Skip to main content

Stefanie Urbom

By

When Stefanie Urbom meets with patients for the first time she oftentimes uses her own story as part of the introduction.

“My mom had cancer…” she says, honestly, explaining her mom’s surgery, recovery and the number of years she’s been cancer-free.

She does this because a lot of her patients are skeptical and nervous about opening up. They look at Stefanie and think, ‘What could this young, healthy girl know about helping someone like me…’

Their skepticism is valid, Stefanie said, but what her patients often don’t understand is that Stefanie has interacted with cancer in a way that shifted both her personal and professional life forever.

As a kid, Stefanie said she was always helping people. Whether it was kids at school who needed a little extra attention, or a friend with a problem, she liked to be an advocate for the underdog. Which is why it seemed like a no-brainer for her to pursue a career in the medical field.

She graduated from Nebraska Wesleyan and then attended physical therapy school at the University of Nebraska Medical Center. It was while she was going through school that her mom was diagnosed with breast cancer.

“I was devastated,” she said. “I was very scared of the big C word – you just think the worst.”

Stefanie felt paralyzed and limited by her options to help her mom. Sure, she could provide emotional support, but at times that didn’t seem like enough. She watched as her mom lost her hair after chemotherapy, as she struggled with short term memory loss, fatigue and the emotional and physical pain and that followed her mastectomy.

Her mom wasn’t herself, she didn’t feel like herself and that was the hardest part for Stefanie to watch. But the one thing Stefanie could do was research how to help her mom deal with the physical repercussions of treatment and surgery. She quickly realized that her mom could benefit from physical therapy during her recovery.

After graduating from physical therapy school, Stefanie continued to study the use of physical therapy for cancer recovery and also became a certified lymphedema therapist. She realized that while people are often unaware of the benefits physical therapy can have for a patient undergoing treatment for cancer, helping these patients regain their strength, maintain activity level and manage pain are crucial parts of their care.”

Currently about half of the patients she sees have cancer. Stefanie works with them to reduce pain and improve their quality of life.

It’s a heavy job, because not all of her patients make it through their therapy programs, but Stefanie said she doesn’t think about it that way. She goes in to each day thinking about what she can give her patients, independent of how many days they have left. She makes it her mission to help her patients laugh during therapy, to talk about something other than cancer and to help them feel like themselves again.

Stefanie said she tries not to let the sad stories distract her from the reason she does her work, but it’s still difficult. She has hard days and can get overwhelmed by sadness when she sees something that reminds her of a patient who has died.

In the same way that cancer has defined the story of so many of her patients, being a physical therapist who works closely with cancer patients has shaped Stefanie in ways she hadn’t anticipated.

It’s made her a professional who craves knowledge so that she can provide the best care possible and it’s made her a wife and mother who is grateful for her family’s health.

But she’s also realized cancer, even her mom’s battle with cancer, isn’t the only thing that defines her story.

Stefanie is a young mom and wife who tries to balance working full-time and being attentive to her young children and husband. She’s ambitious and outgoing, she loves to have fun but also enjoys the simple things in life.

Her story is about using her own experience to help others. It’s about learning how to lean in to moments that others often shy away from, and seeing people beyond their current circumstances.

It’s also been about stepping back and watching how other stories have impacted her own story, learning from those moments and choosing to keep moving forward.

Her story has been shaped by some hard circumstances, but it’s also a story that she’s still trying to understand herself. She’s trying to figure out what’s next,  how to continue to grow personally and professionally and how to piece all of these elements together.

“It’s a process,” she said, one that builds over time, one patient at a time, one day at a time and one moment at a time.

Natalie Elsberry

By

Natalie Elsberry always knew she’d work in the wedding industry.

She loved the pretty flowers, the unbridled spirit of joy and just knowing that it was someone’s special, longed-for day.

“I was a weird kid,” she said with a laugh. “I liked all that cliche stuff.”

