""A person who [reaches] out to BELAY and contracts with them to find someone to help them out has to start with trusting that BELAY can find somebody who can work with them that they can trust. Having a VA is more than just having someone in your business email. For it to be effective, that person [can also be solicited to help with] some personal email and calendar arrangements as well.""
— Stephan Abrams, Owner
The Challenge
When Stephan Abrams first reached out to BELAY in 2017, he was juggling more than most business owners could handle. As the owner of The Liquor Store of Jackson Hole — a nationally recognized, locally-owned retail business — he was managing two growing stores while navigating a significant business transition.
"I had two stores when I reached out to BELAY [in 2017]. They were growing, and I had the intention of [continuing to grow] them. My partner and I had just bought out one of the other senior partners. I have two kids and a wife, and life was a bit chaotic."
Stephan had previously relied on a local assistant, but when she departed, the gap in support was immediate. Rather than settle for an unknown hire, he turned to BELAY — a platform he trusted for its rigorous interviewing and onboarding process for contractors. He needed someone who could not only handle the operational demands of a growing retail business, but also become a trusted partner in the day-to-day.
The Solution
BELAY matched Stephan with Virtual Assistant Debbie Morrison, who was onboarded with the help of his first BELAY VA — a transition that exemplified the quality and commitment BELAY contractors bring to every engagement.
"BELAY does such a great job of finding high-quality people not only in skill set but in character. So even when Stephan's first VA was leaving to start her own business, she was [so] committed to his business and to him as a person that she wanted to stay long enough to make sure the transition was smooth."
Debbie began by handling payroll, calendar and email management, and a wide range of ad hoc projects. Her goal was not only to keep Stephan organized, but to learn his business deeply enough to serve as a genuine thought partner. After a year and a half working together, Stephan made the decision to buy out Debbie's BELAY contract and bring her on as a full-time employee — a testament to the depth of the working relationship they had built.
With Debbie now full-time, Stephan contracted a second BELAY Virtual Assistant, Danielle Hogan, to take on the expanded workload. Together, Debbie and Danielle formed a collaborative support team that gave Stephan something he hadn't experienced before: a business that could run efficiently even when he wasn't the one driving every task.
""Being a business owner who felt as though I needed to do it all, [I started to understand] that people sincerely want to help. Once I delegate something, whether it's [to] Debbie or Danielle, it's a huge relief. When I hear with enthusiasm that somebody is willing to take it on — whatever the ask is — it just makes me feel so much better.""
— Stephan Abrams, OwnerThe Impact
The impact of having two dedicated Virtual Assistants on his team was transformative — both professionally and personally. For Stephan, the greatest result wasn't a single business metric, but a fundamental shift in how he thought about leadership and delegation.
"For me, it's brought some calmness to my life and peace of mind. Getting home and knowing that I have two kids that I'm trying to make dinner for and balancing that while knowing that certain things are taken care of at work is a huge relief."
Stephan, who had long operated with the belief that he needed to handle everything himself, discovered that trusting his team didn't just free up his time — it energized him. The ease with which Debbie and Danielle took on new responsibilities gave him the confidence to keep delegating.
The results resonated deeply across the entire team. Debbie found professional fulfillment and what she called "locational freedom," while Danielle gained the flexibility to prioritize family and health. For all three, the engagement became more than a working relationship — it became a partnership built on trust, complementary strengths, and shared investment in the success of The Liquor Store of Jackson Hole.