Today we’d like to introduce you to Kristen Tarnol
Hi Kristen, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
I had been shopping at Emerald Forest for over 20 years! Sometimes, I would just come in and quietly walk around to see all the beautiful things and smell the beautiful aromas from the candles and bath products. Just to be enveloped in the energy of Emerald Forest is something so special. When I heard that Michelle, the original owner, was looking to sell, I mentioned it to my husband and he said “Well, we should buy it!” Meanwhile, I had never worked in retail! I come from an entertainment corporate communications background and when I made a list of everything I wanted in the next chapter of my life – community, creativity, freedom, laughter, sanity, friendship – I knew that I could apply my skills to continuing the very successful run of this incredible shop!
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
The biggest challenge for me is to continually evolve my understanding of buying cycles and seasons. I have bought items for summer that should have been for Q4 and vice versa! Another opportunity for me to grow is to understand when people don’t “like” the idea of a new owner and the change that has taken place, that it really has nothing to do with me personally. It’s hard to take that criticism to heart (especially when they tell me directly because they don’t know that I’m the new owner – awkward!!) but I have to always remember that it’s literally 1% of the people who walk in the door. I’m going to be here for the other 99% and focus on the joy and good energy that we bring to those people 🙂
Alright, so let’s switch gears a bit and talk business. What should we know?
Emerald Forest is on Ventura Boulevard, the main street that runs throughout the Valley and is a signature shopping destination. Our clientele is incredibly loyal, shopping with us over many years– the store opened in 1987! We also have people coming in for the first time after walking by the store on their morning stroll and saying “I have always wanted to come in to see your shop and today’s the day!” We have moms buying super cute tea towels and serving sets for hostess gifts, dads buying fine jewelry for anniversary gifts, friends buying cozy robes and lounge sets for group gifts, new grandparents buying the cutest onesies for baby gifts and everything in between!
When I was a customer at Emerald Forest, I knew that the place was just so special, but I thought it was just me! I knew it was a place that I felt so at home and so cozy. I have been surprised by how much the shop is a respite for all of our customers and a place where they feel known and seen. We know their names, we know the necklace that their best friend has been eyeing for her birthday, we know what their highschool son bought for his girlfriend and what would be a great addition to her growing bracelet stack. We see the woman who is running late and needs a trivet beautifully wrapped for the event she is literally driving to after she leaves us! We see the dad who comes in with kids in tow to find the perfect scarf that mom would love for her birthday. The value of community and comfort was a mystery to me and now, I strive to continue to bring that to our customers every single day.
Where we are in life is often partly because of others. Who/what else deserves credit for how your story turned out?
RIght now, in year two, I still have so much to learn and luckily, Michelle is still working for me part time! This is the greatest gift as she has continued to guide me and advise me through the buying seasons, on merchandising and on working with our incredible staff.
I know how privileged I am to have come into a store with such a loyal customer base and a history of just nailing it every time for every type of gift. I could have never imagined the work that goes into running a shop like this – the heart, the soul, the sweat, the tears and everything in between. Stores like Emerald Forest Gifts and hundreds across the country are the lifeblood of our communities and I’m rooting for all of us to continue to thrive and succeed.
Contact Info:
- Website: https://www.emeraldforestgifts.com
- Instagram: @emeraldforestgifts.com
- Yelp: https://www.yelp.com/biz/emerald-forest-gifts-studio-city
Image Credits
Kristen Tarnol
