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About Long Beach Community Magazine
Melinda Elmer is a real estate agent and team leader known for bringing calm, clarity, and strategy to some of the most complex transactions in the industry. With The Elmer Team, she serves Long Beach, Lakewood, Signal Hill, and surrounding communities with a proactive, prevention-first approach that minimizes surprises and protects clients through every stage of the process.
Her specialty lies in high-conflict divorce, probate, and trust sales, where preparation, neutrality, and compassion.
Melinda Elmer
Editor-in-Chief
The Elmer Team
Century 21 Masters
Sarah, tell us a little about yourself and what inspired you to start Willow & Main.
I've lived in this community for most of my life, and growing up, I always loved walking through the little shops downtown. There was something special about knowing the owners, discovering something unique, and feeling like you were part of something bigger than just shopping. I remember telling my mom when I was about twelve years old that one day I would have a shop of my own. Life took me in a few different directions, but that dream never really went away. Eventually, I realized that if I kept waiting for the perfect moment, it might never happen, so I decided to create that moment myself.
What exactly is Willow & Main, and what makes your business different from other retail stores?
Willow & Main is a neighborhood lifestyle boutique where we carry thoughtfully selected home décor, gifts, accessories, and products made by local artisans. I wanted to create a shopping experience that felt personal, where people could discover something beautiful without feeling like they were walking into another big chain store. One of the things I'm most proud of is that we work with local makers and small businesses, which means many of the products on our shelves have incredible stories behind them. When someone shops here, they're not just supporting my business; they're helping support an entire community of creative entrepreneurs.
Photo Credit: Photographer
What was the biggest challenge you faced when turning your dream into an actual business?
Without a doubt, it was overcoming the fear of taking that first big step. I had spent years thinking about what my shop would look like, what I would sell, and how I would decorate it, but signing a lease and investing my savings made everything suddenly very real. There were moments when I questioned whether I was making the right decision, especially during those first few months when every sale mattered. What helped me push through was the encouragement I received from friends, family, and even complete strangers who were excited to see another locally owned business opening in the neighborhood. Their support reminded me why I wanted to do this in the first place.
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How important has your local community been to the success of Willow & Main?
Honestly, I don't think Willow & Main would exist without this community. Some of my very first customers were neighbors who stopped in simply because they saw the lights on and wanted to introduce themselves. Those same people have become regular customers, brought their friends, and shared our business on social media. I've also developed wonderful relationships with nearby coffee shops, restaurants, and other business owners, and we constantly recommend one another. It's amazing what happens when local businesses stop thinking of themselves as competitors and start seeing themselves as part of the same neighborhood.
What advice would you give to another woman who dreams of opening her own business but hasn't taken the leap yet?
I would tell her that she doesn't have to have everything figured out before she starts. I spent so much time trying to create the perfect business plan, save the perfect amount of money, and wait for the perfect opportunity, but eventually I learned that building a business is a process of learning as you go. Start small, talk to people who have already done what you want to do, and don't be afraid to ask questions or make mistakes. Most importantly, believe that your dream deserves a chance, because the difference between someone who dreams of owning a business and someone who actually owns one often comes down to deciding to begin.
What's next for Willow & Main, and where do you see your business going in the future?
Right now, my biggest goal is to continue growing Willow & Main while keeping the personal, neighborhood atmosphere that makes it special. We're planning more in-store events, seasonal markets, and collaborations with local artists so that the shop becomes more than just a place to buy things. I'd also love to expand our online store so customers outside our neighborhood can discover the incredible products our local makers create. Eventually, opening a second location would be wonderful, but I never want to lose sight of why I started. I wanted to build something meaningful in the community I love, and every morning when I unlock the front door, I'm reminded that I'm living the dream I had as a little girl.
Sarah, thank you so much for taking the time to share your story with us! It's inspiring to see someone turn a childhood dream into a thriving local business. Before we wrap up, where can our readers find Willow & Main, follow your journey, and support your business?
Thank you so much for having me! It's been wonderful sharing my story, and I hope it encourages someone else to take that first step toward their own dream. The best way to support us is to stop by Willow & Main, say hello, and see what we've been working on! You can also visit our website at www.willowandmain.example and follow us on Instagram and Facebook at @WillowAndMain (demo handles), where we share new arrivals, behind-the-scenes moments, local maker spotlights, and upcoming community events. Even if you're not in the neighborhood, following us, sharing our posts, or telling a friend about our little shop means the world to me. Every bit of support helps us grow, and I'm so grateful to everyone who's become part of this journey!
Sarah Mitchell
Retail / Boutique / Home & Lifestyle
Willow & Main
Website
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