Yellow & Co., an eclectic retail shop and event space in Mahomet, Illinois, has exemplified how meaningful pivots can keep a business resilient over time.

What began as a paint party business has morphed into a creative gift shop and later, a venue for community entertainment. Under the guidance of owner Elizabeth Van Houtan, the business has survived major disruptions through retail reinvention while holding onto its quirky, artistic soul.

Let’s explore the eight pivotal moves Yellow & Co. made and what other retailers can learn from its journey.