Meet Cindy Nichols | Founder of The Wordy Traveler

We had the good fortune of connecting with Cindy Nichols and we’ve shared our conversation below.

Hi Cindy, is there something that you feel is most responsible for your success?
The most important factor has been staying true to the reason I began The Wordy Traveler. When founding the company, I committed to adding value to others. Today, we’re able to to add value in ways I couldn’t have imagined in the beginning, but maintaining that focus has influenced every decision as we’ve grown.

When I started The Wordy Traveler, I went against the prevailing model in the subscription industry. At the time (and still today), most subscription boxes ask other companies for free products in return for “advertising” in their boxes. The Wordy Traveler highlights countries/regions throughout the world and the people who live there through books, tea, art prints, and other artisanal items. Having a background in the arts myself, I wanted to support the countries/regions we highlighted instead of taking from them. Therefore, we never ask for free items from these local/emerging artists; instead we pay a fair price that helps them create a living.

We also carefully source every item included in each journey. We only purchase from small/local businesses that pay a fair, living wage, treat their teams with respect, and give back to their local communities. Additionally, every subscription box we ship provides life-changing nutrition for two children and/or pregnant women throughout the world thanks to our partnership with Vitamin Angels.

Finally, since The Wordy Traveler was not going to be a “savings” subscription box, I’ve always focused on adding as much value as we possibly could to our subscribers. Putting our subscribers ahead of short-term profit, we’ve been able to dramatically reduce churn and create positive word-of-mouth and PR. We strive to ensure that our subscribers know they are appreciated and we’re all part of an awesome community of readers who have a love for travel and heart for giving back.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
The Wordy Traveler is a literary travel subscription company; our subscribers feel like they’re traveling the world without leaving their favorite reading spot. Each quarter our subscribers receive their choice of one to six books in fiction, non-fiction, or combination of both that are curated to highlight a specific country or region of the world. Each box contains ethically-sourced premium tea and coffee evocative of the region along with a limited-edition fine art print that captures the beauty of travel. In addition, a selection of artisanal souvenirs, bookmarks, and collectable charms are included in various subscription options. Most importantly, each box shipped supports emerging artists and small businesses while providing life-changing nutrition for two children and/or pregnant women around the world.

Growing a boot strap, self-funded business has not been easy and there have been many challenges. Recently, the pandemic created major supply chain and shipment issues for our company. We scrambled to identify new suppliers, solve supply chain problems, and focused on increasing customer service/communication. I added staff to fulfill orders and sought experts in accounting and cash flow while sharpening our marketing efforts. As challenging as things were, I persevered simply because I couldn’t quit.

Our goal has always been not just to have customers but to create a community where people feel that their purchase has a positive impact. Many of our customers are not able to travel for various reasons and they’re able to see the world through their Wordy Traveler subscription. Other customers use their subscription to give them insight to the places they’re visiting or someday hope to visit. In addition, we’ve created a community website with message boards, media content, online magazine, online book discussions, and a podcast where we conduct interviews with authors and travelers. We have also expanded into non-subscription and culinary offerings to be a more rounded storefront.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Cleveland really is an amazing city that I think is often overlooked. When people come to visit the three things I always recommend are the food scene, art scene, and the outdoors. Since Michael Simon’s appearances on The Food Network, the food scene has received a lot of attention. There are so many amazing places to eat. On the west side of Cleveland is Ohio City that has some unique restaurants and lesser-known gems. The West Side Market is a must-see even if all you do is wander around. The east side has Little Italy that everyone should visit. You can become part of the Corbo’s Bakery versus Presti’s Bakery debate (I am personally team Corbo’s) for which has the better cannoli!

Most people are unaware that Cleveland has the second largest theater district in America. Perhaps the greatest thing about the theater district is you’re actually able to procure tickets almost anytime. In addition to the theater district, Cleveland has numerous museums including the Cleveland Museum of Art which has an incredible collection.
Close to the Cleveland Museum of Art is Severance Hall, home of The Cleveland Orchestra which is truly world-class. In the summer, The Cleveland Orchestra plays at Blossom Music Center, an outdoor performance venue which is a mainstay of my summer. You can pack a picnic and sit outside under the stars and listen to one of the top orchestras in the world.
In addition to the arts and food scenes, Northeast Ohio has some really amazing parks. The Emerald Necklace is a series of local and national parks that connect the entire Northeast Ohio corridor. It includes the Ohio and Erie Canal and the Cuyahoga Valley Scenic Railroad. You can hike or bike to your heart’s content and when you’re tired, you can hop on the train and ride back to your starting point.

The Cleveland skyline is most beautiful from the lake so I’d highly recommend a day on Lake Erie. Sailing or motoring out to the islands of Put ’n Bay and Catawba Island is always a highlight.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I couldn’t agree more as I truly believe none of us are a singular success. Foundationally, the only reason I’m in business is because of The Wordy Traveler subscribers. So I really can’t thank them enough for their continued support. Outside of our subscribers, I’ve had family, friends, and mentors that have been integral to our success. I had the good fortune of learning from my father who started a company when I was young. He worked very hard while I was growing up, but he had the foresight to always explain to me why he made important business decisions. I also have a brilliant husband who has an innate sense when it comes to marketing and analytics. There have been many individuals along the way that have offered advice or suggestions that have provided to be invaluable.

Website: www.thewordytraveler.com

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