Darlene Denny of Green Bay, a member of the Oneida Nation, might say that she learned everything she needed to know about running a business in the school of hard knocks. She didn’t take business classes, write a business plan, or seek out a mentor. Instead, at a vulnerable time in her life, she bought a business.
She was born in Milwaukee; her mom was Irish and her dad Oneida. After divorcing, her mom moved to Seattle and remarried. Denny didn’t grow up with her dad, but she was curious about her Native American roots. At age 30, she felt called to return to Wisconsin.
“I wanted to learn about my culture,” Denny said. “I was actually recruited while I was in Seattle by an Oneida Tribal member and he wanted me to work for the tribe in the communications department. I made the move, and after working there for several years, was promoted to marketing director.”
She remained in that position until moving to Oklahoma and taking a job with the Cherokee tribe. It was there that she suffered the loss of her husband.
Denny said, “In 2012, when my husband died, it was a hard life change and I had to start over. I decided to move back to Oneida and try something completely different.”
That something was vending, an activity she defined as selling goods at a booth or stall; typically, at festivals, shows, and markets. She had done a little vending previously and thought it might be a good way to earn a living.
She said, “Vending is very entrepreneurial. You are doing everything — setting up things, working with the cash, paying taxes, and deciding on shows and inventory. I purchased a vending business from an elderly Native American couple, and inherited the items that they had been selling.”
Although she loved going to pow-wows and other events to sell, it wasn’t long before she had a rude awakening.
“I had walked into this blindly and stupidly, but in thinking about it, that might be the best way to learn. I learned that I couldn’t survive doing vending and going to shows,” Denny said.
That led to the creation of a successful business model. With her love for Native American crafts and desire to feature a wide array of them, she looked for a retail space where she could rent out spaces to individual vendors and also sell her own art. The vendors would design and stock their spaces, and store staff would take care of the selling for them.
To make an income, in addition to charging rent, Denny calculated what percentage of sales she would need to charge to achieve that goal. The next step in meeting her objectives was to find an appropriate site. After doing a search, she selected a space on State 29 just outside of Green Bay in a vacant building owned by the Oneida Tribe. She negotiated a lease and remodeled the space; Turtle Island Gifts was born.
The name is a reflection of tribal lore. Denny said turtles play an important role in Native American culture. It is said that a great spirit created their homeland by placing earth on the back of a giant turtle; Turtle Island refers to the continent of North America and is associated with healing, wisdom, and spirituality.
Denny said, “That means that when you come into our store, you will find gifts from around Turtle Island that represent all of the tribes and their definitive cultures.”
Once the store opened in 2018, she got the word out to tribal members and the interest in leasing space grew quickly. The store began to get a reputation for selling unique items and attracted a growing number of sellers and customers. Denny was looking forward to continued success when she abruptly received notification that the building would be closing. She was given 30 days to relocate.
“We went into freakout mode and my employees and I needed to quickly find another space,” she said. “I found one (in a strip mall on Commanche Avenue just off of Packerland Drive in Ashwaubenon) that turned out to be ideal. What I noticed once we opened at the new location was that people found our space welcoming. Many said they felt calm and connected when they came in.”
That led to Denny’s next venture. As she sensed that many of the people coming into the shop were looking for a greater connection, she focused on the vacant space next to Turtle Island Gifts and thought it would be perfect for offering additional services. She asked the landlord for information and began to formulate a plan to turn the space into an art gallery and gathering area for classes and spiritual events. It seemed like it was meant to be.
She signed a lease and built out the space, and was ready to welcome students, customers, and clients. Unfortunately, the timing couldn’t have been worse. It was March 2020; just a few weeks prior to the pandemic shutdown.
“It was a shaky start. We shuttered it until shops started opening again, and finally, here we are in 2024, and we are running the business and growing. We are doing the work we had planned to do,” Denny said.
She named that business Inward Bound and offers a wide array of spiritual classes, artistic endeavors, art sales, and pop-up shops that run throughout the holiday season. (Details are available on her Facebook page.)
“There is intention behind everything I do. If I see a need, I try to find an answer. There are a lot of creative people who don’t have enough inventory for Turtle Island, but they do have stuff that they make for Christmas. So, I offer them space in Inward Bound for a pop-up shop. Not everything I do is about making money, much is about service to the community,” Denny said.
The shops are part of a busy schedule that included an open house on Nov. 6. It’s just one of the many events Denny has planned. Among those is a free community event, “How to Paint a Turtle,” with Oneida artist Andrea Baird. The classes, scheduled for Nov. 21, Dec. 1 and 30, and Jan. 23, are about more than learning to paint on an 11-inch by 14-inch canvas.
As participants become immersed in the craft, Baird also leads a discussion in how the turtle’s shell reveals the lunar calendar and what the colors used in painting represent. Registration can be made by texting Baird at 920-809-4059.
In addition to offering unique classes, Denny also delves into more serious journeys. She is the instructor (a/k/a WayShower) for Practical Guide to Awakening, a six-week class starting in February.
Denny has come a long way from her first entry into the business world. She hasn’t stopped vending — she still does about 30 shows a year throughout the Midwest. Those shows are more than a chance to earn additional income by selling jewelry, artwork, and medicines. They provide an opportunity to teach about the culture.
She said, “If I am going to a fair and representing Native culture, I will bring different things like dream catchers that attract non-Natives. Then I am able to have conversations and explain the Native way. I am that person who will spend time with you and answer any of your questions.”
Tina Dettman-Bielefeldt is co-owner of DB Commercial Real Estate in Green Bay and past district director for SCORE, Wisconsin.
This article originally appeared on Green Bay Press-Gazette: Turtle Island Gifts focuses on Native American culture, artwork
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