Susie Busch-Transou Raises a Glass to Her Next Business Venture

Hearth & Soul

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Walking into the newly opened Hearth & Soul in Tallahassee’s Market District is a surprisingly familiar experience. In a way, it’s kind of like going home.

Elle Belle Photography

Susie Busch-Transou

Well … If your home was a heavenly mix of Williams-Sonoma, Anthropology and all things Garden & Gun.

The flowers are out. The settee has been fluffed. Trail mix is sitting on the counter in grandma’s favorite pewter serving dish. And there’s Susie Busch-Transou, chatting with a Florida State student who’s curious about the retail industry. If you didn’t know better, you’d think they were the oldest of friends.

“Don’t ever be afraid to ask,” Susie had advised the student.

“I was just telling her, you never know what doors will open because of that,” she said. “That’s the philosophy that I’ve always taken.”

Fearless is a big word for anyone to fill. But standing at five-foot-nothing, Susie doesn’t seem to be backing down. Within a year’s time, she’s brought the concept behind Tallahassee’s newest luxury boutique from a day dream she chatted about with her gal pals (and one very mysterious Reverend Catherine — but more on that later) to hosting the grand opening of an avant garde retail experience.



“We designed it to be a place where people find things they love together,” said Susie. “And then it’s filled with things that feed your soul.”

As her maiden name might suggest — think “Making Friends is Our Business” — the St. Louis native knows a thing or two about making people feel welcome, not to mention the hospitality industry. The daughter of August Anheuser Busch III, Susie dove into the “family business” after graduating from Duke University in 1987. The next decade was spent working with everyone from SeaWorld to Tim McGraw as a representative of the Budweiser brand.

“Animal people and beer people tend to be the same type of people,” she laughed. “They’re just good.”

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