Heather Campbell Named to Bold Women of Business Class of 2022


A rather circuitous route has brought Heather Campbell of South Haven into the spotlight as a Bold Woman of Business. Her background is in Exercise Science from Grand Valley State University where, as an All-American high jumper, she still holds the indoor high jump record. However, after a couple of years in a cardio-pulmonary rehab role, she elected to switch to the world of business in full-time work with her husband at the SoHa Surf Shop in South Haven. Once bitten by the retail bug, she advanced quickly, opening more stores including Emma’s Boutique…The Shoe Collective…and SoHa Kayak and Paddleboard Rentals. She continues to search for expansion into new locations and new realms, even as she has helped increase the size and scale of the businesses owned by her and her husband into revenues topping multiple six figures. Always pushing for new ideas and ways to manage, she finds creative ways to market their offerings, side-by-side with the leadership she brings to her employees, helping them to build their skill sets through her examples. Now operating four businesses with a staff of up to 30, she is also mom to a six year old son and four year old daughter. Harkening back to her own abilities, Heather also has helped coach high jumping at several schools in the region. Learn more about Heather Campbell, another Bold Woman of Business from the Class of 2022.
Heather Campbell
Where do you live?
South Haven, MI
Company or Organization
SoHa Surf Shop/Emma’s Boutique/The Shoe Collective
What is your job or role there?
How do you think that Bold Women of Business demonstrate being bold?
You demonstrate being bold by constantly taking action and not hesitating to improve or make changes. Bold women are confident yet flexible to be able to constantly make progress for their businesses.
Bold women are often defined by a number of descriptors. Please choose from the following descriptors to produce the top three that you would say most exemplify your personality?
Please provide an example of when you feel you were at your very best in taking action on the job or in your role.
Back in the spring of 2020, we had been planning on opening another retail location in South Haven right when the pandemic decided to hit hard. We were forced to close our stores for a few months and had to push back the opening of our new location. This was a challenging time, however instead of faltering from the hard news, we had to get creative with our businesses. I allowed customers to shop by appointment and dove deep into online sales. I grew as a business owner and am thankful for the strong decisions I made to get us through.
What’s the funniest thing that ever happened on your road to success?
I have a bachelor’s degree in exercise science and I worked in cardiac rehab and stress testing for 10 years. Looking back, I was proud of my degree and would have never pictured myself as the entrepreneur I am today. I find it funny how life takes turns and you never know what direction you may go.
Who most inspires your personal drive for success every day?
This is easily my husband. He pushes me daily, teaches me and inspires me to always give it my all and pursue more.
What is your best advice to women in Southwest Michigan looking to succeed, as you have, in business?
Stop holding back. Don’t let negativity in, as it will always be a part of business. You need to be able to move past it and push forward. Business can be hard and challenging, but the rewards are worth it. Learn to accept criticism and let it make you stronger!
What does your selection to the ranks of the Bold Women of Business from Moody on the Market mean to you?
This is such an honor. It’s humbling and so amazing to be recognized after years of hard work and building up successful businesses from scratch.


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