In Chicago’s Avondale neighborhood, a leather studio and trade school is quietly changing how retail teams work, connect, and grow. 

Founded by Sara McIntosh, the Chicago School of Shoemaking and Leather Arts teaches people how to design and create everything from shoes to leather accessories. 

In addition to hands-on classes, the school sells high-quality tools, hardware, DIY kits, and premium leather material, helping students continue their creative journeys at home.

Rather than focusing on high-pressure sales, Sara and her team are redefining workplace culture by motivating retail staff, treating them as collaborators and prioritizing creativity over perfection.

Let’s dive into their seven intentional strategies to create a thriving, motivating retail environment.

1. Hire for Values, Not Just Skills

Hiring should start long before the interview. Many staff members at the Chicago School of Shoemaking and Leather Arts began as students, which allowed Sara to observe how they engage with others and approach challenges. Only those who genuinely align with the school’s mission are invited to join the team.

The goal? To build a culture of kindness, curiosity, and care. Instead of focusing on transactional hires, Sara focuses on curating a team that’s deeply invested in their work and in one another.

To create a similar retail environment, focus on hiring holistically. This means discovering the applicant’s values rather than just their skills. Are they empathetic? Reliable? Honest? By prioritizing these traits, you can build a team that is easily motivated and driven by purpose, personal investment, and collaboration.

2. Empower Staff to Take Ownership

Are you empowering your employees? Empowerment is a core practice at the Chicago School of Shoemaking and Leather Arts. Sara gives her staff ownership over their roles and encourages them to take initiative in any way possible, from refining class structures to improving the studio’s layout. 

Sara explains, “I’m always looking for the next person in our team that can take over things so that I can be more independent and they can be more empowered.” 

Building trust is the first step in motivating retail staff. Try offering more responsibilities and encouraging them to make important decisions. Empowering your staff to shape their roles will give them a sense of pride and accountability in everything they do.

3. Provide Room to Grow into New Roles

Instead of locking team members into rigid job descriptions, Sara offers pathways for her staff to evolve. This flexibility allows employees to explore different skills and become excited about their role. In doing so, Sara keeps her team engaged and energized while preventing burnout. 

Think about how employees can grow within your company. Are there flexible roles or opportunities for higher pay? If not, allow your staff to take on new challenges, explore different skill sets, and find other ways to grow their retail knowledge. This will increase staff retention and lead to a more motivated team.

4. Create a Culture That Celebrates Differences

For employees to feel motivated, they have to feel like they belong. Inclusivity and diversity matter at the Chicago School of Shoemaking and Leather Arts. Sara ensures that her staff and students feel safe, respected, and seen, building this notion into her hiring questions and culture.

During interviews, she asks prospective team members:

• How would you handle a difficult student?
• Are you comfortable working with people from different backgrounds?
• What does creating a welcoming environment mean to you?

To encourage inclusivity in your space, you have to start from the bottom up. Consider how your business is structured and what policies you can change or update to support diversity and inclusion properly. 

When hiring, follow Sara’s example of asking interview questions that properly address how applicants contribute to diversity in the workplace. Remember, a strong sense of inclusion fuels motivation!

5. Make Creativity More Important Than Perfection

At the Chicago School of Shoemaking and Leather Arts, Sara emphasizes the experience over achieving perfection. Her staff is trained to encourage students to enjoy the process, celebrate small wins, and see mistakes as part of learning.

The key is cultivating a culture where creativity is encouraged, even when it leads to unexpected outcomes. So, allow your team to experiment with new ideas! Encourage them to embrace creative problem-solving and reward out-of-the-box thinking. This focus on creativity, rather than perfection, helps boost team morale and will make your staff feel successful.

