Louisville business finds creative way of dealing with shoplifters
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Louisville business finds creative way of dealing with shoplifters
Jen Neutz opened Darling State of Mind when she was just 23 years old. The store has expanded to four locations. Neutz is hoping her message can positively impact fellow small business owners. The video reached not hundreds, but thousands of people on TikTok, and more than a million views on Instagram. To learn more about Darling state of Mind, click or tap here. To see the full video on WAVE 3 News, click here. The full video can be seen on YouTube and the video will be posted on Facebook and Twitter on Monday.
Jen Neutz, the owner of Darling State of Mind, is pulling the curtain back on what it’s like to be a small business owner.
In a recently posted video to social media, Neutz shows herself about to open the store for the day and picking out clothing tags from behind one of the dressing room mirrors.
In the video, Neutz said that means one thing.
“Which means someone came into this store and stole.”
“It’s frustrating, cause I work so hard, I mean I’m here every single day,” she said. “I’m up ‘til at least midnight every night, and I love what I do, but it hurts.”
“Sometimes, I feel like someone just came into my house and stole something, it’s personal,” She said. “It’s my livelihood, and it’s not just my livelihood; I have several full-time employees.”
Neutz opened Darling State of Mind when she was just 23 years old, inspired by her passion for fashion. Now, nearly ten years later, the store has expanded to four locations.
The store started out carrying clothes, but as Neutz went through different phases of life, like marriage and creating a family, she added in things that cater to those events. As she put it, it’s grown with her as she’s grown in life.
With those frustrations, she took to social media and posted the now-viral video, where it took off. The video reached not hundreds, but thousands of people on TikTok, and more than a million views on Instagram.
The video led to newfound fame.
“The day we posted it, we had people come in and they were like I’m just gonna buy something to support you,” She said. “They had nothing to buy, for they just came to support.”
By shedding light on the everyday workings of a small business owner, Neutz is hoping her message can positively impact fellow small business owners.
“Just don’t do it, especially in these times, like we’re trying to ramp up small businesses, don’t tear us down.”
To learn more about Darling State of Mind, click or tap here.
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Source: https://www.wave3.com/2025/07/12/louisville-business-finds-creative-way-dealing-with-shoplifters/