Today we’d like to introduce you to Kristine Ward.
Hi Kristine, so excited to have you with us today. What can you tell us about your story?
As long as I can remember, I wanted to own my own shop. And that’s the start of it!
I’m a creative spirit. Whether it’s a crafty pursuit or a significant problem to be solved, I love finding ways to be creative. It’s a big reason why I chose marketing as my career. Before opening Sunshine & Sage I spent 35 years in a wide-ranging marketing and leadership career that included promotions, product management, product development, market research, strategy, business development, grant writing, and more. Marketing is a field that requires innovation and creativity and was a ton of fun over the years. It also turned me into a qualitative research fan. Going out and talking to people, hearing their challenges, uncovering problems to solve, learning the words they use – there’s not a survey in the world that can capture that essence. That essence is so foundational to creating great customer experiences that are essential in my new retail life!
As a lifelong crafter and creator, there came a point where I needed a different creative outlet. At the same time I was starting my journey into practical mindfulness and joyful living. If you look inside my brain you’d see monkeys chasing after squirrels that are running after bouncing balls. New ideas, things to test out, stuff to look into, new business ideas. My mindfulness practice is about finding small moments everyday to be fully present. To breathe. To quiet the critters in my mind. To check in with myself and observe the world around me. To find gratitude daily. A practical approach to mindfulness.
One day I started making semi-precious gemstone trees – and loved it. Making each tree was a meditation. I’d go out to study and sketch trees in nature to mimic their qualities in their stone and wire counterparts. I quickly realized that I needed to find a way to support my new hobby – the gem trees were taking over my house and I wanted to keep making them. So I started my first side business, Luna’s Parlour (named after my puppy) where I’d vend at fairs on weekends. I did well with the trees. I challenged myself to figure out how to grow my sales at these events. So I started to buy wholesale complementary products for the shows and my sales grew. This little hobby business quickly turned into my “research” project to learn more about mindful, joyful living, and what type of experiences, products, and resources those on their own journeys might be interested in. I now had an outlet that was a fusion of my crafty creativity and marketing creativity. I met, and learned from, so many amazing people. And the idea for a boho-inspired shop that is grounded in mindful, joyful living started to take shape. I closed Luna’s Parlour…and launched the Sunshine & Sage brand.
I needed about a year or so before I could retire (early) to open the shop. I found a building for lease in the heart of Downtown Howell that was undergoing extensive renovations – the timing worked perfectly for occupancy. I continued to vend at fairs on weekends, focused on Howell and the surrounding communities, to start to create awareness for Sunshine & Sage coming soon. It let me test the business concept before opening my doors – and the concept was resonating with people. Whether it’s the feel of our fabrics, bright bold patterns, sounds of singing bowls, tastes of nice teas and naugh-teas, or our snarky signs and socks, everything in the shop is curated with a focus on mindfulness and joy. Nearly 90% of what we feature in-shop isn’t on Amazon and over 85% of our merchandise is from small and micro-businesses across Michigan and the U.S.
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 it’s not been a smooth road – nothing worth doing is! There were and are obstacles. The building renovations took longer than expected so Sunshine & Sage opened roughly 6 months later than expected. We had 12 days once we got our key to open for business during one of our largest festivals in Downtown Howell – Melonfest. It was a hustle to open our doors but we did it!
Staffing is a challenge – whether for seasonal or year ’round help. Having worked in the world of workforce development, it still amazes me that people choose to not show up for an interview or for their first day of work. Some candidates don’t have the common courtesy to call or email to say they don’t want the interview/job after all.
Trying to get a business line of credit was tough. I was too “new” for SBA and everyone else suggested I just take out a home equity line of credit. Then I found Lake Trust Credit Union (they’re fantastic) through the Howell Chamber of Commerce (I’m a member) and I was able to secure a flex line of credit. Generally, access to funding is challenging. I’ve written for dozens of grants and find that very few retailers get awarded. I leverage free entrepreneurship education programs that have competitive grants available for participants. I’ve competed in a pitch competition – I didn’t win; it did help me really refine how I talk about Sunshine & Sage. I’m still in the start up stage, like many I’ve learned to leverage those zero or low interest offers on credit cards to manage short term spending needs while I work to grow this business.
The economy overall is a challenge. One of the biggest struggles is managing through the ups and downs of the global tariff situation. For my 2025 opening orders, some of my vendors added a surcharge as high as 15% to cover new US tariffs before they were struck down (and now back again in 2026). Many of my vendors are still waiting for their refunds – and have no answers as to whether or not they’re going to pass any of that back to their customers. Many of those vendors now have increased prices, in some cases, 20% or more year over year. Only so much can get passed on to the consumer when you’re navigating a tough economy.
