Nitia Musico - Monsters on Main
By: Jennifer Branson
In today’s competitive business world, innovative marketing strategies are not only advantageous, but they are necessary for success. The ability to incorporate novel ideas is vital to anyone seeking to grow their business and ascertain that it thrives. Denison’s Nitia Musico is an acclaimed example of an entrepreneur who created a new way of gaining consumers’ interest and then incorporating it into her existing business.
As an expert upholsterer and furniture maker, Nitia accumulated a sizable collection of leftover fabric over the years. Upon relocating to Denison, a desire to contribute to the downtown community ignited a creative spark within her. She used leftover fabric from Rugs and Stuff, her furniture business, to create her own original brand of monsters as a unique and whimsical window display for Halloween. Nitia was pleased to see that the public’s fascination with these extraordinary creatures led to a steady demand for more. As sales increased, the once-furniture-filled storefront gradually gave way to the enchanting and fanciful world of Monsters on Main.
Accordingly, Monsters on Main serves a discriminating customer base looking for unusual and heartfelt presents. It bills itself as a destination for people who value the craftsmanship and uniqueness that each monster possesses, as opposed to simply being a children’s store. Every creation showcases the love and care that went into producing it, which makes it the ideal choice for the recipient who is known for being hard to please.
Due to its innovative concept, the evolution of Monsters on Main is an impressive visual journey. From its origins as a furniture store with a few monster additions, it has transformed into an entirely immersive wonderland with a monster theme. Nitia has broadened the merchandise to include a variety of monster-related items, creating a comprehensive and engaging experience for customers. Furthermore, as an advocate for fellow female crafters, Nitia makes certain that all monster creations by other artists include the maker’s information, which promotes a supportive community and encourages customer connections. And with an increasing collection of monster-themed books and games, Monsters on Main aims to spark children’s imaginations and encourage creative play.
As an entrepreneur, Nitia has owned Rugs and Stuff since 1994. Her decision to open a storefront in Denison in 2013 marked a meaningful expansion. The potential of walk-in traffic seemed promising, but the furniture-focused shop initially struggled to attract this type of customer. However, the introduction of the monsters changed everything. It revitalized the store’s appeal and drew in a steady supply of curious and delighted customers. And slowly the storefront transitioned from furniture to Monsters on Main.
However, a thriving business comes with challenges. Keeping an adequately stocked inventory while meeting production expectations is challenging during busy seasons. Even though this is a good problem to have, increasing online sales remains to be an aspect that Nitia works diligently on. Despite these challenges, notable accomplishments have been made. Inclusion on The Texas Bucket List five years ago continues to generate a loyal customer base who travel specifically to visit Monsters on Main. Furthermore, obtaining a $10K assistHER grant from TWU marked a turning point in the expansion of the company by providing vital funding to improve the store’s signage and overall client experience.
In view of her successful business growth, Nitia can offer wise advice to entrepreneurs just starting out. “Take time for yourself. There is no need to work 24/7 even though starting out requires a lot of hard work and sacrifice. Learn from those around you, especially here in Denison, we are all willing to pass along information. Join in with the community . . . but remember it is your business, so it is your responsibility to bring in your own customers. With that said, you need to participate in events; give them all a try. You never know what might bring you new customers. Listen to your customers, but stand your ground if your business vision is going in your own unique direction.”
Moreover, there are big plans in Monsters for Main’s future. Nitia is excited to announce the upcoming launch of a “Create Your Own Monster” corner, giving customers the opportunity to design their own unique creations. Customers can select from pre-cut bodies and customize their monster with various limbs, eyes, mouths, and hair. The shop will then sew and stuff the monsters, with an estimated completion time of one week. Shipping options will be available. Also, Monsters on Main plans to expand its offerings with its own series of coloring ebooks and storybooks for young readers. And in even more exciting news, Nitia was accepted into The Blox recently — a reality show of sorts about entrepreneurs. She spent a week filming in Tulsa last month. The Blox Season 17 should be out next year.
Clearly, Nitia is on the right path to grow her small business. She believes that small businesses, unlike impersonal big-box stores, are the lifeblood of a flourishing community. They contribute significantly to the distinct character of Main Street and the area’s overall vibrancy. She recognizes that Denison’s cultural arts district is a testament to the city’s commitment to the arts. And the decline of the arts in education makes Denison’s cultural arts district’s dedication to music, performance, and visual arts even more important. She asserts that a well-rounded Main Street, featuring a wide array of businesses and supported by an exciting events calendar, transforms Denison into a must-visit destination.
As for the upcoming growth coming to North Texas, Nitia sees an even bigger opportunity. “I’m hoping that the growth in the area will also grow my business. I believe that in general, the population is looking more towards locally made for something unique. So if Downtown Denison can continue to increase the occupancy with storefronts and restaurants while maintaining its small old downtown feel, that will benefit everyone. It’s exciting to see what is coming.”
