Ruth + Esther by Dear Heart owner's journey one of faith, courage

Nichole Kirk calls herself a living testimony that God does not call the equipped, he equips the calls.

A self-professed sports fan and book nerd, she never dreamed she would be a jewelry designer and business owner by her mid-20s.

Inspired by strong biblical women, Nichole Kirk, founder and CEO of Dear Heart, recently opened her second retail store named Ruth + Esther in Wichita Falls.

Just as Esther in the Bible goes from orphan to a beloved queen, Kirk said her journey to becoming a designer and business owner is one of faith and trust in God’s plan.

She grew up in Holliday, then attended Midwestern State University and later Texas Tech – where she met her husband, a Henrietta native.

After college in 2013, Kirk was working as a property manager.

Looking for something to do in her spare time, she happened upon a metal lettering kit at a hobby store.

“I love writing and quotes. I’ve always been drawn to things that inspire people or that make people feel,” she said.

Kirk said she is not certain, but thinks the first word she put on a piece of jewelry was probably “courage.”

Courage – having the fortitude to step out and do the hard things – has been a driving force in her life.

Friends and family loved her Dear Heart jewelry creations and by March 2013, she was bringing in a small income from product sales – but not nearly enough to leave her full-time job.

As she received orders, Kirk said she started to get requests for words or messages she felt were inappropriate or against her Christian beliefs.

“I was conflicted because we (she and her husband) could really use the money,” Kirk said.

She made the courageous choice, deciding that the entire Dear Heart brand would be faith based.

“I wasn't going to let the world tell me what to design or influence me into doing things I wasn't comfortable doing. I was determined to create something that was a beacon of light in this world of dark,” Kirk said.

The entrepreneur got confirmation that she was on the right path May 6, 2013.

A friend was struggling to gather funds for a mission trip.

Kirk figured she could help by selling some jewelry and donating the proceeds for the trip.

“My business was small, but my hope was big. My goal was to sell at least 10 bracelets to help her pay for supplies and make a tiny dent in her mission goal,” Kirk said.

She ended up selling more than $1,000-worth of bracelets.

Kirk was astounded by the successful fundraiser, but credited the popularity to the love and support people wanted to extend to the friend going on the mission trip.

“I’d always done inspirational jewelry, but it did not turn into Christian jewelry until that fundraiser. It was so evident that God was in it that I just let all of my plans go decided from now on I’m just going to follow wherever he leads me,” Kirk said.  

Handing the check to her friend the next day was an amazing and terrifying experience, Kirk said, but she had an inexplicable sense of peace and joy.

On her drive home, she had a never-ending smile on her face.

Kirk went for a walk with her husband when she got home, and they talked about what an amazing thing had happened.

As they talked, Kirk got a notification on her phone of a sale from her online shop.

“I looked down at my phone and couldn’t believe it. I had a single sale for $1,197 from a random woman in Florida with no connection to my friend or to me,” she said.

No longer could she credit the success of her designs to mere support for her friend.

“God’s hand was in this all the way. He was writing the beginning of the amazing adventure I was about to embark on. And ever since then, I’ve been stepping out in faith and listening so closely for His whispers,” she said.

As her Dear Heart designs evolved, so did her understanding of what God wanted for her.

Kirk said she feels called to cultivate fellowship and open the door for people to have meaningful conversations.

“I knew I wanted my jewelry to incorporate words that evoked inspiration and emotion. I wanted women to put on my pieces and be able to share their story while creating opportunities to witness to others and to feel bold, brave and empowered,” she said.

Dear Heart designs are often simple, but deeply meaningful pieces that are instantly recognizable.

The brand’s most popular piece is the Valley necklace – inspired by Psalm 23:4.

Kirk gifted a Valley necklace to “Fixer Upper” television star Joanna Gaines, who regularly wears the piece.

Dear Heart jewelry has been featured on the TODAY morning television show, in Reader’s Digest and is available at 125 retail locations and online.

In 2016, Kirk was a finalist for the i.d.e.a. WF contest.

While waiting for her turn to make a three-minute business pitch to the judges, a man sitting next to her asked how she came up with her business idea.

“A feeling of calm washed over me, and I was no longer thinking about reciting my pitch perfectly in front of the judges or answering all of their questions with ease," Kirk said.

"I smiled to myself knowing He (God) was comforting my spirit and giving me a new focus other than the one I was so anxious about."

She told the man that if someone told her in college she would be a jewelry designer, she would have said they were crazy.

"Every bit of this business is God's work,” she told him, “He is just using my hands. He has a plan for each of us, if we will just listen to Him.”

