Prior to opening Real Deals on Sept. 20, owners Kim Stiernagle and Kim Underdahl, both of Albert Lea, had no prior experience owning a business. Stiernagle worked as an administrative assistant at a financial advisory company in Albert Lea. She also worked jobs cleaning homes, doing in-home daycare and as a hospital employee. Underdahl was a stay-at-home mom before getting a job cleaning homes and was recently providing daycare for her granddaughter.

The two longtime friends were looking for a new adventure, and one presented itself when they stopped into the Real Deals in Mason City.

“We both love home décor and we loved the store,” Underdahl said. “When we found out it was a franchise, we looked into opening one. We’ve been working on acquiring this for over two years.”

Since opening the Austin location at 413 North Main Street (in the same building as the old Hallmark store), both have described the reception as “excellent.”

“The people of Austin have supported us,” Stiernagle said. “They have been so good to us and people love the store. We have heard so much positive feedback. We just can’t thank Austin enough for supporting us the way they have. It’s been great.”

“(The reception) was more than I expected,” Underdahl said, mentioning that about 75 percent of the addresses they have collected from customers are from Austin and the surrounding area. “People are so excited to have us here and so excited to have someone in this building because so many people have fond memories of this building being the Hallmark store. They’ve been very accepting and excited to have us here.”

Stiernagle added that friends and family from Albert Lea and the surrounding areas have also been very supportive of their new store.

With any new business, there are challenges, particularly for first time owners. Stiernagle and Underdahl both agree that the biggest challenge is time.

“We are here all the time,” Stiernagle said. “It kind of takes over your life; there’s a lot to do and we want to keep the store looking good all the time, so we feel a lot of pressure. Sometimes we’re here until midnight and back at 8 a.m. It makes for long days.”

“Trying to get all of the things done in a day that we need to get done to feel ready to open the next day is a challenge,” Underdahl added.

But the business is more than just a home décor and fashions store; it is a sign of efforts to revitalize Austin’s downtown area.

“Everyone will comment on how nice the store looks,” Stiernagle said. “Our neighbor next door said that when we had our grand opening, she felt like she was having another grand opening because people were walking downtown and would stop at her store and (Sweet Reads). It’s kind of a community thing.”

Real Deals currently employs four additional staff members and hosts special events with treats and sales on event theme-related items. Underdahl said that customers who provide a mailing address are mailed postcards about upcoming events. Event information can also be found on the Real Deals Austin Facebook page.

With the reception, Real Deals looks to be going strong for a long time.

“We are really lucky to have so many people happy to have a new place to shop,” Stiernagle said.

Real Deals is open from 10 a.m. to 5 p.m. Monday through Saturday.

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Business Name: Real Deals

What does the business do? Sells home décor items for every season as well as clothing and accessories.

How long have you owned the business? Since opening on Sept. 20, 2018.

How long have you been in the profession? First venture in the home décor and fashion business.

What do you see as the single most important thing people see in your business? 

Stiernagle: “A lot of times we hear that (customers) like coming here because every time they come they see something new. That’s our goal, to always have new stuff and have people wanting to come back to check out what’s new. We’re trying to keep everything fresh and different.”

Underdahl: “Having new things and different things that are reasonably priced as well as the customer service, visiting and talking with customers. They feel uplifted when they come in here.”

Women in Business