We had the good fortune of connecting with Danielle Garcia and we’ve shared our conversation below.
Hi Danielle, how do you think about risk?
I’ve spent most of my life fearing the “what ifs.” I realized that those fears stopped me from living a full life. Most things worth having are not without risk- the risk of failure, the risk of losing something we love, and the risk of leaving our comfort zone and having to really show up and live our life. I found myself at times too comfortable with living in a bubble where it meant I didn’t have to challenge my routine or what felt like a secure life. That doesn’t bring me true happiness though. Eventually, I decided that if something takes me out of my comfort zone, I’m going to do it. I’ve found my most potential outside of my box, doing things I never thought that I could because I never challenged myself to do them. What I’ve learned about myself has been worth the risk of putting myself out there, looking like I had no idea what I am doing and failing. It has all taught me such valuable lessons about myself- what I love, what I don’t love, and how to get through the discomfort and come out stronger on the other side. When it comes to risk, I weigh the pros and cons. Is my hesitation due to limiting myself? Is the decision one I can recover from? I would say there is very little risk that you can’t recover from. It doesn’t mean it will be easy, but most of the things I would consider a risk when I really break it down are a result of me not believing I can truly succeed. I definitely have a plan and an idea of the results I want, but I don’t really allow the fear of risk to hold me back anymore.
Alright, so for those in our community who might not be familiar with your business, can you tell us more?
Soultree City was created with a mission to prove that style is not synonymous with size. My shopping experience as a plus-size woman had a lot to do with the business I wanted to create and how I want customers to feel when they shop with us. Whenever I went shopping I would feel so defeated because nothing felt like it was my style and the options were so limited. I saw a need in the industry that I knew I could fill. It has taken a lot of trial and error with different buying straregies, branding, and marketing. I’ve learned so much about myself and how much I’m capable of, but also so much about running this business and I still have so much to learn.
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
There’s still so much I want to explore in Arizona, mostly up North, but I have found some places that I love in the Valley. One of my favorite places to eat is Sol Mexican Cocina for some of the best burritos and appetizers. For some fun, I really enjoy going to movies in the park- like McCormick Stillman Railroad park or CityScape Phoenix during the holiday season. For some shopping, I love going to Desert Ridge because they have something for everyone, including Dave and Busters which I’m really missing right about now! For a more boutique vibe, I really enjoy the Merchantile of Scottsdale. It’s a boutique marketplace filled with many different vendors (we have a curated selection there) and creative classes such as ceramics, painting and brush lettering. For a getaway outside of the city, my favorite places so far have been Sedona and Flagstaff. Flagstaff is such a beautiful place and Sedona is wildly relaxing. We went to Bearizona, hiking, had a picnic and went exlporing, all in a short 2-day trip.
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?
McKenna Ryan of Oranje Ave was part of a huge turning point for my business. She was our Graphic Designer and the branding she did for Soultree City was truly incredible. It changed so much about my business- the pride I feel for it, the clarity, and brand identity. It also really helped with how our customers see the brand and I am so grateful for that.