THE SEASON
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WALK-INS WELCOME!
A Letter from the Editor
Welcome to Reverie!
The name Reverie translates to “pleasantly daydreaming,” which perfectly captures the goal of this magazine: to highlight the stories of those who have worked to make their dreams reality. My name is Kaylen Wieneke, and I want to share the stories of those who have dared to dream. I graduated high school in 2019 and enrolled at South Dakota State University to study pharmaceutical sciences and become a pharmacist. Throughout college, I gradually noticed I was not passionate about what I was learning and dreaded becoming a pharmacist. In 2023, I finally realized that becoming a pharmacist was not for me, and I knew I needed to make a change before it was too late.
Like many others in this field, creating art has always been my main passion. I was scared to pursue a career in art because it did not have a set, clear path. Growing up, I was told I would not be financially successful if I followed my true passion for art and pursued it as a career, so I stayed with the “safe” route to pursue a stable, high-paying job. After graduating from SDSU with my bachelor’s degree in pharmaceutical sciences, I enrolled at Southeast Technical College to study media design. Design has been a much better fit for me, and I enjoy learning and improving my skills. I am finally passionate about my work and love learning something new daily.
My hope for Reverie’s readers is to inspire them to follow their aspirations by learning about others who have dared to dream and have become successful.
A quote from F. Scott Fitzgerald helped inspire me: “For what it’s worth: it’s never too late or, in my case, too early to be whoever you want to be. There’s no time limit; stop whenever you want. You can change or stay the same; there are no rules to this thing... I hope you live a life you’re proud of. If you find that you’re not, I hope you have the courage to start all over again.”
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Personal Card
Most importantly of all—a personal card. Share your thoughts, love, and care with a heartfelt note, letting them know just how much they mean to you. It’s the perfect way to make their self-care gift truly unforgettable.
Squeeze the Day
Interview with Lemonly’s Carly Schultz
Meet Carly
I had the incredible opportunity to sit down and interview a leader in the media industry. Carly Schultz is a senior visual designer at Sioux Falls infographic company Lemonly. Carly grew up in Harrisburg, South Dakota, and graduated from the University of South Dakota with a bachelor’s in graphic design in 2018. She interned with Lemonly as a junior in college and was hired on as a visual designer after she graduated. In 2022, Carly was promoted to her current position in the company as a senior visual designer. As a senior visual designer, Carly works as a leader and has more ownership over projects.
Carly’s journey stems from her passion for creating. Her love for art has guided her since college, when she had not decided on a major. At first, she explored traditional art forms like painting and ceramics. A graphic design class truly ignited her creative spark, revealing the beauty of merging information and art.
I enjoy the strategic approach to graphic design. It’s a really nice balance between art and information. “ “
Intern to Senior Designer
During Carly’s junior year of college, she applied to several design internships. She decided Lemonly was the one she wanted the most after researching the company and reading their blog posts. Carly remembers thinking, “Dang, this company is cool! I totally see myself there!” She was super excited when she was offered the position and was able to stay part-time through her senior year.
Once she graduated, Carly was offered a full-time position. Lemonly was Carly’s first real graphic design job, and she is happy to be there still six years later. “Obviously, I really like it here!” Two years ago, she was promoted from visual designer to senior designer.
When asked about the differences between positions, she said the most significant change is the kind of ownership that you can take over projects. “It’s being more of an expert in our different deliverables and taking the lead on projects. On some design projects, I might create the design style for a brand we’re working with, and then other designers may come in and take that style to work on pieces. Still, I’m kind of the touch point on the style for that brand— so I’m taking more of a leadership position.”
Rewards and Challenges
The most rewarding aspect of working in the industry for Carly is working with a great team of
people and the Lemonly work culture. Carly says her talented peers inspire her. She observes how her team keeps learning, growing, and evolving. Seeing her coworkers’ passion for their jobs drives Carly to strive to be even better. She also enjoys that her work making infographics is more illustration-based. Although most are lovely, working with clients can present challenges in the industry. It can be difficult to balance the integrity of the design versus client feedback at times. She advises to “Have difficult feedback roll off your back and try not to be so sensitive.” I asked Carly what she would do differently if she could go back to when she was first starting in the industry. She candidly shared that she would have been more open to feedback if she could go back in time. She admits to being overly critical of her work in school, a trait she now sees as a hindrance to her growth. Her advice to ‘have difficult feedback roll off your back and try not to be so sensitive’ is a valuable lesson for all
Lemonly’s three core values of: Adventure, Collaboration, and Integrity.
Carly Schultz working on projects at her desk.
Learn Everyday
Besides exemplifying Lemonly’s core values of Adventure, Collaboration, and Integrity, being a continuous learner is another factor the company looks for in its team members. Carly emphasizes that a desire to learn and grow is a significant factor in getting hired at the company.
Speaking of learning something every day, I asked Carly what she thinks about artificial intelligence and where she sees the field of graphic design going in the next 5-10 years. She says AI is staying around, and we should not ignore it. It is growing, and we still need to see how it works and its influence. AI
starting point, such as when brainstorming ideas for creating a slogan. She does believe there will be a renaissance of traditional design and that human-made art will be more valued in the future.
