America’s Coolest Stores Owner Video Q+A: Emily Eggebrecht of Consider the Wldflwrs

EMILY EGGEBRECHT of Consider the Wldflwrs in Nashville, TN, shares what drives her approach to jewelry retail — from the gratitude she feels seeing customers wear her pieces to the power of slowing down in a high-pressure industry. Emily opens up about the rituals that keep her grounded as a mom of five and business owner, and why curiosity and deep connection with customers have been the real engine behind her store’s growth.

Q+A with Emily Eggebrecht of Consider the Wldflwrs

IMPORTANT NOTE: This transcript was produced with the help of AI and lightly edited for clarity. While we’ve done our best to make it accurate, automated transcription isn’t perfect — you may spot the occasional error, especially with names, industry terms, or moments where people talk over each other. When in doubt, the audio is your friend.

You see somebody out around town wearing your jewelry. How do you feel, and do you say anything to them?

Yes, I am so grateful. I have a sincere sense of gratitude when I see someone out around town wearing our jewelry. Sometimes I don’t always know, and they might tell me, which is really special because typically there’s a story attached to it. If I worked with them, I probably know the story, but I always love to hear people’s stories — when it was gifted to them, how the proposal went, about their birth, even some sadder moments. People are truly honored to share with me, and I’m so, so grateful to hear their story.

What’s a belief about running a jewelry business that most people think is crazy but you’ve found to be true?

I would say that slowing down actually grows the business. In an industry that can feel transactional and high pressure, we feel like giving people more time to think, to feel, to ask questions builds more trust. Jewelry is emotional. So when we spend time with them, they come back. They tell their friends about us. And honestly, that’s been the biggest way that we’ve grown — just through word of mouth.

What is a habit or ritual that keeps you sharp and focused as a leader?

The practice for me is stillness. I like to spend time alone early, early in the morning. Whether that’s praying, reading my Bible, I really need to get still. Actually, Ben and I have a saying — just because his name is Ben and mine’s Emily, I’ve always loved the verse “be still and know.” Because I am an entrepreneur, I am a founder, I have a million bajillion ideas, and I have to slow down and really spend time with myself — reflect on what went well, what didn’t go well, how I could be doing better, and how I can slow down. My day is very busy as a mom of five and business owner, so it’s important that I do take that time to slow down.

What are some of the key choices you’ve made that made you who you are?

I would say some of the key choices have been choosing people over pace and depth over scale. I love to stay curious. That’s always made me who I am. I think that’s why people really like to spend time with me. I’m very much a question asker. I really like to know people’s stories, everything about them, essentially. So my conversations typically do go deep with people, with customers. And that’s definitely made me who I am. I love to hear people’s stories, what makes them them, and that curiosity has really served me well in customer service.