Scaling Smart: The Power of Competitive Pricing & Word-of-Mouth Growth with Mango’s Decor & Co

Jen Wood, founder of Mango’s Decor & Co., is a third-generation furniture entrepreneur who turned a love for design into a 7,000-square-foot furniture boutique serving families across the Southeast. From car seat naps to couch deliveries, Jen built her business with babies in tow—proving that motherhood and entrepreneurship can grow side by side.

In this episode, Jen shares how she scaled Mango’s Decor & Co with a smart pricing strategy, a passion for beautiful, livable spaces, and the power of word-of-mouth marketing. Tune in for a candid conversation on staying scrappy, trusting your gut, and building a brand that feels like home.

 

 

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Introduction

 

I’m Jen Wood, and my business is Mango’s Decor. We were located in the Bearden area right outside of Knoxville for 11 years, operating in a very crammed little furniture boutique—about 2,800 square feet.

Recently, over the last four months, we decided to close our shop there and move to Lenoir City. We wanted to follow our traffic and go where our business was really heading. So now, we’re out here with a fresh start. We’re still a little furniture boutique, just in a new location.

 

Services Offered at Mango’s Decor

 

Back in Bearden, we were primarily a retail area. However, since our move, our design services have really taken off—especially in areas like Tellico Village, Rarity Bay, and WindRiver. We’re seeing a lot of demand there.

We now have a 7,000-square-foot warehouse that’s open to the public for retail, and we also offer design services. We’re very competitively priced because we really want to get into people’s homes and show them what we can do.

I’ve had Mango’s Decor for about 11 years. I’ve actually been in the furniture business pretty much my whole life—that’s a whole other story in itself!

I started the business when my son was one and my daughter was three, which was definitely a wild time.

 

Before Mango’s Decor

 

Before starting Mango’s, I worked for my parents. They own an import company called Old South, so I’m third-generation furniture. I worked for them for 12 years, performing a range of tasks that included everything from warehouse work to managing operations.

They founded the company in 1999 in Franklin, Tennessee, and relocated it to Chattanooga approximately nine or ten years later.

Their main clientele was across the United States, but they had a particular focus in Tennessee, Kentucky, Alabama, Georgia, and the Florida Panhandle. They sold to a mix of small furniture boutiques and large furniture stores. They’ve slowed down a bit over time, but I still carry a lot of their products in my store.

 

How Mango’s Decor  Came to Be

 

Mango’s came to be… well, several things led to it. At the time, I was working from home. When my parents were in Franklin, I worked with them there. After I got married and moved to Knoxville, I had kids, and life changed. The most exciting part of my day was visiting Starbucks and chatting with a few other moms before preschool drop-off. I remember thinking, I need a life. I knew all the Starbucks baristas—they brought me so much happiness!

I was working from home, taking calls and typing things up while my daughter was at preschool and my son was crying in the background. I was trying to do it all, but it was a lot. I was the person who stared out the window, waiting for the mailman, as if it were the highlight of my day.

So I started thinking seriously about doing something for myself. My dad sold to a few people in the Knoxville area, and I said, “Hey Dad, what if I carry your line exclusively?” I really wanted to represent his furniture. And of course, he’s the sweetest man in the world, so he gave me the family discount. Their line is already reasonably priced—solid wood furniture, great quality—so I was able to pass that savings on to my customers.

At the time, I felt like Bearden was missing a small furniture boutique that offered competitive prices and stylish pieces. So that’s how Mango’s started.

 

The Early Days of Mango’s Decor

 

I began by looking for buildings, thinking maybe I’d just start with a little booth. But financially, that didn’t really make sense. Then I discovered a building that had been vacant for quite some time. Initially, I had planned to lease only a third of it. But my dad said, “Why don’t you make an offer on the whole thing and just see what they say?” So I did… and then I suddenly had this entire building!

That meant I had to step it up, start carrying upholstery, and expand my inventory. It all got real really fast.

My daughter was in preschool most days, and I had my son, who was just one, riding around with me in his carrier. I was the only employee, so I’d walk him around the parking lot in a stroller to get him to sleep while people probably looked at me like, What is happening here?

He was my second kid, and while my daughter was super easy, he was all boy—so much energy! It was definitely crazy town there for a while.

I was also still working for my parents’ company during the slow periods at Mango’s. So,  I was juggling two jobs and caring for my baby. It was a wild season, but Mango’s decor took off really quickly, and I was incredibly grateful. The store just hit the ground running.

Soon after, I was able to hire my first employee. The Bearden community was so supportive, and I’ll always appreciate that. That support meant everything in those early days.

 

Getting the Word Out About Mango’s Decor

 

I jumped into it not really as a business or financial person, but as a creative. As a third-generation furniture, I knew the industry better than I realized. I definitely sold myself short at first, but that background ended up helping me more than I thought.

Financially, I had a little nest egg from my grandfather that I used to start the business, and I launched Mango’s without any debt, which was a huge blessing. I didn’t want any net-30 terms or anything similar at the beginning. If I didn’t have the money, I wouldn’t buy the product.

