Edina Magazine has been celebrating local residents and retailers since before “local” became a buzzword and a movement. So when we discover someone whose business inspires and encourages a love of locality, we get excited. Meet Nicole Trigger, founder of Live & Love MN, a vendor of shirts, hats, tote bags, mugs and greeting cards, all of which celebrate living in and loving Minnesota.
Ironically, Trigger is a transplant to Minnesota, which makes her love of living here all the more heartening. She moved here eight years ago when her husband, Dr. Brandon Trigger, accepted a position at Fairview Southdale Hospital. Originally from Michigan, the couple spent a few years in Iowa, where Brandon attended medical school. But when the opportunity to relocate to the Twin Cities came along, Nicole wasn’t so sure. She says she didn’t really want to move here but now says, “I never want to leave.”
Trigger’s reluctance to relocate was trumped by her positive attitude and determination to “seek out the latest and greatest the Twin Cities has to offer.” This mother of two kids, ages 4 and 8, says, “If you’re ever bored here as a stay-at-home mom, it’s your own fault. There are so many free things to do–events and parks. We still haven’t been to all of the parks.” She goes on to say that she had never been a runner but that “running and biking are the lifestyle here. So now I’m into that.”
As Trigger explored the Twin Cities, she took lots of photos and whenever her now 8-year-old would nap, she’d upload those pictures to a family-themed blog and to Instagram. Her presence on social media garnered lots of attention and positive feedback, and the activity generated even more creative ideas in Trigger’s mind. Then, a chance meeting between Trigger and Kimberly Senn of Senn & Sons was the only spark necessary to launch Trigger’s next adventure.
“The idea for the shirts was in my head,” Trigger says. Senn helped with the initial graphic—the words “live” and “love” bordering a shape of the state of Minnesota—and then either by accident or fate, Trigger’s family blog turned into a job.
“It’s been amazing,” Trigger says. “It was only last April we launched our collection together,” she says of her collaboration with Senn. Since then, Trigger’s solo business has a new hire and new logos on tees.
Without a background in design—she has a degree in social work and had a successful career in sales—Trigger has a keen eye and knows when she sees something she likes. She tells of a few sample graphics she showed some friends for input. Nobody liked the version she liked but she courageously stuck to her instincts, and the new design has been a hit.
“Kim has taught me so much,” Trigger says of Senn. “I just wanted to sell a tote bag on my website. She’s taught me how to build a brand, to not go too far off with design and to stick with mood board designs.” Another tip Senn offered Trigger was to put up visual ideas in a conspicuous place to see if she would get bored with them.
Trigger’s sales background fuels her ability to approach shop owners about Live & Love MN merchandise. “I’m comfortable going into stores with a line sheet,” she says of the wholesale sales sheet containing product information typical in the fashion industry.
And since Trigger is a regular customer at Equation in Edina, she felt especially comfortable approaching an owner about potentially carrying Live & Love MN products in the store. “They were excited to help,” she says. “Shop owners seem to like the story more than anything.”
Trigger does get some inquiries via social media, but most of her merchandise is sold through local boutiques and also in the local section at West Elm.
Throughout this period of business growth, Trigger is still mostly a one-woman entrepreneur. She does all of her own social media, beginning each day with a new picture. She still hand-delivers orders and sometimes brings her 4-year-old son along on deliveries. She says he knows where all of the fun treat spots are along the way and is happy to tag along. She also enlists the help of encouraging friends. “I offer to treat friends to pizza if they help out with modeling shots,” she says.
It seems Trigger has not only discovered lots of great places to visit in the Twin Cities, she’s also met lots of supportive locals and other transplants along the way. When asked what’s next for Live & Love MN, Trigger says, “What’s funny is I don’t have a long-term vision,” except for maybe creating designs for other states. She already has a North Dakota design in the works, as well as a Minnesota/Wisconsin border design. There is also a new kids’ line. But mostly, Trigger loves working with local designers and shop owners in her adopted hometown.
“I may hire someone to help with the blog,” she says. “Since that’s where it all started—promoting local businesses and events. That’s what I originally planned, not to sell products. That just happened.”
For Nicole, like many fellow Minnesota transplants, this writer included, ending up here can also “just happen.” What a happy accident that can be, especially when we meet inspiring local entrepreneurs like her who show us how to Live & Love MN.
