Rooted in Retail

Connect with host Crystal Vilkaitis and join her newsletter at https://thisiscrystal.com.

Retailer? Visit https://indera.co for retail education, training, and community. Founded by Crystal Vilkaitis.

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 to scaling a mission-driven brand, the lessons learned along the way, and her advice for retailers looking to bring more sustainable and impactful products into their shelves.

[2:33] Jennifer’s retail journey
[4:29] What inspired her to start Tampon Tribe
[7:00] Getting in front of people to create lasting customers
[15:00] Building real trust and authentic connections with your customers
[18:40] Why customers are the best detectives
[23:09] Jennifer’s biggest lessons in scaling a business
[30:59] Finding what works for you
[32:06] The importance of play and joy in business
[36:15] Advice for retailers seeking sustainable and impactful products

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Connect with host Crystal Vilkaitis and join her newsletter at https://thisiscrystal.com.

Retailer? Visit https://indera.co for retail education, training, and community. Founded by Crystal Vilkaitis.

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, practical advice for Taylor. We dig into everything from refreshing her website and store displays, to creating more engaging social content, to using local events (like a 100-year high school football rivalry!) as marketing magic.

Bob even shares how to make AI tools like ChatGPT do the heavy lifting so Taylor—and you—can spend less time stuck on ideas and more time connecting with customers.

If you’ve ever wanted your store to go from “hidden gem” to “must-visit,” this one’s for you.

[5:00] Taylor shares her challenge: “We’re a secret that doesn’t want to be a secret.”
[7:35] Bob’s tough-love critique of Taylor’s website and what to fix first
[8:55] How video and reels can help your store get seen
[20:41] Turning big local events into visibility opportunities
[25:45] Why your story and signage matter more than you think
[26:13] How to spark word of mouth so customers tell their friends about you

[38:45] Leveraging on AI and using it as a tool for your business

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Go to http://indera.co/prompt to access the prompt

Connect with host Crystal Vilkaitis and join her newsletter at https://thisiscrystal.com.

Retailer? Visit https://indera.co for retail education, training, and community. Founded by Crystal Vilkaitis.

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 protect their energy while still growing their stores. If you’ve been feeling the weight of stress as a retailer, this conversation will give you tools, perspective, and a renewed sense of resilience.

[3:08] – Chrystal’s journey through retail
[4:21] – Common habits that are holding retailers back
[5:44] – Why effort doesn’t always guarantee success
[12:23] – Understanding guilt in retail and how to release it
[15:44] – Chrystal’s advice for retailers who feel overwhelmed
[19:23] – How to regulate your nervous system for resilience

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Go to http://indera.co/prompt to access the prompt

Connect with host Crystal Vilkaitis and join her newsletter at https://thisiscrystal.com.

Retailer? Visit https://indera.co for retail education, training, and community. Founded by Crystal Vilkaitis.

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 market, and position your store for long-term success, this episode is packed with ideas you can use right away.

[3:17] Elevating customer moments for greater impact

[6:28] Building the right product mix at the store level

[8:09] Why customer personas matter

[14:01] Staying ahead in an ever changing retail landscape

[16:13] What Ari would do differently in his own business

[17:28] What the future of independent retail looks like

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Connect with host Crystal Vilkaitis and join her newsletter at https://thisiscrystal.com.

Retailer? Visit https://indera.co for retail education, training, and community. Founded by Crystal Vilkaitis.

In this episode of Retail Therapy, host Crystal Valkaitis sits down with retail therapist Bob Phibbs and guest Lisa Greene to dig into one of her biggest challenges: finding qualified florists to help her business thrive.

Lisa opens up about the difficulty of hiring in a niche market, and Bob shares insights on spotting vocational skills, using qualifications to guide your hiring decisions, and getting creative with talent attraction through video and social media marketing. They also talk about why it’s okay when team members leave—and how to make the most of it.

If you’re a retailer struggling to find the right people for your team, this conversation is full of ideas to help you hire smarter and build a stronger business.

[3:27] Lisa Greene on the challenge of finding florists to help her
[10:29] Spotting your employee’s vocational skills
[13:11] How Lisa decides who to employ through qualifications
[19:36] Using video to attract new talent
[19:47] Posting short-form content on LinkedIn + running Facebook ads
[21:21] Bob’s crazy Friday challenge idea
[28:05] Why it’s okay for a team member to leave

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Join our newsletter for all the latest marketing news for retailers

Show off your super fandom by getting your Rooted in Retail Merch! 

Go to http://indera.co/prompt to access the prompt

Connect with host Crystal Vilkaitis and join her newsletter at https://thisiscrystal.com.

Retailer? Visit https://indera.co for retail education, training, and community. Founded by Crystal Vilkaitis.

Ari Lowenstein has done just about everything in retail: consulting, product development, and leading industry associations. Now, he has built his own stores. With Ari’s Pantry, he is bringing authentic Italian flavors to Texas and has already grown from one shop to four in less than two years.

In this episode, Ari opens up to Crystal about his bold approach to retail, why failure is part of the process, and how customer experience drives everything he does.

From a playful loyalty program where customers earn “tomatoes” instead of points to lasagna Thursdays that build community, Ari shares fresh, practical insights you can bring straight into your own business. If you are wondering how to grow fast while staying authentic, this episode is for you!

