Fiona Horgan on Launching The Art and Science of Retail to Empower Unique Retailers


Hello Fiona! Please share a brief introduction about yourself and your business:

The Art and Science of Retail helps unique retailers blend the artistry of retail with the hard numbers to gain control of their business and make more profitable sales, by working smarter not harder. We help them turn their passion for product into the thriving businesses that form the backbone of our communities, add flavor to our lives and inspiration to our souls.

So Fiona, what excites you about being an Entreprenista League member?

The ability to connect, share, and support women led product based businesses

It can be intimidating to turn an idea into a reality – what made you take the leap to start your own business?

I am a lifelong passionate retailer, leading and developing the buying teams for some of Canada’s most iconic retailers. Throughout my career I have always been inspired by the creative and unique independent retailers that I would encounter through my travels. In 2020, I traded a corporate role for an entrepreneurial one and founded the Art and Science of Retail, an online educational platform for independent retailers – I am able to combine my extensive retail knowledge and love of coaching to help independent retailers turn their passion for product into the thriving businesses that form the backbone of our communities, add flavor to our lives and inspiration to our souls. I am passionate about the independent retail community, and want to help contribute to the success of creative product based entrepreneurs.

What was your background prior to starting your own business?

I grew up in retail — starting as a store associate and moving my way up through the buying roles to VP of Merchandise and for some of Canada’s leading retailers. I have a broad background across a range of categories from fashion, footwear, lingerie, home decor and tea! As a member of the executive team, I was responsible for driving sales, marketing product, developing, sourcing and negotiating product, ensuring systems were in place to facilitate the smooth flow of product from design concept to merchandising on the sales floor.

Fiona, did you always know you wanted to be an entrepreneur?

I always knew that I had a love for business — it was only after many years in corporate life, getting frustrated with the often slow pace of internal change, that I decided to leverage my skills and delve into the world of entrepreneurship — and its been amazing — I have probably learnt more in the last two years than in the last 10!

Marketing a new business is crucial to raise brand awareness! What was your initial marketing strategy?

Initially I was going to drive business organically through Instagram and Facebook — but I was not consistent in posting and had to get over the fear of putting myself out there.

Entreprenistas are resilient. What is the biggest challenge you have encountered along the way?

Initially I was going to launch a course — but as I dug into the world of course creation, I realized it was so much more than just building a course — it was about building a business brand, understanding and learning the tech components, learning to embrace and determine how to leverage social media organically and through paid….and learning how to find my ideal client to connect with them — so my biggest challenge has been recognizing that this is so much bigger than a course, it’s a business with a product focus, system requirement and marketing components.

What is the accomplishment you are the most proud of to date?

Being exposed and comfortable around new tech — I would not have been exposed to as much had I stayed in the corporate world — I have had to learn a lot of new things — Canva, social media posting, website design, learning management systems — its been slower than I would have liked, but I am much further ahead in my journey today that I was yesterday!

Do you believe in work/life balance? What are some of your best tips?

Absolutely! You are going to spend the time no matter what…so choose where you want to spend it …. up front setting yourself up to succeed, or on the backend fixing problems. Sometimes you need to slow down to speed up.

What’s a piece of advice you can share that you wish you’d known when you first started your Entreprenista journey?

Being crystal clear on your customer and you messaging — it drives all of your actions, from the product you create to how you market it.

Fiona, you have lots to celebrate! What have you achieved recently that you’d like to celebrate with our community?

I’ve resourced and partnered with a company that provides excellent inventory management tools for small retailers.

What’s next for your business? What can we expect to see over the next few years?

The launch of the Retailers Growth Hub membership — an affordable in depth membership for independent retailers to master their inventory, their financials, and their marketing to drive profitable sales.

Learn more about the Entreprenista League and join today!

Share it!

Posted in

Leave a Comment

Shaping the Future of Media Production with Lena Jenkins-Smith

“As a leader, I knew that it was important for me to know the job. I have to know what it takes financially, physically, mentally to do any job. I would never want to tell somebody to do a job and be responsible for managing them in that position if I didn’t know what the…

Self-Care as a Leadership Strategy with BetterHelp’s Haesue Jo

“You’re pushing yourself beyond what you feel is comfortable, which means you’re gonna have chapters of discomfort or feeling like, ‘I’m not really sure if I’m there yet. And sometimes that’s true. Sometimes you’re not there yet. It’s good to tune into that because then you know where you should be focusing to improve.” In…

Tara Magalski on Founding a Spirit-Led Community for Holistic Health

Hi, Tara! Please share a brief introduction about yourself and your business: My name is Tara Magalski, and I am a wellness maven and the founder of Divine Lifestyles, and the DL Collective: a membership-style spirit-led community and online holistic health + healing resource center, an online sanctuary to experience a deeper state of alignment…

