Josephine Lee of The Pointe Shop - 028

SHOWNOTES


Growing up, Josephine watched her mom start multiple businesses
including a successful dance retail store, so when she found
herself opening her own store after college, she assumed she had
it figured out by way of watching her mom.


However, what she didn’t realize, was that in 2011, brick and
mortar stores were slowly beginning to become a ‘dying
industry’.  Dance Retail stores were closing left and right
and here Josephine was, stuck in a 5 year lease, and feeling like
a prisoner to her business. 


Until she had a change of perspective.


Her mom said, “ You can either view your store as a jail cell or
as your castle”. And from then on, Josephine began to expand her
mind as to what her business could become beyond the blueprint of
the stereotypical retail store model.


Not long after that, she realized, “Oh my gosh, I have customers
driving 4 to 5 hours , just to come visit me and get fitted for a
pair of pointe shoes!” 


Which led her down the path of asking herself, “How can I better
serve them? By bringing my store to them."


So in 2014, Josephine created The Pointe Shop, her mobile pointe
store that has visited 100’s of schools and studios all across
the United States, and is revered as being one of the top pointe
shoe retailers in the country.