In the heart of Tampa Bay, gift shop owners are constantly looking for inspiration to set their stores apart. Today, I’m excited to introduce you to Allison Bernardi, the creative force behind Hazel + Dot, a unique home and gift shop that has captured the local community’s heart (and mine). In this exclusive interview, Allison shares the journey that led her to open Hazel + Dot, the inspiration behind its distinct style, and how she’s built a robust and loyal customer base in a competitive market. Whether you’re a seasoned shop owner or just starting, Allison’s story will inspire you to stay true to your vision and create a store that resonates with your community.
Can you tell us a bit about the inspiration behind opening your gift store and what makes it unique compared to other retail shops in the Tampa Bay area?
I grew up spending summers in Beaufort, North Carolina, with my grandparents (Dot was my grandmother, and Hazel was her sister, my great aunt). They each had a space in an antique store where I would tag along with my grandparents to work one day each week, and I think that really was where the store owner itch started for me. I have a degree in fashion merchandising and have worked in retail store management, as a visual merchandiser, and finally as a buyer for a large company, so it really was just a natural next step for me to open my own store. About two years before we opened, I bought my first home and struggled to find the type of decor I was looking for. I was particularly searching out cute Tampa themed items like pillows and tea towels, and I just couldn’t find anything that was my style, and that really influenced my decision to do a home and gift shop filled with a mix of local makers and decor items.
How have you seen the local community’s support impact your business, especially when times are challenging?
I think the fact that we made a concerted effort to reach out to local makers and create locally-themed items pretty quickly showed people what we were all about, and our customer base grew very organically through word of mouth. I grew up here, live here, cheer on all the local teams, and I think when people see that you are truly a member of the community they are more excited to join in the fun. We are also very connected to our customers and give back to the community whenever we can. We are very active on social media, answering messages quickly and sharing new things, but even more importantly, in person, where we have been able to build trust and foster relationships with our customers. When we’ve faced challenges, those relationships and connections, alongside our ability to reach our customers through social media, have always been the key to us pulling through.
What advice do you have for a new business owner?
I think my biggest advice for both new and seasoned owners would be to stay true to your vision for your store. You’ll have people throwing ideas at you left and right, but authenticity is so important. Our customers have thousands of options when it comes to where they can spend their money, and both having a unique viewpoint and creating a fun, authentic, enjoyable environment are so important. Decide what your viewpoint is and create your own unique environment that makes your customers want to come to you first.
The best advice I received when I was getting started was from my dad and I am constantly reminding myself of this: “you can’t please all of the people all of the time”. I think knowing that your store might not be for everyone is important, and that’s okay! Focus on what your repeat customers love about you and do more of that.
How do you promote your store to attract new customers?
We pretty much solely use social media as our outreach. In the beginning we sold at local markets, especially during the holidays, which was a great way to reach new people who might not have been to the store before. I think the fact that all our messaging comes from us directly (as opposed to paying influencers, print advertising, etc.) has been a very successful and organic way for us to grow our following.
What trends or popular items have you noticed this season, and how do you select the products you offer in your store?
I am loving that so many things are SUPER feminine- from bows to scallops to pearls we are seeing so many girly things, and for our store and our customers that has been a major hit. When buying for the store I always have in mind what I’ve previously purchased so when the new merch arrives I’m able to tell a consistent story in each area of the store. And I have always gone with the rule of thumb that has served me well for the past nine years- if I would put it in my house or give it as a gift our customers will too. If I wouldn’t want it we don’t buy it.
What is your favorite Road Runners brand or product?
My favorite brand is definitely Glitterville. I love Stephen’s eye for color combos, and the whimsical styles are so much fun. Glitterville was the brand I sought out that led me to find Road Runners, and through that connection I’ve found so many other great brands. Another line that is one of my customers’ current faves is Paddywax. I love that they have so many different styles, there is definitely something for every type of store!
Facts About Store:
Square Footage: Just under 1000 sf (yes, we’re a LOT smaller than people think but we pack a lot of fun into that space)!
Number of Employees (Full + Part): 2 full time (including me) and 4 part time
Website: www.hazelanddot.com
Social: @hazelanddot on all platforms, most active on Instagram
Top Brands: Currently Two’s Company and Glitterville, but the list is constantly evolving and changing!