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Running a store can be tough, but it doesn’t have to be lonely! Rooted in Retail is a show dedicated to helping independent retailers thrive in today's ever-evolving retail landscape. This show is made for Main Street retailers like gift shops, jewelers, pet stores, boutiques, florists, home decor and furnitures stores, hardware stores, toy stores, craft, quilting and sewing shops; tea and coffee shops, specialty retailers and more. Join your host Crystal Vilkaitis, The Wolf of Main Street, as she explores topics that are vital to the success of your store. From marketing to mindset, money to merchandising, sales to leadership, she'll cover it all. Each episode features interviews with industry experts and accomplished retailers who share their real-life insights and actionable advice. Get ready for a great conversation on how to build your dream business with Rooted in Retail.
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How do you build a store customers love coming back to — not just for products, but for the feeling it gives them? Retailer and industry expert Ari Lowenstein, owner of Ari’s Pantry in Dallas, returns to the show to share his signature framework: the seven non-traditional product categories that keep customers engaged, coming back often, and ultimately spending more. In this special Pro coaching call, Ari breaks down how these categories can double as your built-in social media plan, how they...
Retail legend Matt Harris is back on Rooted in Retail — and this time, he’s revealing the sales framework he’s used for decades to land jobs, close high-ticket deals, and elevate customer experience. This is real sales training for retailers who want to make more money without being pushy. In this episode, Matt breaks down the exact method he used in luxury galleries, jewelry stores, and big-brand retail — including the same approach that got him hired on the spot by Warner Bros. after a “sel...
Ready to make more money this holiday season? In this episode of Rooted in Retail, Crystal sits down with brand strategist and copy consultant Nicole Prince to break down exactly what retailers should be emailing, posting, and saying RIGHT NOW to boost Q4 revenue — and how to keep that momentum rolling into the new year. Nicole has spent over 15 years crafting high-converting brand voice and copy for major names like Anthropologie, Ulta Beauty, Soft Surroundings, and M.Gemi. Now, she’s helpin...
What better way to kick off the holidays than learning from the master of Christmas cheer himself? In this special throwback episode, Santa Claus joins host Crystal Vilkaitis to share timeless tips for retailers on creating magical in-store experiences, boosting team morale, and surprising customers with moments of delight. From setting up a North Pole nook to hosting Elf Happy Hour and adding personalized touches that make customers feel special, this episode is packed with festive ideas to ...
How do you turn an angry or sad customer into a loyal one? In this solo episode, Crystal Vilkaitis explores the emotional side of retail—how optimism, playfulness, and genuine human connection can transform every interaction in your store. From simple yet powerful gestures like smiling to encouraging your team to show up with energy and joy, Crystal shares practical insights to help retailers create memorable customer experiences that go beyond transactions. If you’re ready to inspire positiv...
What makes a store truly stand out in today’s changing retail landscape? In this inspiring episode of Rooted in Retail, host Crystal Vilkaitis sits down with Jessica Barile, Head of Specialty Sales at DesignWorks Collective, to unpack nearly 30 years of wisdom from the gift and retail industry. Jess shares the timeless truth that drives every successful store—connection—and breaks down how to build meaningful relationships with your team, reps, vendors, and customers. You’ll learn how to crea...
In this solo episode, host Crystal Vilkaitis takes us behind the scenes of a truly magical experience — a private Disney World event with 29 retailers designed to spark inspiration, connection, and creativity. From fireworks and fine dining to learning Disney’s framework for building world-class culture and consistency, Crystal uncovers how independent retailers can bring that same magic into their stores. Discover how attention to detail, strong systems, and unforgettable customer experience...
What if retail could do more than sell—it could inspire, educate, and connect communities? In this special episode of Rooted in Retail, host Crystal Vilkaitis gathers four incredible guests—Susan Tudor, Chacho Herman, Stuart Hata, and Jonathan Ochart—to dive into Museum Store Sunday, the cultural counterpart to Small Business Saturday. They share how this nationwide movement helps museum stores (and indie retailers everywhere) turn a single shopping day into a year-round celebration of purpos...
In this solo “After the Show (but not really After the Show)” episode, host Crystal Vilkaitis dives deep into how independent retailers can make the most of Small Business Saturday—a national event that’s not just about sales, but about creating experiences and community connections. Crystal shares both tried-and-true tactics and out-of-the-box ideas to help retailers attract loyal customers, drive traffic, and make holiday shopping magical. From bundles and VIP events to scavenger hunts, loc...