6. Offer Hands-On Learning that Sparks Confidence

Confidence and motivation go hand-in-hand. The Chicago School of Shoemaking and Leather Arts provides opportunities for prospective and current staff to become more confident through hands-on experiences. With staff guidance, students create clutches, belts, and bags by hand. This process teaches valuable skills and reinforces the importance of a fulfilling retail job, strengthening their connection to the school’s mission and encouraging a sense of accomplishment. 

You can implement hands-on learning by creating opportunities for your staff to learn by doing, rather than just through theory or training. Consider cross-training employees in different roles or letting them participate in new projects that require them to engage directly with the product or customer. This not only builds skills but also boosts motivation as they can see (and be excited by) the direct impact of their work. 

7. Stay Grounded in Community and Mission

At its core, the Chicago School of Shoemaking and Leather Arts is a mission-driven business. Sara continually motivates those who walk through the door, from students to staff, creating a shared purpose. By inviting former students to join the teaching team or celebrating their work, the school fosters a strong sense of community.

To motivate your staff through your mission, try these tips: 

• Communicate your mission regularly: Make sure your team understands the core values and purpose that drive your business, and remind them how their work contributes to the bigger picture.
• Celebrate mission-driven achievements: Highlight when your team’s actions align with the company’s mission and publicly acknowledge their contributions to reinforce brand values.
• Create purpose-driven goals: Set team objectives that directly relate to your mission, helping employees see how their efforts impact your business success.
• Lead by example: Show your commitment to the mission through your actions and decision-making, inspiring your team to do the same.

When employees believe in their work, staying motivated, engaged, and committed becomes easier.

8. Make Inspiration the Goal

Creating a culture of inspiration is a powerful motivator. At the Chicago School of Shoemaking and Leather Arts, instructor Deborah (former student turned instructor) embodies this mindset by making sure that her students leave the studio with confidence and creative momentum. That same mindset fuels the retail staff, who understand that every interaction can inspire someone walking through the door.

When motivating your retail team, having a goal beyond making sales is important. A team that believes in its work does things differently. Knowing that they have the potential to shift someone’s perspective or day will make them more engaged, present, and committed to delivering an exceptional experience. That energy translates into a stronger and more motivated team culture.

9. Let Staff Take Part in Product Creation

Instead of limiting the creative process to leadership, the Chicago School of Shoemaking and Leather Arts encourages team members to bring new product ideas to life. When staff members help develop kits, patterns, or classroom tools, they become needed creators and employees, contributing to the evolution of the business.

This level of collaboration deepens motivation and instills a sense of ownership. Rather than just checking tasks off a to-do list, the team feels seen, trusted, and valued for their perspective. 

Invite your staff to brainstorm new product or service ideas. When people help shape what’s sold or taught, they show up with more intention, energy, and excitement. It can turn their basic role into a creative partnership, which keeps them engaged long-term.

10. Lead with Legacy, Not Just Labor

One of the most motivating forces at the Chicago School of Shoemaking and Leather Arts is the feeling that every task contributes to something greater. Staff know they’re not just processing purchases or teaching classes but helping build a legacy rooted in creativity, confidence, and community impact.

That legacy-first approach shows how students are supported, products are made, and customer experiences are delivered. Employees are trained to see their role as part of a transformative journey rather than a transactional one.

Whether helping someone finish their first handmade piece or explaining how to use a DIY kit, the work feels purposeful. That sense of meaning drives motivation far more effectively than any bonus or performance metric ever could.

Conclusion

When it comes to understanding how to motivate retail staff, the Chicago School of Shoemaking and Leather Arts proves that it doesn’t require gimmicks or rigid structures. Instead, it’s about vision, heart, and the courage to do things differently. 

By hiring with intention and staying true to its mission, this small business has built something lasting: a team that leads with purpose and an inspiring culture.

Want to learn more about how retailers are creating mission driven retail businesses? Read more inspiring retail stories from retail leaders across Illinois that are making a difference.

If you loved learning about the story of the Chicago School of Shoemaking and Leather Arts and know a retailer who deserves recognition, Nominate A Retailer to submit your nomination!