Soulful Songwriter Holly Williams By Anna Ferguson Hall

How do you do it all? Between Nashville stardom in recording and writing your own music, being a mother and wife, and owning and managing an authentic and eclectic, chic, non-general general store (with multiple locations and online platforms!) … that seems like a lot to just keep track of, much less control of! How do you prioritize your day?

Well first of all, I am absolutely not doing it all at the moment-in fact I’m doing very little other than being a full time mom! In survival barely have showered mode!

My last album was 11 years ago, I have been dreaming of finding the time to write and finish another album but with the demands of four young children, I haven’t been able to get back around to music just yet! I am only doing a handful of gigs per year so music is barely taking any time! The stores were all opened by the time I became a mom, of course there have been many changes and journeys and business/employer ups and downs but overall the stores were mostly intact before I was drowning in motherhood! I am barely involved these days other than creatively and when they truly need me! My teams are amazing, from store director to buyer to accountant to consultant, they keep everything rolling! I could never open four stores at this point if that had not been done years ago! We have a very small curated online shop that the girls at the store are passionate about running, we tried the big roll out once but we did not have the teams in place to accompany that! Lots of lessons learned, I love overseeing as much buying as I can for the stores, but I had to give up a LOT of creative control so my buyers could keep things running, because weeks go by without me checking on them-that is the nature of little ones ha! Once I found and invested in people that worked so well for the business I was able to breathe and not juggle 24/7!!

What advice was given to you when jumping in to be a business owner?
Don’t do it! Ha! That was the legit advice from everyone everywhere. They knew I loved music and was on the road a lot! Other than that, once I dug my stubborn heels in, I was told it’s all about the people you surround yourself with. Hire people smarter than you! Accounting is the top priority, finding wise people that you can trust financially to help you manage business debt! Find a location you love, so much is about location and more people help offset the rent cost!

What advice can you offer new entrepreneurs?
When in doubt, figure it out! Take out the trash, and show up as your best self for each meeting you need to get ahead! Doing the hard work is just as important as the “fun” work of starting to build! Tell everyone why you are doing what you’re doing, make lots of cold calls, you never know who you will end up connecting with-simply from showing your passion for your new ideas! Have no fear in communications-be as kind as possible and share as much of your own personal energy for your business as you can!

Can you tell me about this struggle: Balance. How do you find balance between being a country music star, a businesswoman, a mother, and a wife? How do you balance business between online and in-store? Are you selling to the same customer or different demographics?
Girl, I don’t know about being a star haha but I love my fans that have followed me through the years of this songwriter’s journey! Our online is a very small curated fun place to find a few of our favorite things, but our energy goes into the brick and mortar experience! I hope our stores feel like pure magic when you walk in, and there is truly something for each and every one of your loved ones! We hope our store customer is also our online customer!

What about business owners looking to change their routines- how do you change a style after a customer base has been established? Can you? (Should you?)
Goodness we haven’t had to face this yet thankfully! Since we are a general store we aren’t following trends as much as we are classics in every category-food, pet, home, kids, candles, skincare, all the good things! I worked really hard on our hopefully timeless logo back when we opened in 2013 so we haven’t had to re-invent ourselves just yet! I sold my clothing store H. Audrey this year, that was a case where I feel like the style of Nashville was starting to shift and someone else could grasp that easier than I could with how busy I am these days-between kids and White’s! So instead of re-inventing I found a buyer that the store worked great for, and he put his vision to it! Maybe it’s about re-invigorating the team or bringing on a new hire that understands how things need to shift! Pivots are important and crucial times in any business!

Do you sample all your items first? That throw blanket sweater piece- the cozy chic Lite Heathered Travel Shawl- how many do you own?! (A closetful seems like the best answer!)
For me it’s all about packaging, quality, how it’s made, and I LOVE a story! I don’t get to literally every single item as my buyer finds great things also but the goal is to try as much out as I can! Girl, when you have access to all these items you have to purge a lot! I have three woohoo!

