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Consumers are drawn toward handmade products for a variety of reasons, not the least of which is the desire to obtain something unique that did not come off an assembly line.

When Lindsay Sims, founder of Maison Soleil, a fashion boutique based in Washington, DC, began the process of getting her LLC set up January 2020, she realized it would be the perfect opportunity to rebrand her business name from JolieSoleil Boutique to Maison Soleil.

Spiritually minded shop owners do come up with valid justifications for nudging their customers to buy: "Beauty feeds the soul”; “Shopping is therapeutic;” “They’re supporting artists and local independent shops.” Selling and “selling out” is not the same thing.