‘A passion project’: How Reimagine Gifts & More has struck a chord with shoppers

A year into business, Kari Johnston has masterfully created a space that blends humor, color, and thoughtful gifts to bring joy to the community. That space is Reimagine Gifts & More, a brick-and-mortar store in downtown Springfield. Johnston opened the shop in October 2024, introducing a mix of products and a brand personality that resonates with shoppers.

“People appreciate that it’s not just a place to shop,” says Johnston. “We’ve kind of curated it to make people smile. We have a lot of humor merchandise, and everything’s light and bright and funny. We get people who say, ‘I just relax when I pop in here,’ and that’s exactly what we want to have happen.”

Johnston contends the store’s unique charm lies in its ability to cater to a wide range of customers. From upscale jewelry to novelty earrings and unicorn-themed mirrors, Reimagine offers something for every taste and age group. She notes that the store has become a favorite for moms and daughters, who often find items that appeal to both.

“We’ve had daughters dragging their moms in, and even three generations shopping together,” Johnston shares. “It’s really special to see families connecting and enjoying the space together.”

Speaking of connection, Johnston has been tethered to the Springfield community for some time. Reimagine is her second venture into retail, and she’s applied lessons learned from her first store to make this one a success.

“With my first store, I thought, ‘If I make a cool enough store, they will come to me.’ I learned that was not correct,” she admits. “You actually have to be places that people want to be.”

The downtown location has proven to be ideal, but Johnston quickly realized that the audience for Reimagine is different from her first store.

“My first store was focused on handmade goods and home décor, but this is truly a gift shop,” she says. “It’s a completely different experience — more lighthearted and humorous.”

Over the past year, the store has grown significantly, both in inventory and identity.

“When we opened, my goal was just to have enough merchandise that people believed it was a store,” Johnston says, in retrospect. “Now, we’ve built up our displays so much that we have ten times the amount of merchandise we started with.”

Johnston is quick to credit the supportive downtown Springfield community for helping her business thrive.

“Our downtown is super cooperative,” she says. “We meet monthly to talk about events and support each other. It’s remarkable how collaborative we are. There’s no competition, just a collective effort to make downtown a great place to be.”

This spirit of collaboration extends to events like First Fridays and unique store-hosted celebrations. One highlight was a Taylor Swift-themed album release party, complete with themed décor, cookies, and music. 

“It was a huge success,” Johnston recalls. “We’re figuring out how to be part of downtown while also creating our own special identity.”

This mentality is important, as businesses like Johnston’s contribute to the local flavor of a community while serving as hubs of economic development. According to 2024 data from the Small Business Administration, 33.2 million small businesses account for 99.9% of all U.S. businesses. They also create 1.5 million jobs in the US annually – 64% of new jobs. 

Organizations like the Greater Springfield Partnership support entrepreneurs and established businesses, helping them to secure incentives, recruit and train workers, and find commercial space. Local entrepreneurs also have access to a Small Business Development Center (SBDC) and many other resources to help them write the next chapter.

As the business enters its second year, Johnston is focused on attracting more foot traffic and continuing to refine the store’s unique identity.

“We want people to know exactly who we are and why we’re here,” she says. “Our goal is to give people a good smile or laugh when they pop in.”

And despite the challenges of running a retail business, Johnston’s approach is refreshingly balanced, for the sake of her mental health. 

“This is my passion project,” she says. “I have other jobs, so I’ve set it up to be self-sustaining and fun. I want it to be a bright spot in the community, not something that stresses me out.”