At first she thought she’d be a wedding planner. She’d be the woman with the ideas, the keeper of the wedding secrets and surprises and she’d do it all with ease and a little wedding-day magic. But that was far from the reality of being an actual wedding planner.

Natalie helped a few of her cousins plan their weddings, and while improvising is her strong suit, the sheer number of details zapped any wedding-day bliss that she hoped to experience.

For a while she thought about opening a wedding reception hall. She had the plans ready to go and had even scoped out a spot for her idea to take shape, but the more she thought about the logistics the less she was convinced her idea would work.

So, she circled back to what she really loved about weddings – flowers.

Now, eight years later, I Bloom. is her wedding industry job. She’s not the wedding planner or the reception hall host, she’s the flower lady and it’s the perfect job for Natalie.

Her days involve getting shipments of flowers delivered to her house, helping clients envision flowers for their weddings, designing bouquets and talking with various local and wholesale flower vendors.

Last year she and her husband moved their family to a bigger house to accommodate her growing business. They needed a bigger basement for production and a 3-car garage to house her industrial-sized flower refrigerator.

This year alone, Natalie and her assistants worked 79 weddings, and next year she expects to do more. It’s crazy, and good and so much more than she expected when she started out.

Flowers have always been part of her life, mostly because they were a major part of her mother’s life. Natalie grew up in a little house with a huge yard where her mother expanded her flower collection a little each year. The running joke is that after all of Natalie’s siblings get married in her parents’ backyard, her mom will convert any leftover green space to flower beds.

Gardening was her mother’s therapy of sorts, it was where she felt most at home and could relax from the pressures of being a mom with seven kids. Natalie said she and her siblings were often out gardening alongside her mother, pulling weeds or just running around outside.

As she got older, Natalie realized school wasn’t her thing. She went to college on and off for a few years at UNL and SCC, taking any flower and business courses that were available to her.

In 2006 she got married in her parents’ flower-filled backyard. She designed the flowers for her own wedding, using a monochromatic palette and filling every inch with romantic bouquets and centerpieces.

For the next few years, Natalie worked various full time jobs while she booked wedding gigs on the side. Her work started to get noticed by more than just friends and family and in 2008 she officially launched I Bloom.

The first year in business, Natalie booked three weddings, the next year she did twelve and the number has only grown from there.

This year was a little rough, she said with a laugh. It wasn’t uncommon to have four weddings scheduled for a single weekend this past June.

But busy isn’t a bad thing, she said. It’s growth and it’s what she always hoped for when she started I Bloom., even if it’s not all what she expected.

She didn’t plan on growing her business to the point where her family needed to move. Or that she’d be on a first-name basis with the delivery men who show up on a weekly basis with shipments of flowers. She also didn’t anticipate the kind of growth that would necessitate juggling being a full-time mom and a business owner.

Her days are full of flowers and excited brides-to-be, but they’re also full of cleaning up kid-inspired messes, keeping her family fed and playing her fair share of dolls with her three girls. Natalie’s office is on the first floor or her house, where her kids can go back and forth between their mom and their toys, but she can still stay on top of emails, meetings and Pinterest inspiration boards.

This is her life, and even in the chaos of growing her business and her family, Natalie said these last few years have felt like her sweet spot.

It feels like she’s right where she’s supposed to be, like her story is finally starting to make sense, it’s more than she bargained for at times, but it’s also a whole lot more than just flowers and weddings.

Allie Luedtke

By

Before Allie Luedtke was the owner of Crafthouse, she was a Lincoln resident who was frustrated – frustrated about fabric options.

Yes, fabric, as in fabric for sewing.

It might not sound like a big deal, but to Allie it was a problem. See, in college, she had the same issue. As a textile, apparel and design student at UNL, there were numerous occasions when she couldn’t find the kind of fabric she was looking for. There were no big, modern prints, no classic and soft cottons – her options were limited.

