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Drawing a bead on business success
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Sonja Swenson’s Sticks & Stones shop on North Riverfront has grown from an antique store to a boutique that offers beads, clothing, jewelry and gifts. John Cross
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Customers, such as Heidi Smith, say Swenson’s easy personality makes them feel like old friends. John Cross
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In 2003 Swenson started a full-service bead shop and the beads and classes continue to be a big part of her business. John Cross
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John Cross
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MANKATO — This story is featured in the November Minnesota Valley Business magazine. To subscribe, call Free Press reader services at 625-4451.
When Sticks & Stones owner Sonja Swenson buys merchandise for her Mankato shop, her target market is herself, her friends, her mother and her teenage daughter. The result is a boutique that’s right on target for women age 20 to 50.
From the outside, this North Riverfront Drive shop looks part urban and part country home. Inside, is what Swenson calls “fun finds in fashion, beads and gifts.”
“I’ve never liked malls. I’ve always liked the individual shop,” said the 41-year-old Swenson of Claremont. With a knack for retail and the brains for business, Swenson has succeeded in creating a distinctive store that reflects her style, charm and creativity.
Antiques display handmade jewelry; a large table for jewelry-making classes is set up in a room filled with beads; inexpensive gifts such as wine glasses, magnets and journals are sprinkled throughout the space; and greeting cards are original. Retail displays change often and currently clothing is hanging on large paper dolls.
“I get new people every single day that never knew we existed,” Swenson said. “Everybody is surprised by what’s behind that front door.”
Apparently they like what they see. One customer described Sticks & Stones as “very cool” and a place where a woman in her 50s, as well as her 20-something daughters, can always find eclectic and reasonably priced goods.
And customers aren’t just looking. In 2008, Swenson saw a 33 percent increase in sales and 2009 is on track for a 25 percent increase. Swenson credits part of her sales growth to the fact customers are still discovering her clothing lines.
Origins
Swenson got into the retail business as an antique dealer in 1995. Then with a partner, she operated a monthly market called Farmhouse Primitives in Owatonna and Faribault.
“I saw antiques declining. I knew I needed to do something different,” she said.
Swenson was also a jewelry designer who was selling her handmade jewelry. Originally from Pemberton, Swenson was surprised a town the size of Mankato didn’t have a bead shop.
So in the fall of 2003, Swenson opened a full-service bead shop and offered classes in a storefront on Broad Street. She brought her antiques along and named it Sticks & Stones.
The shop and classes took off. Swenson taught many of the classes herself and still does. The sessions range from $15 to $25 plus supplies.
In early 2005, Swenson moved into her current location. Then in 2006, she expanded into women’s clothing and accessories. Her lines of jeans, coats, sweaters, purses and scarves are unique and versatile.
“It was just a business decision. The beads were paying the bills, but the rest of the store was wasted space that was not producing,” Swenson said.
Beads
When the new Sticks & Stones class schedule comes out, regulars are at the door to sign up. Swenson and three other instructors offer a variety of jewelry-making classes from basic stringing to bead-making techniques.
Sticks & Stones stocks jewelry-making supplies and tools that Swenson orders regularly. Then every February, Swenson travels to Tucson, Ariz., for the world’s largest gem and mineral show to choose semi-precious stones, such as tur-quoise, amethyst, jasper and pearls.
“That’s where everything you have to see, touch and feel is purchased,” Swenson said.
Swenson is known for her off-loom bead weaving classes and the original designs she teaches. “That’s where my expertise is. I’m gifted. I design all my own patterns.”
Jean Martin of Madelia has been taking classes at Sticks & Stones for two years and sells her jewelry at local craft shows. Around the table, jewelry makers relax, exchange ideas, create and make friends, Martin said.
From first-time to longtime beaders, Swenson makes sure everyone is comfortable with the techniques, Martin added.
“She makes you feel very welcome and you feel as if you’ve known her and she’s known you for a long time,” Martin said.
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