We recently connected with Amy Hovland, Becca Spain and have shared our conversation below.
Amy Hovland, Becca Spain, so good to have you with us today. We’ve always been impressed with folks who have a very clear sense of purpose and so maybe we can jump right in and talk about how you found your purpose?
For both of us, Amy and Becca, our purpose didn’t arrive in one big moment. It quietly revealed itself over time, shaped by childhood passions, unexpected turns, and the people and places we’ve always loved.
For Amy, it started in the still moments of childhood, lying in bed imagining how she’d redesign her parents’ furniture in someone else’s living room. That quiet creativity never faded. While life led her to a career in real estate and the busy world of raising teenagers, the desire to help others create beautiful, meaningful spaces only grew. Co-owning 210 Plum Crazy became the bridge between her love of design and her love for people. It gave her a way to turn inspiration into impact, to help others feel at home in their homes.
For Becca, purpose first showed up behind the counter of a small-town Dairy Queen, surrounded by music, laughter, and the satisfaction of getting a job just right—even if it was shaping the perfect soft-serve cone. That joy of connection and attention to detail eventually led her into the jewelry industry, where she spent years working closely with customers to design their dream engagement rings and commemorate life’s most meaningful moments. When she returned to her hometown to be closer to family, she didn’t expect her next chapter to begin in a little storefront on Plum Street. But stepping into small business ownership felt like coming home to her purpose, blending creativity, community, and heart in a way that just made sense.
Together, we built 210 Plum Crazy not just as a store but as a space filled with stories. It’s where our passions for design, people, and place come together. We found our purpose in the mix of late-night display setups, warm conversations with familiar faces, and the joy of helping someone discover a piece that speaks to them.
Our purpose is simple: to create a space where people feel at home, because that’s exactly what 210 Plum Crazy has become for us.
Thanks for sharing that. So, before we get any further into our conversation, can you tell our readers a bit about yourself and what you’re working on?
In 2020, five creative and entrepreneurial women came together to open a unique boutique in an empty storefront in Red Wing, Minnesota. Some were pursuing long-held dreams, others were stepping into their “Second Act,” but all were united by a shared vision. Despite launching in the midst of a global pandemic, the shop quickly found its footing, welcoming customers who have since become loyal friends.
As 2021 came to a close, we embraced a new opportunity and moved just one block over into a former sub shop, drawn by better foot traffic and the energy of Red Wing’s thriving downtown. With plenty of scrubbing, painting, and heart, we transformed the space and reopened in March 2022. Since then, our boutique has grown and flourished.
By 2024, three of the original five partners had retired or moved on to new adventures. Today, 210 Plum Crazy is proudly co-owned by Amy and Becca, two women with deep Minnesota roots and a shared passion for creativity, community, and small business.
At 210 Plum Crazy, we’re more than just a boutique. We’re a passion project, a creative outlet, and a love letter to the community we call home. Nestled in the heart of downtown Red Wing, our shop offers a carefully curated mix of fashion, home décor, accessories, and unique gifts.
Amy’s eye for design, grounded in her Red Wing upbringing and real estate experience, gives the store its inviting aesthetic. Becca brings years of retail experience and a thoughtful approach to small business strategy. Together, we’ve created a space that reflects who we are: warm, welcoming, and full of personality.
What makes 210 Plum Crazy special is our commitment to offering items that are not only beautiful but meaningful. Whether it’s a one-of-a-kind gift, a cozy new outfit, or a thoughtful home accent, we want every customer to find something that speaks to them. We take pride in celebrating the spirit of Minnesota and the charm of Red Wing through our ever-evolving collection.
Our goal is to make 210 Plum Crazy feel like a little escape—a place where customers can explore at their own pace, enjoy a personal shopping experience, and leave feeling inspired. We’re grateful for the familiar faces who return time and again, and we love welcoming those discovering Red Wing for the first time.
At the heart of it all is a simple mission: to create a space where creativity, connection, and community come together. We’re honored to be part of Red Wing’s story and excited for what’s still to come.
If you had to pick three qualities that are most important to develop, which three would you say matter most?
Looking back, one of the most impactful elements of our journey has been the ability to truly connect with our customers. It’s not just about knowing what they might want to buy—it’s about listening to them, learning their stories, and understanding who they are. Building genuine relationships creates a sense of trust and loyalty that can’t be manufactured. For anyone just starting out, take the time to talk with your customers, remember their names, and be present. That connection is the heart of any lasting business.
Second, collaboration is everything. A thriving business community doesn’t happen in isolation—it happens when businesses work together, uplift one another, and create a supportive environment for all. Partner with your neighbors, promote each other, and celebrate shared successes. You’ll go farther and feel less alone in the process.
Lastly, having a strong support system has made all the difference. Our dream became reality because of the incredible group of business partners we started with, all of whom we’re still connected to today. And now, as Amy and Becca continue to lead 210 Plum Crazy, we rely on each other’s strengths and shared vision to keep moving forward. Surround yourself with people who believe in what you’re doing and are willing to grow with you—it makes all the difference.
Looking back over the past 12 months or so, what do you think has been your biggest area of improvement or growth?
When our last partner, Jodee, retired at the beginning of 2024, we were both a little terrified. Taking on the full responsibility of the business just the two of us felt overwhelming. The time, the financial commitment, and the weight of keeping things running smoothly were daunting. But we leaned into the challenge and surprised ourselves with what we were capable of.
Jodee had an incredible eye for fashion and accessories, and her departure left us stepping into a product category that was entirely new for us. Thankfully, she helped us transition by connecting us with the fashion lines she carried, and we began exploring new lines on our own. The past year has been full of learning, adapting, and growing into roles we didn’t initially feel prepared for, but through it all, we’ve discovered a deep well of resilience, confidence, and creativity we didn’t know we had.
Contact Info:
- Instagram: https://www.instagram.com/210plumcrazy/
- Facebook: https://facebook.com/210plumcrazy
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