Why Do Triangle East Entrepreneurs Excel?
A strong sense of community and great resources like SizeUp help small businesses thrive in this growing region of eastern North Carolina.
The famed Triangle region of North Carolina is known for its world-class amenities, vibrant culture and innovation. While the same is true for the Triangle East region, according to the owners small businesses in Smithfield, Garner, Princeton and Selma, its most appealing quality is its deep sense of community.
Here, small businesses in the Triangle East can help craft a large, loyal customer base that supports not only regional expansion, but strengthened relationships and community ties.
In This Article
Crafting Coffee and Community
It’s not called “go juice” for nothing. Whether enjoyed first thing in the morning or as an afternoon pick-me-up, coffee is a reliable way to bring folks together. That’s certainly been the case for Milltown Java’s Sharon Creech.
“My husband had the vision to open a coffee shop in downtown Princeton,” she recalls. “At that time, the town was mostly quiet and stagnant. Everyone thought we were nuts to open a business in such a small town with such a small population, but the vision was to create a place where we could build community.”
After fully renovating the space during the summer of 2016, the couple opened the doors of Milltown Java in December of that year. Since then, the real estate market has exploded, Creech says.
“Our downtown district has continued to expand to include at least six more new businesses,” she says. “I like to think we were at least in part a catalyst for the growth we now see.”
“No matter the growth, all who enter are friends.”
Sharon Creech, Milltown Java
While it boasts expert brews and delicious pastries in a cozy environment, what stands out most to Creech about her small business is its community of people.
“We work hard to create a welcoming experience for those who enter our shop, and to engage our customers in conversations,” Creech says. “So many deep friendships, business and religious connections have been formed through interactions at the coffee shop. We have a very loving, caring, tight-knit community.”
As she looks ahead to the future, Creech recognizes that continued growth and expansion can create challenges and says it’s vital for small business owners to stay true to the core purpose behind their business.
“It’s a little difficult to navigate the changes that come with the current and impending growth we are experiencing,” she says. “Now we have somewhat of a utopia, a ‘Mayberry’ town, and inevitably, that will change with growth. We will continue, however, to treat people with kindness, offer a great product and strive to build community.”
Vision for Small Businesses in Smithfield, Garner
It’s never been easier to find beauty products online, but it lacks the specialized help and connection you can receive from your local beauty shop. That’s why Jackie Gathers, owner of Inspirational You Beauty Box, launched her business.
Gathers opened her first location in Smithfield in summer 2021, then opened another location in Garner in spring 2022, which is now her primary storefront. That’s impressive in its own right, but considering Gathers previously worked in corporate America for over 27 years in the financial industry, it’s even more so.
“I left my corporate job because I felt so strongly about this vision, and I had to start my own beauty supply store,” she says.
Her vision has paid off in dividends. Not only did Gathers make over six figures during her first year in operation, she also developed meaningful, lasting relationships with her customers.
“I really love getting clients in the store and creating a warm atmosphere and letting them know there are so many resources that can help you. For clients struggling with hair loss, sometimes we just put our arms around our customers and love on them,” she says. “It seems like my customers feel as though they are a part of this journey with me. Their appreciation and encouragement help me to keep pushing and keep believing in my dreams.”
Gathers finds Triangle East’s accessibility to be a huge factor in the success of her small business.
“Our locations are really easy to find and are accessible to many of the major roadways in Smithfield. You have Interstate 95 right there. And in Garner, we’re right there at Highway 40 and Highway 42,” she says. “There’s ground-level access and lots of parking. Folks can run in, grab what they need and run right back out. I’m really fortunate to offer that to the community.”
Mexico Native Fills Market Gap
After years of dreaming of opening a boutique along with his three sisters, Sergio Benitez founded SOLA Creations in Selma in 2017. Named for each sibling’s first initial, SOLA Creations specializes in dresses and accessories for quinceañera, prom, homecoming, baptisms and other special occasions. The Veracruz, Mexico, native saw a gap in the area that no one else was filling and knew that he’d finally found the right time and location to launch a small business.
“We believed in our vision and knew that our business could bring something valuable and unique to our community in Selma,” Benitez says.
It’s a feeling that his customers share, as evidenced by the strength and vibrance of the community.
“You’re not just running a business; you’re becoming an integral part of the community.”
Sergio Benitez, SOLA Creations
“One of the most rewarding aspects of operating our business is the deep sense of camaraderie,” he says. “It’s a very close-knit community here. Every day, I get to meet wonderful locals, build lasting relationships and make new friends. It’s a feeling of belonging that you won’t find just anywhere.”
In addition to a supportive community of clientele, Benitez also credits local resources with helping him sustain his business.
In addition to a supportive community of clientele, Benitez also credits local resources such as the Triangle East Chamber of Commerce with helping him sustain his business.
“I am proud to be a part of Activate Selma’s Wednesday meetings, which have been a wellspring of support and networking opportunities,” he says. “Additionally … my participation in local festivals in Johnston County have been instrumental in our growth.”
Great Resource: SizeUp Johnston County
SizeUp Johnston County is an initiative backed by the Triangle East Chamber of Commerce to provide entrepreneurs with valuable data for beginning and growing their startup businesses. SizeUp is a San Francisco-based financial technology company that compiles information from hundreds of data sources and customizes it to benefit entrepreneurs – in this case, to benefit entrepreneurs in Johnston County.
“The Triangle East Chamber has partnered with SizeUp so that valuable local data is available to entrepreneurs and our existing members,” says Maureen McGuinness, chamber president and CEO. “Johnston County is the first community in North Carolina to utilize this SizeUp tool, and it is free of charge and available on the chamber website.”
McGuinness says the SizeUp software helps Johnston County entrepreneurs in many ways, such as how to optimize advertising, discover potential customers and locate suppliers.
“For example, if you’re an aspiring dentist wanting to focus only on serving families with small children, you can use the SizeUp tool to find the best zip codes that represent that population demographic,” she says. “You can then target your advertising to those populations, so you don’t waste your advertising budget by blanketing all of Johnston County.”
McGuinness adds that the SizeUp tool can also provide information on local labor force availability and how to pay yourself and staffers an appropriate rate, as well as analyze the spending habits of consumers in the area.
“Many small businesses are at risk of failure within the first seven years, so this is a great tool to assist entrepreneurs in smartly planning their future,” McGuinness says. “We began this free service in 2022, and we average about 200 people a month using this tool.”
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– Kevin Litwin contributed to this article.
Get to Know the Triangle East
Want to learn more about living and working in Smithfield, Selma and the Triangle East region? Check out the latest edition of Livability Triangle East, North Carolina.