Today we’d like to introduce you to Victoria Winter
Hi Victoria, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
I started working in retail at 19 while attending LSU in Baton Rouge, Louisiana, where I’m from. Early on, I fell in love with several facets of retail—the ever-changing environment, the inventory assortment, merchandising, and most importantly, the deep connections built with customers. My first management role was at a luxury boutique, where I learned the art of balancing sales with genuine relationship-building. This experience taught me that truly knowing your customer and maintaining authentic connections is crucial in retail.
What truly sparked my journey was seeing my first boss build a beautiful, authentic business alongside her daughter. The idea of creating something meaningful and family-driven inspired me to keep pursuing retail after college—much to my mother’s dismay, as I skipped graduate school. Managing another store in Baton Rouge, I discovered the power of social media, particularly Instagram, in expanding our customer base and reaching beyond our local market. It was through this experience that I noticed customers were driving in from Lafayette, Louisiana—a town an hour away—to shop with us. This was all the market research I needed.
I uprooted my life, moved to Lafayette, and opened my own boutique. Within six months, we achieved cash flow positivity, a status we’ve maintained since. Building this business was a baptism by fire; I learned everything from leadership to navigating the unexpected challenges that come with entrepreneurship. After five years of strong growth, I decided to pivot. In 2019, I moved to Mount Pleasant, South Carolina, to be closer to my sister and focus on expanding the e-commerce side of my business instead of opening another physical location.
Having the website set up ahead of the pandemic proved invaluable, as it allowed us to grow by 60% quickly. It was a time of rapid scaling and learning how to make both brick-and-mortar and e-commerce channels complement rather than compete with each other. This period ignited my passion for systems and finding innovative ways to lead a team remotely, ensuring that energy and culture remained strong despite the distance.
Once the e-commerce side was on solid footing, I started consulting for other businesses, realizing that the skills that made my boutique successful could be applied beyond retail. My focus became blending good old-fashioned customer service with smart technology to help businesses work smarter, not harder. I love the diversity of my clients—ranging from psychics and improv artists to content creators and direct-to-consumer brands. I also speak to teams to help them embrace change with excitement, not dread.
What started as a passion for retail has evolved into a mission to empower creative entrepreneurs to leverage technology and innovation to build something meaningful and sustainable. It’s about knowing when to follow your instincts, even when the path seems unconventional, and transforming what some might see as a “dead-end” job into a thriving, fulfilling career.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It has been anything but smooth, but it’s been a journey full of growth, creativity, and learning. One of the biggest challenges came early on when I opened my store in 2014 in Lafayette, an oil town that was thriving—until the oil field crashed just a month later, shaking our local economy. This unexpected downturn forced me to think outside the box. I pivoted quickly, securing brands that other stores dropped and finding a better customer fit. It was a bumpy start that taught me resilience and adaptability.
Another major challenge, which I see with my consulting clients too, is how to inspire and retain teams in an industry known for high turnover. It requires more than just creative strategizing—it demands genuine engagement. I’ve worked hard to create a culture where every team member feels valued and knows that growth doesn’t mean they have to leave. It’s about fostering community, not just with customers, but with everyone connected to our company. The way we treat our top customers is just as important as how we treat our delivery drivers. This philosophy shapes our company culture because you never know where you’ll make those deep brand connections. It’s all about going beyond the transactional.
Navigating the backend of business has also been challenging. I taught myself to build and maintain our Shopify site and started leveraging AI in our systems early last year. I’m passionate about encouraging small businesses to explore AI, despite the misconceptions that it’s a “silver bullet” or only for big tech. It’s not there yet, but those getting comfortable with this technology will lead the future, and I want small businesses to be part of that.
Adapting to remote work was another unexpected bump. When I moved in 2019, I thought I’d be going back and forth to the store, but I quickly found myself running serious projects fully remote. This taught me how much my lack of systems and processes was actually holding us back. It forced me to get organized—calendar management, communication protocols, and all the basics that truly drive a business forward.
Each challenge has shaped me into a more thoughtful leader, one who understands the value of resilience, community, and always staying curious about what’s next.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
My work with clients is all about taking a holistic view of their businesses—whether it’s a solopreneur or a larger company. I look at both the founder’s journey and the customer’s journey, identifying where there are bumps, growth opportunities, and places to trim or optimize. There are so many one-size-fits-all business solutions out there, but if you’re looking for something unique that truly fits your business, that’s where I come in.
I’m open about the fact that I’ve had to work hard on my own mindset. For any entrepreneur, mindset work isn’t something you do in your spare time; it’s a daily commitment. It’s about celebrating your wins, analyzing your mistakes objectively, and being resilient enough to adapt and pivot when needed. Today’s entrepreneurs must be agile—what works now might not work tomorrow. I help clients navigate these changes, especially with tools like social media that require constant adaptation and innovation.
I also help businesses figure out what can be delegated and what should stay in-house to maintain creative control and agility. Some things are easy to outsource, like bookkeeping or certain admin tasks, but understanding what keeps your business unique and adaptable is key to sustainable growth.
I’m most proud of the way my clients feel truly seen and valued. Financial growth is fantastic, and creating job opportunities is incredibly rewarding and something my partners achieve, but creating a work environment that promotes growth—both for the company and for everyone involved—is what drives me. I specialize in holistic business strategy and consulting, and I pride myself on going the extra mile. I don’t believe in rinse-and-repeat formulas or selling “magic beans.” I’m in it for the long-term play, and I want to work with those who think the same.
What has been the most important lesson you’ve learned along your journey?
The most important lesson I’ve learned is that you absolutely cannot do it alone. While we often feel the need to manage everything ourselves, especially during pivots or transitions, it’s crucial to have trusted people who can provide honest, constructive feedback. When you’re deep in your business, it’s easy to be clouded by fears and anxieties that can distort your vision. That’s why having a circle of people—whether they’re mentors, peers, or trusted team members—who can look at your business from different angles is invaluable.
You don’t always need big, expensive changes; sometimes, it’s about small, strategic adjustments that can have a huge impact. How you handle stressors directly correlates with the health of your business. If you’re constantly reactive, feeling like everything is happening to you, or caught up in negative narratives like “nobody wants to work anymore” or “everything is oversaturated,” it can hold you back. I love the Henry Ford quote, “Whether you think you can, or you think you can’t—you’re right.” Your mindset shapes your journey, and surrounding yourself with the right people reinforces that mindset.
Building your “village” of trusted advisors, peers, and collaborators takes time and effort. It’s not about attending one networking event and finding your perfect match. It’s about a commitment to building relationships with people who can help you see the bigger picture and navigate challenges more effectively. Without that support system, the road can be incredibly lonely and exhausting. If it’s just going to be you, you might as well work for someone else. Owning a business should be about growth, collaboration, and playing to your strengths—not struggling alone in areas that don’t serve you.
Contact Info:
- Website: https://www.victoriawinterconsulting.com
- Instagram: https://www.instagram.com/victoria___winter/