You need an internal drive to do good work and always keep learning. I learn something every day. “ “
Neon sign of Lemonly’s logo
Follow Your Heart
It was a fantastic experience to talk to Carly and learn more about Lemonly. She provided valuable insights into the rapidly changing media industry. Her path from a passionate student to a senior visual designer at Lemonly illustrates the importance of perseverance and collaboration. Carly’s experiences show the great rewards of working as a dynamic team and keeping the desire to learn. Her story is an inspiring reminder for aspiring
designers to embrace feedback and continually strive for growth in their art. To quote one of Carly’s favorite movies “Just follow your heart. That’s what I do.” - Napoleon Dynamite
About the Author
Kaylen Wieneke is an aspiring designer and a second-year Media Design student at Southeast Technical College. She transitioned from a career in pharmacy to pursue her true passion of creating. Kaylen hopes to inspire others to chase their dreams and turn them into reality, showing that it’s never too late to be whoever you want to be.
When It Rains, Just Pour
Where It Started
Shania Rozeboom always knew she belonged in the business world. When she was around eight years old, she and her cousin would play a pretend restaurant named Rainy Day Inn. She attended Lake Area Technical College in Watertown, SD, for a business degree after graduating high school in 2014. While in school, she worked at the Watertown Confectionery, where she learned how to make wine, hand-dip chocolates, roast coffee, and be a barista. Shania and her husband, Seth, moved back to their hometown in Beresford, SD, in 2018, and Shania took a year off from work because she wasn’t following her true passion.
A local man asked if Shania would be roasting coffee. She replied “I don’t know, probably not,” but that question stuck in her mind, and she could not stop thinking about it. She asked herself, “Why am I not doing this? I know how.”
Roasting coffee wasn’t in small-town South Dakota, but Shania planned on changing that.
In 2019, she bought the roaster she learned on from the confectionery. “It made it so much less scary to buy the one I already knew how to use.”
When she first started, she was roasting out of her home and selling her products at Farmer’s Markets and other events. After a few years of roasting, she realized she missed people and putting the coffee in a cup.
At the time, no building fit where she wanted to set up her business. She and her husband started playing around with the possibility of a mobile coffee truck, although nothing was around to prove it would be a success. Sure, there were food trucks in Sioux Falls, but not coffee trucks. In January 2021, Seth found a 1981 Step Van on Facebook Marketplace. After debating the idea for a while, they drove down to Nebraska to pick up the old ice cream truck and bring it back home to start working on it. From January to May, the couple worked on fixing and transforming the truck to fit their needs. It was challenging, and there was no model to base their coffee truck on.
In May 2021, “Lucille the Coffee Truck” was ready to start doing events. The first year, Shania would scroll Facebook for events and reach out to ask if they would like a coffee truck there. Her promotion tactic was “just showing up”. The following year, people started calling her to book her. “You just have to try everything, especially in those first two years, because you don’t know who you’ll meet!”
Taking the Leap
When she was doing a lot of events with Lucille, she had to take a lot of vacations at her full-time job, to the point where she couldn’t even go on a real vacation. The idea of going full-time bounced in her head, and she thought, “I think I can do this; I have to try.” In March of 2023, she turned her side hustle into a full-time business. She thought it would be easy but realized transitioning into her business full-time was much more complicated. She assumed she would be ready to go, but the difficulty of it all shocked her. The most challenging was leaving the coziness of a full-time job with its benefits and the complete unknown of it all. Lucille is seasonal, so she had to work really hard. The business had to become more serious to make sure it turned a profit. She had to change some things about how she operated to make it work.
Although there were challenging aspects, the rewards are worth it! Her new lifestyle and schedule are rewarding, and she has the time and ability to do what she needs. She also really enjoys the people. She enjoys being around people and meeting new faces by going to events. “Coffee connects us all, and witnessing it firsthand is really cool. It just brings everyone together.” She was surprised how much she loves being part of a community. She thought she would be on display but realized the town loves and supports her.
Shania was also surprised by how much she had learned, which she never thought she would know how to do—like fixing a sink. “Everything is figureoutable.”
Her Inspiration
Shania has always been an old soul. The vintage/retro style was a “trend before it was a trend” for her, even taking vintage-inspired senior pictures in high school. “It was always me.” She loves that retro is so colorful. Most coffee shops are neutral-themed, and she decided that wasn’t her. The retro matches her energy, and she wants her products to stand out on the shelf. “Let’s make it fun and be different!” The name, Lucille, came about by
brainstorming old-school names that Shania loved. She loved the show I Love Lucy and had the whole box set of the show. On the drive back to South Dakota from picking up the van, she thought of “Lucille, Coffee on Wheels.”
The naming of her products is her favorite part. She pictures the scenario in which she wants someone to enjoy her product and how it would make them feel. For example, for her Moka Jive espresso blend, she wanted it named after a dance because “espresso should make you dance!” She started with the word moka from a moka pot, a way to brew espresso at home. Then she brainstormed some dances and came up with jive from the hand jive. She wrote a description for the product as “A lively espresso blend that dances on your taste buds.” For flavors, she creates recipes that mimic people’s favorite foods, such as pecan pie or Teddy Grams. She tries to picture feelings and flavors.
Looking Towards the Future
Since opening her shop and drive-thru in September 2024, Shania has been making coffee, teas, smoothies, bagels, burritos, scones, and muffins. Her favorite drink is her Happy Daze Latte, which includes espresso, butter cookie syrup, and vanilla foam on top. Her favorite food item she offers is the loaded bagel: a half-bagel with a savory spread topped with bacon, eggs, and cheese.
Since she has recently achieved her goal of opening a permanent storefront location, her new goal is to host tastings and be able to show people her roasting process. She wants to be more transparent with her operations. Her favorite line that has kept her going is, “Everything is figureoutable. It may be scary, but there is always a way. You just have to find the right person to contact or look into it, and then you learn so much about yourself and how you handle things. The things you do behind the scenes matter more than anything.”
