Why Entrepreneurs Excel in Rutherford County, TN

Jeff Adkins

There’s a thriving entrepreneurial climate in Rutherford County, thanks to its booming economy, comprehensive business resources and Southern hospitality. Three area Rutherford County entrepreneurs share what it was like to launch their business in the region. 

From Passion to Profit 

Susan Waggoner, owner of Main Squeeze Juice Co., formerly I Love Juice Bar, acquired the business in September 2022. Having been in Rutherford County for 16 years as a salon owner, she was interested in expanding her portfolio with something she was proud of that supported her healthy lifestyle and community. 

“My client at the time owned I Love Juice Bar. I was adopting a healthier lifestyle, and she wanted to invest her time into something else. It just worked out,” Waggoner says.

“My health – both physically and mentally – has changed drastically since I’ve started eating and drinking healthier foods. This drives me to educate my community on the benefits of juicing as well as eating clean.” 

Building the business required her financial adviser’s help, as well as the original owner’s guidance. “My client’s knowledge of daily operations and the business was invaluable,” she says. 

Her advice for fellow entrepreneurs is to have a keen understanding of success in their genre of business. “Always have mentors who are available to lead and guide you through each phase,” Waggoner says. “Don’t quit when it gets tough; you must push through.” 

The Right Move 

Originally relocating to the area because of her husband’s job, Shelia Horvath, CEO and founder of HeavenlyTreats4U at the Market at Victory House, was looking forward to transferring her gift basket business to the region. 

“When we moved to Nashville, I wanted to do things differently,” Horvath says.

“This time, I wanted to use local artisans and products. We have since incorporated a lot of Tennessee items that aren’t in your typical gift baskets.” 

Horvath previously operated the business out of her home, but her rapid success encouraged her to find a retail space where she could showcase gift baskets and offer a boutique shopping experience. 

“Our business exploded during the pandemic, and I felt like it was overtaking our home. The Victory House, a staple within the Smyrna community, became available, and that’s what landed us in Rutherford County. We have loved every minute of it,” Horvath says.

“It took some time to bring our vision to life. One year after the purchase, we opened The Market at Victory House. Our gift store became something that Smyrna didn’t have. We’re happy to provide that and hopefully become the go-to for gift giving.” 

While building the business in Rutherford, Horvath says she leaned on the Rutherford County Chamber of Commerce as well as local Rotary organizations. 

Her advice for those considering entrepreneurship in the area? “Do your homework,” she says. “Just because you like something doesn’t mean the world will. Have a good product and presentation because first impressions are key.” 

Familiar with Franchises 

Laura Karet is the founder and CEO of Who Brew LLC, a dedicated franchisee of 7 Brew Coffee that occupies territories in Chicago and Nashville. But before that, she was the CEO and chairman of Giant Eagle, a family-owned grocery chain that operates in five states. After a lengthy corporate career, she wanted something of her own and knew that 7 Brew Coffee and Rutherford County were the perfect fit.

She purchased the local 7 Brew Coffee franchise from Jeff Armstrong, who opened the Rutherford County location in March 2022. 

“We considered 7 Brew Coffee for Giant Eagle, and I was already familiar with and loved the brand,” Karet says. “The business climate in Tennessee is fantastic; Rutherford County is a wonderful place from multiple perspectives. The people here are nice; I like doing business with nice people. So, when the business was for sale in 2023, I knew it was the right choice.” 

Having not done business here previously, Karet leaned on Armstrong for guidance to help her get plugged into the community. Her advice for other prospective entrepreneurs: “Do it! Rutherford County is a great place to do business.”