Whether flowers are your fancy, hats your madness, or paper your passion, you can open a store selling the things you love. Victoria introduces a group of women entrepreneurs who, with perseverance and big dreams, created a rewarding niche in the retail market. Their triumphs and failures, practical advice, and insider secrets provide invaluable lessons for fledgling shop owners. Here’s just the right advice to take you from establishing credit to choosing a space to developing a solid partnership with vendors. Find creative and inviting ideas for displaying your wares so customers will linger longer, and smart ways to get the biggest bang out of your advertising dollars. The profiles of shop owners will offer inspiration and provide invaluable role models.