The Spoke of Care

Thursday, October 28, 2021

The Spoke of Care

by Shreyoshi Ghosh

In Photo: Whitney Mayhew at Broken Spoke Boutique
In her heart, she carries the burning desire to leave the world better than she found it — in Broken Spoke she answers the calling

It was snowing eight inches, and with the news of a pregnancy . . . a young couple from Columbia, South Carolina, who came to stay in Valentine, Nebraska, was contemplating returning southward. But that wasn't in store for them . . .Whitney Mayhew recalls the time from 2016 when she was approached by a local resident to manage a newly launched women's clothing store. A year later, she took over the business and started her journey with Broken Spoke Boutique.

Whitney wanted to create a unique persona for Broken Spoke. From creating infrastructure in a new building and designing retro interiors to reimagining visual merchandising through new product lines, to improving accessibility, she had an outlook beyond the four walls of the store. Whitney drew the attention of the socially conscious Valentine residents with locally made homewares, artisan-crafted goods, and handmade jewelry from Nebraska along with other products curated from across the globe. She even began designing and printing her own brand of Valentine and Nebraska-themed products. To increase accessibility, the store hours were extended to seven days a week. During the pandemic, free local delivery and curbside pickup were introduced as well. Whitney planned e-commerce operations to expand beyond the periphery of Valentine and started shipping across the country.

Whitney's heart, however, was set on something bigger than her store - a venture that would help make the world a better place for everyone. She reached out to vendors who themselves had sustainable development goals — from support towards rescuing victims of human trafficking to fighting against domestic abuse, providing clean water, to supporting cancer research, feeding children in need and helping people in impoverished countries — in all her business interactions Whitney welcomed people who were helping people.

"We have always had the heart to leave the world better than we found it. We strive each day to make the necessary changes to leave a smaller footprint and a better world for our children."

In 2019, Whitney joined a worldwide initiative of carbon-positive businesses wherein every online order placed leads to the planting of trees in impoverished areas around the globe. This allowed Broken Spoke Boutique to create a direct correlation between the socially beneficial products of the venture and those who need help. This initiative also allowed the boutique to offset more than 150% of its net carbon emissions.

"The trees were planted as forest gardens around farmlands to prevent land corrosion, feed families and livestock, create organic fertilizer, and act as wind barriers. Within a year of planting each forest garden, 86% of these farmers become food secure!"

While Broken Spoke continues to expand its social entrepreneurship imprint, Whitney takes pride in her new home - Valentine, which despite being a small Midwestern town, offered her bountiful opportunities. She talks about how people visit Valentine for healthcare services, tourism, golfing, fishing, even stargazing—which attracts global tourists.

"Since the pandemic, we have seen even more people move here and housing has skyrocketed. With the ability to work from home and the wide-open spaces, it is a very desired area!"

As Valentine thrives, Whitney seeks increasing engagement with the local community. Through her support towards other small businesses, she spreads the word for Broken Spoke, just as she reaches out through local newspapers, surrounding radio stations, and social media. She expresses her gratitude to the local community that supports her business as she strives to continue being one of its significant members. With the economy reviving in 2021, Whitney looks forward to participating in roadshows, vendor events, and farmers' markets to promote her products, her storefront, and the town of Valentine.

Follow Broken Spoke Boutique on Instagram

Additional Images

  • Broken Spoke Boutique
    Broken Spoke Boutique
  • BBS Custom-made products
    Broken Spoke Boutique
  • Valentine branded product
    Broken Spoke Boutique

Subscribe to Heartland Webzine

You can subscribe to Heartland Webzine using the button below.

Subscribe Now

Follow Heartland Webzine on Social

LinkedIn Icon Facebook Icon Instagram Icon