How a viral TikTok turned one Kennebunk shop into Maine’s most heartwarming success story.
In the fast-moving world of social media, every small business hopes for that one magic moment — the spark that ignites followers, foot traffic, and sales. For Mia Gizek ‘16, that moment arrived like lightning in a bottle.
Just weeks after opening the doors at Good Stock Charm Bar in Kennebunk, Maine in June of 2024, a customer posted a short video on TikTok, gushing about their visit. No paid influencer, no big strategy — just genuine enthusiasm captured in a clip. And then? The internet took it from there.
Within hours, views soared. And Mia’s shop was gaining followers on Instagram. Within days, the store was buzzing. Mia, who had been operating solo in her charming, 250 square foot cottage-style storefront on Morning Walk Lane, suddenly had a line out the door — and a hiring spree on her hands.
“I never expected things to take off like that,” Mia says. “One day shortly before the July 4th holiday weekend, I was opening the front doors to the shop in the morning, and I had a line of customers waiting to get in. The next, I was hiring a team of 12 to keep up.”
But the viral success wasn’t luck — not entirely. It was the result of years of groundwork working in catering and management roles. Mia, a Connecticut native and alumna of The Malcolm Baldrige School of Business at Post University, moved to Maine during the pandemic with her soon-to-be-husband, Geoff. While staying at home with their young daughter, she bought a welding machine on a whim – and got hooked on the idea of selling permanent jewelry. “I have welders in my family,” she explained, “They taught me how to use it.” Over the next year, leading up to the opening of her store, she crisscrossed Maine, making connections and selling jewelry at more than 40 pop-up events — from local craft fairs to breweries to private parties.
Mia learned a lot from these events. Most importantly, how to make each customer feel like part of Good Stock.
The Good Stock Experience
Stepping into Good Stock isn’t your average retail trip — it’s a full-on charm experience. Customers start by selecting a bracelet or necklace chain and a small tray. Then begins the joyfully tactile process of browsing dozens of unique charms — running fingers over tiny anchors, gemstones, sliding them into little round compartments, arranging and rearranging until the perfect story comes together.
Viral, But Rooted
Though TikTok may have kicked off the craze, Good Stock’s staying power lies in its authenticity — and in Mia’s smart, heartfelt approach to business.
As a student at Post University, Mia stood out. Her creativity, innovation, and deep love of learning left a lasting impression on her professors. Melissa Santos, associate program chair for management in The Malcolm Baldrige School of Business, said, “Mia thrived in experiential learning environments, where her curiosity and drive truly shined.”
Santos, is not at all surprised by Mia’s success. “She has impressively built and grown her business. This accomplishment not only reflects Mia’s entrepreneurial spirit, but also her dedication and strong work ethic. Mia leads with vision, and authenticity, embodying all the qualities of a strong manager and inspiring leader.”
“Professor Santos was my number one professor. She changed my trajectory. I transferred into Post, and she became my guiding light. The field trips she organized to local businesses gave me the platform to ask questions and learn directly from so many professionals,” explained Mia.
Read more about Mia Gizek in the Spring Summer Post University Magazine