Today we’d like to introduce you to Brie Taralson.
Hi Brie, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
This idea of creating a community hub started with a failure. In the midst of the COVID pandemic, I was at the height of my career in healthcare leadership with my family of three–soon-to-be-four–living in New Ulm, MN. Overnight we went from building programs to crisis management. People became isolated and adversarial toward each other. My colleagues in the clinic and hospital where I worked struggled to convey to the public how challenging it was to provide care for patients – and I witnessed doctors and nurses fall out of love with their professions. Depression and burnout were rampant. It hit rock bottom when a friend and colleague of mine took their life.
That experience, along with my then-infant son and family of four brought sharply into focus my priorities and values – and I realized that I needed a change.
I attended a resilience retreat in Sedona where I had the opportunity for self-reflection and conversation with like-minded people that helped me realize that had the power to make a change and to realign my life to my vocation: I wanted to do something about the isolation and loneliness that I saw in my community. I made the decision to leave my career in healthcare to pursue this then-nebulous calling. I founded an LLC and rented a booth at New Ulm’s local Home & Health show where I spent a weekend asking locals for their insights about strengths and gaps in the downtown New Ulm community. I went on to found a non-profit organization called Lykke Communities Inc. and community hub anchored by a bookstore….that morphed into what is now Ulm Sweet Ulm.
Today I own and operate two retail businesses out of our historic downtown New Ulm building: Lykke Books, and the NU (“new”) Brew Cafe. The idea was to create a community space where people of all ages and walks of life can gather and develop friendships, create, and experience the richness of common humanity.
The general interest bookstore, Lykke Books, is the anchor for the community hub. “Lykke’ is the Danish word for “happiness” – which I learned while reading happiness research. People in Scandinavian countries such as Denmark consistently top the charts in happiness metrics, with social connection at the core of their culture. I became fascinated with the field of positive psychology and happiness research, and I realized that social health was the key to all of it.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Nope! There have been countless obstacles and challenges along the way – including personal health issues, financial concerns, and a huge learning curve to learn the ins and outs of operating a small business in two very different industries. Even seemingly simple things, like knowing who to contact to learn about possible commercial rental spaces, was challenging. As an “auschlander” (outsider) living in a small town, I found that I did not have the network and relationships from growing up in the community that many of my peers had. Building that network has been critical to the success of Ulm Sweet Ulm.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
Lykke Books is an independent (“indie”) bookstore specializing in new books. We are a general interest store, carrying a wide range of titles including fiction, non-fiction, children, middle grade, and young adult offerings. The store also offers gift items, art supplies, sheet music, and ukuleles. We are known for our specially curated, diverse range of titles and our robust events program. We are known for collaborating whenever possible with local artists, arts organizations, and other community partners to elevate the offerings in the community as a whole. Lykke Books is also one of the few retail businesses downtown that is open seven (7) days weekly for extended hours – Monday-Friday we are open from 7am-7pm; Saturdays from 8am-6pm, and Sundays from 12-4pm.
People discovering the store for the first time are pleasantly surprised by the wide range of books we carry, and by the unique New Ulm-branded items such as t-shirts, postcards, and other catchy gift items. We also offer live music monthly, including an open mic option – and the store is equipped with a 100+ year old baby grand piano, a fish tank, and unique decor such as a log cabin and German-style building facades.
NU Brew Cafe opened in March 2025 as a full-service coffee shop and cafe serving espresso from Minnesota coffee roasters Folly, Spyhouse, and Up Coffee. The cafe offers made-to-order hot breakfast sandwiches, paninis, and a variety of grab-and-go food options that include organic, gluten- and dairy-friendly choices prepared by local non-profit caterer, Gutes Essen Deli & Catering. Our baker is a family-owned and operated operation based out of neighboring town, Madelia – Sweet! Indeed Bakery.
NU Brew specializes in espresso drinks, organic fruit smoothies, and Lotus Plant Energy drinks that have gained popularity by non-coffee drinkers. We pride ourselves on keeping prices in check while offering high-quality, delicious options with fun seasonal specials.
Our events program boasts a wide range of offerings as well, including three hosted monthly book clubs – Craft & Chat Book Club, Silent Book Club, and Grief Book Club. Yoga classes are offered two days weekly during the school year out of the event room in the store, and there are frequently casual gaming groups, private book groups, coffee groups, and other people gathering. Lykke Books hosts author events and book signings on a regular basis as well as creative options such as a Spill the Tea event which gives the insider scoop on forthcoming new titles over a coffee or tea flight (and the opportunity to pre-order books at a discount).
Our 501(c)3 non-profit, Lykke Communities, hosts youth programs such as group ukulele classes for adolescents and adults – and even has a full bicycle workshop set up for instructing interested youth and adults in bike maintenance topics. Lykke Communities launched a monthly speaker series in summer 2025 that kicked off with a local surgeon leading a “candy lab” where middle- and high-school students were able to use surgical tools and techniques to practice unwrapping candy. The organization plans to launch a youth council to guide program offerings and decisions for the space.
What has been the most important lesson you’ve learned along your journey?
There have been so many learnings! Rest, pause, and space are critical to getting clear on vision and core values. The most important has been, I think, in taking time to really talk and connect with people–even strangers–on a personal level. Some of the richest and most memorable experiences I’ve had in the past few years have been with random people and a small but meaningful connection.
Contact Info:
- Website: https://www.ulmsweetulm.com/
- Instagram: https://www.instagram.com/ulmsweetulm/
- Facebook: https://www.facebook.com/ulmsweetulm
