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No Experience in Hospitality, Kristen and Kathryn Groom Bought an Inn in 2022, Renovated with Family Help, Viralized on TikTok, and Consolidated the Business as a Family Enterprise in Welland
Sisters Kristen and Kathryn Groom turned an old dream into a business by purchasing an inn in Welland, Ontario, in May 2022, without prior experience, inspired by a TV series and driven by a TikTok video that reached millions of views.
Joint Decision and Family Support
Kristen and Kathryn always knew they wanted to venture together, and the idea of opening an inn was the first one their parents considered truly viable.
Kristen, 35, told PEOPLE magazine that family support was crucial in turning the plan into concrete action.
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The sisters decided to buy the property in May 2022, taking risks even without fully knowing the property after a heavy snowstorm.
In the published video, they compared the choice to the series Gilmore Girls, associating their own journey with the cozy atmosphere of the TV fiction.
Cultural Inspiration and Bet on the Unknown
The reference included characters like Lorelai Gilmore, played by Lauren Graham, and Sookie St. James, portrayed by Melissa McCarthy.
They wrote that they decided to take the risk even without knowing exactly what they would face, living, according to them, that life inspired by the series.
Neither of them had experience in hospitality, but they were determined to open their own business in the chosen city.
Welland has a population of just over 55,000 residents, a factor considered by the sisters when planning a community-focused venture.
Building the Space and Visual Identity
The owners documented their search for furniture in thrift stores and on Facebook Marketplace to equip eight rooms and six bathrooms.
The choice of a rose as a logo ended up guiding the entire visual identity of the inn, named The Rose Manor.
Friends and family started to help, scouring attics and offering items with rose patterns to complement the décor.
Kristen stated that practically any item with roses ended up being inherited, incorporating an emotional aspect into the project’s design.
Do-It-Yourself and New Services
The sisters dedicated themselves to do-it-yourself projects, renovating indoor areas and transforming the outdoor spaces of the property.
They also launched a line of products under the Welland brand, expanding the business’s presence beyond traditional lodging.
Kathryn, 27, stated that the decoration was one of her favorite parts, as it allowed them to shape the space according to their vision.
After the grand opening, they began hosting weddings at the inn, expanding the activities offered to visiting guests.
Community, Location, and History
A nearby café is managed by a man named Luke, a coincidence that followers immediately associated with the series.
The sisters say that many details remind them of Gilmore Girls, including aspects they only noticed after comments on TikTok.
Their father grew up in Welland, which made building the business in the city special, according to Kathryn.
The Tudor-style house was built in 1906 and overlooks the Welland Canal, which hosts concerts in the summer.
Impact of Social Media and Current Routine
The property is 20 minutes from Niagara Falls, a factor that contributes to visitor interest.
Kristen said she initially thought TikTok was not suitable, but decided to post more frequently at the beginning of 2024.
The account went viral for the first time shortly afterward, accumulating over 5.5 million views on a single video.
The platform attracted younger guests and women traveling alone, as well as couples interested in micro-weddings.
A successful post can generate three or four inquiries about weddings on the same day, according to the owners.
When they opened the inn, Kristen was working as a HR director and Kathryn was finishing her master’s degree, but both changed their routines.
Today, they are fully dedicated to the business, living in two rooms of the house and receiving support from their parents in daily tasks.
The father works as a handyman and built a small space for ceremonies, while the mother helps with the garden recently.
For Kathryn, what started as a dream turned into a family business, built on cooperation, local ties, and a natural division of tasks.
With information from People.
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