About Us
The following article was printed in Plugged In Magazine Fall 2006.
New Stompin' Grounds - Featured Business Article
Published by BTI - Written by Shaymein Ewer
This past summer The Hazelnut Tree in Baldwin, WI moved to a new location. (860 Main Street to be exact.) I thought I would stop by and learn a few things about the place. The word “coffee” stamped on the sign outside caught my attention, being new to the town I was looking for a new café to get my frequent fix. I ordered up an iced mocha and sat down with owner Julie Huenink to learn a few things about her expanding business. Here’s what she had to say:
How did you get your start?
I used to work in Hudson at a gift store, Lavender Thymes, that sold bath & body products, coffee, gourmet food, jewelry, potpourri, etc. I loved everything about my job; Smelling the coffee beans and candles, visiting with customers, gift wrapping and making gift baskets. I decided back then that someday I would love to own a similar business. For ten years I dreamed and planned. In 1997, my husband, Jeff, started an architectural mill work facility in Woodville. The mill’s success enabled me to rent a small building on Baldwin’s Main Street in 2003, and my years of dreaming, wishing, and planning became a reality.
What are the great new features of your new location?
The best part of the new store is the extra space and customer seating. There is more room to display retail product properly, and I have added several items geared toward gift-giving: address books, journals, gift books, stationery, kids’ overnight bags, piggy banks, watercolor pencils and watercolor pads, and much more. This building is actually about 4,000 square feet, and I am currently working on opening a third room that will consist of tables and a stage. This will enable me to stay open some evenings and host “acoustic Fridays” where we can make use of the abundant musical talent we have in our community.
I purchased all the cooking equipment with the building, and I am planning on making scones, muffins, gourmet pastries, soups, breads, etc. I already have the required food license and I will be receiving my food manager’s certification soon. We will not be a restaurant per se, where you sit down and a waitress comes to take your order and serves your food. Instead, you will order your items at the sales counter, and you can choose to stay at The Hazelnut Tree to eat, or you can take your food on the go.
You sound like you’ve been cooking for awhile?
I love to cook, bake and entertain. My parents, brother and sister are all fabulous cooks. For as long as I can remember, our family has always loved to try new recipes. Our conversations usually contain something about what we’ve seen on the Food Network channel or new recipes that we’ve tried.
..big family to feed?
My husband, Jeff, and I have four children and two grandchildren. When the whole family gets together, we have quite a crew!
You sound like your mind is always going?
(Laughs) It is!
Where do you get your drive from?
I really don’t know, maybe my parents. Before they retired, my mother was a teacher at St. Croix Central Elementary School and my father was a medical research and development chemist at the 3M company. They have always worked very hard and they always seem to be planning for their next project, vacation, etc. Planning and dreaming is part of the fun of life. For me, starting The Hazelnut Tree was my guarantee that I wouldn’t get old and then say to myself, “I wish I would have taken that risk.” It’s only life, and we’re only here for a short time. I truly believe that we have to follow our dreams and find the happiness that will fulfill each of us.
Are there any new items that your regulars should know about?
Yes, we have lots of new things; books, kids’ items, Australian soaps, new gift cards, etc. I love change, and my customers can testify that my inventory is always changing. It keeps people interested. (I look around in amazement at all the little trinkets, jars, chandeliers dangling from the ceiling, the jellies and jams, the wide variety of candles and incense, ceramics... it’s as if I knew what Charlie felt when he entered the Chocolate Factory.)
So who would be your ideal customer?
Everyone! I try to carry items that appeal to all income levels. There have been times in my life when I couldn’t afford much, and nothing feels worse than entering a gift store only to realize that you can’t afford anything they sell and having to walk back out the door. At The Hazelnut Tree, everyone can have some type of luxury, whether it is a twenty-five cent bath pearl, a truffle, or a $150.00 handmade candle sculpture. This store is all about gift-giving, pampering, and entertaining. We make many shrinkwrapped gift baskets in all price ranges, we gift wrap for free, and we also make and deliver larger corporate gift orders. Baldwin Telecom, First Bank of Baldwin, Adoray, and many other local businesses have purchased corporate and business gifts from us. No order is too big or too small... we appreciate every order we receive.
So as a small business owner you’re forced to wear many hats. How have you succeeded?
Success, to me, is being happy with my job and enjoying what I do. If that is the meaning of success, then I have succeeded. If I can provide services and products that my customers want, and if customers feel happy when they leave my establishment, that is also the meaning of success to me.
How have you been able to stay open for 3 years?
Customer services is the most important. It all goes back to lessons we all learned as children: Treat others the way you want to be treated. Take responsibility for your shortcomings and mistakes. If you need to apologize to someone, do it as soon as possible and really mean it. When you have a task to do, do it well... All of these things, I believe, play a big part in what we call customer service.
I have wonderful employees... I appreciate them more than I can put into words; they work hard and they are very loyal. We all have a great time together, and I think it “rubs off” on our customers. Also, I try my hardest to accommodate customer requests. I appreciate their business and I want to do whatever I can to keep it.
Hopefully, I can continue to provide the product that customers want to purchase and the customer service that keeps them coming back!
The Hazelnut Tree
Monday - Wednesday 7am - 5pm,
Thursday 7am - 7pm,
Friday 7am - 6pm,
Saturday 9am - 3pm.
End of article.