Tysheda Williams on Her Journey to Founding a Luxury Experience Company

Hi, Tysheda! Please share a brief introduction about yourself and your business: Hi, I’m Tysheda Williams. With an unwavering passion for curating enchanting experiences, I’ve spent years cultivating memories that transcend borders. From exploring the historic wonders of Europe to immersing myself in the vibrant cultures of Asia, the opulence of Dubai, and countless more…

Mayra Gomez-Sanchez on Her BIPOC Copywriting and Marketing Company

Hi, Mayra! Please share a brief introduction about yourself and your business: Hello everyone, I’m Mayra (my-rah) Founder and CEO of Cultural Visionaries – a copywriting and marketing strategy and a Latina-run company. I write for BIPOC business owners—and anyone who shares my values and vision—wanting to create a meaningful impact on other people’s lives.…

Making a Marketing Impact with Lindsey Breitwieser

“We don’t have to do a million things, we just have to do the right things. We often feel like ‘I don’t have a big budget to spend on ads and that’s why I’m not successful.’ We’re chasing all of these different marketing tactics… In truth, we don’t actually need to be doing that much.”…

Kwandaa Roberts Shares Her Success Story Making Modern Dollhouses

Hi, Kwandaa! Please share a brief introduction about yourself and your business: I’m Kwandaa Roberts, an OB/GYN and interior designer who sells high-style, modern dollhouses called Tiny House Calls. What excites you about being an Entreprenista League member? I have found networking with other women entrepreneurs to be one of the most important tools in…

Personalizing Maternal Wellness through One Tribe with Emilie Fritz Veloso

“Keep the momentum going. And that’s continuous meetings, continuous networking. And then set dates really set a, ‘We are looking to raise this by this time,’ so that you give yourself a deadline, and you give the investors a deadline, and you can hold yourself to it.” In this episode of Entreprenista, we sat down…

Caitlin Murphy on Her Freight Firm and Passion for Philanthropy

Hi, Caitlin! Please share a brief introduction about yourself and your business: Hi, my name is Caitlin Murphy and I am the Founder and CEO of Global Gateway Logistics, a global freight forwarding firm. My firm optimizes and simplifies the global shipping process. What excites you about being an Entreprenista League member? It can be…

Tabitha DeSeranno on Discovering Her Passion and Launching a Branding Company

Hi, Tabitha! Please share a brief introduction about yourself and your business: Hi, I’m Tabitha, the creative force behind Vivid Pixel Studio, where I blend strategy, design, and storytelling to craft impactful online presences for passionate service providers. I specialize in creating bespoke websites, impactful brands, and tailored marketing strategies to help service-based businesses not…

Transforming Your Mindset Through Hypnosis & NLP with Billé Frazier

“You know, it hurts. Nobody likes rejection and somebody didn’t like you—whether it be in a relationship or in a job. But you have to figure out how to get up and dust yourself off and make it work. And that’s a large part of what I try to impart to my clients, too, when…

Dr. Christina Jerger Shares About Her Femininity Coaching Business

Hi, Christina! Please share a brief introduction about yourself and your business: I’m Dr. Christina and the CEO and Founder of femsaloud based in Los Angeles, CA. I offer luxurious femininity coaching for female entrepreneurs, executives, and celebrities. With LA’s #1 VIP femininity makeover I make elite women irresistibly feminine and thriving in life. Whether…

Creating a Meal-Kit Revolution with Ooshma Garg

“[You’re] spending money and growing not at a sustainable pace, but at this hyper-accelerated pace in order to rapidly take up market share and drown out competitors. When you keep raising money to do that, you keep giving more and more people big chunks of your business. The only way it works is if you…

Marine Turned Chef Joanne Thomas Shares About Her Cooking Career and Business

Hi, Joanne! Please share a brief introduction about yourself and your business: Hi! I’m Chef Joanne Thomas, a world-renowned culinary artist known for exceptional skills, creative flair, and dedication to the art of cooking. With a career spanning decades, I’ve curated a collection of custom-blended spices, gourmet butters, and other culinary delights that cater to…

Joanie French On Her Business That Creates Unforgettable Experiences Through Nature

Hi, Joanie! Please share a brief introduction about yourself and your business: Hey there! I’m Joanie, the creative mind behind Harmony Escape Experiences. Based in Winnipeg, Manitoba, I’m passionate about crafting unforgettable moments through personalized events. As an Office Administrator by day and an aspiring entrepreneur always, I’m on a mission to create harmonious and…