S1, E79: Hip & Humble - Sheridan Mordue
The journey of Hip and Humble, a beloved Salt Lake City boutique, is a masterclass in business evolution and the power of embracing unexpected opportunities. Founded by Sheridan Mordue and her sister Suzette over 25 years ago, what started as a furniture store focusing on custom pieces has transformed into a thriving retail brand with locations across multiple airports nationwide.
The story begins with a pivotal moment during an economic downturn following 9/11, when the sisters noticed customers tightening their wallets. Rather than stubbornly clinging to their original business plan, they introduced smaller, more affordable items—decorative pieces for bookshelves, artisanal soaps, and eventually jewelry from a family friend. This small experiment yielded surprising results: every piece of jewelry sold almost immediately. This success, coupled with increasing competition from big box furniture retailers like IKEA and Pottery Barn, prompted a significant pivot in their business model.
This shift brought them to the iconic 9th and 9th neighborhood in Salt Lake City in 2004, an area Sheridan describes as having a bohemian, artistic energy that perfectly matched their evolving brand. The supportive community embraced Hip and Humble, establishing it as a fixture in an area known for nurturing successful local businesses. This location became not just a store but a creative laboratory where ideas were tested before being implemented elsewhere.
Perhaps the most dramatic turn in Hip and Humble's journey came unexpectedly. When Salt Lake City announced plans for a new airport, Sheridan received calls from city council members, the mayor, and various airport retail operators encouraging her to consider opening a location there. Despite initial hesitation—"there is no way I'm going to do that, that sounds awful," she recalls thinking—Sheridan began taking meetings to explore the possibility.
The COVID-19 pandemic hit just as their airport location was set to open in September 2020, creating what seemed like a catastrophic timing issue. With drastically reduced air travel and supply chain disruptions limiting inventory, Sheridan remembers arranging greeting cards one by one on display tables just to fill space. Yet, remarkably, the store thrived, resonating with travelers seeking authentic, joyful shopping experiences.
This success caught the attention of airport retail operators nationwide. In what Sheridan describes as "probably one of the bravest things I've ever done," she attended an airport convention, feeling completely out of place in her jeans and cardigan among executives in three-piece suits. Despite her nervousness, this bold move led to meetings with major players in the airport retail space and ultimately to a national contract that has expanded Hip and Humble to airports including Fort Lauderdale, Charlotte, Louisville, with upcoming openings in Detroit, Houston, San Diego, and San Jose.
Throughout this evolution, Sheridan has maintained the core values that made Hip and Humble successful: authenticity, creativity, community focus, and a willingness to adapt. Her philosophy—"Do not hold so tightly to your business plan that you miss your best opportunity to grow"—serves as powerful advice for entrepreneurs at any stage. She likens rigid business thinking to holding sand too tightly, only to find it has all slipped away when you finally open your hand.
The Hip and Humble story illustrates how small businesses can scale without losing their soul, how fearlessness in the face of uncertainty can open doors to unimagined opportunities, and how authentic experiences resonate with customers regardless of location. As Sheridan continues developing new ventures, including an upcoming beauty line launching in July, she approaches business not with an "empire-building" mindset but simply by pursuing what fascinates her and working with cool people on interesting projects. This genuine passion and creative spirit remains the heartbeat of Hip and Humble, connecting 9th and 9th to airports across America.
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