Why add “business women”, or “entrepreneur” to your musical legacy? Where did the idea (or dream) for a business start? How did you make it a reality?
I always loved playing store since I was a very young girl, I loved setting up little businesses for my friends! I saw a huge hole in the Nashville market as there was barely any shopping before the city exploded in growth! I loved old general stores of the south and needed a one stop shop where everything I loved was in one spot. I was on tour all over at the time and was able to bring so many brands together under one roof! I got a $67,000 loan from the bank, maxed out a credit card, and was so lucky to find an old gas station to rent in our neighborhood of 12 South! If I had these dreams these days it would be nearly impossible to find a place to start … that is what’s sad about the bigger cities these days! We were lucky to find a great spot at that time!

Do you see yourself as an example of a successful entrepreneur? Where did that spirit come from?
I’m deeply grateful that our stores have resonated with such a huge following of people! My grandmother Audrey (Hank Wiliams’ wife) opened Nashville’s first clothing store downtown, first booking agency, and is the main reason Hank became a celebrity. She was focused on making sure the whole world discovered his incredible talents! He loved fishing and she made him get out there and sing for everyone haha! My mom’s side of the family has a long history of mercantile owners so it came from both sides in a way!

Your personal and family life both appear to be very accessible to view on your website and social media outlets. Is this to help you connect with fans on a deeper level? Were you hesitant to be this open with fans? What benefits are provided to business owners by being so personal?
Oh I’m sure I’m way more personal than I am supposed to be, haha! I never went to one of those agencies that tells artists and business owners what they are supposed to write about! I just lay it all out there and write whenever the mood hits, naturally I started connecting with fans on a deeper level from unexpected vulnerability thanks to Instagram! I’m not sure there are necessary benefits but I do think there is familiarity and warmth when people follow closely the journeys of others that they are fans of-that can feel like a very special thing, and a way for people to connect via comments and dm’s. It also is neat to meet social media faces in stores and at concerts, it’s funny how we stay connected that way. Sometimes I don’t post for weeks or even look at it because of the season I’m in with my babies, but if used right I do think it can be such a special place!

You went through a hard patch that involved a serious injury and you thought might end your musical career. How did you keep fighting? What kept you motivated?
That was in 2006 during a bad car wreck with my sister. I am blessed with incredible family-a mother that is my rock on every single level. Dad was at our bedside in the hospital weeping and worrying. They love us and encourage us that means the world! Lots of friends, lots of prayer. Jesus gave me a deeper comfort that is hard to explain during those days, a closeness that I knew was there by my side. My mother has always been a prayer warrior, I believe intimate talks with God truly matter!

 What are you most proud of so far in your multifaceted career?
The stores are fun, fun, fun, and lots of hard work but getting to connect with people at Christmas when the stores look like Hallmark is truly incredible! Music though will always be the greatest moments for me. Getting to tour with Jason Isbell and John Prine and Sheryl Crow and so many heroes over the years is so wonderful! There is nothing I love more than sitting in a theatre with a guitar and a piano and story telling, I love connecting with the audience in that way those are always amazing moments! I’m MOST proud of my four precious wild wonderful children!

And finally, just a few quick-hit questions:
– Favorite way to relax?
A hot bath every single night with no noise and in the dark-at least 10 minutes of total silence!

– Favorite memory of being a business owner so far?
Helping my childhood crush Jason Priestley shop, haha! Beverly Hills 90210! Honestly I love helping all of my incredible music friends curate gifts for their tour crew and loved ones!

– Favorite moment as a musician so far?
Singing with Dad is always the best!

– Favorite memory of being a mother? Wife?
Hospital nights with the newborns, they are exhausting but those moments as a mother are priceless! As far as being a wife I have loved supporting and watching my husband’s music and art career grow! Chris Coleman is the art name he goes under and it is truly breathtaking!

– Best advice you’ve been given?
He not busy being born is busy dying from Bob Dylan, he didn’t say it to me but it’s my favorite lyric.

– Best advice you can give?
Things take the time they take, invest first in your loved ones. Make sure nothing will go unsaid if there is a sudden tragedy. Keep your closest relationships a priority, ask God to illuminate the path before you, and dig deep to find out who you are-then you will show up as your best everyday! Also, make a to do list every single night, I use mine on evernote-whether it takes 2 minutes or 20 each evening it helps prioritize the next day and set the tone!