In the Current: What’s the Niche? Celebrating Creativity While Giving Local Makers Room to Grow
Owner Paige Houston has transformed her lifelong love of art into a distinctive handmade-gift shop where creativity is never confined to a single category.
For many entrepreneurs, success begins with finding a niche. For Paige Houston, it began with refusing to be limited by one.
Houston is the owner of What’s the Niche?, a locally owned shop built around handmade creations, personalized gifts and the work of other small businesses from throughout the area. Its unusual name reflects both Houston’s creative journey and her belief that an artist does not always have to fit neatly within one category.
“I have taken art classes and loved them for as long as I can remember,” Houston said. “I have never been drawn toward one specific form of art. This is what prompted my business name, ‘What’s the Niche?’”
While studying business, Houston repeatedly encountered the familiar advice that entrepreneurs should identify the niche that earns them the most money and remain focused on it. Although the principle may make sense on paper, it did not reflect the kind of business she wanted to build.
“As a creative person, I do not want to limit myself to one category of art and creativity,” she said. “I want to make all the things. My niche is being freely creative.”
That freedom can be seen throughout the store, where shoppers can discover an ever-changing selection of handmade merchandise rather than rows of mass-produced products. The shop is designed for customers searching for something personal, distinctive and created with care.
Houston makes many of the items herself, but What’s the Niche? has also grown into a storefront for approximately 15 other local businesses. Their products span a wide range of creative categories, including home décor, 3D-printed items, magnesium beauty products, candles, goat-milk products, burned hats, engraved merchandise and more.
The variety gives shoppers an opportunity to find gifts that may not be available in a traditional retail store. At the same time, every purchase can help support the artists, makers and entrepreneurs who created the merchandise.
“I really enjoy giving other local, small businesses a chance to have their products in a storefront,” Houston said.
For many independent makers, securing a permanent retail location can be difficult. By providing shelf space to multiple vendors, Houston has created more than a shop for her own work. What’s the Niche? has become a collaborative marketplace where small businesses can introduce their products to new customers and participate in a shared local-shopping experience.
That collaborative spirit extends beyond the merchandise.
Houston also hosts Door Hanger Paint Parties, giving participants an opportunity to create something of their own in a relaxed and social setting. Scheduled events are announced through the What’s the Niche? Facebook page, while private parties may be arranged by contacting Houston directly.
“These are such a fun thing to do for work, birthday and bachelorette parties,” she said.
The painting parties add an experiential element to the business, allowing groups to gather, create and leave with something made by hand. They also embody the idea at the heart of What’s the Niche?: creativity does not have to belong to one medium, one product or one kind of artist.
In an era when much of retail has become standardized, What’s the Niche? offers something refreshingly personal. Its merchandise reflects the imagination of the people who made it, while its vendor model gives local entrepreneurs a place to grow alongside one another.
Houston may have built her business by questioning the conventional wisdom of finding a single niche, but in doing so, she discovered one that is uniquely her own: creating freely and helping others do the same.
Visit What’s the Niche?
522 S 8th St, Quincy, IL 62301
Regular hours:
Tuesday through Friday: 1–5 p.m.
Saturday: 10 a.m.–2 p.m.
Hours may vary. Customers should check the What’s the Niche? Facebook page for the latest updates, scheduled Door Hanger Paint Parties and information about expanded hours as Christmas approaches. Those interested in arranging a private painting party may also contact the business through its Facebook page.
