The Blend fills a needed gap for women

Downtown Shawano business helps over a dozen budding entrepreneurs to start out
By: 
Nicole Hixson
Correspondent

The Blend in downtown Shawano is a unique boutique store featuring 19 women-owned businesses.

Opening in July 2022, The Blend currently offers homemade and retail products including clothing, home decor, pet treats, crystals, jewelry, candles, soaps and more. In addition to ready made and ready to sell pieces, options for custom made products are always available.

Founder and owner Alex Hartwig began this store as a way to assist local women with their businesses while also finding professional fulfillment.

“I worked in healthcare for the last 13 years, and I had my son so I really wanted that time with him,” said Hartwig. “I just felt that I didn’t want to be on call 24-7 anymore, but I still wanted a way to connect with and be able to help the women of Shawano and support them.”

The Blend has been able to meet the needs of a growing cohort of entrepreneurs who have already perfected their craft but are looking to expand their retail ambitions. Whether some are pursuing it as a hobby, are looking to earn extra income or are not quite ready to open their own store, The Blend can accommodate any scenario.

“There’s all these women, especially during COVID, that have started these businesses online,” Hartwig said. “They are typically doing it through social media, so I wanted to give them their first brick and mortar experience. So that’s how The Blend came to be. It’s been a really fun project. It’s given me more purpose.”

Interestingly enough, one of the objectives of The Blend is for the vendors to actually move out.

“I know that sounds funny, but the overall goal of this store is for them to be so successful in this starting point, learning from each other, sharing information, that they have to move into a bigger space,” Hartwig said. “And preferably here on Main Street, because my goal is to continue to help build up downtown Shawano.”

In fact, one vendor has already proven so successful that she is leaving The Blend to open a new store elsewhere on Main Street.

Although her business began just last year, Hartwig has been a part of Shawano for much longer.

“I’ve been here since 2016 and I love it here,” Hartwig said. “I love the collaboration between the businesses, and I want to build up all the other businesses on Main Street and support the other businesses. I hope they do the same for the ladies in here.”

In the short time that The Blend has been open, the store has had such success and vendor interest that it has already needed to expand. Removing walls and adding shelving have enabled additional entrepreneurs to be included in the boutique.

“We started with nine spaces, and we’ve already added another eight,” said Hartwig. Not to mention, they already have a growing waitlist. “We really can’t expand any further in this space.”

However, that hasn’t stopped The Blend from reaching out to customers through other means to showcase their vendors’ wares. The Shawano Area Young Professionals will be hosting a craft fair, and Hartwig already has plans to be a part of that.

“When you come to The Blend, you are supporting 19 different women who are local to Shawano,” said Hartwig. “I think that makes it a special store to shop at.

“At big box stores you don’t necessarily know the person you’re supporting. When you come to downtown Shawano, you’re likely to see one of the owners, or here at The Blend, one of the makers might be working the desk. You are looking them right in the eye when you buy their products, and I think that is something very special.”


AT A GLANCE

WHAT: The Blend

WHEN: 10 a.m. to 5 p.m. Tuesday through Friday, 9 a.m. to 3 p.m. Saturday and 10 a.m. to 3 p.m. Sunday

WHERE: 111 N. Main St., Shawano

CONTACT: 920-370-2178 or theblendshawano@gmail.com.