From side hustle to storefront: why Jam opened a balloon shop

What happens when a balloon artist stops fighting their market and starts listening to it? For Jam, it was opening his own balloon shop!

Saying no to money because the model "didn’t fit"

For months, Jam was fielding calls for quick, lower-priced balloons (“Can I just grab a number balloon?”). And it happened even more frequently after his local Party City closed. Meanwhile, his studio had zero visibility, and high-end installs were eating time, staff, margins and a whole lot of energy. He could keep declining small jobs…or build a way to say yes.

A shop that supports both him and his customers

Opening a storefront created a new lane: helium bouquets, freestanding garlands, and personalized jumbo balloons customers could browse or order, pick up, and love. Even with inconsistent foot traffic, people who do walk in tend to buy on the spot. And, Jam is brilliantly using the store as a consultation space, too, giving him flexibility to keep installing the big jobs without committing to full retail hours right away.

Simple offers, clear pricing & real talk

Jam’s product mix is intentionally streamlined:

• Freestanding garlands 

• Foam-board backdrops 

• Helium bouquets and

• Personalized jumbos (names sell... every time)

He’s honest about the tricky parts. Some days no one comes in... some shoppers compare him to the grocery store. But instead of arguing, he educates how different quality means different results. To boost his customers' delight (and reviews), he’ll occasionally add a couple of latex balloons to a bouquet, providing a small cost but bigtime goodwill.

On staffing, he’s realistic: hiring someone to stand there eight hours when traffic is unpredictable doesn’t make sense - yet. For now, he uses signage and call/text for pop-in appointments, keeps inventory tight, and treats the space as a hybrid showroom / pickup hub.

The biggest shift, though, isn’t just tactical; it’s mental. Jam lets demand guide decisions... not the things he thinks he should be doing. Different jobs, different effort, and appropriate pricing for each type.

If you're thinking about a storefront (or even just a few low-lift products), Jam’s path is a reminder: you don’t need a massive plan to make a smart move. Start with what your customers are already asking for, keep it simple and let your business tell you what it needs next.

Hear our full conversation in episode 382 of The Bright Balloon Podcast!