Have you ever wondered how something as simple as a sock could transform your business and someone’s life? Because products have a story and that story can make all the difference.
At first glance, it sounds almost too simple, right? But stick with me, because that’s exactly what happened when I met Laura Schmidt, founder of Notes to Self. Her story is proof that positive affirmations, combined with authentic storytelling and a spirit of giving back, can create real business transformation. It all starts with just one product because products have a story, and when you share it with heart, it can change everything.
Watch the full episode in YouTube:
Laura’s story…
Laura didn’t come from retail. She had a background in engineering and sales before a single idea changed everything. It was New Year’s Day, riding in a car, when she took off her shoes, looked at her socks and thought, because sometimes, the simplest products have a story and that story can spark something powerful.:
“What if there were positive words on my socks? So every morning and night, I would see them and start to believe them.”
That spark became Notes to Self: socks that say things like “I am strong, I am loved, and I am confident.” Every pair is designed to deliver a dose of self-compassion right when people need it most.
Positive affirmations that do more than sell
So what do I love most about Notes to Self? These socks aren’t just cute. They do something. They help people feel stronger, calmer, and more hopeful. As a result, that creates a powerful customer connection.
Think about it: your shoppers aren’t just buying a sock, they’re buying a daily reminder, a story they can share, and a way to show love (to themselves or someone else).
Laura calls it “words that make all the difference.” And after seeing it in action, I can honestly say I couldn’t agree more.
Giving back: turning words into action
Here’s what really moves me: Notes to Self has donated over a thousand pairs of socks to homeless shelters, foster kids, and anyone who needs to feel valued.
That’s the heart of this brand and a powerful reminder that products have a story. Your customers feel the moment they step into your store.
Moreover, when shoppers know a purchase is also giving back, it deepens the connection and turns a small gift into something meaningful.
You don’t have to figure this out alone
You might be thinking, “Okay Cathy, but what does this mean for my retail business?”
I get it. I’ve been there too.
But here’s what I’ve learned: products with a purpose sell better because they tell a story. And more importantly, you can bring that story to life.
Real talk: socks that spark transformation
During the pandemic, I sent all our clients a pair of Notes to Self socks. Why? Because we all needed a reminder: “You are strong. You’re Crushing It.”
One store owner told me, “I wore the socks today and really needed that reminder.” That’s self-compassion in action. And it starts with a single product on your shelf.
Listen to the full episode here:
Practical ways to make it work in your store
So, how do you bring this into your own business? Try these ideas:
- Tell the story everywhere. On your website, at the checkout counter, in your emails, and on social. Why do you carry this product? What makes it special? Who are the people behind it? Above all, let customers feel the heart behind what you chose.
- Highlight the giving back. Share how each purchase supports a cause, community, or mission. When shoppers see they’re part of something bigger, it deepens the connection.
- Create a display of connection. Curate products that carry a shared theme like positivity, mindfulness, or empowerment and group them together to tell a bigger story.
- Keep displays full. Appoint a “Sock Manager”, (love this tip from Laura!) or “Card Manager” (or insert your product here), to make sure the hooks are never empty.
- Use your words. Train your team to share the story and ask customers, “Who needs this message today?”
Because Products Have a Story
Shoppers crave more than stuff. They want connection, a story, and a feeling that what they buy matters. That’s because products have a story and with the right curation, merchandising and messaging, you can transform your store from selling products to selling hope, joy, and confidence.
Your Millie Moment
Take a minute to ask yourself:
- Do I carry products that offer positive affirmations and tell a story?
- When did I last share why I chose them?
- Could I create a display or social post around the power of words?
- How can I bring more self-compassion and purpose into my business?
Remember: Even the smallest steps can lead to big transformation.
Want help bringing this to life?
- Check out Laura’s website and follow along on Instagram and Facebook to get inspired, shop her socks, and share a little extra positivity to you and to your customers!
- You’re not just selling socks, cards, or candles, you’re sharing words, hope, and moments that mean something real to your customers. Apply for your free Gameplan Call, where we’ll look at what’s working, what’s not, and map out your most profitable next step, so your shelves stay stocked, your story stays strong, and your impact keeps growing.
- Want a behind-the-scenes look at how our top clients grow profit without burning out? Our free training, Beyond Busy: 3 Shifts to Reclaim Your Time and Boost Store Income, walks you through the exact Profit Roadmap we use in Profit Club, focusing on your role as CEO, CIO, and CFO to grow a business that’s both profitable and sustainable.
- Listen to more episodes on the Richer Retailer Podcast, your go-to for retail tips, stories, motivation and and support for independent store owners like you.
Don’t forget to join us in the community: Richer Retailer Facebook Group.
💚 Remember: What you choose to stock isn’t just more inventory on a shelf — it’s hope, comfort, and encouragement woven into something real. Every story you share, every kind word you offer, can lift someone’s spirit on their toughest day… and remind both them (and you) that they’re seen, valued, and never truly alone