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Diane Poole
Beth Seeley
Beth Seeley owns Bookmarked and Wildflowers Boutique in Trussville.
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Photos by Diane Poole.
Bookmarked and Wildflowers Boutique in Trussville
Beth Seeley owns Bookmarked and Wildflowers Boutique in Trussville.
Bookmarked Paperie and Accessories was born from Beth Seeley’s desire to have her own space. But Wildflowers Children’s Resale Boutique was an unexpected opportunity. Now Beth owns both downtown Trussville businesses and is still learning to balance wearing many hats: running two retail stores, maintaining a household, and making time for her husband Shane and four kids ranging in age from 8½ to 3 years.
Beth has a background in retail, having worked in bookstores in many areas of service.
“Everything that I’ve learned at all these other jobs — I do an element of it at Bookmarked. I don’t think I could have opened this bookstore even five years earlier than when I did.”
She didn’t open the store on a whim. Realizing the leadership at the store where she worked was not being totally honest with their employees made her want out.
“I got mad enough to where I’m not afraid to do it anymore. What are they going to do — tell me ‘No’? I wanted my own space where I get to make the rules, decide who we’re going to help and say, ‘This is what we’re going to do.’”
Then last fall, her friend Ricki Mahan, owner of Wildflowers, decided to close the store. The two had become friends as owners of neighboring businesses. Beth knew Ricki had built a clientele and provided a great service in Trussville. She just couldn’t let it close.
One night, Beth went home to Shane, expressed concern about the boutique’s closing and told him she wanted to buy the business. Shane does not jump into decisions lightly, and when he told Beth he thought it was a good idea, Beth didn’t hesitate.
“I saw the potential in it, obviously, from a business standpoint and the community that Ricki and her family built here. That’s just sparked something in me.”
Was there a specific moment when Beth realized this was what she was supposed to be doing? Not long ago, Beth realized several widows had regularly been stopping by Bookmarked , and they would strike up conversation.
One woman told Beth, “This is my first time really leaving the house since my husband died. I just needed to be out, and I found myself here.” And Beth remembers thinking, “You chose my space to come help you feel better.”
She’s made relationships with others who come into the store. Erin, a Georgia fan, first came in the store before the Georgia/Alabama football game a few years ago. Beth, an Alabama fan, had been about to leave for the day but decided to stay and talk with Erin — perhaps, jokingly, to prevent any “juju” from a Georgia fan before the game.
“Erin is one of those bright spots. We see her weekly. And when she was out of town — they went out of town for nine days over Christmas — we were just like, ‘When is she coming home? I don’t like going this long without seeing her.’”
Bookmarked currently hosts three active book clubs, and two more are launching soon. They’ve hosted book signings, craft camps, wine and book pairing events, and others. These events have led to real friendships (and even a fiance — one of her book club leaders met her future husband there!).
Recently a Gilmore Girls-themed event drew about 100 people. It could have overwhelmed Beth, but many of her regulars pitched in and helped the event run smoothly. Customers stepped in to help without being asked — even showed up early.
“Bookmarked has become a gathering space as much as it is a retail shop — and I never expected it to be so deeply felt.”
Even in the short time Beth has owned Wildflowers, she has seen that kids, as well as adults, feel comfortable and safe there.
“Kids come in and kick their shoes off at the door and run straight to the kids’ room. Wildflowers is a place where you can just be yourself while shopping for your kids. You can nurse. Kids can be loud. We’re in the trenches with you.”
Does Bookmarked fit what she envisioned it to be?
Said Beth, “I think it might even have surpassed it. I knew books can bring people together because you get excited over something together. You like a character, you can disagree about a character or something, and you can just have those, like, frenzied conversations around a book with a total stranger.”
What has Beth learned from owning two businesses?
“You cannot do it alone.”
Beth’s mother, Dana, who once owned her own business, helps out at Bookmarked. Beth, her family and her parents vacation together, which means the store can’t run without additional staff. Beth has also learned when to step away and go home, making time for family.
Does Beth doubt the decision to purchase two businesses?
“Some days I’m exhausted, but I’ve never gone home mad or wondering why I’m doing this. You gotta dig down deep and not be afraid [because] failure is not an option.”
