Spotlight is a series that features a past or current client of mine or someone I’ve collaborated with in some capacity, as they share a bit of their story, their talents, their insights, and their process with you. You might learn something from their journey, or you might just discover an amazing new business!
Christy Smirl is a private librarian: she helps clients build and maintain beautiful collections of books in the home. After years working in public libraries, Christy combined her love for literature and information with an eye for design to launch Foxtail Books & Library Services. When she first ran the idea by me over a margarita or two, I didn’t know of anyone doing the sort of thing she was proposing, but I am a firm believer that where there’s talent and passion, there’s an opportunity for a business…and sure enough, a few years later I love seeing how Christy’s vision has evolved into a thriving and unique business. She shares a bit of the journey below.
What drew you to the work you're doing now?
When I first got my Master's Degree in Library Science, I loved the enormous variety of interesting work the field offers. I had no idea it would later lead me to this niche corner of luxury home services. My decision to create Foxtail Books was built on a desire to work for myself, to be challenged in new ways, and to have a creative outlet in my work. What is wonderful about working with books and people, whether in the public library or in a private residence, is that it's completely different every day. As different as each person and subject area and book I encounter. There is always something to learn, and a new way of looking at the world through stories and information.
What do you like most about your work?
Variety, variety, variety. This work is part librarian, part designer, and part rare bookseller-- all that on top of the nuts and bolts of running a business. I love that one day I'm assessing a wall of shelving for how many books would work best, the next I'm organizing a collection in a space, and the next I'm researching a valuable rare edition to tell its story to potential buyers. Doing my own marketing/PR and bookkeeping isn't my favorite thing, but even that shift in my workweek can be a nice change of pace.
What have been the biggest “a-ha” moments in your business journey so far?
I am repeatedly learning the value of going all out in terms of engagement, of connections and follow-up in a small town and in the book world -- though I imagine the same value in any industry, anywhere. I am an introvert by nature, but I keep learning time after time that pushing through some of those instincts is imperative to the success of my business. I try to step out of my comfort zone and consistently do things big and small that tie my network together: always follow up with people, remember names, be involved in community events, volunteer, write thank you notes, give client gifts at the end of a project.
I am committed to collaborating with rather than competing against other people and businesses—especially other women. I believe in "Shine Theory:" the premise that "if she succeeds, I succeed," or "I don't shine if you don't shine." I do my best to connect others because I've been so grateful for introductions other professionals have extended to me. All of this extends to social media, as well: as silly as it sometimes seems, it truly is a digital extension of me and my business in the community. And all of this isn't just warm and fuzzy, feel good mumbo jumbo (though it does feel good!): I consistently see the return on my investment in connection coming back to me.
My work is so niche that it can be challenging to know from whom and how to ask for advice. If I were an interior designer, I would have lots of options for mentorship and inspiration. I quickly learned that I needed to identify business mentors in adjacent fields -- high end sales like art and antiques, interior design, and rare books. I figured out during my first season of a million coffee dates and phone calls that I need to be very intentional thinking ahead about what I'm asking for (What specific advice? What specific connection?) and also to be generous and creative with ideas, connections, and encouragement to others.
It's also key to identify and communicate why it benefits other professionals to know about my services. Sure I want every real estate broker and interior designer in town to know about me, but I try to tell other professionals about my work in such a way that they understand exactly how my services add value to their client relationships. It should be a win-win-- you just have to get it on the table.
Any big goals on the horizon?
I would like to curate more projects outside of the Jackson Hole area. While the demographics here are a great market, I intend to continue to expand my portfolio nationally.
This second year in business, I have been dealing more and more in rare and antiquarian books: precious, often rather expensive collectible volumes. By this time next year, I'd like to have steady sales of rare books through popup sales, local collectors, and curated library projects.
How do you overcome the hard stuff? What motivates you to keep going?
When business is slow or I don't sense momentum, I try to make a list of recent accomplishments -- including small things like new connections and media mentions. I also make a list of ideas and an action plan to prioritize. If it's not long enough, I go back through notes of ideas, suggestions, and contacts from seasons past. I almost always find something new to move forward with. Reviewing the big picture like this gives me perspective on how far I've come and provides some fresh inspiration to get me to the next project.
I find it incredibly helpful to talk with other small business owner friends who will encourage me, yes, but who also know how hard entrepreneurship can be, who will challenge and push me, who won't just say "chin up, your business is awesome."
Of course it feels good when people tell you they believe in you and like what you're doing, but success is not built on optimism and hope alone. Sometimes I just need someone to sympathize, to talk through ideas of how to move forward, to remind me of similar struggles of theirs.
I take a walk, catch up with a friend, or treat myself in some way and remind myself of what's good: I'm satisfied in my work. I have more flexibility than I have ever had, but also more drive. I'm doing what I love. Those things keep me going.
How do you manage your time when working for yourself? Do you have any routines or morning rituals that you swear by?
I keep a running To Do list of big and small tasks, which I prioritize every morning. I work almost entirely on my own out of a home office, so I do my best to schedule meetings, errands and coffee dates throughout the week to mix it up. I am surprised by how easily work-life balance has come to me -- I do my very best to push myself but also to treat myself well.
I am driven, but I also know I have to give myself a break. If I wind up working into the evening or on the weekend, I am sure to balance that out with other time off. I give myself slack in other areas if a project has taken up a lot of my time and energy for the week.
What do you hope to be known for in the long run?
For being a businesswoman who helps other women pursue what they want to achieve.
For connecting people with incredible books.
For creating something unique, creative and successful.
For helping preserve local and regional history through books.
