Today we’d like to introduce you to Stephanie Alfieri.
Hi Stephanie, thanks for joining us today. We’d love for you to start by introducing yourself.
It all began in 1981 at Plumb Elementary in Clearwater, FL. At some point in time (August 2013), we reconnected in Orlando, FL where we have enjoyed visiting local craft breweries, pubs, tap houses and restaurants – among other things! During a visit to a local hangout, we had a brilliant idea – hurry, get a napkin – cut beer bottles into containers for our fantastic, clean burning candles! Why use the typical container when we can recycle bottles!?! Happy Hour Recycled! There were a lot of trials and even more errors; however, we finally figured how to cut, grind and polish beer bottles to make unique candle vessels. So after many, many moons and owl sightings later, The Plum Owl Co was born!
Realizing not everyone wants a beer bottle candle, we have kept our theme of Happy Hour Recycled by pouring into beautiful glassware that can be enjoyed after the candle is burned.
In 2021 we took a huge leap of faith and opened Avalon General in the newly constructed Marketplace in Avalon Park. We are proud to carry locally curated goods and currently support 26 woman-owned brands just from Florida!
We all face challenges, but looking back would you describe it as a relatively smooth road?
For The Plum Owl Co, trying to compete with online shopping and free shipping was a major obstacle. In addition, being a small company sourcing only US made raw goods, we did not have the buying power of a large company. Therefore, our price points were a bit higher than you would find in department stores. The struggle then became, how do we get our products in front of as many people as possible? So, we did a lot of local markets and met a lot of wonderful local makers along the way. We also made a push to get into as many local stores as possible. While this definitely helped to grow our brand, it was not enough to dedicate 100% of our time to it. Trying to grow our brand while working full-time jobs was another major struggle worth mentioning. We completely understand what it means to be a local maker and how hard it is to get your products out there while maintaining your quality of life.
For Avalon General, opening a brick and mortar for the first time was the biggest challenge ever! How much product do we need to have on hand? How much product do we need to have in stock? When do we order the next round of items? Do we order the same items or something new and different? How do we get our beer and wine license? Once we have it, what type of wine will people like most? How many varieties of wine should we have and how many of each type? What will the people of Avalon Park be willing to pay by glass and by bottle? These are just some examples of many of the challenges that present themselves on a daily basis. Being only three months in, we are still discovering new obstacles we never considered. Being able to adapt and overcome these challenges is a challenge in itself!
As you know, we’re big fans of The Plum Owl Co and Avalon General. For our readers who might not be as familiar what can you tell them about the brand?
The Plum Owl Co specializes in 100% clean burning soy candles. All of our candles are 100% soy wax, free of dye, and made in small batches then hand poured. This process produces better control of fragrance and a fresher candle delivered to you. We use only phthalate-free fragrances and all cotton wicks. With high-quality ingredients, our candles burn clean and are safe for all in your home, including the pets! In addition, we also hand-make wax melts, fused glass pieces, wind chimes, room sprays, necklaces, bracelets and scarves in our Orlando studio. At The Plum Owl Co, we like to think of ourselves as a small company making a BIG impact on the environment! But…why stop there? We are also proud to have assisted many local organizations with their charity events.
Avalon General specializes in providing opportunities for local artisans and other small US based businesses to showcase their amazing creations. We understand the impact this can have on a small business. We pride ourselves on giving the community access to locally curated items they cannot find anywhere else. While we are new in the retail game, we have enjoyed getting to know our customers and seeing their reactions as they find that one-of-a-kind piece they cannot live without! This gives us a sense of pride in knowing we are making in difference in the lives of the customers, as well as the makers.
Are there any books, apps, podcasts or blogs that help you do your best?
The podcast we enjoy most is Bungalower and The Bus. They do a great job in introducing fun local venues and activities to enjoy in Central Florida.
Contact Info:
- Email: hoot@theplumowlco.com
- Website: www.ThePlumOwlCo.com
- Instagram: @theplumowlco
- Facebook: @ThePlumOwlCo
- Other: Instagram @avalon_general
