Caroline County Economic Development
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Spotlight on Small Business: Joviality

Joviality logo

In the midst of the economic downturn in 2010, Abby McNinch and her former partner decided to open a gift shop in downtown Denton, calling it Joviality. Some doubted their timing, but they preferred to view it as a wonderful challenge.

Abby understood early on that one of her greatest challenges would be marketing her business on a very tight budget.  Although Abby no longer has a business partner per se, she recognizes that she has many allies in the community.  She partners with a variety of local organizations to promote events and reach a broad audience. Joviality participates in Downtown Denton’s Third Thursday campaign, offering Sip and Shop sales once a month.  Also, the shop hosts a kid-friendly Fairy Garden Party with Denton Child Development Center each spring.  Abby relies heavily on free marketing through social media and word of mouth.  She stands firm in her belief that success is not achieved alone and offers advice to other business owners to “never stop marketing”.

You can learn more about Joviality on their website and Facebook page.  You can visit the shop at 406 Market Street in Denton.

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