Over time, of course, I’ve learned that’s not always realistic, especially with how the economy changes. It’s not always that peachy. But for a long stretch, when business was strong, that approach really worked for me.

 

Community Support and Organic Growth

 

The growth really came from people being excited about something new. In the early days, I had small gift items and furniture at competitive prices, which I think caught people’s attention.

I always wanted Mango’s to be a place where people could find beautiful, well-priced things. And in a small community like Bearden, word spreads quickly. Someone at the country club or at tennis would say, “Hey, have you been to Mango’s? They’ve got the cutest stuff—and it’s affordable.”

That word-of-mouth was my advertising for a long time. It was truly grassroots, and I think that’s why the store took off so quickly.

 

Finding My Niche

 

At one point, I tried going a more luxurious route. I had this amazing upholstery line that was doing really well for five years—it was truly my bread and butter. But then a larger store in town took that line from me. It was devastating.

So I had to pick up the pieces and figure out what was next. I tried several different upholstery lines—both higher-end and more budget-friendly. And while some of them were absolutely beautiful, they were too expensive for my customers. People would come in and say, “Whoa, Mango’s has gotten really pricey.”

And that made me realize—this isn’t what I’m known for. These pieces are gorgeous, but they just weren’t the right fit for my brand or my customer base.

It took some trial and error and a few tough seasons, but I finally figured out that my niche is offering great-looking, good-quality furniture at a really competitive price. So while I might have to sell three chests to match what another store makes on just one, that’s okay. That’s just how we work—and it’s what people appreciate about Mango’s.

 

Early Growth and What Went Well

 

One of the biggest reasons things went well early on was my staff. Anna, my manager, has been with me for 10 of the 11 years I’ve had Mango’s. We’ve never had a fight—we just roll together. I buy the product; she places it. We’re truly a team, and it’s awesome.

I think another big piece of our success is the welcoming atmosphere we’ve created. I never want anyone walking into our store to feel intimidated. I always think of that scene from Pretty Woman where they treat her badly—I never want anyone to feel like that. I will literally run out the door to apologize if I didn’t get to greet someone.

People feel comfortable in our store. I even had a mom come in once and say, “I don’t need anything, I just need to get away from my kids. Can they sit in your playroom?” And I was like, absolutely. That moment stuck with me.

We’ve also had customers reconnect with old friends right there in the store—just hanging out on the couches, catching up. I love that. It makes the store feel like a happy, peaceful escape, and I think that’s part of why people keep coming back.

 

Hard Lessons and Growing as a Business Owner

 

The hardest part for me was learning to stand up for myself. When I started the business, I was really timid. I’m a completely different person now than I was 11 years ago.

I let people take product lines from me, I let people walk over me. And while “the customer is always right” is a popular phrase, sometimes it’s just not true—you have to protect your business. Whether it’s sales reps or other vendors, I’ve learned that you have to have a backbone if you want to run a business successfully.

I’m a happy-go-lucky person and a people pleaser by nature. But I’m also a mom and the boss—and I have to feed my kids. That’s been a huge growth area for me, learning to speak up and draw boundaries.

 

Turning Points and Challenges

 

Looking back, there were definitely some big turning points.

One of the positives was 2020. While it was a hard year for so many, it was actually amazing for retail. People were stuck at home and wanted to improve their spaces. We couldn’t even keep up with demand—we were selling everything we could get our hands on.

But then 2021, 2022, and 2023 were incredibly tough. The furniture industry as a whole really struggled. Inventory issues, inflation, and changing consumer behavior made it a rough stretch. Stores everywhere were holding sales, and people were hesitant to spend.

Another challenge has been competing with online retailers and influencers. Influencers will promote sofas from Walmart or Wayfair, and it’s hard to compete with that as a small business. But what they don’t show you is the lack of quality, the 30-day warranties, and the fact that you haven’t sat on that sofa before buying it.

Yes, there are things that make sense to buy online—but not everything. That’s something I’m constantly trying to educate people on.

 

Where We Are Now

 

The first eight years of Mango’s Decor were just go, go, go. Everything was running smoothly. Then COVID hit, and since then, it’s been about bouncing back.

Now, with our new location, things are picking up again. The larger space has allowed us to offer bigger-ticket items, and our design services are really taking off. That’s what’s keeping us strong right now, and I’m really excited to see where we can go from here.

 

Managing Inventory and Cash Flow

 

I’m not a numbers person. That’s usually why businesses have two owners—there’s a left brain and a right brain. In my case, it’s just the left brain running things.

I’ve kind of just learned as I’ve gone. There are definitely moments when I need to sit down with pen and paper, but much of it has become intuitive. I’ve been doing this for so long that it just feels natural, even though it sounds a little crazy.

But yes, I absolutely do think about things like: how much does it cost to run my team? What are the building expenses? And based on that, how much can I realistically spend on inventory?

