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Valerie Howe, Cali & Co. By Rff
You can’t fake caring about people.
I was born at Wallace Hospital right here in Lebanon. So was my mom. So was my oldest daughter, Meagan. They didn’t deliver babies there for a little while, so I had a few of mine in Springfield, but then they started again, and my youngest, Tori, was born there too. We’ve been in this town for generations.
I went to Lebanon schools. They consolidated when I was in fifth grade, bringing in all the students from the surrounding one-room schoolhouses. I met Kenny through church. Our music director introduced us, and Kenny asked me out one Sunday. We’ve been together 43 years now. We raised five kids, and now we’ve got seven grandkids and one more on the way. It’s the best thing in the world when those little grandkids come running to you like you’re the greatest thing that ever happened.
I stayed home for 22 years while my kids were growing up. I did everything I could to support them. When they got older and started finding their own paths, I had to figure out what was next for me.
Tori became a fashion designer. She was working in New York, and I told her, “Let’s open a store.” She didn’t know how we could possibly do it with her being so far away. But she started anyway. Tori owns the store and runs every part of it, from ordering and payroll to hiring, scheduling, and marketing. She designs most of our private label pieces now, and even though she works in Springfield during the week, she still comes in every Saturday. But the shop was never just about the clothes. It was always about the people.
My parents were both in business here. My mom ran Hayden’s Ladies Wear downtown when I was in high school. My dad owned Pony Express Markets. I guess selling is in my blood, but more than that, loving people is in my blood. I was raised in church, and I’ve always understood my faith as something that includes people. If I can help someone feel seen, heard, encouraged, that’s what matters. I don’t ever want to lie to someone and tell them something looks good if it doesn’t. I want them to leave feeling beautiful and confident because they know it’s true.
That’s what I love most about being here at the store. It gives me a front row seat to people’s lives. I get to lift them up. I get to listen. I get to celebrate with them. I’ve had women come in feeling down or discouraged, and walk out smiling, standing taller, feeling like themselves again. But it goes both ways, too. Sometimes people walk in and end up encouraging me. There are days when I’m the one who needed the boost, and someone shows up and blesses me without even realizing it. That’s the beauty of this kind of work. It’s not about transactions. It’s about connection. It’s about showing up for each other.
We’re also the only place downtown that sells men’s clothing. We’ve done suits for weddings, proms, and special occasions, and it’s always a joy to help someone feel their best. Some of these young guys have never even put on a suit before, and they walk over to the mirror and can’t believe how good they look. Their moms tear up, and you realize how big those little moments really are. Whether it’s men’s or women’s or kids’ clothes, our goal is always the same. I want everyone who walks in here to leave feeling better than when they came in.
I’ve done a lot of things in my life. I’m a licensed funeral director, and I even have my teaching certificate. I taught school for a while and sponsored cheerleading. I loved the kids, but not the discipline part. That’s why this suits me better. And for a long time, I thought I was supposed to be a missionary. Turns out, I still am. Just in a different way.
I’ve spent decades speaking to Christian groups. I served on the Missouri Women’s Missionary Union board for 30 years. And I host a short daily radio show called Seriously that airs all across Missouri and even in other countries. It started right here on KTTK, and now it’s on Spirit FM and the Bott Radio Network. We’ve written over a thousand episodes and published several 30-day devotionals. I cried the first time I found out it was reaching people in China. I thought, “God, what in the world could I say to a Chinese Christian?” And God answered, “You can say what they can’t.” That’s stayed with me.
We also started a nonprofit called Code Red Ministries. I post every night. Teammate Tuesday, Worthy Wednesday, Thankful Thursday, Family Fun Friday. It’s just a way to offer encouragement and connection to people who need it. And I do think we all need it.
There have been times I wondered what it would be like to live somewhere else. Kenny and I have traveled all over the world. But Lebanon is home. There’s something about being known, about being rooted in a place. Hillcrest Baptist is our church, and I feel so deeply loved there. I love others there. That’s what community is supposed to be. And I still believe you can find what you’re looking for here if you try.
My mom once said, “If Jesus is at the center of your life, you’ll know which way to go. And if something makes you hesitate, it’s probably not the right direction.” That’s how she lived. That’s how I try to live too. I don’t know how long I’ll be here, but I know I’m not going anywhere just yet. I’ve still got joy to give. And I hope when people come in and see me, they leave feeling like maybe they’ve found a little bit of that joy too.
