Meet Lori Ronca | HomeGrown Shop Owner and Artist Wrangler

We had the good fortune of connecting with Lori Ronca and we’ve shared our conversation below.

Hi Lori, maybe we can start at the very start – the idea – how did you come up with the idea for your business?
HomeGrown came about because in 2005, I was a broke-ass stay at home mom that really wanted to take her family on vacation! Prior to widespread work from home opportunities, I started using a skill I had, sewing, to make items to sell at craft fairs, so I could fund that vacation urge! When I attempted to find an Atlanta area bricks and mortar spot in which to sell my goods, they were all quite cost prohibitive.
At that point, the idea of a shop selling local art and goods that served emerging artists and makers began to take hold.
HomeGrown opened in 2010 with 35 Atlanta area artists and makers. We currently sell the work of 150+ artists, makers and small producers.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
You never know what you’ll see at HomeGrown on each visit and that’s intentional. Visiting a local shop should be an experience. We proudly represent our local artists and regional makers, while recognizing that each customer is important to ensure longterm success.

Our Shrine to Mr T, customer graffitied beer fridge and yearly Desperate Dudes Celebration (Christmas Eve with cheap beer, cheaper snacks, free gift wrap and disco music all day) serve to create a sense of place and an experience for shop visitors.

I am most proud when I overhear customers exclaim excitedly about an artist or maker they’ve just discovered at HomeGrown. Connecting customers to local and regional makers means we are fulfilling our mission.

The biggest lesson I’ve learned along the way is that you don’t know what you don’t know and I don’t have to be good at every aspect of small business ownership. I now delegate the things I stink at and also try to play to the strengths of our great HomeGrown employees. Utilizing free resources, such as the University of Georgia Small Business Development Center, has been critical in building our success.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
We would walk the Beltline, enjoy pastries at Little Tart Bake Shop, go to The Atlanta History Center and enjoy lunch at the Swan Coach House while there, do late night at The Clermont Lounge, Johnny’s Hideaway and SOS Tiki, roll in for an Atlanta Rollergirls derby match and spend an afternoon antiquing at Kudzu antiques, Decatur Estate and Mother Lode. Definitely a visit to Taqueria del Sol and a beer stroll through all the breweries in Avondale Estates.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
My family has supported me throughout this journey. James, Sam, Joe and Rosie have all worked here at various times to help keep our doors open. Beth Thompson was my business partner early on and defined many of the organizational and financial processes still used today. She moved on to new challenges, but her efforts helped set HomeGrown up for long term business success for which I am forever grateful.
Lastly, Marissa Yarbrough has grown from a part-time college worker to store manager and has been integral to HomeGrown’s growth and success.

Website: homegrowndecatur@gmail.com

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