Check out a S-U-P-E-R boutique in my hometown.

Hello, friend!

Happy Tuesday and Happy National Book Lovers Day to those who celebrate! In honor of this special day, I’m excited to announce that the Kindle version of my book is officially available for pre-order!

A few months ago, I shared my new speaker reel with you and highlighted some of my favorite local businesses that helped me showcase what amazing CX looks like.?

One of those businesses was Finnleys, a boutique clothing store with three locations around Franklin and Nashville. I love spotlighting local businesses and entrepreneurs because it proves that any brand — regardless of size, industry, or budget —? has the power to create superfans.?

So, in honor of back-to-school shopping season, let’s dive into what makes Finnleys SUPER. Whether you’ve got one location or 1,000, you’ll be able to implement your favorite parts of the story below into your own business.

Cheers!

Brittany

Nashville and its surrounding suburbs are filled with great boutique clothing stores. While many of them blur together in my mind, Finnleys, stands as a category of one. Their motto is “Pretty things. Great people. Good vibes.” And that’s exactly what you’ll find if you visit any of their stores.??

Let’s pause for a moment here and acknowledge the brilliance of that motto — which, like all great mottos, is a shortened version of the brand story. In six words, you know what the company is promising you about its products, its services, its employees, and how the overall experience will leave you feeling. Six words! Mottos matter. What is yours?

Finnleys, which has grown to three locations since founder Dawn Craig launched the first store a few years ago, firmly checks every box of my SUPER Model:

S | Start with your Story:

Great origin story? Check! As if that great motto wasn’t already a Story win, here’s how the brand backs it up with a founding story. This comes straight from the About page at Finnleys.com, in a letter to customers from Dawn:

Since starting this business five years ago, Finnleys has been inspired by my daughter Finnley, from our name to our mission. Finnley has a confident sense of self I hope all women can feel, which is why we call ourselves Finnleys — plural, not possessive.

U | Understand Your Customer’s Story:

Finnleys clearly understands what its customer are looking for — here’s another passage directly from the website:

Finnleys helps our customers define their confident sense of self, offering a wide selection of expressive, trendy fashion pieces.?

Our stores offer a fun, relaxed shopping environment with stylists who want to help you find pieces reflective of you and your personality.

P | Personalize:

As a longtime Finnleys shopper, I can attest to the fact that sales associates go out of their way to connect with every customer, making the phrase “We can’t wait to meet you!” on their site and socials ring true.

On a recent trip to Finnleys location in Nashville’s trendy 12 South neighborhood, a stylist named Meg showed me her favorite items from the store’s current inventory, explaining how one of her favorite parts of her job was that new accessories and clothing arrives every week. “It means we’re always helping our customers find new things!” she said. And, in fact, she helped me find a distressed denim jacket with stars that I love!

Finnleys doesn’t simply connect with their customers in stores, either. From birthday discounts to fun surprise offers and shout-outs, they’re masters at keeping customers engaged on their website, in email marketing, and on social media.?

E | Exceed Expectations:

Back to Finnleys.com one final time:

Our stores are designed to yield nothing but enjoyable experiences where people leave feeling encouraged and inspired. We want you to find pieces that reflect YOUR unique personality, and our stylists are here to make that mission come to life.

?“Nothing but enjoyable experiences where people leave feeling encouraged and inspired.”?

People can find cute clothes just about anywhere. At Finnleys, they don’t just find cute clothes curated by helpful salespeople. It’s an experience. At one store, there’s usually a line of people waiting to pose in front of the store’s Instagram-ready photo wall. It features a lush greenery background, shiny disco balls, and a hot pink neon sign proclaiming, “Hello, Gorgeous!”?

At a second Nashville location, bachelorette parties wait around the block to pose alongside a mural on the store’s building. Giant candy hearts emblazoned with phrases like “What Would Dolly Do?”, “Cheers Y’all” and “Let’s Go Girls” brighten the bricks like polka dots. Even before you walk through the store’s front doors, it’s an experience. Finnleys has created destinations. You can, of course, buy custom merch to remember your candy hearts wall experience, including stickers and shirts.

A third location near my house in the Nashville suburb of Franklin keeps the uniqueness alive, but the atmosphere is completely original to the town’s historic, Hallmark movie-esque Main Street. I would expect the chain to continue to grow. And, while each location will likely continue to be unique, they will remain rooted in the same story: “Pretty things. Great people. Good vibes.”

R | Repeat:

Why do Finnleys customers keep coming back? It’s not just for the fun photo opps. They come back because they leave feeling great. And it’s not just about the clothes! Every employee buys into the mission to “help our customers define their confident sense of self.” Even if you walk out without buying something, you can bet that at Finnleys you’ll be greeted with a smile, encounter at least a compliment or two, and find yourself laughing before you leave. Of course, customers come back… and they bring their friends!

Your “Pretty things. Great people. Good vibes.” Might look and sound completely different. After all, every superpower is unique. Find yours and don’t stop until you’re the best in the world at it.?

Is there an entrepreneur or local business in your hometown that you’re a superfan of?! Or, maybe your business is the one people can’t help but tell their friends about? Reply and let me know about a SUPER business you love.

"Identity is cause; brand is effect, and the strength of the former influences the strength of the latter."

- Larry Ackerman

Have a great week and I'll talk to you next Tuesday!