Retail is a daily dance of decisions that can either make or break your business.

Adrianne Hawthorne, founder of Ponnopozz in Chicago, knows this too well.

She had to learn from her mistakes and use those lessons to propel herself forward to get where she is now.

If you’re ready to start a business in the retail industry, here are six retail mistakes to avoid to build a stronger foundation from the start and set yourself up for long-term success.

1. Doing It Alone 

In the early days of Ponnopozz, Adrianne tried to handle everything independently. She cleaned daily, stocked inventory, marketed her brand, and continually found ways to improve her customer service. Her to-do list never ended. Eventually, it became more draining than empowering, and she decided to bring in help to strengthen her business. 

Delegating allowed her to focus on creative direction and strategy instead of burning out on daily tasks. One of the biggest mistakes to avoid in your retail business is managing all departments simultaneously.

If you want your business to grow, you need to let go of the idea that solo equals success. Hiring support creates space for you to do your best work. Don’t see delegation as a weakness. Recognize it as the key to effective leadership. 

2. Trying to Be Perfect 

Adrianne admits that perfectionism was a major obstacle she had to overcome. Early in her retail career, she would delay launching ideas or posting content because it wasn’t exactly how she pictured it. Over time, she realized that progress and consistency were more important than getting every detail just right. She noticed her customers responded well to energy and intention and cared less about perfection. 

You might underestimate how much perfection slows you down. Here are some tips to beat perfectionism and to help keep you on track:

• Launch with “Good Enough”: Start with something good enough, then improve over time.
• Detach Emotion from Output: Your work isn’t you. Treating projects objectively makes it easier to release them without obsessing.
• Set Micro-Deadlines: Give yourself short, strict deadlines to finish tasks. It’ll force you to act without endlessly tweaking your work.

Using these tips will help you trust yourself and your ideas, which will naturally build confidence in your business.

3. Hiding Behind Your Products

It took Adrianne time to feel comfortable showing who she was behind the brand. At first, she thought staying in the background seemed more professional. Once she began sharing her voice and creative process, customer engagement soared. Playing it safe and small is one of the easiest mistakes to avoid in your retail business.

Your audience wants to know you. Be open to sharing your inspirations, challenges, and the everyday moments that make your business unique. These glimpses into your journey build trust with your target audience. Shoppers are craving authenticity, so be yourself.

4. No Days Off

For years, Adrianne worked through weekends and skipped breaks, thinking that’s what it meant to be successful. The constant hustle slowly took a toll on her creativity and health. When she began setting boundaries and taking time off, everything changed. Her energy improved, ideas flowed, and her business became more sustainable. 

Having time to relax isn’t lazy; it’s necessary. Here’s how you can schedule downtime: 

• Schedule Blocks for Breaks Like Meetings: Add breaks to your calendar just like you do for necessary appointments. This will break your norm, resulting in less fatigue and more time to focus on your business.
• Set a “Hard Stop” Time: Pick a daily cutoff time when you’ll stop working, no matter what’s left on your to-do list. It can sometimes feel overwhelming to have so many things to do and what feels like little time to do them but know that most tasks can wait until tomorrow.
• Use Timers to Remind You to Take Time for Yourself: Set alarms or timers to step away every few hours, even for just 10 minutes. Avoiding overworking is essential for being more productive and clear-minded when making important business decisions.
• Plan Real Days Off: Schedule full days off in advance and treat them as non-negotiable for your health and creativity. You deserve to take time away. Yes, this is your business. Yes, it feels like things may go wrong without you, but no matter what, taking the time off will help you and your company in the long run!

Ignoring rest only leads to you being drained and feeling resentful. Being well-rested leads to a better work-life balance.

5. Redefine What Success Means to You

Adrianne’s idea of retail success has evolved. Initially, she let other people influence how she saw her business. She measured her success by sales numbers and social media growth and almost listened when people told her to close Ponnopozz permanently. Instead of giving in to peer pressure, she changed her mindset. Now, success looks more like balance, impact, and joy to Adrianne. 

“I have started to define success by how I feel about the business…. if people still come here and I’m doing something for them….that’s the success for me,” she explains. 

This is one of the biggest mistakes to avoid in your retail business. Don’t let someone else’s definition of success drive your goals. Set metrics that reflect your values and lifestyle. It could be building community, having weekends off, or being creatively fulfilled. You get to choose what success looks like, and that’s the fun part!

6. Not Trusting Your Creative Instincts 

Adrianne sometimes wondered if her colorful, maximalist style would resonate in a world obsessed with minimalism. Sometimes, she felt pressure to tone things down to fit the mold. When she leaned fully into her artistic instincts and trusted her bold use of color and pattern, Ponnopozz became magnetic.

Customers could feel the difference. They were drawn to her authenticity and the unapologetic vibrancy of her brand. That willingness to focus on her vision helped Ponnopozz carve out a unique niche in Chicago’s retail scene.

One of the easiest mistakes to avoid in retail is watering yourself down to appeal to “everyone.” When you try to blend in, you lose the spark that makes you special. Trust your creative instincts, even when they feel risky. Your audience is out there, craving exactly what you have to offer: something fresh, personal, and honest. 

Conclusion 

Retail success doesn’t come from doing everything perfectly. It comes from learning what to let go of, who to lean on, and when to take a breath. Adrianne’s journey at Ponnopozz shows that building a store is just as much about mindset as it is about merchandise. Mistakes will happen but they don’t have to define your story.

Use these lessons to reflect on your habits, shift your thinking, and reconnect with why you started.

Want to learn about how other retailers have overcome their retail challenges? Read inspiring stories from retail leaders across Illinois who are making a difference.

If you loved learning about Ponnopozz’s story and know a retailer who deserves recognition, Nominate A Retailer to submit your nomination!