Building a new professional network is challenging when you’re actively working your business every day. My previous profession was in the manufacturing sector – now I’m in retail which is another game. Carving out time and capacity to get to networking events is high priority, only second to ensuring my operating hours are fully staffed.
Truly, I think the biggest struggle is I don’t know what I don’t know. When you wear all hats, you start to learn quickly where you need help. I’m not a social media maven, so I contracted one. I learned the hard way that trying to be your own accountant isn’t a good idea. I keep my books and rely on my accountant for periodic financial reviews. I can’t do everything, so I’m learning to surround myself with people I can call on – staff or contract – when I need help.
As you know, we’re big fans of Sunshine & Sage. For our readers who might not be as familiar what can you tell them about the brand?
Sunshine & Sage is a boho-inspired boutique and gift shop focused on mindfulness and joy. We feature fun and funky women’s clothing, jewelry, home decor, mindfulness resources, and funny and practical gifts that help us take life less seriously and live more joyfully. Mindfulness and joy drives everything we do – from product selection to customer service to our events. I’m very proud of the impact our customers tell us we have when they share their stories with us. From a grandpa who helped a grandkid get over a fear of zombies with our zombie repellant incense, to a grieving mom who attended a healing event and told me she slept through the night for the first time since her adult child’s passing, to people new to the area who come to my events to meet new people and make new friends – retailers that operate with intention can have an impact on people.
A centerpiece of the shop is our Intention Bracelet Bar. You can come in any time (groups of 5 or more we appreciate an appointment) and make a semi-precious gemstone bracelet that’s a visual reminder for whatever it is you need – courage, stress reduction, protection, etc. You can create a design from one of our 40 bracelet recipes or create your own unique combination. We also offer optional charms for a little extra bling. When we do the final finishing knot and add any charms you choose, you get a 30-day warranty on your new bracelet. You can also book a bracelet making party with us for up to 10 people – during or after store hours.
As a brand, we’re thrilled with the feedback we get from our customers on the uniqueness of our curated product selection, creative events, and customer service. You know you’re on the right path when one of your regular customers comes in for a conversation….then comes back and brings you lunch. We’re creating a unique community for people who want a little less drama and a lot more joy in their lives.
What we’d love everyone to know about us is that everyone is welcome! We curate a unique product selection – most of which aren’t on Amazon. We support other small and micro-businesses across Michigan and the US – folks like ourselves that are trying to build and grow their own businesses. We’re open 7 days a week. If you shop us on Monday, we offer our seniors citizens a 15% discount – we partner with North End Market and Black Iron Roasters who also offer senior discounts on Mondays (but you have to ask for it – we don’t ask your age). And we do private events too. We love being part of the Howell community and we love the growing community that is rallying around our little shop.
What’s next?
We are looking forward to new types of events and experiences. We’re starting a monthly, after hours, “Watercolor Social” event. No watercolor or artistic experience necessary! We provide a pre-sketched kit, along with watercolor tips and tricks. Participants can experiment, learn and share ideas in safe, creative space. We’re looking forward to offering new “mystery” creative experiences – we’ll drop hints of what they are….but you won’t see what you’re making until you show up. We’re excited to be growing our meaningful, mindful, creative experiences and events.
We’re now offering private events. Whether it’s a girls’ night out, a thank you to your bridal party, a birthday celebration, or a fundraiser for your organization, we collaborate with you on how to meet your goals for an amazing experience. We can keep it simple with a “Sip & Shop” event or include an “experience” (such as bracelet making, watercolor, gem tree making, etc.). We partner with local deli The Crunchy Pickle for optional event catering and welcome social district drinks. We can host events during or after store hours. And we make it easy for you – we can coordinate the catering, provide you with a private registration link so everyone can pay for their spot on their own, and keep you updated on total registrations.
We’re looking forward to the launch of the Sage & Sol bracelet line later this year. Our sister company is working hard on a line of beautifully packaged, intention stretch bracelets with a twist. Each bracelet features an edgy name and affirming message. Whether you need to be reminded of what a badass you are or you just need to be reminded to just f***ing breathe, we’ve got a bracelet for you to keep or offer as a meaningful gift. We like to think they’re a little like luxury meets locker room. Sunshine & Sage is the launch site for the Sage & Sol bracelet line that we’ll be making available via wholesale to other boutiques and gift shops.
Contact Info:
- Website: https://www.sunshineandsageshop.com
- Instagram: https://www.instagram.com/sunshineandsagehowell/
- Facebook: https://www.facebook.com/sunshineandsagehowell
