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 create an inviting retail space, leverage overlooked vendor resources, and form partnerships that make your business more resilient.

This episode offers practical advice to help you thrive long-term in an evolving marketplace.

[0:00] Welcome and introduction to Jessica Barile of DesignWorks Collective
[2:05] Jess’s 28-year journey from sales rep to leading specialty sales
[6:14] The biggest constant in retail: why connection always wins
[10:40] How to nurture human relationships in a tech-driven world
[15:32] Standing out in your community through accessibility and experience
[20:45] Creating “third spaces” in retail—why comfort builds customer loyalty
[26:20] Experiential retail and community events that drive engagement
[30:10] Underused tools retailers should request from vendors and reps

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