Deree Kobets shares her journey with retail passion and family

Deree talks with customer as she rings up a sale

In September 2006, Deree Kobets opened grow, 1943 W. Division in Wicker Park, her first retail business. Aimed at the baby market, it offered products locally that she wanted for her first born (2003) and her then soon to be second born. Products that were natural, non-toxic and furniture that was well made in designs that were more contemporary.  grow became her passion turned into action.

It all started across the street at Milk and Honey over coffee on a January day. Deree's mother, a retired teacher and college basketball coach, had bought the Division St. building as an investment with the thought that maybe her daughter might want to "do something with it...in it." As they sat sipping coffee, they were surrounded by moms, babies and strollers. "What would like to do with the space across the street," her mom asked.

Cribs, chests, clothes and other baby items are natural and environment friendly for little ones

Having struggled to find safe products and furniture that was more than the best of the worst in design, she knew what she would do. A shop!

She put together a  business plan, arranged for financing, hired a contractor, established relationships with vendors while hoping that all things would move at great-neck speed before the birth of her second child in June. Construction moved the opening to September, but it all got done and she marched through her first year in retail with her oldest daughter in school part of the day and her newborn nestled to her bosom as she took on her role as shop owner.

Despite an MBA in Entrepreneurship from Kellogg and experience in venture capital, retail became an experience beyond what Deree imagined. "It is not just the challenges of owning and maintaining a business. It is a way of life," she explains.

"The biggest thing I learned as a small retailer is that economic conditions can change your game plan. In 2009 the internet changed people's shopping choices. Now, you have to do a lot more than just have great products and provide great customer service. You spend your entire day and night finding ways to market to customers and get them to make the purchase from you rather than online. Social media, events, etc. become important."

The neighborhood is reflected in grow's windows

The increased demands on her time have made her decide to make some changes. In order to be able to have more family time, she will turn out the lights in grow for the last time on Jan. 29. But the business journey will continue. The next leg of her journey will be revealed around the beginning of February.

When asked what she would tell someone starting a retail store today, she said, "I would tell them that while they should stay true to their mission, they need to be able to adapt to changes in the retail market and consumer behavior quickly.

"If they have a product-based business, they should join the fight against Amazon.com to require that all sales in Illinois, whether online or in a shop, should have to pay sales tax (or not). Paying sales tax should not just be for local brick and mortar stores only. I feel deeply that it should be a level playing field."