What does it take to create true loyalty—not just from customers, but within your business partnerships too? In this episode, Dawn from Hart Mercantile shares her journey from launching a small retail side hustle to running a thriving shop that continues to evolve with new product lines. She opens up about how hospitality, service, and genuine connection build lasting customer relationships, and why having a solid support system—especially when working with your spouse or partner—makes all th...
Joy Fan, Founder of Storefront and lead of Retell.co, is transforming how independent retailers grow, connect, and thrive. Through innovation, pop-up strategies, and purpose-driven communities, she’s redefining what it means to create value in today’s retail landscape. Her approach blends creativity and connection, empowering brands to stay flexible and human in a rapidly changing world. This is a must-listen for indie shop owners, retail visionaries, and creators ready to rebuild with heart,...
Running a successful niche retail business takes more than just passion—it requires strategy, creativity, and the ability to adapt. In this episode of Retail Therapy, Bob Phibbs, The Retail Doctor, sits down with Richard Matney, owner of Board Game Paradise, to talk about the realities of running and expanding a specialty store. Richard shares the challenges of needing space for a second location, the importance of understanding your target audience, and how he keeps his store fresh and excit...
What happens when decades of retail success collide with fear-driven decisions? Michael Schultz, co-owner of Cursive New York, shares how one panicked choice nearly sank his business—and the lessons that turned it into a story of resilience. From 33 years in retail, Michael reveals the secret that never changes: a strong point of view. He also dives into how today’s consumers shop with less confidence, why tariffs are hitting harder than expected, and how showing up authentically on Instagram...
What does it take to turn retail struggles into sustainable success? Summer Allen, a former retailer turned retail consultant, knows firsthand. Today, she helps business owners simplify profits, attract more customers, and build businesses that truly serve their lives—not the other way around. In this episode, Summer shares lessons learned from her own store, why inventory should never “celebrate a birthday,” and how defining your own version of success is the key to long-term growth. From ru...
Running a store comes with endless moving parts—from stocking the right products to training your sales team and avoiding burnout as the owner. Michelle, a hardworking retailer, knows this all too well. She’s been wrestling with questions like: Should I invest in an inventory management system? In this episode of Retail Therapy session, host Crystal is joined by our retail therapist Bob Phibbs, along with guest Michelle Tjelmeland, to break it all down. Together, they dive into the diff...
What does it take to thrive in today’s fast-moving retail world? In this episode of Rooted in Retail, host Crystal brings together a powerhouse panel of retail experts: Sarah Koutsogiannis (ANDMORE), Jennifer Johnson (True Fashionistas), Cathy Wagner (Retail Mavens), Josh Orr (Capital Commerce), and Vi Wickam (Wizard of Ads). Together, they dig into the biggest worries weighing on retailers—and which ones aren’t worth the stress. From avoiding overthinking to finding clarity in your goals, th...
What does it take to bring sustainability and authenticity into an everyday essential? Jen Eden, co-founder and CEO of Tampon Tribe, shares her journey of building a plastic-free, organic period care brand that’s making waves in retail. With a background in entrepreneurship, media, and marketing, Jennifer dives into what inspired her, how she connects with customers on a deeper level, and why trust and play matter in business. In this episode, you’ll hear how she went from retail beginnings t...
Ever feel like your store is your town’s best kept secret—but you’d really rather everyone know about you? That’s exactly how Taylor Sumrall of Taylor Made Designs in Opelika, Alabama feels. She and her mom have been running their family-owned gift and jewelry shop for years, getting amazing feedback from customers… but struggling with consistency in foot traffic. In this Retail Therapy session, we’re joined again by our retail therapist, Bob Phibbs, who doesn’t hold back with honest, practic...
Retail can feel like a never-ending hustle—but what if you had the right tools to manage stress, avoid burnout, and thrive? Chrystal Rose knows firsthand the highs and lows of being in retail. From dealing with guilt and overwhelm to understanding why effort doesn’t always guarantee success, she shares strategies for finding balance and regulating your nervous system. In this episode, Chrystal opens up about her retail journey and offers practical advice for business owners who want to protec...
Arieh Lowenstein is back for part two, and this time he’s diving even deeper into what makes independent retail thrive. From creating meaningful customer moments to shaping the right product mix, Ari shares how small shifts can make a big impact in-store. He also opens up about the lessons he would approach differently in his business and what he sees for the future of independent retail. If you want practical insights on how to better understand your customers, adapt to today’s fast-changing...
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