McKenzie Houseman

20|East founder's story of finding life in death

Kate Hanzalik

The beauty of death is that it can motivate us to bring things to life. This seems to be the truth that led McKenzie Houseman to create 20|East, an award-winning shop that sells locally sourced food, flowers and gifts in Cazenovia. It also seems to be the truth that inspired others to support her along her journey.

In 2009, her brother, Tim Hughes, started the woodworking shop, Cazenovia Cut Block. Houseman loved working with him, managing the business, helping with sales of cutting blocks and kitchenware at the Cazenovia Farmers Market on the weekends. But like all good entrepreneurs, she noticed a problem that needed to be solved.

“Farmers had to drag their stuff every Saturday; [it was] so much work. And then in the winter there aren’t as many opportunities . . . It’s so easy to go on a computer, click, and it arrives at your door. But these people put their heart and soul into their business.” So she thought, “Why not create a space where they can sell all year long?”

Why not? That was a good question, and she had a few good answers. She was trained to be a special education teacher, even though her passion for the profession had faded; she had kids and wanted to stay at home to raise them. The timing just wasn’t right. But in 2015, Houseman’s life took a turn. She was diagnosed with breast cancer, then just one month later, her brother died at the age of 39. By 2017, she simply couldn’t wait any longer to bring her business to life.

“My husband said, ‘You have to do it.’ He was super supportive. My whole family was supportive,” says Houseman, who comes from a family of small business owners, starting with her grandfather opening the popular Braeloch Restaurant in 1946. “So I just did it. There was never a doubt.”

She opened 20|East on Cazenovia’s main road, Albany Street, and incorporated Cazenovia Cut Block into the shop as a way to honor her brother and ensure his young children would have his business for their future. “He was so passionate about it, and the community was passionate in supporting us,” she says, noting how much this motivates her. “I never want to lose that feeling.”

That feeling is palpable when walking into 20|East. The shop has become an eclectic go-to place where people can get both essentials and novelties that are perfect for special occasions, or any occasion. A few good things to eat: in-season produce, a variety of artisanal cheeses and chocolates, Pastabilities stretch bread, Center Street Market pies. A few good gifts to give: Dale Bowers’ artfully crafted stones engraved with inspiring messages, which are as unique and special as the collection of handmade jewelry whose proceeds go to charity.

The store is more than just a place where products are sold. Houseman says, “I don’t feel like I’m in retail. I feel like I’m a collector of stories because every single thing in that store I know who made it, where it’s from, maybe sometimes why they made it.” 20|East quickly became a fixture in the community. Then COVID hit.

“I changed my business model to help the community at the time. We didn’t shut down one day because we had food from farms.” They also sold hand sanitizer and toiletries, and they even did deliveries. “I think [20|East] helped put people at ease. So I learned you’re not just a business; you’re part of a community. It’s a big responsibility and I take it very seriously.”

As her leadership role in the community grew, she was diagnosed with breast cancer for the second time. Nevertheless, she persisted. She got a mastectomy, and with the help of her team at 20|East, the business continued to thrive. Her ability to innovate during a personal and public crisis is why she received the 2022 Madison County Small Business of the Year award from the Small Business Development Association at Onondaga Community College. Today the cancer is gone, and she’s nearly done with her treatment. Meanwhile at 20|East, Warrior Mugs tell her story. Made by MaryAnn Hughes, these ceramic mugs are intended to honor women with breast cancer, including Houseman. According to Hughes, “Each time I make a warrior mug, I think about these strong women and I pray over each mug, for hope, strength and peace . . . for the one who will receive it and for their difficult and beautiful journey.” Houseman’s struggles have brought out the best in those around her. “They all come into the store to check out how I’m doing. They send cards, drop off food. Things that make them think of me, they drop off at my house. I find stuff on the porch all the time. It’s so sweet,” she said. “I’m not just a business.

I’m a person, and they know it.” She also praises the people who work at 20|East because she knows she can rely on them when she doesn’t have the energy to work.

What’s especially inspiring is Houseman’s optimism. “I think the biggest part is attitude. There’s been a lot of obstacles, and things that have gone wrong. But so much has also gone right, so I try to focus on the things that are going right.”

For women looking to start their own business, she says, “Don’t just pick something out of a hat. You have to love it. Pick something [you] feel passionate about, that [you] connect to somehow, and be ready to work 24/7. . . Surround yourself with good people, if there is anyone to take the burden from you.” For Houseman, her mother helps with accounting and her sons pick up products from vendors.

As for the future of 20|East, her main focus is to keep doing what she's doing. Other than that, she's exploring options for deliveries and ways to have more of an online presence. She’s also collaborating with other small business owners to become the “pulse of Caz” through Eat Shop Play Caz, a social media site where people can learn about happenings in the area. But she prefers to live in the moment rather than think too far into the future. “Right now I live day to day, just going through treatment . . . I’m not as hands on as I’d like to be and that’s so frustrating. I can't wait until I'm healthy enough to be [at the shop] full time and do all the things that I want to do. So I guess it’s that simple. I just want to be healthy.” SWM

To learn more about 20|EAST and Cazenovia Cut Block, visit 20-east.com. You can also follow 20|East on Instagram (20.east) and Facebook (20/east).