SUCCESS SECTION: Tiffany and Weller forges personality into products and customer connections
Monica and Paul Tiffany, the owners of McGregor-based Tiffany and Weller, share their personalities through the store’s popular wooden signs, as well as in connections with customers. In 2019, the two started a regular video series on the store Facebook page, which has drawn countless views and positive comments. (Photos by Audrey Posten)
Tiffany and Weller offers decor in what owner Monica Tiffany described as a “farmhouse chic style.” They have also developed a line of soaps and lotions, and Paul began crafting pieces of furniture and charcuterie boards.
By Audrey Posten, Times-Register
Adaptability. For Paul and Monica Tiffany, that’s been one of the keys to small business success. The couple opened McGregor Mercantile, a paint and hardware store, in downtown McGregor in October 2016, only to have a tornado hit the town the following summer. When the business reopened in March 2018, it had a slightly different focus.
“Paint and hardware was fine, but it didn’t excite my soul,” said Monica. “So we decided to do paint and decorating. It’s all stuff to make your home beautiful.”
What spurred the transition? Paul credits Chip and Joanna Gaines.
“We went to Magnolia Market,” the HGTV “Fixer Upper” stars’ Texas-based business, he recalled, “and Monica was like, ‘I want this store.’”
McGregor Mercantile blossomed under the new direction, offering decor in what Monica described as a “farmhouse chic style.” They also developed a line of soaps and lotions, and Paul began crafting pieces of furniture and popular charcuterie boards. The biggest addition, though, were wooden signs that customers could buy already made or customize with a saying of their choice.
“I think our heart, especially now, has come into the things we make and sell in the store,” said Monica.
This year, that locally made approach facilitated a business name change to Tiffany and Weller, a title that reflects the couple’s last name—Tiffany—as well as Monica’s maiden name—Weller.
“When we started manufacturing our own products in the store, we were putting that on everything,” explained Monica, “so Paul suggested we change the name. It’s us, and that’s what we want to represent.”
“You can forge your personality into it,” Paul added. “With this, we buy raw goods, we’re manufacturing and it’s creating jobs. You think McGregor, that there’s probably no one here who has the money to open a factory and hire 500 employees off the bat, but it doesn’t have to be that way. Small manufacturing, over the course of five years, could create five or 10 jobs. Better than made in the U.S. is made in small town U.S. That’s what I’m proud of.”
The wooden signs are solid and high quality, not cheaply made like similar products from big box stores. They are also reasonably priced, which Monica owes to Paul’s resourcefulness, buying materials in large quantities or re-purposing someone else’s scrap.
Monica said the style—square or rectangular frames with sayings etched out of a colored interior—can be versatile, fitting both modern and farmhouse themes along with everything in between. The Tiffanys come up with most of the sayings and imagery, which range from sentimental to funny.
“Paul has suggested a few I’ve had to veto,” Monica joked. “Sometimes it’s just real life inspiration that makes things funny.”
Tiffany and Weller has even started selling signs wholesale—a move that will be aided by a new piece of equipment.
“Right now, we’re still making one sign at a time. But with wholesale orders coming in, this rep has big stores in big cities, so we were looking at quantity. We weren’t going to be able to keep up with production. This new machine, depending on the size of the sign, would make anywhere from 30 to 50 signs at a time,” Monica shared.
According to Paul, this could push the shop’s production from 50 signs per week to over 1,000 per day. They’ll no longer have to make signs each day, freeing the couple up to focus on other aspects of the business.
The back of each sign will be stamped not only with the Tiffany and Weller name but also “Made in McGregor, Iowa.”
“I’ve had emails now from New York state, from Chicago, with people who are wanting to order our signs,” said Monica. “So how cool is it that ‘Made in McGregor’ will be across the country in different stores. I grew up here in McGregor, so I’m proud of our little town.”
Paul said that feeds into a push by consumers wanting to know where products originate.
“I think we should know where our food comes from—whether you eat meat or not—and how it’s being raised and grown, and make decisions based on that. It’s the same with this,” he stated. “I think you should know where your signs come from.”
In addition to purchasing ready-made decor, customers have enjoyed making their own pieces through Tiffany and Weller. The store has offered classes, including everything from painted signs to farmhouse benches. During the pandemic, the business also began offering take and go kits.
“We had a customer that said, ‘Hey, my kids are home from school. Do you have anything you could send home for us to do?” We have the paint here, so why don’t we try doing little to-go kits, and it went way better than I anticipated,” said Monica. “I actually will continue to do those even though we’re able to have small groups in the store again.”
Paul and Monica enjoy that the classes help them connect with their customers. In 2019, they took that a step further, starting a regular video series on the store Facebook page where they discuss products and upcoming events—often with witty banter and humor.
“We didn’t want to do it,” Paul admitted, “but everything we read said you need to connect with your customers. If you go to the archive and watch the first ones, we’re pretty raw.”
The videos were an instant success, though, drawing countless views and supportive comments.
“The feedback was crazy. That’s how we decided maybe we should do this weekly,” shared Monica. “I’m so appreciative that people watch them, and I’ve had customers come in and they’re like, ‘I’ve never been in, but I feel like I know you,’ all because they’ve been watching the videos. That’s the connection we want. We’re friends and family with all our customers. We’re trying to have fun, and it’s a good way for them to get to know our personalities.”
“That’s what we like about our customers. They let us be us,” said Paul. “It can be tough, but when people come in and say ‘I love your store,’ or write something on the video you did, that’s what keeps you going. That’s what I recommend to anyone who wants to have a business: find a way to connect with your customers.”
Monica credited the support of customers and the community, as well as friends, family and employees, for sustaining Tiffany and Weller. Owning a business isn’t easy, she acknowledged. It’s important to remain persistent.
“There are definitely ups and downs,” she said, “but be determined to figure out a way to make it through the hard times.”
