If you haven’t picked up on it by now, let us be clear: we love a female-founded local business!

Matilda’s Founder and Owner Dana Small really brings that to life with her energetic personality and multi-hyphenate skillset.

She started as an artist, transitioned into interiors, layered in some personal styling and much more along the way.

A woman of many talents, indeed!

Flash forward to now, when many years of growth and experience culminated into what is now a local favorite shopping destination, Matilda’s.

 We caught up with Dana last week, fresh off the tail end of a Bahamas trip – a place she holds near and dear to her heart – to regale the history of the shop and what’s next for Matilda’s.

Written by TSG Contributing Editor, Kate Rowan

Dana Small probably didn’t expect to be all the things she is today:

Female founder. Artist. Local business owner. Micro-influencer.

To name a few!

So how’d she get here?

A strong creative drive led her out of the Midwest – an upbringing you’d never guess from her distinctly coastal personal aesthetic – and into Florida, for an education at Rollins College.

Starting out her professional life in the Bahamas as a painter and illustrator, She then moved to Miami to juggle design school and launching her own line of hand-painted table top and tiles.

Soon, she hit her stride in interiors.

For her, it’s always been second nature.

“Growing up, my mom never had to ask me twice to set the table,” shared Dana. “I just did it! I love all the layers that make a table, creating a tablescape comes naturally to me.”

But Dana’s eye for style and design extended far beyond the table, and soon, she was taking on clients in a new way.

They wanted her advice on what to wear, too!

A store concept came to life, and in 2007, Matilda’s opened its doors with a focus on paper and home goods.

Dana’s initial assortments were born from a “personal top ten list” – Top 10 wedding guest, baby shower and housewarming gifts.

Simple, clear and concise.

Though she continued to field styling and outfit advice from friends and fans alike, Dana was hesitant to add womenswear to the Matilda’s collection.

When yet another customer approached her about adding apparel, she brushed it off.

“I didn’t know anything about selling clothes,” she said.

The customer’s response?

“I’ve heard two different customers ask where your dress was from since I walked in the store.”

Turns out, he was a clothing sales rep (with the line parked in a van out front!) and the rest is history.

As her business grew and a fateful vacancy occurred in the shop next door, she jumped at the opportunity to expand the business – literally!

With permission from the landlord, Dana knocked down the walls adjacent her shop to make way for her new concepts.

In current day, Dana has three different sections of her shop: Home, Cabana and Lilly Pad.

The common thread between all three is the personal touch.

Shared Dana, “I’m not going to suggest anything for you that I wouldn’t put in my own home.”

We’re so excited to have Dana and the Matilda’s team on board; and happy to share her mutual excitement as well!

Of the partnership Dana shared, “When Stacey first brought this to me, I thought, ‘This is genius!’ I don’t think she even got a full sentence out before I said, Yes!! I want to be involved.”

 

Nothing makes us happier than a happy client.

 

You can visit her at the downtown Stuart location:

5 SW Flagler Avenue, Downtown Stuart, Florida 34994

Or Call her at:

772-221-8280