Meet Trailblazer Amanda Strange

Today we’d like to introduce you to Amanda Strange.

Amanda, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
I opened Linen and Waves in March of 2018.  I have been open for over a year.  I grew up in a family of five girls and I have always been obsessed with clothing. My parents were very hippie and we spent most of our time outdoors and traveling to new places. I was always attracted to clothing and beautiful things, even though these were not central to my parents’ life. My parents believed in giving back to society, not deciding what their outfit of the day was. As a child, I wondered why our furniture and curtains never matched. Why was I always putting on hiking boots not high heels?

At age 35 I had a mid-life crisis.  For 14 years I had been an elementary school teacher and had been trying to please everyone in my life except myself.  After a lot of inner struggle and unhappiness, I realized that what was important was to be myself.  I made a list of all the things that brought me pure joy, like planning my outfits, drawing, shopping; and I was honest about all the things I disliked, like hiking, camping and lima beans. This list was such a simple thing to do, but it was really huge for me. I felt free to be honest with myself. All I had to do was be me!

I began working retail part-time while still teaching part-time. I always felt like I was a good worker bee but I was not comfortable in the role of owner. I am a people pleaser, good at taking orders but I felt like being a leader would be a huge risk. I would have to be comfortable enough in my own skin to lead others. My brother-in-law owns a large surf store in our town. One day, he called me up and said, “why don’t you take over the girl section of my store and make it your own?” I was so scared and excited but turned him down. I told my mom and she said “You’re crazy to turn that down! This is your dream and you are rejecting it.”   After a month of sleepless nights and a really supportive husband and family, I decided to take his offer. The risk was worth the reward.  Now a year later I have NEVER been happier. I love my job and look forward to going to work.

My parents have never been more proud of me.  They have always encouraged me to follow my dreams, even if that meant something different. I finally found my true calling. Making others feel beautiful is thrilling.

We’re always bombarded by how great it is to pursue your passion, etc. – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
It has not been a smooth road. Owning a store is not only buying cute things. I need to be a researcher, an accountant, a social media expert, a boss, and a sales person. I had some skills but I had a lot to learn.  I want a formula for everything, to be told what to do. In retail, there is no formula. Success will only come after making mistakes, and learning from them. What keeps me up at night is that retail is a financial gamble and success is dependent on experience and time.

People are happy to give advice but I want to stay true to my own identity and the essence of my store.  Being true to myself makes me feel vulnerable- I’m hoping everyone will love my style and what my store offers.  No one wants to fail, but one needs to have courage to follow her dreams and be successful.

We’d love to hear more about Linen and Waves.
Linen and Waves is unique.  We offer fashionable swimwear, UPF 50 clothing and swimwear and also carry a wide variety of clothing and gifts. We offer a good selection of women and children’s long sleeve swimsuits. Woman want to feel unique, beautiful and comfortable in attire that fits their lifestyle. Your lifestyle should be reflected in your clothing. Linen and Waves offers this to our community.   Whether you’re online or visiting our location, we offer shopping with a coastal feel and southern hospitality, with a caring, attentive staff.

Finding a mentor and building a network are often cited in studies as a major factor impacting one’s success. Do you have any advice or lessons to share regarding finding a mentor or networking in general?
The best advice I can give is to ask for help. No one can be good at everything. Don’t be afraid to ask questions.  Make the accountant explain things to you, hire a bookkeeper, ask other business owners for advice and hire smart people to help you with social media. Wonderful, talented employees are the core of my business.

Start with what you love and take the next step forward. Learn about the area you are interested in, maybe take an internship or a part-time job.  Meet other business owners and ask them questions. Doors will open.

Ask a lot of questions, you will find a mentor.  You need to open up to others to receive help.  People genuinely love to help others but you need to ask.  I met one mentor at a clothing show.  She took the time to show me the ropes even though I was a stranger.   When people ask for advice on opening their own shop, take the time to sit with them and discuss what you have learned. “Supporting another’s success, won’t dampen yours.”

Contact Info:

• Address: Linen + Waves
  1020 Anastasia Blvd.
  St. Augustine, FL 32080
• Website: www.linen-and-waves.com
• Phone: 9048068816
• Email: hello@linenandwaves.com
• Instagram: @linenandwaves
• Facebook: @LinenWaves

Image Credit:
Ashley Steeby Photography

Getting in touch: VoyageMIA is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.