On a humid, overcast morning in early June, smiles as bright as the mid-day sun filled the air outside Country Junction, where Julie Hinds celebrated the 33rd birthday of her gift boutique in the central Illinois community of Clinton.

“We have done this for 33 years. We’ve overcome so many obstacles in retail over the years, and we’re still here, and we wouldn’t be here without our great customers,” said Julie, who set up a tent sale to mark this milestone and passed out free popcorn at her brick-and-mortar which has become a retail destination over the years, drawing shoppers from across the state.

“Our store is 87-hundred square feet and boasts the best in home decor, giftware, and trendy boutique items,” Julie explained. “You can find anything from jewelry and accessories to your favorite gourmet mixes to candles and so much more.”

A vision comes to life

The birth of Country Junction is a story of serendipity and determination. In 1992, Julie’s mother, who had been participating in craft shows in the area, took an interest in getting a space for her crafts at an antique mall where Julie’s aunts operated antique booths.

“One day, my mom said to the (antique mall) owner, I’d like to have a booth for my craft items. And the owner said, ‘Well, we don’t allow craft items in here, but I happen to have an empty building next door,'” Julie recalled. “So, in 30 days, we opened up Country Junction.”

The ambitious timeline would have deterred many aspiring business owners, but Julie and her mother were eager for the challenge.

“We started out just primarily as a craft mall. I didn’t even have any merchandise at the time in the store,” Julie explained. “We went around and found local vendors to put their items in the store. Thirty days is a lot to get a store up and running. But we managed to do it and have been a successful business ever since.”

The original Country Junction bore little resemblance to today’s shopping experience.

“It was a little bit more sparse and each individual person that had their crafts in the store had their own space,” said Julie. “Over the years I have taken over the majority of the store, and we just have our own specialty Country Junction merchandise.”

The art of transformation

Julie’s vision for Country Junction has evolved over the decades, as she recognized the changing landscape of retail and customer preferences. Eventually, she made what she considers a pivotal decision that would reshape the store’s identity to become a destination for home decor, giftware, women’s clothing, gourmet foods, and a children’s corner.

“In retail, you have to be a chameleon. You always have to be changing and rotating based on customer trends,” observed Julie. “About 20 years ago, we did away with a lot of the vendor booths, and became more of a destination, one stop shop. I really had a vision for the store. I kept taking more space and created the vision that I wanted Country Junction to be today.

“Thirty three years ago when my mother and I opened this store, it has just been a wonderful transformation,” Julie continued. “I’ve been here since day one, and I couldn’t be prouder of what the store has become.”

Creating a shopping experience

Behind each carefully arranged display and all the thoughtfully selected merchandise are hours of research, planning, and travel. Julie says her commitment to offering fresh and trendy merchandise requires dedication that extends far beyond the city limits of Clinton.

“Many customers ask, where do we find all of our merchandise? It takes a lot of time and traveling,” said Julie with a smile. “I go to Atlanta, Georgia, for the Gift Mart twice a year. I also like to pop over to the Apparel and Accessories (Wholesale) Market in Dallas, Texas. Once I shop, I can’t stop.”

Customers come from everywhere

The population of Clinton hovers around 8,000, but the customer base of Country Junction extends far beyond the borders of this community. Julie’s strategic approach to marketing and merchandising has transformed a small-town shop into a regional attraction.

“We have wonderful customers from Clinton. However, in retail you have to attract customers from all over,” explained Julie. “With a lot of social media and advertising over the years, Country Junction has truly become a destination store. We bring in customers from all over central Illinois and beyond. We’re kind of the crossroads of Illinois right here, located in the center of the state. It’s an hour’s destination from Springfield, Bloomington, Champaign, and even customers from Chicago and Saint Louis tend to come and visit us as well.

“I think the reason that we’re a destination store is because of our ever-changing merchandise and how we display in the store. Owning your own business is a 24-7 job, and you have to constantly be moving items around,” explains Julie. “I kind of feel like when you are in retail, you’re kind of a chameleon of sorts and just changing with the times,”

Julie designed her expansive brick and mortar to be an experience for her customers. On occasion, a busload of customers will arrive for a day of shopping at Country Junction.

“Our store is expansive and you could spend hours in here just shopping and strolling. Our customers come sometimes not necessarily just to buy, but they want that good feeling,” shared Julie with a smile. “If they’re having a bad day, they want to come here and get inspired. I can’t tell you the hundreds of customers that walk through our doors and have told us thank you for making their day.”

Keeping success going

Three decades in business has meant weathering a fair share of challenges. Julie says her ability to anticipate and adapt has been crucial to the survival and success of Country Junction.

“In order to be a retailer and be around as long as we have, you have to be able to overcome challenges,” said Julie. “Trends come and go but you have to stay on top of them. We’ve met a lot of obstacles over the years. We’ve gone through Covid, delays in shipments and now tariff issues. You just have to be a smart thinker and always think ahead and try to realize what’s coming next.”

After 33 years of navigating the complexities of retail, Julie has developed strong perspectives on the challenges facing small business owners. Her message to policymakers is direct and heartfelt.

“I guess as a small business owner, I would say to all of the politicians out there to think about us,” said Julie. “Think about the small business, what we do here for America and not corporations for a change, and help us win!

“To the politicians of Illinois, I would like you to remember one thing. The retail world does not revolve around Chicago,” said Julie with a serious tone in her voice. “Don’t forget about us downstate because we make a difference. There’s too many regulations for small businesses. Some of these regulations and laws that are trying to be put in effect are just simply ridiculous. I would say to them ‘Hey Springfield, we know how to do our job as small businesses. Let us do it and you do yours.'”

Advice for aspiring entrepreneurs

Julie’s success story has inspired many to follow in her footsteps. So, when approached by aspiring entrepreneurs, she says her response is always encouraging.

“Over the years, a lot of people have come to me and asked for my advice on starting their own retail store, whether it be furniture or clothing, western, or anything like that and I say, ‘Go for it!’” said Julie with energy in her voice.

For Julie, the reward of retail goes far beyond financial success. Country Junction is a place where customers can connect, dream, and find inspiration.

“Our tagline at Country Junction is ‘Be inspired,'” noted Julie. “That’s what we hope to do for all of our customers for generations to come.”