From Market to Storefront:  The Evolution of a Charleston Small Business Owner

By Mark A. Leon

Laura Voth, owner of Southern Ruetz Hat Bar and Maker Mall and Casey Berry, owner of The Paper Canopy each have found success with new store front shops in historic Charleston, South Carolina.  What common origins do these two women-owned business leaders share?

On the corner of Meeting and Queen lies Southern Ruetz, a unique Hat Bar, event space and artisan mall in the heart of the Charleston peninsula.  This concept store offers an experience like no other including designing your own custom hat, a bachelorette/girls event space, cigar room and second floor marketplace.

About 1.5 miles northwest of the peninsula in the continuously evolving urban mecca of Spring Street is The Paper Canopy, a store inspired by international travel, a love of books and paper and a passion to create a culture that celebrates the joy of creativity and imagination.

Two concepts; two unique cultural and geo eco-systems of Charleston, yet one common thread has kept Laura Voth and Casey Berry together, their deep roots in the market circuit and the power of relationships.

We met with Laura and Casey to learn about their respective journeys, personal and professional growth and advice to future business owners.

1. How important was developing a grassroots brand using the markets and special events to establish the long-term brand and be able to take the next step to opening a storefront?

CB:  Initially, I wasn’t interested in participating in the art markets around town. I was so eager to open my doors, I didn’t want to divert any energy away from the storefront. However, I quickly learned finding my perfect retail space would be a long process. I revisited the market idea and I am so thankful circumstances led me to the pop-up market and event world in Charleston. I was able to connect with so many amazing artists and learn about their brands and processes. It was easy to shop for my own future vendors amongst these markets, like Kendall’s Kandles and Jessie Reyna Art.

Additionally, these events afforded me a wonderful opportunity to hear directly from my customer base. I was given invaluable information about what items were hard to find in Charleston and what they desired from their art community. I had over a year of market research by immersing myself in these fabulous events around Charleston, and it deeply shaped the outcome of my brand. These markets also created a marketing opportunity for people to begin following The Paper Canopy’s journey and brand as it developed. 

LV:  I can’t emphasize enough just how crucial it was to establish a grassroots brand here in Charleston. When I first started, the concept of a hat bar was entirely new to this city. It was like introducing a whole new world of fashion and personal expression to the locals. People often had no idea what a hat bar even meant until they experienced it firsthand. So, not only did I have to promote my brand, but I had to educate people on why it was so cool and unique. That initial challenge motivated me to make a name for myself. I vividly remember the moment when people started traveling from hours away to visit my markets and pop-ups. It was truly a defining moment that validated my vision for this business. That’s when I realized there was a real demand for this one-of-a-kind experience right in downtown Charleston.

2. When did the idea of opening a store first become a realistic part of your strategy and what did you do to prepare for that next step?

CB:  I moved to the southeast with the hopes of opening a retail store. After years of working from home, I missed the community a great store can create. For me, opening a storefront was always the plan. With that goal in mind, I polled my audience at every opportunity. I asked where they’d like a store. I asked what classes they were interested in and what crafts they were currently obsessed with. The markets gave me so much face time with my customers and allowed me to test certain products. For example, I was blown away by the interest in wax seals and fountain pens by people in their 20’s and 30’s. It informed my decision to create the Wax Seal Bar experience at the store. People have more options for seals and wax than anywhere else, and the markets helped create that concept when I saw the interest.

LV:  The idea of opening a store became a very real part of my strategy quite rapidly. As I tested the waters at various events and markets, I noticed a growing fascination with the concept of ‘my store.’ People were constantly inquiring about the location, even though I didn’t have one at that time. I’ve always been a vendor, crafting various products ever since I graduated from college. It was a way to maintain my sanity, allowing me to connect with people who had no knowledge of my full-time job and to share my passion for creating. The desire to open a store had always lingered in the back of my mind, but it felt like a monumental leap. It meant stepping away from a stable job in the advertising and marketing world, where I had built my name and knowledge over 13 years while wearing multiple hats in the industry. Little did I know that really specializing in hat-making would reveal my true passion for actually settling into wearing the one (but in reality, still multiple) hat of a business owner instead.