Kirk and the Dear Heart business went on to win the Expansion-Grow category for 2016 i.d.e.a. WF.

In 2017, Kirk was still operating Dear Heart out of her house and wanted to find a brick-and-mortar store for the business.

Her husband coached in Henrietta and they thought it would be nice to have a store close to home.

The owner of a former Boot Barn suggested the vacant building, which he was willing to rent at an affordable price.

“When my husband and I went to look at it, the awning was coming down in front of the building and everything inside was orange, but I saw my vision unfolding,” she said.

When they opened the Henrietta location, Kirk said they invited people to come in and write prayers on the walls.

“I remember walking along them after everyone had left and getting goosebumps. I knew in that moment, He was going to move within this place," she said. "And He has!

"We are so happy with our little home base in Henrietta that allows us to reach thousands of customers from around the world via online and give back to the community in which we live."

Along with seemingly miraculous coincidences, Kirk said the perfect people have joined Dear Heart as employees. Both the Henrietta location and Wichita Falls location are managed by pastor’s wives.

“I’m not the brains behind this brand or what keeps it afloat. I am definitely a far second, "Kirk said. "God’s hand is woven throughout Dear Heart’s entire existence and it’s His vision that I chase and His approval that I seek.

"His words are written all over the wood under the paint in our store and His presence can be felt when you enter this space."

In early 2018, Kirk said she felt another “nudge” from God to open a second location in Wichita Falls.

After reviewing commercial rent prices and media stories about how retail is dying – Kirk said she was terrified at the prospect of spreading even thinner.

“Everyone said Wichita falls did not need another retail store – and they were right,” she said.

But what Ruth + Esther uniquely provides is a place where people, women especially, can gather and feel accepted and loved. A place where they can have a cup of coffee and talk around the community table.

The Wichita Falls store needed a different name because along with Dear Heart jewelry, it also offers leather purses, cards, inspirational prints, books, hats, temporary tattoos and boutique clothing.

Purchase of a greeting card helps feed a child in Appalachia – one of the poorest areas in the United States.

The Able leather handbags come from a company that employs and supports women  by paying them sustainable wages.

In choosing the name of the new store, Kirk said she loves the story of Ruth – a strong woman in the Bible who experienced great loss and paid, but kept her faith in God.

Esther – the biblical orphan-turned-queen – is an amazing example of courage, wisdom and compassion.

“Perhaps this is the moment for which you were created,” (Esther 4:14) is one of Kirk’s favorite quotes from the Esther story.

All products at Ruth + Esther give back to communities around the world.

“Our core products are, of course, those of Dear Heart jewelry and apparel, but we have curated brands around it that give back and are not found other places,” Kirk said.

Ruth + Esther opened in August 2018.

Customers are often greeted with a “Hi, sister!” and sometimes a hug from Kirk herself.

The store feels more like a cozy family room than a retail space.

A monthly event called “He Calls Her Beautiful,” is an evening of “community and self-love” that has been hugely popular from the start.

The first event in September had 125 women attend.

The store decided to offer tickets for the October event to help crowd control and limit sales to 100 tickets.

On the first day of sales, they sold out of all 100 tickets in an hour and a half.

The store will continue the smaller monthly events at the Kemp location and is now adding a larger event for up to 500 women with the first one offered March 2 at Southernly Inspired, 615 Ohio Ave.

Ruth + Esther offers Flower Friday each week where they have 10-15 free bouquets. To get a bouquet, people tell an employee who the flowers are for and why they want to give the bouquet.

“We believe in shining bright and loving boldly. We believe that something as simple as a delicate necklace can make a massive impact in the world," Kirk said. "That our beautiful pieces can open doors for deep conversations that may not have been opened before.

"That when you hold one of our pieces in your hand, you feel it in your heart. That when you put it around your neck, you’re prepared to have the hard, vulnerable conversations because those are really the ones that matter most. We believe in being a light in this world that needs it so desperately."

Trusting God, she said, gives her a peace about making the crazy choices.

Through her faith, Kirk said she allowed herself to be molded into what God wanted.

“I just went with it and He has provided for whatever comes up. (Running a business) comes with fear and anxiety, but He takes care of everything,” she said.

Nearing the holiday season, Kirk said she is eternally thankful for the journey of this business adventure.

She’s thankful for the people put in her path at just the right time.

And most of all she is thankful for her employee team and family who have supported her along the way.

Ruth + Esther is located at 3401 Kemp Blvd. in Wichita Falls and has regular hours from 11 a.m. to 7 p.m. Tuesday through Saturday. Their phone number is (940) 500-5177.

They will be open for Small Business Saturday on Nov. 24 from 9 a.m. to 7 p.m.