She thought to herself, ‘Someone really should fix this problem and open a more modern fabric store…’ never considering the fact that the ‘someone’ she was referring to could be herself.

Years passed and Allie found herself in another set of frustrating circumstances, this time, it was about her job. She was working in retail and really questioning her career path. She considered going back to school, switching careers… and then thought about the whole fabric store situation.

She realized that even though she didn’t consistently need fabric for school projects, nothing had changed. No one had filled the fabric void, and so the question in Allie’s head became, “What if I opened a shop?”

The idea was a nice hybrid between her degree and her retail experience, plus, she had a clear vision of her dream shop. But according to Allie she wasn’t a “business brain,” so even entertaining the idea seemed ridiculous.

As her discontent with work grew stronger, Allie said her ideas started to make their way out of her head. She pitched the idea to her husband, parents, siblings and close friends, and soon she needed to do something other than just talk about her idea.

So, Allied decided she might as well just try opening up her own shop. She and her husband worked out the business details, she had family members help design her logo and shop space and six months later she was opening the door to Crafthouse in October 2013.

At that point the shop was located on north 48th street. It was small, but overflowing with just what Allie knew had been absent from the Lincoln fabric scene. Bolts of bold and modern patterns lined the shelves, rolls of yarn were stacked in the corners and everything was a visual and textural treat for customers. It was just what Allie had envisioned.

A year later, she expanded the shop, knocking out a wall and giving herself more retail space as well as room to grow their increasing number of sewing classes.

Allie joked that while the shop expanded, she expanded as well, as she and her husband prepared for the birth of their first child. She said it was fun to have customers come in and see how she was growing and ask about her due date. Allie even went into labor while she was at her shop and had to leave to go to the hospital.

Having a new baby and owning a shop brought about a bigger shift in Allie than she anticipated. She was a full-time owner and mom who had her baby in the shop with her nearly every day.

Allie said she used to be a very private person, she kept to herself and wasn’t someone to let her personal and work life overlap too much. But that all changed when she had Calvin in the shop with her. Customers would “ooo!” and “ahh!” over her sweet newborn, but then there were the times he was fussy or stunk up the shop with a whopper of a dirty diaper.  

She’d ask customers to hold her baby while she cut fabric or to wait a few minutes while she finished feeding him. It was an overwhelming season, but also a very telling one, Allie said. She learned so much about herself and her customers.

“I’m like the hot mess mom,” Allie said with a laugh. “But it’s been cool to form friendships through that and realize that people aren’t ridiculously perfect.”

Being a full time mom and shop owner opened the door to real conversations about more than just fabric at Crafthouse. Allie said friendships come to life in her shop as people learned basic sewing techniques or just connected over a particular pattern or style.

At the end of 2015, Allie had to be honest with herself as well. Things with the shop were going well, but they could have been better. She liked the cozy neighborhood where the shop was located, but it wasn’t always easy for people to find.

Allie needed to move Crafthouse, and that seemed like a major undertaking. What if it failed? What if a new location didn’t help her sales? Could she even afford to move?

The questions came with a wave of anxiety and stress, but Allie knew she needed to pull the plug on her beloved shop and make the move.

Earlier this fall, Allie celebrated the three-year anniversary of Crafthouse and their recent move to a new location. She said 2016 has been hard, full of change and days when she didn’t know if she could keep going. But it was also when she realized the Crafthouse chapter of her story wasn’t over, it just needed a new start.

Allie never pictured herself opening a fabric store. She didn’t imagine herself dreaming about new bolts of fabric, designing her own line of custom patterns or even bouncing her baby on her hip while chatting with customers, but that’s where she’s at, and she loves it.

Not everything is perfect, her story, her shop, her life, and that’s just fine by Allie. She’s not about perfection, because she’s convinced the best stories in life are far from perfect.

Close Menu
Follow along and be the first to know about our work, story series and general happenings.
  • This field is for validation purposes and should be left unchanged.