Today we’d like to introduce you to Wesley Newell
Hi Wesley, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
In college, I never imagined that my love for music and outgoing personality would lead to a business. It all started when a friend and I, both music enthusiasts, thought, “Wouldn’t it be cool to get paid to DJ?” That excitement led us to start DJing weddings, and before we knew it, we were doing more and more events.
When my friend moved out of town, I had a decision to make: either let the DJ business remain a casual side gig or take it to the next level. I chose the latter, buying out my friend and transforming it into a professional venture. It wasn’t easy—cash flow, acquiring vehicles, managing personnel, and handling logistics were constant hurdles. But there was a thrill in scaling up, and at our peak, we had five DJ crews running events at the same time.
As exhilarating as it was, the long hours and weekend commitments started to take a toll, especially during the busy wedding season. The winter months were always slower, and that’s when an opportunity presented itself—a friend had purchased a truckload of appliances and asked if I wanted to help sell them. I was intrigued. I had always enjoyed learning how things worked, and appliances felt like a challenge I could dive into.
In 2015, I opened our first official location in Bemidji, MN, and three years later, in 2018, we expanded to a second location in Grand Rapids, MN.
Once I started selling, I realized how much I enjoyed it. The timing worked well with my slower DJ schedule, and I decided to buy the remaining inventory and open my own store. It wasn’t easy at first. Time was my biggest constraint—I’d sit for hours in the store waiting for customers, with my cell phone doubling as the business line, hoping for a call or a walk-in. But sales began to pick up, and we outgrew our first 800 sq ft location quickly. I moved to a larger 2000 sq ft space, thinking, “This will last forever.” Within a month, it was packed, and I realized that space would always be a concern.
Over the years, the appliance business grew beyond what I could have imagined. We expanded to over 32,000 sq ft and brought on a team of 20 employees. The growth wasn’t without challenges. Managing cash flow and getting a diverse group of people to work together smoothly were key lessons I had to learn along the way. But I loved it. Unlike DJing, where I was constantly on the go, the appliance business offered more stability. People will always need appliances, and they’ll always need them serviced, so I’m optimistic about the future.
When COVID hit, I made a big decision. After tasting what it was like to have weekends free, I realized I couldn’t go back to DJing. Family life had become a priority, and the thought of returning to the late nights and constant travel just didn’t appeal anymore. So, I let the DJ business go and focused entirely on appliances. It was the right move for me.
Looking back, I’m proud of how far things have come. What started as a college gig has turned into a thriving appliance business, and the lessons I’ve learned—about growth, cash flow, and people—will stick with me as we continue to evolve. I’m excited about what’s next. The need for appliances isn’t going anywhere, and I’m ready to keep growing, innovating, and serving our customers. I also know that God has always guided and allowed me to have success.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It hasn’t been a smooth road by any means. Like many businesses, we’ve faced significant challenges, especially in the early stages. One of the biggest hurdles was managing cash flow—balancing inventory purchases, payroll, and other expenses while trying to grow. Logistics were another constant struggle, particularly when managing deliveries and multiple DJ events before transitioning fully to appliances. When we moved into the appliance business, logistics became more about deliveries, stock management, and service coordination across locations. Personnel management was also a key challenge as the business grew. It wasn’t just about hiring people; it was about getting different personalities to work well together and ensuring a strong, cohesive team. Early on, time was another major constraint. I was juggling both the DJ business and the appliance store, spending long hours waiting in the store with my cell phone as the business line, hoping for calls. Space also became a problem as the business expanded. After moving from our first 800 sq ft space to 2000 sq ft, I thought we had plenty of room, but within a month, it was full again. This led to storing inventory in rented spaces and trailers, adding complexity to our operations. Finally, one of the toughest personal challenges was balancing the demands of running two businesses with family life. DJing, in particular, required long nights and weekends, leaving little time for personal or family commitments. When COVID hit, I realized the value of weekends off and decided to focus entirely on the appliance business, which brought much-needed stability to both my professional and personal life. These struggles were tough, but they were also invaluable learning experiences that helped shape the business and my approach as an entrepreneur.
Alright, so let’s switch gears a bit and talk business. What should we know?
At SND Appliances, we specialize in providing high-quality appliances, exceptional customer service, and reliable repair and delivery services. We serve both residential and commercial customers, offering a wide selection of new, and scratch-and-dent appliances at competitive prices. Our two locations in Bemidji and Grand Rapids, MN, make it easy for us to serve customers across a wide area.
What really sets us apart is our commitment to the customer experience. We’re not just selling appliances; we’re here to help customers find exactly what they need, whether it’s a brand-new unit or a more affordable option like scratch-and-dent. We take pride in guiding customers through the buying process, answering any questions they might have, and making sure they leave feeling confident in their purchase. Our team is also skilled in repairs, so even after the sale, we stand by our products and are here to service them when needed.
One of the things I’m most proud of is how far we’ve come as a brand. We’ve grown from a small 800 sq ft store to a business that now spans 32,000 sq ft across two locations with a team of 20 employees. That growth reflects the trust and loyalty we’ve earned from our customers and our dedication to maintaining that trust. We’ve built a reputation for honesty, reliability, and exceptional service—traits that can be hard to find in this industry. Our team works hard to ensure that every customer interaction, from sales to service, upholds the values our brand stands for.
Something I really want your readers to know is that we’re more than just a place to buy appliances. We offer repair services and delivery options that make the process as smooth as possible for our customers. Whether you need a fridge for your home or a washer and dryer for a commercial property, we have the inventory and expertise to help you. Plus, if something goes wrong, we’ve got you covered with professional, in-house service.
Our brand is built on community, trust, and service. We know how important appliances are to everyday life, and we’re here to make sure our customers get exactly what they need—reliably, affordably, and with the support of a dedicated team. Whether you’re shopping for a new appliance or need help fixing one you already have, SND Appliances is here to serve.
How do you define success?
To me, true success is knowing that my children will inherit the kingdom of God. My greatest hope is to spend eternity with them, sharing in the joy of that promise.
Pricing:
- We price match big box, shopping local is the same price,
Contact Info:
- Website: https://www.sndappliances.com
- Facebook: https://www.facebook.com/SNDappliances
