Why I Built My Business in Jackson, TN

©Journal Communications/Jeff Adkins

As an entrepreneur, Raina Shults, owner and founder of Sprinkle Me Sugar in Jackson, is sure of one thing: You can’t be afraid of failure. At some point, it’s bound to happen. But if you’re determined, failure can teach much more than runaway success. 

That played a significant role in Shults’ experience of opening the gourmet French macaron and tea shop. At the time, she’d just left her career in luxury fashion retail after having twins two months premature. 

“I started Sprinkle Me Sugar as a side hustle as a stay-at-home mom but had to close during the pandemic,” she says. “When we decided to move back to West Tennessee, I decided to reopen Sprinkle Me Sugar, using the lessons I learned from my shortcomings in my first business attempt.” 

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theLOCAL: A Launchpad for Entrepreneurs

The second time around, Shults had a major advantage beyond experience: the opportunity to participate in theLOCAL. The Jackson Downtown Development Corp. (JDDC) founded theLOCAL as an incubator to support local entrepreneurs. 

The incubator consists of three micro-retail units built inside shipping containers with one-year leases that have the possibility to be renewed once. While their square footage is small — all under 300 square feet — so are the rents. That provides a critical stepping stone for entrepreneurs, according to Beth Ann Simpson, JDDC director. 

“We always say, ‘theLOCAL is not your first step; it’s a next step.’ We want people who already have a business going in some capacity,” Simpson says. “We want to filter those applications in the interview process to see how established they are and if they’re really ready.” 

It’s clear the concept is working. Since the first business opened at theLOCAL in 2018, seven of 12 have grown into larger locations around the Hub City. These include shops like Wisdom House Co., whose candles and related wares are sold nationally, and Garner Blue, an indigo-dyed textiles and wearable arts maker. 

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Ultimate Startup Test 

Lisa Garner, founder and owner of Garner Blue, started experimenting with indigo dyeing techniques in 2013. After gaining some experience, she began selling goods at craft fairs and seasonal pop-ups. 

Beyond running Garner Blue, she serves as CEO of theCO. The organization promotes and supports entrepreneurship, emerging technology and community development in Jackson. 

For Garner, the ideal way to grow her business was to share a space at theLOCAL with a boutique gift shop. While she still made the textiles at home, the retail space at theLOCAL helped her gauge how interested shoppers were in her products and items made by other artisans. 

“It was a great test for that,” she says. “And it also helped me realize that I wanted to have something that was around for longer than just a couple of weekends.” 

Mentorship and Community: Key Ingredients for Growth

Sprinkle Me Sugar had a similar start at theLOCAL. JDDC asked if Shults wanted to supply macarons for a pop-up in spring 2023 at the incubator. During the event, she learned about the opportunity to take over a lease. Sprinkle Me Sugar shared the space with another local retailer before leasing a unit. 

Beyond fostering community, theLOCAL also provides opportunities for mentorship through theCO and its CO. STARTERS program. Over eight weeks, entrepreneurs learn the ins and outs of setting prices, marketing, technology and many other aspects of running a business. 

“This is a program that helps equip new business owners with the tools they need to be successful,” Shults says. “And it also helps you network with other new businesses.” 

©Journal Communications/Jeff Adkins

Sprinkle Me Sugar: A Sweet Future Ahead

Sprinkle Me Sugar’s path forward entails finding a larger, permanent storefront to serve gourmet macarons and tea. This dovetails nicely with JDDC’s plans for the next iteration of theLOCAL, which will include a larger space and focus on providing more food and beverage options downtown. 

Yet, Shults has aspirations beyond just one shop. Sprinkle Me Sugar created the first macaron vending machine in the U.S., now located at Catbird Studio, a local artists’ cooperative. She intends to add more locations across Tennessee and the country while growing the business in her hometown of Jackson.