Conversations with Erin Fennell

Today we’d like to introduce you to Erin Fennell.

Hi Erin, thanks for joining us today. We’d love for you to start by introducing yourself.
After working for almost two decades as an oncology nurse practitioner and raising two beautiful children, I decided to pursue my creative passion full-time.

For years, I have enjoyed (okay, maybe to a point of a slight obsession) reimagining and repurposing vintage items. There is certain quality and beauty in vintage decor and it is relevant to todays decor. Bringing these pieces back to life by is something I have done for years in my own home and for friends.

Not long after moving to Smithville, TN from Nashville in 2020, I started working on building a business, one that allowed me to take my hobby to the next level. I took classes at the Biz Foundry in Cookeville, TN which guided and supported me in building my brand.

After a lot of hard work, Refined Boutique became a reality! In December 2022, I opened my doors on the square in Smithville, TN, a quaint little town about an hour and a half from Nashville TN.

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?
Of course, owning a small business, especially in today’s climate, is not easy. But, as I always say, “Nothing worth doing is easy to do!”

The biggest challenge is reaching my target customer. Smithville is a very small town and foot traffic can be lacking in the off-season. Also, the word “antique” is not something that speaks to the younger generation.

Normalizing vintage gift giving and decor is something that is starting to make headway but is not fully appreciated. Modernizing the antique store is the challenge. But, once people come into the shop and see consciously crafted and sourced vintage decor in a curated setting, they get excited. I already have several customers that return regularly to see what is “new” in the store.

Another challenge for me has been learning the business language, for so long I have been a clinician so this endeavor has opened a whole new world for me – social media, website, QuickBooks, pricing, sourcing, etc. It has all been a big adjustment.

Overall, the process is joyful and exciting one day and can be discouraging the next. This journey has not been easy and I have had, and will continue to have, my share of struggles. But overall, focusing on the wins and learning from the losses is an essential part of it all  and I am loving every minute of it!

Thanks – so what else should our readers know about your work and what you’re currently focused on?
I would call myself a “furniture artist” and “curator” of vintage home decor. I accept commission work and will customize any piece that you have that needs updating.

I will also come to your home and help you redesign a space with items you already have or source what you need. What many do not realize is that what you love is in style. A space should reflect one’s personality and experiences and feel collected. How you decorate or what you love is exactly right for you.

I am so proud of being a part of a movement that is sustainable decor. Having the ability to recreate, repurpose and reimagine a piece that would have ended up in the landfill is so very satisfying.

If you had to, what characteristic of yours would you give the most credit to?