Today we’d like to introduce you to Noel Michael.
Hi Noel, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
1967 – 2019: The Foundation
Operating as Things Very Special in Jacksonville, the business spent over five decades as the premier destination for high-end wedding and social invitations at our little pink shop located off St. Augustine Road
2019: The Catalyst
Hosting a local arts market at the St. Augustine Road location sparked a new passion for the artisan community and handmade goods. We saw how proud the creators were and became inspired to research the event based/arts market world.
The Leap of Faith
With encouragement from Vivienne Frankel of Still Life with Cat Studios and Sharon Middleton with Brynks Glassworks, the business applied and debuted at the Riverside Arts Market on March 16, 2019. The overwhelming success there allowed for a strategic pivot from a traditional brick-and-mortar model to a more agile, event-based operation.
Present Day: The Rebrand
Recognizing a shift in the stationery industry, the brand officially became Bello Boopie, trading formal etiquette for “intentionally obnoxious” and sarcastic humor.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
I’d call it a 50/50 split. I had a significant advantage transitioning from market management to being a vendor; hosting those events allowed me to build a network of mentors who shared invaluable wisdom. However, the learning curve was steep when it came to product-market fit. Early on, we struggled to gain traction with blank personalized stationery. It wasn’t until I took a leap of faith and pivoted to ‘Cards that don’t Suck’—a riskier, humor-based line—that we found our rhythm. Hearing skeptics whisper that I wouldn’t last didn’t discourage me; it fueled my determination to prove that with the right pivot and enough grit, any creator can build a successful small business.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
We don’t do ‘polite’ funny; we do ‘boundary-pushing’ funny. Our cards are designed to spark immediate laughter and genuine community connection, bridging the gap between an 18-year-old and an 80-year-old through shared irreverence. We’ve carved out a niche as the antithesis of the traditional greeting card aisle, prioritizing high-quality handmade art and collaborations with local creatives over mass-market clichés.
Over the past 7 years, I have had 3 milestones that I am proud of:
1. One of my most significant milestones was being named the first-ever Riverside Arts Market Maker of the Year in 2021. That recognition wasn’t just about the art; it was for the work I did to help fellow artisans navigate the pandemic shutdown, ensuring our creative community stayed connected and resilient during a time of total uncertainty.
2. Since 2020, I’ve served as the Market and Social Media Manager for Coconut Barrel. After a brief ‘retirement,’ I was recruited back into management because of my background in the industry. Leading the largest artisan market on the First Coast has allowed me to scale my passion for local business, turning a professional role into a platform for hundreds of other makers.
3. This year, I stepped into the role of Show Manager for the Mandarin Art Festival. This position is a full-circle moment for me—it’s an opportunity to leverage my experience in both event management and the arts to support, encourage, and provide a stage for the next generation of creatives.
How do you think about luck?
I’m a firm believer that while hard work creates the foundation, luck often provides the door. A perfect example is my journey with Coconut Barrel. Back in 2019, I kept hearing that my product line—which leans heavily into humor—wouldn’t be a fit for their market.
I almost let that hearsay stop me, but I got lucky with my timing: I happened to see a post from the owner, Kori Smith, mentioning open call applications. I decided to ignore the ‘word on the street’ and messaged her immediately. That one bit of luck—being on social media at the right minute—led to me being accepted. I eventually grew from one booth to three, and Kori eventually asked me to step into the role of Social Media and Special Events Manager. It taught me that ‘luck’ is often just being prepared when a window of opportunity opens.
Pricing:
- Greeting Cards $2 to $4
- Local Art $15 to $25
Contact Info:
- Website: https://www.belloboopie.com
- Instagram: https://www.instagram.com/belloboopie
- Facebook: https://www.facebook.com/belloboopie
