Building a Business with Vision, Creativity, and a Whole Lot of Grit: The Story of Bea Apple and Hillfolk

If you’ve ever wondered whether you have what it takes to start your own business, you need to hear Bea Apple’s story.

Bea didn’t set out to be an entrepreneur. In fact, she started her career in engineering, thinking it was the “practical” path. But life had other plans. Today, she’s the founder of Hillfolk, a thriving craft business, and she’s about to launch a line of craft kits in 1,500 Walmart stores.

Her journey—from growing up in the Bronx to running a coffee shop to helping build the creative economy in Northwest Arkansas—is proof that entrepreneurship isn’t about having the perfect plan. It’s about mindset, resilience, and the courage to create something meaningful.

Entrepreneurship is a Mindset, Not Just a Business Model

When you hear the word “entrepreneur,” what comes to mind? Maybe you picture someone with a brick-and-mortar store or a tech startup founder pitching investors.

Bea sees it differently.

“Entrepreneurship isn’t just about owning a business—it’s about having a mindset of curiosity, problem-solving, and the willingness to build something out of nothing.”

That mindset was ingrained in her from childhood. Growing up in a tough environment in New York, Bea learned early on how to be resourceful and build community.

That same mindset carried her through career pivots—from engineering to coffee shops to retail—and shaped how she leads her business today.

Lesson for entrepreneurs: Your business isn’t just a storefront or a service. It’s a way of thinking. If you approach problems with creativity, resilience, and a willingness to adapt, you’re already on the right path.

Taking the Leap: From Engineering to Coffee to Retail

Bea never planned to own a coffee shop. But when the opportunity came up to open Pressroom, one of Bentonville’s most well-known cafes, she and her husband took a leap.

“I would have laughed in your face if you told me I’d own a restaurant,” Bea admits.

She had no restaurant experience, but she knew how to build something from scratch, put together a team, and create an experience for customers.

That first business was a grind—seven days a week, breakfast, lunch, and dinner. But it also showed her that she had a knack for brand-building, hospitality, and creating spaces where people felt connected.

She eventually sold Pressroom and moved into project management and consulting, helping develop some of Bentonville’s most well-known restaurants and creative spaces.

That’s when the idea for Hillfolk started taking shape.

Building a Business for the Person You Used to Be

Hillfolk wasn’t just another retail store. It was a passion project rooted in Bea’s childhood.

Growing up, she taught herself how to craft from library books, using black-and-white photos to figure out how to knit and sew.

“I wanted to build something for that younger version of me—something warm, welcoming, and full of possibility.”

Hillfolk became that place—a retail store, community space, and creative hub for people to explore crafting without fear or perfectionism holding them back.

But running a small retail business isn’t easy. The pandemic nearly shut her doors, and like many brick-and-mortar owners, she had to rethink how to keep her business sustainable.

Scaling Beyond the Store: How Hillfolk is Expanding into Walmart

If there’s one thing Bea has learned, it’s that small businesses have to evolve to survive.

Hillfolk started as a community-driven retail store. But to scale and stay profitable, Bea knew she needed to think bigger.

Enter Hillfolk Craft Kits.

After seeing success selling DIY craft kits during the pandemic, Bea spent three years developing a full line of 31 craft kits—designed to make crafting more accessible, beginner-friendly, and modern.

“I wanted to remove the barriers that stop people from getting creative—time, cost, intimidation. If we could make it easier, more people would try it.”

The kits will launch in 1,500 Walmart stores nationwide, bringing Hillfolk’s creative philosophy to a much larger audience.

Lesson for entrepreneurs: Don’t just think about today—think about what your business needs to survive five years from now. Scaling doesn’t mean losing your soul—it means finding new ways to serve your audience.

The Power of Authenticity in Business

One of the things that sets Bea apart is how deeply she connects with both her team and her customers.

She doesn’t see employees as “human resources” or customers as transactions. She sees them as people.

“Authenticity is the most powerful energy. People connect to you when you’re real.”

For Bea, leadership isn’t about authority—it’s about trust. She’s transparent with her team, mentors both employees and customers and fosters a space where people feel welcomed, not judged.

That approach has created a fiercely loyal customer base and a team that believes in what they do.

Lesson for entrepreneurs: Your business is only as strong as the trust you build—with your team, your customers, and your community.

Final Takeaway: Hillfolk’s Success is No Accident

Bea’s journey isn’t luck—it’s years of risk-taking, learning, and constantly adapting.

Her story proves that entrepreneurs aren’t just born—they’re made. They’re shaped by challenges, by opportunities they’re brave enough to take, and by the vision they have for something bigger than themselves.

If you’re on the fence about starting a business, scaling your business, or taking a new leap—take Bea’s advice:

• Start before you’re ready. You’ll never have a perfect plan, but momentum beats waiting.

• Find ways to remove barriers. Whether it’s for your customers, your team, or yourself—make the process easier.

• Think beyond today. Small businesses that last don’t just serve customers, they evolve with them.

• Build with trust. People remember how you make them feel—not just what you sell.