Today we’d like to introduce you to Jolene Graham.
Jolene, we appreciate you taking the time to share your story with us today. Where does your story begin?
Wilde Goods originally started as a small side hustle on the side of my 9-5 office job. I was doing Merchandise Planning/Operations at Rhythm and before that, an online retailer called Surfstitch. I just remember staring out the window wishing I could be outside and not stuck in an office all day. I needed an out…
There was a time when I needed a bit of extra cash one month for some unexpected bills, so during one of my regular lunch break thrift store visits (I’ve always had a knack for vintage hunting), I found 3 AMAZING mid-century velvet lounges. I bought them all, took them back to the office, shot them in the studio and sold them in 2 days. My boyfriend at the time noticed how much I lit up when finding cool pieces and he was the one that really encouraged me to start my business and help get it off the ground. I really couldn’t have done it without him, his van and his man strength lifting most of it all!
I started just posting pieces I found on my Instagram, offering it to friends, and followers before posting onto a marketplace. It naturally started to grow and I never did any advertising. I was happy to let it grow organically. A year later, I had a grown lot of momentum amongst my local community with some bigger social media influencers buying my pieces and posting on their pages. It really gave me the motivation to keep going with it and get out of my office job. I officially quit my office job about 6 months in and put all my time and effort into the business. It was hard work, and I often worked more than my office job, for less money, but I loved what I was doing. I felt alive doing it, so I knew I was on the right track. Last year Wilde Goods was featured in Vogue Australia’s top 13 Instagram homewares accounts to follow, and I also landed one of my biggest Air Bnb fit-outs, styling an air-bnb in Byron Bay, Australia with an 80’s Miami theme.
Since then, I’ve been in California for the past 5 months, and have begun growing the business there in Encinitas, CA. I’ve found an incredible business partner, Caroline Kerr, who has a real knack for styling and so we are growing the business there with custom styling fit outs for Airbnbs, real estate home fit-outs, and photoshoot styling.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
I’ve loved vintage from a very young age. My mom used to take me to thrift stores to buy clothes as a kid and in college I used to buy vintage clothes, alter them, and sell online. I absolutely loved it. It was something I would pick up and put down all throughout my life, and it came very naturally to me. So in saying that, it’s been a pretty smooth ride because I had a love for what I was doing and it came really naturally to me.
That’s not to say there were challenges though! I think every business will have challenges, regardless if you love what you are doing or not. Particularly in a small business as one person, doing all the tasks can be really overwhelming and your forced to step into roles that might not be your strongest suit.
My biggest challenge has been when trying to take that next step in expanding. I remember before I had proper storage facilities, my house was so full of furniture, it was a maze to get through to the kitchen and bedrooms. My son often made cubby houses amongst all the furniture and my landlord, who lived below me, wasn’t too happy about the flow of customers coming to the house! Soon enough though I found the perfect little spot in town to store the pieces, take photos and have as a pickup location for customers. Also taking on more than one can chew is also difficult. At one point, I was still working my full-time office job, building and running Wilde Goods online, and also part of a collective retail hub selling out of there and working there one day a week. To say I was busy was an understatement. I was running off adrenaline and my body pretty much shut down. It was a big reset for me, but a much needed one. I quit my office job, quit the retail space, broke up with my then boyfriend and moved house, all at the same time! I gave myself the space I needed to recenter and realign what it was that I wanted to do, and where I saw the business growing into. I knew I didn’t want to be tied down, so that’s when I pulled out of the retail space and made the intention that I would only sell online. I also set a vision that I would start to expand into styling photoshoots and events as well as commercial spaces and Airbnbs. The past year I’ve really been able to see that part of the business grow.
I really hustled in the beginning, and I’ve more recently been in a stage where I’m allowing myself a bit of a rest to come back more excited and inspired to grow the business in new ways. That includes expanding our styling services here in Encinitas!
Alright, so let’s switch gears a bit and talk business. What should we know?
Wilde Goods, started as a brand which specialised in vintage sourcing and has expanded into styling. We are known for bringing in unique pieces and giving spaces a mix of vintage and modern flair. We source some really incredible pieces and with the help of my offsider here in Encinitas, Caroline Kerr. She is a true talent when it comes to styling and putting it all together. We can transform spaces of any style and vision, bringing a unique edge with intentionally sourced pieces.
Can you talk to us about how you think about risk?
I am an Aries so I love taking risks!! I tend to jump way before I’ve put together a plan, and I know I need to get better at that, but everything seems to work it’s way out and fall into place. You just have to have the right attitude and mindset. Sure there will be setbacks, but it’s all learning and you have to shift your perspective into a positive outlook. Even if you’ve taken a risk which doesn’t quite pan out the way you intended, there is still something to gain, because most often than not, you end up learning something really valuable.
Contact Info:
- Email: hello@wildegoods.co
- Website: www.wildegoods.co
- Instagram: https://www.instagram.com/wildegoods_/
- Facebook: https://www.facebook.com/WildeGoods
Image Credits
Layer Boots
Chasing Unicorns
Luciana Rose
