Opening a Store, Facing a Shutdown, and Building a Brand: Sarah Noble’s Entrepreneurial Journey

When Sarah Noble opened the doors to Adelina Social Goods, she wasn’t just starting a store—she was creating a space for connection, celebration, and community. Inspired by a love of hosting gatherings and thoughtful gift-giving, her shop has become a go-to boutique on Atlanta’s west side.

But getting there wasn’t easy. The shop was two weeks from opening when the pandemic shut the world down. What followed was a whirlwind of pivots, perseverance, and purpose. We sat down with Sarah to hear how she brought her dream to life, what she’s learned along the way, and the advice she has for fellow entrepreneurs.

Q. Let’s start from the beginning. What inspired you to open Adelina Social Goods?

Sarah: I’ve worked in similar shops, or shops with a similar spirit, my whole life. I started at Hallmark when I was 16, and I’ve just always loved gift shops and paper stores. That love kind of stayed with me, and eventually it became a dream to have a shop of my own.

I also spent time working in wedding stationery and found that I really loved hosting, throwing parties for my friends, and making moments feel special. So when I started thinking seriously about the kind of place I wanted to create, it centered around hospitality and gracious gift-giving. I wanted it to inspire people to bring more of that into their own lives.

Q. What was the process like to actually get the store up and running?

Sarah: The first big decision was location. I’ve lived on the west side of Atlanta for over 15 years, and I’ve seen it change and grow. I knew I wanted to be part of that—to invest in my own community. I wanted to be able to tell people who walk into the store, “I’m your neighbor. We’re part of this together.”

Once we found our space at The Works, it was about figuring out every single little detail—from lighting to flooring to shelving. You start with a big vision, but then it becomes very granular. And then Covid hit…

Q. You opened during COVID? What happened next?

Sarah: Yep. We were two weeks away from opening, and then the world shut down. Suddenly, this store we’d spent a year and a half building, no one could come into it.

So we pivoted. We hadn’t planned to launch an e-commerce store, but we didn’t have a choice. In about two weeks, we got over 7,000 SKUs online and figured out how to run an online store. I had some experience from my stationery business, so that helped. We also launched cocktail kits, which turned out to be a fun way for people to de-stress and bring a little joy into their homes.

Q. Now that you’ve built both an in-store and online presence, how do you approach each side of the business?

Sarah: It really comes down to what you’re passionate about. For me, I care most about creating an in-store experience. That’s what lights me up, talking to people, curating an environment, making personal connections.

E-commerce is powerful, and I’m grateful we have it now. It lets us serve people who aren’t local and gives our regulars the option to shop online and do in-store pickup. But it’s not my favorite thing to manage, if I’m being honest. It’s its own animal. If that’s something you love and you’re good at digital marketing, it can be an amazing growth opportunity. It just wasn’t the part of the business I was most excited about.

Q. How did you decide what the store would stand for—things like community, sustainability, and connection?

 Sarah: A lot of soul searching, honestly. I was really intentional in the early days. I journaled a lot, and I would just brainstorm, word cloud all these different ideas that were important to me.

I knew from the beginning that I didn’t want to create something soulless. So I worked on defining these pillars, these values that would act as a mission statement and guide the way we do things. It came down to asking myself, “What does our community need more of? What’s really valuable in a business today?” And that’s what helped shape everything—our events, our products, the partnerships we pursue.

Q. Your store has such a strong sense of community. How do you stay connected and give back?

Sarah: We try to partner with organizations we really believe in—especially Beloved Atlanta. They support women who are rebuilding their lives after surviving sex trafficking, and I think the work they do is so important.

We’ve done fundraisers where we donate a percentage of sales, hosted events for their supporters, and I’ve even spoken on a panel there to talk with some of the women about job skills and entrepreneurship. We’ve also done some pop-up events with ATL Girl Gang, which supports local women entrepreneurs. And of course, we try to highlight local artists and makers by carrying their products in the shop.

Q. And for the products you stock in your store, how do you decide what to carry?

Sarah: I try to listen really closely to our customers. I want to know what they’re shopping for, what kinds of people they’re buying for, and what gaps they’re seeing. If someone says, “This would be perfect if it just had X,” I take that as a challenge. I go find it. It’s about being responsive and doing something a little different from everyone else.

Q. What was your approach for generating excitement and getting the word out about your shop?

 We actually hired a marketing and PR firm for the first six months. That was a really good decision for us, especially since marketing isn’t my strongest suit. They had great local media connections and helped us make a splash when we launched.

If that’s your strength, go for it yourself. But if not, I think it’s smart to invest in people who can fill in your gaps. As entrepreneurs, we can’t be good at everything, and we don’t have to be.

Q. What’s been one of the hardest parts of running your own business?

Sarah: Honestly? Maintaining confidence. You’re constantly pivoting, and you have to accept that not everything’s going to go how you planned. Sometimes you launch a product line you’re really excited about, and your customers just don’t respond to it.

As a small business, we don’t have the kind of buying power where we can absorb a lot of mistakes. So every decision matters. That pressure can mess with your confidence. But you just have to keep moving forward.

Q. What would you tell someone starting out who hits a tough moment or big challenge?

Sarah: You will face challenges. That’s just part of it. So don’t let them surprise you or stop you.

Instead of seeing them as failures, see them as part of the adventure. Be open, stay flexible, and try to keep learning. If you can do that, you’ll make it through the tough stuff—and you’ll be better for it.

Q. Looking back, is there anything you’d do differently?

Sarah: I’d start e-commerce sooner. That’s really the only thing I’d change. But at the same time, I don’t regret the journey. It unfolded the way it needed to.

Q. Any standout moments that made you feel like, “Yes, we’re doing this right”?

Sarah: I love when customers bring a friend into the store and start showing them around like it’s their favorite spot. They’re pointing out products, talking about why they love certain sections, acting like tour guides. That’s when I know we’ve created something special. That sense of ownership, they feel like it’s their store too.

Q. What’s next for Adelina? Any big dreams or plans?

Sarah: We just hit five years, which feels like such a big milestone. I used to imagine opening more shops in other neighborhoods—and maybe one day we will—but only if we can stay truly connected to each community. For now, we’re focused on making this one the best it can be.

Q. Last question: what advice would you give to another woman thinking about starting a business?

Sarah: Do it. Just go for it.

And surround yourself with people who will show up for you, not just by buying from you, but by cheering you on, helping behind the scenes, and reminding you you’re not alone. You need that support. No one does this on their own.