Amelia Reigstad has seen her way through many careers, including public relations, university professor and writer. But she considers empowering women to be her most important job of all.
Reigstad plans to open her first shop, The Women Collective, at the Clark Avenue strip mall in downtown White Bear Lake. With an emphasis on inspiring and uplifting female customers, Reigstad said she is seeking to create more than just a shop. “Wanting women to see joy when they come into a space designed for them is important,” said Reigstad. “This shop will be where they can come together and reflect on what inspires them.”
Reigstad’s desire to empower women sparked during the COVID-19 pandemic. Originally from Vancouver, Canada, Reigstad moved to White Bear Lake in 2012, working as a professor at Canadian and United States-based colleges before and after her move. There, Reigstad taught courses on strategic communications. Once the pandemic hit, however, Reigstad began to reevaluate her career. “My Ph.D is in gender communications,” said Reigstad. “Most of it was focused on how men and women communicate differently, so I began wondering how to turn this into a business.” Reigstad founded her own business shortly after, Amelia Reigstad Communication Consulting. As a consultant, Reigstad offers workshops and development and leadership training to help employees communicate and work effectively.
In addition to communication building, Reigstad was passionate about shopping and frequently pondered opening her own store. However, it wasn’t until the start of the year that she decided to put this idea into motion. In March, Reigstad spoke at the University of Peace’s Gross Global Happiness Summit in Costa Rica, leading two sessions on effective communication and balancing/avoiding burnout. According to Reigstad, her sessions gave her a new ambition to pursue opening a shop. “It just had me thinking differently about what I wanted to do, where I wanted to spend my time and what was meaningful,” said Reigstad. “I started bouncing off different ideas with family and friends and gaining much support from my spouse and kids. From there, The Women Collective was born!”
True to its name, the shop will feature products from only female-led companies, including chapstick, bath bombs, coffee cups, candles and various skincare products. Reigstad said it was vital for her to research these companies ahead of time to choose what products she would feature in the store. “From a consumer’s perspective, I want it to be a place that brings women joy,” said Reigstad, “whether it’s good lipstick, a funky pair of earrings, or skincare products.” Other products sold at the store include women-empowerment books by different women authors. Reigstad said she plans to feature signage explaining the backstory behind the products’ companies.
Other features will include a build-your-own bouquet bar and a “female empowerment corner,” which will sell products to girls and young women. These products include candy, hair ties and other items. “I want to create a space where young girls can come in and use their allowance towards something unique,” said Reigstad. “It’s about giving them the empowerment to spend their money, shining a light on womanhood and showing what things can look like as they grow up.”
Reigstad also will release her new book, “Hello Miss Perfect: Navigating the Path of Perfection and Claiming Your Identity,” later in the year. The book will feature true stories of women’s pressures to be perfect in every area of their lives.
The store’s grand opening will be on Thursday, Sept. 5, from 3 to 7 p.m. The opening will feature many festivities, such as a ribbon cutting by the White Bear Lake Chamber of Commerce at 3:30 p.m. Mahtomedi-based 350 Degrees Bakery and Mixly Cocktail Company will provide samples and treats.
Erik Suchy is a staff writer at Press Publications. To reach him, please contact him at 651-407-1229 or email him at whitebearnews@presspubs.com.
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