Scaling from a Home Office to a Storefront
Jon and Jessica Touchette operate A Beautiful Calling, an ethical boutique that grew from a residential setup in Eagle River to a brick-and-mortar storefront this year. The business specializes in goods crafted by marginalized people, including survivors of human trafficking and individuals affected by extreme poverty. Items for sale range from jewelry to spices. All inventory is sourced from producers vetted against Fair Trade Federation standards.
Starting in early 2025 as an online venture, the business expanded beyond the couple's 1,100-square-foot home within twelve months. Jon Touchette stated their initial sales performance exceeded projections, forcing a move to a physical space. The shop officially opened its doors on Father’s Day in June 2026.
Education and Economic Support
To manage this transition, Jon enrolled in the Start Your Own Business course at Nicolet College. The eight-week curriculum helps entrepreneurs transform ideas into concrete business plans. Even with a background in family business, Jon noted the program provided necessary evidence and analytical tools for scaling. He is one of seven entrepreneurs from Vilas County to complete this specific training since its inception last year.
Nicolet College manages this program under its broader School of Business and Entrepreneurship. Dean Ellen Mathine directs the curriculum, drawing on her history as a former business owner. College President Kate Ferrel highlighted the importance of having instructors who understand the demands of navigating banks and market research. The focus remains on preparing individuals for the realities of daily operations.
Building a Local Economic Network
Support for small businesses remains a priority for the Vilas County Economic Development Corporation. Executive Director Kathy Schmitz estimates that roughly 80% of businesses in the county employ fewer than 10 people. The organization works to bridge the gap between classroom instruction and real-world implementation. This involves connecting owners with local resources and professional networks.
Data from the U.S. Bureau of Labor Statistics indicates that approximately 25% of new businesses fail within the first year, with that number climbing to 48% by the five-year mark. Schmitz emphasizes that local development agencies aim to reduce these failure rates through ongoing mentorship. This includes helping new owners understand traffic patterns and site selection when moving to physical retail locations.
Sustaining Growth and Future Impact
Jon Touchette credits these local partnerships for his ability to find the right location in Eagle River. The store has seen steady interest from both tourists and residents since the summer opening. Simultaneously, the online branch of the company continues to see growth, with customer volume more than doubling since the initial launch.
Looking ahead, the collaboration between Nicolet College and the Vilas County Economic Development Corporation serves as a template for other regions in the Northwoods. Ferrel points out that multiple agencies, from townships to nonprofits, contribute to this economic wheel. Successful ventures like A Beautiful Calling demonstrate the potential when educational and developmental resources converge in rural markets. For aspiring owners, the path forward involves leveraging these available tools to move from a concept to a sustainable enterprise.