Salado entrepreneur is proud to be part of Central Texas’ very own ‘Hallmark’ moments
Story and photos by Brandy Cruz
After 27 years as a dance team director with Killeen ISD, one would think Kaye Coachman would retire and travel the world, but she had a better idea — become an entrepreneur and fulfill her dream of owning her own business in the heart of Salado.
“After retiring from teaching, this has been like a renewal for me. I could be retired and traveling, but I might as well be doing this,” Coachman shared. “I love it! Sometimes I wonder what would have happened if I had been doing this my whole life, but I wouldn’t have given up those 27 years of teaching.”
Among the mom-and-pop shops that line the streets in the Village of Salado are diners and boutiques with artisan crafts, vintage pieces and unique souvenirs, including 21 Main, a home goods boutique where one can go to find that truly one-of-a-kind gift in Salado.
When Coachman decided to join those shops with a boutique of her own 10 years ago, her eclectic style of decorating made her stand out — even in a busting community like Salado. She sells locally-made art and jewelry, and tries to keep people guessing with her decorating choices.
“The thing I like about having a shop in Salado is that you can do some quirky things, like having a Santa’s sleigh up all year round, or a nine-foot grand piano in the middle of the shop. They come to places like Salado for things like that,” Coachman said.
She said she keeps her husband Frank on his toes as she has him change out Santa’s outfit to match the season, as well as other areas of the shop that need a ladder to decorate. Her diverse style has rubbed off on him, as he has created some unique decorations of his own in the shop, including an old drum set he fashioned with some unique light bulbs.
“He does all the high up decorating, but this is something we enjoy doing together,” she added. “Finding creative ways to display is one of our favorite things. We just wanted the shop to have a good, homey feel when people walk in. Besides just shopping, maybe they’ll be entertained.”
Coachman said she likes knowing people can call and tell her they want to find a gift for a special person, and trust that she can help them with their need. She said people will also bring in a picture of their house and ask for inspiration on how to decorate an area.
During the COVID pandemic, when everything had to close down, that’s when Coachman said she decided to make the most out of social media. She began posting some unique things that were new to the shop, hosted Facebook Live chats, and even began making deliveries to people who were stuck at home, but still wanted to be comfortable.
“It’s fun working with the individual customer,” Coachman shared. “We have a lot of wonderful, local customers and we also get a lot of tourists who are traveling through, so it’s always fascinating to visit with people and find out what brought them here and where they’re going. Especially during the Christmas season. The town’s festive and the shops are all decorated and I love it when the customer’s say, ‘It’s like a Hallmark movie.’ It really is!”
21 Main
Address: 21 N. Main St., Salado
Phone: 254-947-4000
Website: twentyonemain.com
Social: facebook.com/21main
