Worcester Business Journal

wbjournal.com | February 18, 2019 | Worcester Business Journal 11 W CUSTOMIZE YOUR CAPITAL SOLUTION TODAY Contact Richard Conley RConley@communityp.com | 646.822.9356 CLOSED: $1 Million Acquisition • Freddie Mac Small Balance Loan | 4.91% • 18 units | Worcester, MA UNMATCHED SERVICE AND EXECUTION Fannie Mae • FHA • Freddie Mac Multifamily Capital Solutions CONSTRUCTION | REFINANCE | ACQUISITION CONVENTIONAL FINANCING | AFFORDABLE HOUSING SMALL BALANCE LOANS | FLEXIBLE BRIDGE FINANCING W O M E N I N L E A D E R S H I P F O C U S "Except one time with a rental agree- ment, I forgot and just copy-and-pasted it, so it said 'Crompton,'" Diaz said. Growing up As BirchTree, Crompton, Queen's Cups and Nkd have evolved out of the startup phase over the last 2-3 years and Hyder has taken on a more executive role, the group has dealt with handing off customer-facing responsibilities while still maintaining the same quality of goods and services. "We always tell each other, 'No one will ever care more than you about your business,' whether we are talking about staff cleaning the floor or taking orders," Hoffman said. "We're lucky at BirchTree because our crew is high caffeinated and ready to go, but sometimes I'll have to step into the storage room and text these guys to say, 'What is going on with people today?'" Before Christmas, Hyder was due to have her first baby, but she was stressing about taking time off, since Dec. 23 and 24 are the busiest days for the Mediterra- nean market. She hoped to go into labor early so she could come back in time while her brother comforted her by say- ing the labor might start aer Christmas. Hyder ended up working until Dec. 19. Julianna Alexis Logan was born on Dec. 21. "When she shared with all of us that she was pregnant, she said 'I'm pregnant, but what kind of shopkeeper am I that I am having a baby?'" Hoffman said. "We were like, 'What are you thinking? is is great! You're having a baby!' "It is good advice, though. If I ever have a baby, I'll make sure to plan on having it during a slow time," Hoffman said. Hyder said she is trying to learn from Hoffman how to not stress about delegating perfectly, since Hoffman and her husband, who she co-owns BirchTree with, are able to take long international vacations. ey are planning a trip to Argentina this year. "When we first started, I had it on my bulletin board saying 'It's just bread and coffee.' because I would get so crazy about stuff," Hoffman said. "Now when I go away, it helps not to worry about it, thinking 'It's just bread and coffee.'" e same thinking applies to bad re- views and angry customers, which was a sure-fire way to get the group text firing. "We have all evolved," Diaz said. "Maybe two years ago, we all would take it super personal when we get a bad review. Now we just laugh. It's just bread and coffee." Despite running their own shops, the friends oen will have to deal with customers or salespeople who eschew them in favor of wanting to speak with others they feel are really in charge, like Hoffman's husband or Hyder's brother. "Some people want the man's answer," A couple of the exchanges from the six-years-long group text. Hyder said. "People will come in and ask if they can talk to the manager or the owner. One time somebody went around me to my brother because they didn't like the answer I gave them, and he said, 'No, she's the one in charge. Her answer is the answer.'" Chase: "Right aer I first started, a sweet old lady came in as I was entering our sales into a spreadsheet and said, 'It is so nice your boss lets you do your homework at work.' I thought, 'Oh my gosh, she thinks I'm a kid.'" Having a small bit of anonymity occasionally is good, especially when salespeople show up unannounced – of- ten selling low-cost energy – and haven't done their homework as to who the owner is, Diaz said. As they have grown into executives, the friends have learned the value of spending their time wisely. "at is a good way to practice saying no," Laskes said. "Sometimes I'll be sitting at the front desk and someone will walk in and ask to speak with the owner or manager – which is me – and I'll just say, 'No, she isn't available.' Customers who know will start laughing." Hanging out Before Julianna was born, the group threw Hyder a surprise baby shower at Chase's home. at came aer they threw Diaz a surprise wedding shower at Hoff- man's house and the surprise birthday party for Chase where Shrewsbury Street restaurant simjang personalized a menu for her. Laskes threw a housewarming party when she first moved into her new home, and the rest of the group was perplexed when they realized they never crashed her pool this summer. "I feel like it's the start of a joke: A bak- er, a clothing retailer, an esthetician and two curly-haired ladies are all hanging out," Laskes said. e friends will try to get together at least once per month, even as their lives become increasingly complex with new spouses, children and business ventures. "Every month, we say, 'We need some time with our girls.' I love my husband, but he just doesn't get it. ere is only so much he wants to hear," Diaz said. Even if they can't get together physi- cally, the group text continually ties them together. Plus, all their businesses are in close proximity. "Sometimes I'll get back from some- where and have 25 missed texts. It's like, 'Oh, what happened?'" Diaz said. "Avra will text, 'ese crazy people just ordered 18 lunch sandwiches on a Saturday,' and then I'll look around be, 'Oh, everybody in my shop is eating BirchTree.'" Hoffman: "at's ok, though. I would really do anything for these girls." But as much as the group text is about leaning on each other for emotional and business support, the exchanges largely boil down to like-minded friends who tell jokes and want to share and be apart of each other's lives. Laskes: "Most of it is just pictures of Amy's dogs." Hoffman: "I would love to see more baby pictures." Diaz: "Kristie's daughter has so much sass, it is the best." Chase: "e majority, though, is talking about where we are going to eat." Hyder: "If someone didn't like to eat, we would probably kick them out of this group."

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