Today we’d like to introduce you to Cheryl Parrish.
Hi Cheryl, please kick things off for us with an introduction to yourself and your story.
Hi, I’m Cheryl Parrish and I have worked in different avenues of the gift and sales industry for many years. This experience gave me the confidence and the dream of opening my own business one day. I had been dreaming of doing this for a few years, and it was my goal to open a gift shop in the Richmond, Virginia, area where we lived. But in 2019, my husband, Tony, was transferred to St. Louis. So we moved, and the dream came with me. When we moved, we were looking mainly at schools in the area for our son Zac, who would be in high school soon. Little did we know then that we would move to a charming little town called Eureka. Fast forward several months of settling in, unpacking, enrolling in school, trying to get acquainted with our new neighbors and town, and here comes the pandemic. During those months that forced us all to slow down, it gave me more time to think and dream about opening a business. Then one day, I decided It was September 2020, and I knew I would be turning 50 the following Summer. That thought alone gave me the kick in the pants that I needed. I either needed to do it or stop talking about it. So after several more conversations with my husband, we agreed that we did not want to put any strain on our family’s financial situation, to open a business, so I would have to do it all on my own. I was still working remotely as a Sales Rep for my East Coast territory but needed more. Decision made. It was time to go to work.
During the next few months, I worked and saved, finding anything to make extra cash. I got a part-time job, decorated Christmas trees for families, had garage sales, was rolling change, and even tried merchandising for big box stores by placing stickers on batteries and razors! It was crazy, but I was determined to raise enough capital to get a small business loan to get started. By early December, I had saved the cash I needed, had decided Eureka would be the perfect place to open, had approval for a small business loan, and had found a building for lease, but there was one problem. St. Louis County had shut down the restaurants for the second time due to the pandemic. I had to pause and think about whether this was the right time to open a business. I couldn’t stop now for fear of losing momentum, so I kept pushing forward and signed the lease, got the loan, and The Rose & Hook, which features gifts, jewelry, and home décor, was born. I opened my doors on March 9, 2021.
Many ask about “The Rose & Hook” and where it originated. I chose the name to honor my parents, who both passed away, my dad in July of 2014, my mom unexpectedly, and soon after in February 2015. My mother, Aileen, was a “ROSE” herself, beautiful, loving, and full of life. She loved pink roses and loved sharing pictures of her pink rose bushes. She was bold in her faith, a lady full of grace, and admired by many. Although my sister, Sandy, has the green thumb in the family, I decided that putting a rose in the name was fitting in describing my mom. I may not be able to cultivate and grow a cutting of my mom’s rose bush (yet!), I can nurture and care for this little shop and honor my mama. That brings me to the “HOOK,” my daddy, Bud. I have never known a man who loves the outdoors and nature as he did. He loved animals, the sunshine, and of course, hunting and fishing. My husband, Tony, is in an ongoing contest trying to snag crappie as big as my dad’s prized 17″ fish that we have mounted and is hanging on the wall of my office. (He came close once, but no bragging rights yet!) My dad was quite the fisherman and had many stories, as you can imagine, and even though I am more of an “indoor girl,” hopefully, I can share some of those stories with you. I want more than anything to bring remembrance of my parents, not only with the shop’s name but with how I live my life and treat others. Because, as long as I live, I know I won’t find any two people more worthy of that honor than “The Rose & Hook.”
The city of Eureka has embraced my family as residents and business owners, and I am grateful. It has been an honor to be among so many amazing women business owners in the Eureka community who are genuinely encouraging and supportive of one another. I have been overwhelmed by the response to opening the store here. Over the last 2 years, many customers of The Rose & Hook have requested an expansion and more products, specifically apparel, so I decided that opening a new store would be the best option to benefit current customers and the entire community. On June 16th, 2023, my second store, Lillie James Boutique + Gifts, was opened, focusing on women’s apparel and accessories. Lillie is my late mother’s legal first name, and James is my late father’s. Although everyone knew them by Bud & Aileen, this name was the perfect way for me to marry the two businesses while continuing to honor my parents.
The excellent customer service and quality products that Eureka residents have come to love at The Rose & Hook are also available at Lillie James Boutique + Gifts. However, that is where the similarities end. I am working diligently to ensure that Lillie James Boutique + Gifts not only looks and feels different than The Rose & Hook but that the products offered are also different and that it complements the many other shops on Central Avenue in Eureka. This boutique will be an added attraction to Eureka’s entire Old Town shopping and dining experience.
Deciding to become a business owner 3 years ago has changed my life. It is about more than just making money or selling pretty things. It is about people and community. Our company’s core values are kindness, integrity, generosity, and support.
Let’s dig a little deeper into the story – has it been an easy path overall, and if not, what challenges have you had to overcome?
Getting started had its challenges, as shared in my previous story. But, about a year into my business, I was trying to get our website up and running for online shopping (www.theroseandhook.com). I felt tired and on the verge of burnout from this added stress and day-to-day operations. (I’m sure many small business owners can relate.) At this point, I decided to consult with a business coach. I knew I would have to invest in myself and get help in learning how to make this work while trying to maintain a healthy work/life balance. It was an intelligent decision, and I am still learning, but I have grown much as a business owner.
Appreciate you sharing that. What else should we know about what you do?
I have spent nearly 18 years in the gift, apparel & sales industry, 8 years in retail management, plus directorship of sales teams and volunteers, making me an expert in my field and a top resource for gifts and apparel. Creatively, I have worked in retail merchandising, holiday decorating, and home decorating & staging. I am known for beautiful bow-making, home decorating recommendations, gift selection, and wrapping.
I am most proud that I had the determination to follow my dreams and create something beautiful for others to enjoy, and I did it on my own as a 50-year-old wife and mom. I am proud that I am not finished learning and growing as a business owner, and I want to inspire others who want to do the same.
I think what sets me apart are the core values I have set for myself and my company:
• Demonstrate sincere kindness
• Act with genuine integrity
• Give generously
• Commit to the excellence of customer experience
• Support our team
Are there any important lessons you’ve learned that you can share with us?
The most important lesson I have learned on this journey is that you must have a strong team of people to sustain anything. Not only have I been fortunate enough to have the love and support of my family and friends, but I have found myself among some amazing people willing to give their time and talents to my vision and mission.
Contact Info:
- Website: www.theroseandhook.com
- Instagram: www.instagram.com/theroseandhookeureka www.instagram.com/lilliejamesboutique
- Facebook: www.facebook.com/theroseandhook www.facebook.com/lilliejamesboutique
- Linkedin: www.linkedin.com/in/parrishcheryl
