Family pitches in to open store in the Hammock
Jordan Capela got accustomed to the fast pace of military life. From tours of duty in the Middle East to serving as an Air Force K9 handler, he had little time to slow down during his eight years of service.
But during those years, he also missed his daughters’ first steps, first ice cream cones, first words. Stepping away from the military in January 2017 to be closer to his family his new path led him back to Flagler County, where his extended family lives, and into the life of an aspiring entrepreneur.
“For years, I’ve been infatuated with the Internet and trying to figure out how to leverage the Internet to make money online,” Capela said during a recent interview. “My mother (Pam Capela) and I had always talked about starting a business, someplace you can get something for the home to go along with the trends of what my family is doing already with construction and real estate.”
What began as an online-only vintage retail business, known as “drop shipping” — acting as a sales representative for wholesalers without having to hold inventory — has become a brick-and-mortar store in The Hammock called Select Home Decor & More.
Making the transition from a highly regimented lifestyle to one that is almost entirely self propelled is no easy task, but it's a challenge that an increasing number of millitary veterans like Capela are choosing to take. In Florida, various agencies provide support for veterans who are interested in becoming business owners, including the Florida Small Business Development Center Network, the Florida Department of Veterans Affairs and the U.S. Small Business Administration’s Veterans Business Outreach Centers.
Supporting veterans who are seeking to re-enter the workforce through entrepreneurship and business creation is part of the mission for the Business Development Center, according to Hal Thayer, communications director for the Florida SBDC at the University of Central Florida.
"The Florida SBDC at UCF also offers government contracting services through its Procurement Technical Assistance Center program, working with established Florida businesses on government contracting and procurement support services, including assistance with marketing, proposal preparation and contract administration" Thayer said. "For veterans in particular, this service also provides assistance with various small business program applications such as the Service-Disabled Veteran-Owned Small Business verification process."
The Flagler County Chamber of Commerce also has created a Veterans Business Networking Group that offers insights and opportunities for veterans who are creating or operating businesses, according to immediate past chairman Jimmy Millhollin, who is also a military veteran.
"There are a number of benefits veteran business owners receive that others don't," said Millhollin. "I wanted to get the word out to business owners and so far we've had the Business Assistance Center, SCORE and Business Entrepreneur’s speak to the group. Our mission is to refer a vet, hire a vet."
For Capela, a lack of name recognition and buying power made it tough to sustain his online retail business, but he said he learned a lot about digital marketing and the furniture industry. Capitalizing on the experience and research, and fine-tuning their products based on feedback from wholesalers and customers, the Capelas decided to establish the store in The Hammock.
“We visited some of the markets and discovered there is still a true passion for brick-and-mortar,” said Capela's mother, Pam Capela. “Our buying power came in when we established the storefront. We learned so much when we were meeting with the wholesalers, who were true to the brick-and-mortars.”
The boutique home furnishings store, which opened in October of last year, offers direct access to high-end furniture and accessories as well as exclusive designers. It is now part of a trio of businesses run by the Capela family that includes Select Professional Builders, run by Jordan’s father, Tony Capela, and ReMax Select Professionals, run by his mother.
“We can build, buy and sell, and now we can furnish,” Jordan Capela said. “That was my vision — to tie everything in together for a complete package.”
The last 11 months also have provided some powerful lessons for Capela and his family about the challenges veterans can face post-service. But his parents, along with his sister Jacklyn, are rallying to help the young entrepreneur. Pam is involved with product selection and back-end computer work, while Tony makes deliveries. And Jacklyn, a full-time pre-med student with a job of her own, volunteers at the store.
Jordan Capela also hired Karrolann “Peaches” Falls, a five-year Marine veteran, to help staff the boutique. He said a big part of his mission in business is to give back to other veterans.
“The message I’m trying to send is I want to stay true to the veterans," Jordan Capela said. "It’s been a hard year for me, trying to find my place in the world. I’ve been all around the world and had the opportunity to see what life is like for other veterans, so I consider myself pretty fortunate to have my support system in place. I want to spend the next year building our brand and letting people get to know us. I really want to push my mission of helping veterans.”