That balance has definitely shifted with our move. At the Bearden location, I had things pretty dialed in. But now, with a much larger space—even though the rent per square foot is less—the overall cost is higher. So I’m working with different numbers and adjusting, and it’s been a learning curve for sure.

 

A New Location, a New Start

 

Right now, I’m working constantly because I just can’t afford a large staff yet. This is a brand new baby for me. Moving 20 miles out might not sound far, but it’s essentially like starting over. It’s a completely different customer base and community.

Even though I have a great staff, I need to be there. I want to greet people, talk about the product, and make sure the customer experience is what it needs to be. It’s all hands on deck right now.

 

Learning to Handle the Money Side of Mango’s Decor

 

When it comes to money, I’ve definitely had to force myself to learn a lot. I’m not naturally good with numbers, but I’ve found ways to make it work.

Anna, who’s worked with me for years, takes on a lot of the tasks I don’t fully grasp. She helps me navigate things I might otherwise get stuck on.

And I want to be open about this because I think it’s important: I have a learning disability. I’m dyslexic and had a really hard time reading as a kid. My mom used to record books and read them aloud to me, kindergarten through high school, so I could follow along.

I just want people listening who might struggle the way I did to know: there is a way. You can do it.

I’ve definitely had moments where I’ve looked at an IRS letter and thought, “I’m an idiot. I have no idea what this even means.” But I’ve built a support system. Anna helps me, and my sister, who also owns a Mango’s location in Chattanooga, is someone I talk to about business challenges all the time.

At the end of the day, it’s about having the will and the drive. And if you have that, you’ll find a way through.

 

Starting Mango’s Decor Without Financial Expectations

 

When I started Mango’s, I had no real financial goals. I didn’t say, “I want to make this much,” or “I want to cover childcare.” I just wanted to make a little extra money.

I honestly thought I’d keep working for my parents, and Mango’s would just be a side thing—maybe bring in a hundred dollars here and there. But within six months, I had to quit working for them because Mango’s got so busy. I remember walking outside one day, seeing the parking lot full, and taking a picture. I was like, Are you kidding me? What is happening?

I didn’t expect it to grow like it did. I thought it would just be this sweet little store to help cover the cost of my kids’ sports or school activities. That was the extent of my vision for it.

 

When Everything Changed

 

About a year after I opened, I went through a divorce. Suddenly, Mango’s wasn’t just extra income—it was my only income. That changed everything.

But honestly, I don’t think I would’ve had the strength to go through that divorce if I hadn’t already started Mango’s. It showed me that I could make it on my own. I think a lot of women feel stuck financially and think they don’t have a choice—but Mango’s gave me that choice. It gave me freedom.

So yes, money became a much bigger part of the picture. But more than that, the business gave me confidence, independence, and the ability to take care of myself and my kids.

 

The Motivation Behind the Move for Mango’s Decor 

 

There were two big reasons I decided to move the store.

First, we were already being supported in this direction. Places like Farragut, Lenoir City, WindRiver, Tellico Village—those communities were showing up for us. I had carloads of women driving in from out west, and I finally thought, Why am I still in Bearden if most of my business is coming from here?

And second, I experienced a personal loss in 2023. I lost someone I loved deeply, more than anything in the world, outside of my children. I’m generally a very happy person, but I became really depressed. I didn’t want to be at work. I didn’t want to be around people. And since I’m the main salesperson, that was tough.

I knew I needed a change—something to help me heal and focus forward again. So moving the store was both a business and an emotional decision.

 

Finding Joy Again

 

We love it here. The space is great. There are goats that come into the parking lot—we would never have that in Bearden! It’s peaceful. It’s slower in the best way.

Yes, some days I call my parents and say, “What have I done?” But other days, I’m so glad we made the leap. Business has its ups and downs, but this move has been good for me, both personally and professionally.

 

Finding Harmony Between Business and Life

 

My kids are everything to me—they’re 14 and 12 now. And honestly, I think I’ve found a pretty good balance, even though I’m kind of a crazy hot mess most days!

I work hard when I’m at work, but when I’m not, I lean into the outdoors. That’s what brings me peace. My kids and I are very outdoorsy—we run to the woods, we explore, we get outside. Nature is our outlet, and it’s what helps me manage all the craziness that comes with life and running a business. That’s where I find harmony.

 

More from this Episode

To hear the full story and more about Jen Wood, press play on the player above for the full interview or click here to download the transcript.

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Jen Wood

Jen Wood is the founder and creative force behind Mango’s Decor & Co., a third-generation furniture business reimagined for today’s modern homemaker. With a deep-rooted family legacy in the furniture industry and a passion for design, Jen has transformed a 7,000-square-foot boutique in Knoxville, Tennessee, into a beloved destination for cozy, elevated home furnishings. Known for her signature phrase “from car seats to couch seats,” Jen has built a business that’s as family-friendly as it is stylish—making Mango’s a go-to resource for women looking to create beautiful, functional spaces in every season of life.

 

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