This episode of The Bright Balloon Podcast was originally published here.
Stephanie Cofield, the owner of Celebration Creations in Manahawkin, New Jersey, recently sat down with Sarah Meyer on The Bright Balloon Podcast to share her journey from home-based balloon artist to successful retail store owner.
In this conversation, Stephanie offers valuable insights into the balloon industry, retail planning, and the realities of managing a customer-facing business. Her story is one of perseverance, practical decision-making, and relentless pursuit of a dream.
Introducing the Balloon Boutique
Stephanie started her business from home, working from a large walkout basement and a makeshift garage workspace. After over two decades of juggling family life and balloon art, she decided to pursue her long-time dream of opening a retail balloon shop. The Balloon Boutique, which operates under the Celebration Creations brand, was born in the Jersey Shore community of Manahawkin.
What makes Stephanie’s business unique is its dual structure: she still offers on-site balloon installations while managing the day-to-day operations of a brick-and-mortar store. This blend allows her to reach a broader customer base and build lasting relationships with local clients.
Why Choose Retail Over Warehouse?
When considering the next phase of her business, Stephanie had the option of renting warehouse space. However, she prioritized the personal, community-oriented nature of retail. The dream wasn’t just about space—it was about connection. She wanted a place where customers could walk in, browse, chat, and discover her services in a welcoming environment.
Stephanie admits that retail is not without its challenges. The storefront must always be clean, visually appealing, and well-stocked. These physical elements communicate her brand’s professionalism and creativity. She intentionally avoids selling slow-moving items like party paper goods, focusing instead on high-turnover, high-value balloon decor and gifts.
The Learning Curve of Going Retail
Retail brings an entirely different set of responsibilities than working from home or in a warehouse. Inventory management, forecasting seasonal trends, and maintaining a storefront presence all require consistent effort and attention. Stephanie emphasizes the importance of planning ahead—knowing what to stock, how much to order, and how to present it.
For instance, during graduation season, her store features themed displays and additional inventory ready for walk-ins. She highlights how vital it is to prepare for those last-minute shoppers who expect immediate service.
Retail also requires staff training and operational systems. Stephanie has implemented a “Leadership Accountability Binder” (LAB Binder), which outlines daily checklists and standard procedures. She also relies on a playbook to guide staff on how to handle customer inquiries, phone calls, and sales interactions.
Choosing the Right Location
Stephanie recommends scouting for locations near existing party stores like Party City. These companies have already invested in demographic research, signaling strong market demand. Rather than viewing nearby stores as competition, Stephanie has formed mutually beneficial relationships with them. They refer clients to her when they need custom decor, and she returns the favor when projects fall outside her scope.
Overcoming Doubts and Following the Dream
One of the most powerful parts of Stephanie’s story is her transparency about the fears and doubts she faced. She watched a potential location for two years before committing. During that time, well-meaning friends discouraged her with “practical” concerns. Eventually, she realized that trusting her vision was worth the risk.
Today, that same space is occupied by another party store—a testament to the viability of her original idea. Stephanie’s key takeaway: Don’t let fear or others’ doubts hold you back from pursuing what you know in your gut is right.
Understanding Balloon Planet
Stephanie also discussed her involvement with Balloon Planet, a nationwide balloon delivery service similar to 1-800-Flowers. While it requires organized inventory and reliable helium access, it has proven to be a strong revenue source for her retail operation. Balloon Planet partners are vetted through referrals, and Stephanie encourages others to explore it as a supplement to their own balloon businesses.
Customer Experience and Selling Face-to-Face
One of Stephanie’s favorite parts of running a storefront is meeting customers face-to-face. She trains her staff to engage with walk-in customers conversationally rather than relying on sales scripts. Questions like, “What made you stop in today?” invite dialogue and make customers feel welcome.
To streamline the process, the store uses flip books with bouquet designs, allowing staff to offer clear and quick product suggestions. This structure ensures customers receive attentive service without disrupting ongoing installation work for events.
Systems, Software, and Staying Organized
Celebration Creations uses 17 Hats, a CRM platform, to manage customer relationships and automate follow-up emails. Even at the retail counter, staff are encouraged to enter customer info and get consent for the mailing list. This system helps maintain engagement with walk-in traffic and supports email marketing campaigns.
Stephanie also draws from her past experience as a sales manager to structure team training and communication. Processes, checklists, and employee feedback are all part of her store’s operational success.
Advice for Aspiring Balloon Retailers
For anyone considering the shift from home-based to retail, Stephanie’s advice is simple: act like a full-time business from day one. Document your processes, write down your systems, and prepare as though your business will grow. Even if retail isn’t in your immediate future, having systems in place will make scaling much smoother.
Stephanie’s journey from working at a kitchen table to running a thriving retail balloon shop is an inspiring example of what’s possible with vision, preparation, and courage. Her insights offer not just inspiration but a roadmap for others navigating similar paths.
Whether you’re a hobbyist, a warehouse operator, or a balloon business veteran, Stephanie’s story is a reminder that growth is possible when you believe in your work and back it with thoughtful action.
To learn more about Celebration Creations or to visit The Balloon Boutique, get in touch through our contact page. We would love to help bring your celebration to life.
To hear the full episode, listen using the audio play on this page, or visit The Bright Balloon Podcast.