Madelin White, owner of Merle Norman Cosmetics, Wigs, and Day Spa in Lacey was nominated by the Washington Retail Association (WRA) for an award given by the National Retail Federation (NRF). Out of 235,000 small businesses in the United States, Madelin was one of fifty chosen as America’s Retail Champion. An award that “recognizes main street business owners who have demonstrated community leadership and are strong retail industry advocates.”
In the nomination letter, the WRA highlighted Madelin’s “long lasting commitment to advocacy for small businesses” and her volunteerism with cancers patients.
Over the years, Madelin has been recognized at both the local and national level for her many accomplishments and hard work. She has spent the past 26 years helping cancer patients rebuild their self-esteem with her Look Good, Feel Better course. “It’s a cause that is close to my heart, having lost my entire family aside from my children to cancer,” she says. She has traveled throughout the Puget Sound area as well as Alaska, Oregon and Montana as a volunteer. In 2016, the American Cancer Society honored her with an award for her service.
Other awards Madelin has been honored with include the Thurston Economic Development Council’s 2015 Business of the Year, Top Ten Citizens of Thurston County, Business Examiner’s Women of Influence and several others. In addition, she has been a board member of the WRA for 21 years, including serving as president three times. She is a past president of the Lacey South Sound Chamber and current a member of the Gateway Rotary.
Madelin has been a driving force for small businesses and woman in business since 1974. Her dad started the company with her, back when a woman owning a business was scoffed at. But Madelin didn’t care. It just made her work harder – and it paid off. She has survived seven recessions over the years, something she sees as one of her three biggest accomplishments as a business owner.
“Another big accomplishment is mentoring a lot of kids,” she adds. “They’ve come and worked for me and then gone off on their own and that’s important to me.” She considers her work in legislature as an advocate for small businesses her third greatest accomplishment.
Photo credit: Merle Norman Olympia
Madelin joined the WRA with the sole desire to help the community by being a voice for small business in the legislature. She’s been that voice now for 21 years.
Leaving a Legacy
While Madelin’s two children are both boys who were not very interested in their mother’s business, her granddaughter, Natasha Beale, works with her in the store. Natasha has been working at Merle Norman for four years, since she was 19-years-old.
“I only had sons, so of course when a granddaughter came a long, I didn’t spoil her at all,” Madelin laughs. “She is pretty special and she is amazing at what she does at Merle Norman, so I am not only happy, but I am proud as well. Just to watch her with customers is amazing.” Natasha is in sales and offers make-overs. Madelin says she is gifted at picking the right products for each customer by asking the right questions and knowing the product lines. “Natasha is now the manager, which allows me to have the time to go to legislature and teach my Look Good Feel Better classes,” Madelin adds.
Advice for Women in Small Business
Over the last four decades, Madelin has accrued a lot of knowledge about running a business. So what’s her advice to a woman thinking about starting her own business, or keeping their current one afloat? First, “You’re crazy,” she laughs. “But really, getting into business today with all the help that’s out there, like the EDC and all their free classes for women, is a lot easier than it used to be. They didn’t have anything like that when I started because women weren’t supposed to be in business.”
She remembers sitting in her own store, back when it was located in Capitol Mall, and wondering why people would come to her when they could go to the large department stores and buy their dress, shoes and make-up all at once.
“I decided right then that my point of difference would be to give the best service ever and that’s how I built my company. You have to have a point of difference, why they would chose you over your competition.”
Her other advice is to network. She says you need to get out of your store and talk to people. Go to networking events. And finally, be prepared. She says you should have at least three years of funds saved as back-up before going out on your own.
And, for Madelin’s many local customers, small business owner colleagues and cancer patients she has helped, she was already a champion long before this award ever existed.
For more information, visit the Merle Norman Cosmetics, Wigs, and Day Spa’s website, or visit the store located at 3925 8th Ave SE Suite F in Lacey.
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