3. How have relationships with other vendors during your market days helped you source local for your stores? 

CB:  Charleston isn’t lacking in creative talent, that’s for sure! I met so many amazing artists while vending at various markets. Jewelry designers and woodworkers and painters… It’s really inspiring to be surrounded by that much creative energy! The Paper Canopy specializes in paper goods, so I had to work hard to choose local artists that fit the brand and the categories I wanted to offer. Because of the markets, I was able to watch what booths were busy and which vendors were prepared and organized. Not every artist is able to wholesale or simply hadn’t wholesaled their work before. I’ve coached a few people about that process, and it’s been so meaningful to build connections and support fellow small business owners. 

LV:  Building relationships with other vendors during my market days has been an instrumental part of my journey. It’s not just about sourcing local talent; it’s also about fostering a community of passionate artisans. Many of our employees are vendors themselves, showcasing their art upstairs in the Maker Mall. What’s truly incredible is that they share the same enthusiasm and dedication for their crafts as I do, and they’re eager to be within the store more often. This collaboration has been a cornerstone of our success. The Maker Mall is a unique space, where we strive to capture the essence of a real market in a store setting. We intentionally maintain a diverse range of styles and creations because that’s precisely what makes markets so appealing to people. As we began featuring these makers, the support and momentum behind the concept grew exponentially. We’re only scratching the surface with both the hat bar and the Maker Mall, and there’s endless room for growth and opportunity.

4. As an artisan vendor with aspirations to open one or multiple store fronts, what advice would you give?

CB:  Going from vendor to business owner is a huge but satisfying jump! I signed up for a SCORE mentor and received so much input from people that are ahead of me on this business owning journey. I highly recommend their mentorship and free trainings. I’d also suggest talking to your customers and listening to their pain points as much as possible. As a business, you are meeting a need, so really flush out how your business is going to be better than what’s already available. For example, I learned locals really cringe to park and shop King Street for a quick errand, so I searched for a space elsewhere. Your clients will give you so much valuable information if you just ask!

LV:  Here’s a piece of advice that might sound cliché but has been a guiding force in my journey: if the idea of opening a store keeps recurring in your mind, it’s something you truly desire. I had harbored the dream of having my own store for years, but the comfort of my stable job often held me back. The transition from a stable career in advertising to following my passion for creating products was a major leap. However, reconnecting with my love for customer service and the joy of connecting with people rekindled my passion for what I do. It’s that joy of creating something people love and the satisfaction of seeing them leave with a big smile that truly drives me. Building a connection with my customers and witnessing their delight in our products is what keeps me going.

5. At what point did your love for your products and services become a realistic idea to start a business?

CB:  My experience is perhaps a bit backwards. I worked for a successful paper shop in Colorado, so I knew this concept could do well in the right town. When I decided I wanted to open a retail store, I had the general business in my mind. I just had to find the right city! I was willing to move anywhere that would support paper and craft goods, but luckily for me, Charleston’s growing Cannonborough neighborhood was in need! 

LV:  My love for products and services has been with me for as long as I can remember. I’ve always been fascinated by brands, their stories, and the power of advertising, which led me into the world of marketing. Yet, I also had a deep-seated love for the service industry, for connecting with people and building relationships, if only for a short time. It’s the personal connections, the conversations, and the friendships made during those interactions that I missed. My journey to markets allowed me to blend both these worlds – creating products and sharing my brand’s story while providing exceptional customer service. With our hat bar, we’ve been able to create that unique customer experience that makes our customers leave with something they love. The Maker Mall is my way of giving back to where I started and promoting art in all its forms, because, in my view, art can be anything. I wanted to create a business that fosters art and genuine conversations with people.

We’d like to thank Casey and Laura for generously giving us their time and expertise and we hope this article serves as a blueprint for aspiring local business owners in the Lowcountry.

Please follow Casey and Laura’s journey on Instagram:

• Southern Ruetz
• The Paper Canopy