When Jennifer Carmichael opened Curiosity in Northeast Minneapolis, she had one goal in mind: encouraging her community members and customers to stay curious.
“In this fast-paced world, it’s good to slow down and explore new things,” she says. “At Curiosity, we place importance on slower fashion, vintage goods and products from companies who give back.”
Jennifer opened the store in 2018, using her experience from the wholesale industry to curate a unique inventory.
“Early in my career, I worked in home goods distribution with my dad and husband,” she says. “It was fun to be newly married and going to trade shows.”
She continues, “Then we had a baby, and it wasn’t so much fun to be traveling a lot. After thinking about my next career move, I decided to transition to retail so I could be home with my children more. My grandfather had his own store and I have always [wanted] to do the same.”
Curiosity started as an occasional store and was open one to two weekends a month.
“It was just me at first, so pop-ups in our permanent location were all I could focus on,” Jennifer says. “As the store progressed, I was able to hire a team and stay open six days a week.”
The store carries a variety of products including furniture, clothing, jewelry, decor and kitchenware. Most items are from small or local makers, companies who give back, woman-owned businesses and Fair-Trade suppliers.
“This is a huge deal to me,” Jennifer says. “I partner with over 30 Minnesotan artists. I love supporting my own community.”
Local partners include Artifacts of Joy, Bare Honey and Black Loon Studio.
“My store is a way for me to give back and encourage others to live slower while making thoughtful purchases,” she says. “I urge my customers to stay curious and check back often.”