Sheridan Mordue never imagined her small Salt Lake City furniture store would one day be a thriving retail brand in airports across America. But twenty-six years after founding Hip and Humble with her sister, that's exactly what happened – all because she was willing to let go of her original plan and follow where her customers led her.
When economic downturns and big box competition threatened their furniture business, Sheridan noticed something unexpected: the small gift items they'd added as supplements were selling faster than their carefully crafted furniture pieces. Rather than resisting this shift, she embraced it, moving Hip and Humble to the vibrant 9th and 9th neighborhood in 2004 and transforming it into a beloved local boutique.
The biggest pivot came when Salt Lake City officials and airport retailers began calling, encouraging her to consider an airport location. "I literally thought we were done for," Sheridan recalls about opening during the pandemic in September 2020. Yet despite supply chain issues so severe she was arranging greeting cards one by one just to fill empty display tables, the store resonated deeply with travelers seeking joy and authenticity.
That success led to a truly courageous moment when Sheridan – dressed in jeans and a cardigan among executives in three-piece suits – attended a major airport retail convention. Despite feeling completely out of place, her authenticity and vision sparked intense interest, ultimately leading to airport locations in Fort Lauderdale, Charlotte, Louisville, with Detroit, Houston, San Diego, and San Jose coming soon.
Throughout her journey, Sheridan has maintained a powerful philosophy: "Do not hold so tightly to your business plan that you miss your best opportunity to grow your business." Like sand held too tightly that slips through your fingers, rigid business thinking can cause you to lose what matters most. It's a lesson in courage, adaptability, and staying true to your vision while remaining open to unexpected paths.
Visit hipandhumble.com to learn more and experience the authentic heart and soul that has made this Salt Lake City boutique a national success story.

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Join Erik as he supports Fork Cancer, a night of food, drinks, and live music—all for a great cause. Grab your tickets at utah.acscanforkcancer.org and enter Erik Nilsson to help him hit his $12,000 fundraising goal!
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