Iowa female entrepreneurs seek community over competition
Women-owned businesses are among the fastest-growing in the state. They make up 43% of businesses in Iowa, according to the Small Business Association, and continue to outpace the number of businesses started by men since the pandemic.
Shawntel Noel giggles as she explains the amount of time she spends at her artisan plant shop, .
"I'm here pretty much every day," Noel smiles. "I spend a lot of my time watering, pruning, and maintaining them."
Caring for the plants comes easy for Noel, but other aspects of owning a business are far more challenging. The plant shop in Des Moines' East Village opened in 2019. This is the first business Noel has owned and describes owning a business as a trial and error. She relies on the help of her mom and sister to build her brand online and make connections in person.
"We don't always get the exposure of the resources, networking opportunities that our counterparts get," she said.
The 's Women's Business Center helps hundreds of women each year launch, grow and sustain their businesses through connection. Since the pandemic, women-owned businesses are on the rise. In the most recent , it says the pandemic allowed more women to launch creative businesses models in a more supportive environment. The center's director of services, Jennifer Thomas says that's reflected in our state.
"I definitely feel like there's more of an increase lately just because a lot of women might see a shift with what their careers are doing," says Thomas. "They are also feeling more empowered, too."
The center offers monthly training and workshops to help equip small business owners with the tools they need for success.
Ames business owner Bridget Good started her businesses on wheels during the pandemic out of necessity by purchasing a trailer and turning it into a traveling store.
"A lot of people were not shopping in brick-and-mortar stores, and I wondered how I can find customers. So I had to go find the customers myself," said Good, the owner of .
Earlier this month, the 26-year-old opened a clothing retail storefront in downtown Ames. In order to turn this dream into a reality, Good says she reinvested into her business often and moved in with her mother to save money. The store is a reminder of the challenges she faced as a small business owner that she says were made easier by other women business owners. Good calls that community over competition.
"I found out growing together and trying new things together with women-owned small businesses is when we thrive," Good said.
Nationwide, women-owned businesses employ nearly 13 million people and generate $3.3 trillion of revenue each year.
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