At the foothills of the first state-owned community forest in Cle Elum, Washington, just off the beaten path of Highway 970, there’s a shop worth a stop for anyone passing through. Whether you’re a local seeking daily essentials, a weekend adventurer gearing up for the trails, or a family creating lasting memories, its owner guarantees, “you’ll find something special within our walls.”
From Newsroom to Country Store
Traci Williams had a fulfilling career as a journalist that evolved into working in public relations. She’s also a seasoned traveler who has visited dozens of countries and all but three states in the U.S. Taking all that she learned from her professional and personal passions, she decided to try her hand at becoming a small business owner once her kids were grown. First, she brought a boarded-up ice cream parlor back to life on the Oregon Coast, which turned into an award-winning business. She enjoyed learning the ropes of shop ownership for several years there until she decided to sell it in 2021. Then, in 2023, Williams swapped beach life for mountain living. She set her sights on a new project: renovating another vacant roadside space into a cozy, eclectic shop in the Teanaway Valley.
Well-Traveled, Well-Stocked
The Teanaway Country Store is proud to offer a carefully selected collection of premium goods, provisions, and gifts that capture the authentic spirit of the area. Much of what’s found inside is inspired by the many places Williams has traveled throughout her life.
“It’s hard to pick a favorite,” she explained. “In many of the places I’ve been, I’ve taken cooking classes and other classes to learn more about each culture. It’s an appreciation for what’s available locally that I’ve really leaned into.”
When she’s not working behind the counter, Williams spends her time outdoors. She also stocks shelves with products that support other businesses in the area. She continues learning more about what people want and need out of a local store. From longtime residents to first-time visitors, it’s been her greatest joy to watch the store become a welcomed gathering spot in just two short years.
Financing the Vision
That success, she says, may not have been possible without the help of Business Impact NW.
“I had a hard time finding conventional financing, so Business Impact NW has been wonderful to work with because they took into consideration my entire project and helped get the first store financed,” she explained.
Business Impact NW provides coaching, classes, and access to loans to small businesses across Alaska, Idaho, Oregon, and Washington. They support entrepreneurs whose projects may not align with what conventional lenders are looking for. That was the case for Traci.
Since being paired with her coach in 2023, Williams has been connected with countless resources and tools. She now applies directly to her own business. Learning how to build business forecast models has been especially helpful. She uses them to analyze trends in sales. Teanaway Country Store also participated in the Celebrating Dreams 2025 Showcase. It’s Business Impact NW’s annual event for women business owners. The event provides a chance to share their work. It also allows them to connect with supporters and join a community that values their businesses.
Doubling Down
With the Business Impact NW network by her side as the store continues to grow, Williams is inspired to do even more—so much so that she’s gearing up to open a second location focused primarily on home goods at the nearby Suncadia Resort in May.
Her advice to other small business owners is to never stop learning or networking. This applies to whether you have prior experience with other business ventures, are diving into a new opportunity for the first time, or have a dream to one day create a business of your own.
“It’s great to network and take all the classes you can find,” Williams said. “Talking to others who have done what you want to do is so important, and pulling together an advisory team, even if informal, is also helpful.”
Shop online or visit the Teanaway Country Store in person Wednesday through Monday from 10 a.m. to 5 p.m.
Traci’s journey is one example of what’s possible. If you’re interested in showcasing your own woman-owned business, applications for the Celebrating Dreams 2026 Showcase are open now through March 2. And if access to financing has been a challenge, explore Business Impact NW’s loan programs to see what options may be available.
About the author
McKenna Ownby
McKenna Ownby, owner of Elevated Editorial, is a writer, editor, and storyteller based in the Pacific Northwest. With over a decade of experience working with words to serve a variety of platforms and audiences, she specializes in bringing people-centered stories to life through her passions for nature, sustainability, wellness, and parenting.