How, when, and why did you start your business?

Our business officially opened in September of 2024. We started conceptualizing it in January of 2024 — it was a wild 9 months. We managed to get a business plan together, funding, and renovations all in that time. Once we decided we wanted to open The Norwegian Wood, we were determined! It all started with a conversation with a client about shopping in Wausau (or the lack thereof). Then we wondered how to even go about opening a shop...where do you get clothes? How do you write a business plan? I did a little research and talked to my husband about it. We had always dreamed of having a business of our own. Originally it was a beer bar, with a record player and lots of records of course! We love beer and music, but maybe more as a leisurely activity than a career.  We just knew we wanted to create a space with a vibe much like our own house. So, when I came home one night and told him I had the best idea ever and I just knew we could do this, and fulfill this need in the community, he was willing to dream with me. We just took it one step at a time from there and here we are now!

What makes your business unique?

Our shop is different than your typical "boutique." We offer fun, trendy, affordable clothes AND new and used vinyl records/CDs. Shopping is my passion-turned job. I love all kinds of styles! My goal is to create a shop that will appeal to a wide range of people. Tristan's ultimate dream was to have a record store! We got into records on his birthday in 2018 when I bought him his first record player. Now, we have a room dedicated to music in our house, with 1000s of records and a much better record player. When we saw the space that ultimately became The Norwegian Wood, there was the PERFECT room in the basement for a record room. It was a 5-year plan, but due to divine intervention, we were able to open with a full record room in the lower level and a good amount on the main level as well. We're excited to keep growing and carry home decor and goods as well in the future.

What product/service is your most popular, or what you are known for?

We can't tell if we're more known for vinyl or clothes. We have so many different types of people walk through our doors. Some are here for just vinyl or clothes, but a surprising amount love both! One thing we hear over and over again is how our vibe is very cool and different. So maybe that's what we're most known for?

Why did you locate your business in the Wausau River District?

When we were dreaming about our shop, there was only one place it could be. It had to be on 3rd St. We love all of the other unique, cool, one-of-a-kind shops and restaurants/bars. We live less than a mile away and spend most of our time in this area. We really wanted to be part of this community and enhance it with our shop. With the Foundry on 3rd underway, we knew we had to seize the moment. This community is booming right now, and we wanted to get in on the action.

What motivates you as a business owner?

What motivates us are happy people! Every time we have someone show us a picture of their outfit they wore, or tell us how many compliments they got, or how they found a vinyl they've been looking for, or get to chat about music and learn new musicians, or they just had fun shopping at The Norwegian Wood and like our shop, we get even more excited about what we're doing here.

How do you measure/define success?

We would find success in becoming a business that adds to the River District. Being a positive part of the community is success.

How do  you generate new ideas?

We love having a few old fashions, spinning a vinyl, and talking shop. A lot of ideas get thought up in our record room. We are always looking for the next way to make our shop different and enhance the atmosphere.

Talk about your staff.

Our staff consists of Tristan and I (Gabrielle), and our 15-year-old daughter Liliana. This is Lili's very first job and she's doing fantastic. It's really brought her out of her shell and she's great with customers. It's so fun working together as a family, and we're very lucky to be able to!

What excites you most about the future of downtown Wausau?

We are excited to see the downtown start to fill up more with The Foundry on 3rd being built.  The more shops and restaurants we have, the more it will attract people from near and far. We can't wait to see what pops up next!