williams+ co

When I first opened my boutique, I had big dreams. I envisioned building a thriving business, maybe even reaching a million dollars in revenue one day. But as the months went by, I quickly learned that the financial projections set by the franchise did not align with my reality. The expectations were high, the numbers ambitious, and when we didn’t meet those preplanned sales goals, it felt like failure.

At first, I struggled with the weight of those expectations. I felt like I wasn’t doing enough, like I was falling short of some invisible standard. But as I navigated the financial setbacks, I realized something crucial: the franchise’s definition of success was not my own.

For me, true success isn’t just about hitting a revenue milestone. It’s about creating something sustainable—something that allows me to pay all the bills at the end of every month, support my employees, and still have the flexibility to be there for my family. My boutique provides jobs for six incredible women, from teenagers saving for college to moms bringing in additional income for their families. That, to me, is success.

Beyond the numbers, my boutique is about community. It’s about creating a positive space where women feel valued, empowered, and connected. It’s about the ability to work creatively, to foster relationships, and to make a real impact—not just in sales, but in people’s lives.

And right now, with my husband preparing to leave for a 12-month deployment overseas, success means something even deeper. It means having the flexibility to show up for my children, to be present in their lives, and to balance my role as a business owner with my role as a mother. That’s what truly matters.

Navigating financial setbacks taught me an invaluable lesson: success isn’t one-size-fits-all. The world may tell you that success is a certain number in the bank, but I’ve learned that true success is about sustainability, community, and the ability to prioritize what matters most. And by that definition—I’m already successful.