendly group of people.”
The brewery is currently focused on diversifying the brand with new product offerings and will celebrate their 10-year anniversary with a party in October that will feature new beers, music, food, and merchandise.