[1:51] – Ari’s journey from global retail to opening Ari’s Pantry

[5:12] - Early challenges and what failure has taught him

[9:37] - Creating an Italian market experience people love

[10:09] - The simple truth: the longer customers stay, the more they spend

[12:10] - Building a cuisine people keep coming back for

[12:31] – Multiple revenue streams as protection and growth drivers

[14:38] - Replication, expansion, and scaling fast

[17:43] - Lessons in leadership: letting your team learn and fail forward

[20:42] - His advice for retailers who are stuck and overwhelmed by posting social media content

[22:15] - Authentic, consistent content that works

[24:59] – How Instagram doubles as a staff training tool

[26:22] - How to craft a memorable customer experience?

[28:23] - Turning lasagna into a community event

[29:49] – Why timing your communication matters

[30:45] - A loyalty program that swaps points for “tomatoes”

Join the Rooted in Retail Facebook Group to continue the conversation

Join our newsletter for all the latest marketing news for retailers

Show off your super fandom by getting your Rooted in Retail Merch! 

Go to http://indera.co/prompt to access the prompt

Connect with host Crystal Vilkaitis and join her newsletter at https://thisiscrystal.com.

Retailer? Visit https://indera.co for retail education, training, and community. Founded by Crystal Vilkaitis.

Jennifer Shorter’s retail roots run deep—three generations deep, to be exact. As the owner of Grandpa Shorter’s Gifts in Michigan, she’s mastered the art of blending tradition with innovation while keeping her creative spark alive.

In this episode, Jennifer opens up about her unique retail journey, the surprising power of doing less, and why embracing change has been key to her long-term success. From adapting to shifting customer behaviors to creating events that keep people coming back, Jennifer shares the strategies—and mindset—that have helped her thrive without burning out.

If you’ve ever wondered how to grow your business and your joy, this conversation will leave you feeling inspired, grounded, and ready to reimagine success on your own terms!

[2:15] – Jennifer’s journey from family legacy to retail leader
[5:43] – Why doing less can actually fuel your growth
[8:12] – The freedom that comes with embracing change
[10:05] – How customer shopping habits have evolved—and how to adapt
[11:57] – Staying creative without hitting burnout
[13:18] – Understanding your customers on a deeper level
[16:06] – Local events and activations that boost traffic and loyalty
[20:20] – Choosing joy over the constant hustle

Join the Rooted in Retail Facebook Group to continue the conversation

Join our newsletter for all the latest marketing news for retailers

Show off your super fandom by getting your Rooted in Retail Merch! 

Go to http://indera.co/prompt to access the prompt

Connect with host Crystal Vilkaitis and join her newsletter at https://thisiscrystal.com.

Retailer? Visit https://indera.co for retail education, training, and community. Founded by Crystal Vilkaitis.

In this episode of Retail Therapy, host Crystal sits down with retail therapist Bob Phibbs and guest Linda Moore to unpack the strategies that keep your cash register ringing—not just today, but for years to come.

From attracting new shoppers to building loyalty with the ones you already have, Bob and Linda share insights on connecting with different generations, addressing your customers’ real “pain points,” and selling through systems that work.They also dig into why your content—and the energy behind it—can make or break your sales, plus how to speak directly to your male audience in ways that resonate.

If you’re a retailer looking to sell smarter, market better, and keep customers for life, this conversation is for you.

[2:21] Meet retail therapist Bob Phibbs
[4:40] Strategies to win new customers and keep loyal ones coming back
[5:53] Marketing to millennials vs. boomers—and what actually works
[15:09] Why calling out customer “pain points” matters
[26:32] Selling with a proven system or framework
[36:34] The power of great content and high energy in sales
[41:18] How to connect with your male audience

Join the Rooted in Retail Facebook Group to continue the conversation

Join our newsletter for all the latest marketing news for retailers

Show off your super fandom by getting your Rooted in Retail Merch! 

Go to http://indera.co/prompt to access the prompt

Connect with host Crystal Vilkaitis and join her newsletter at https://thisiscrystal.com.

Retailer? Visit https://indera.co for retail education, training, and community. Founded by Crystal Vilkaitis.

Gift cards aren’t just convenient, they’re strategic. In this episode, we sit down with Larry Rubin, owner of Swipe It Gift Cards, to unpack how retailers can turn those little plastic cards into big opportunities for growth, loyalty, and stronger customer connections.

With decades of retail experience, Larry shares what most businesses are missing when it comes to gift cards and how to shift from “just having them” to using them intentionally to drive real results.

[1:49] Larry’s journey from retail life to launching Swipe It Gift Cards
[5:28] How retailers can rethink their gift card strategy
[6:50] Unexpected ways to use gift cards (beyond the holiday rush)
[12:59] Turning gift cards into tools for revenue, loyalty, and foot traffic
[17:33] Using gift cards as smart sales incentives
[23:46] The top 3 mistakes retailers make with gift cards and how to avoid them

Join the Rooted in Retail Facebook Group to continue the conversation

Join our newsletter for all the latest marketing news for retailers

Show off your super fandom by getting your Rooted in Retail Merch! 

Go to http://indera.co/prompt to access the prompt

Connect with host Crystal Vilkaitis and join her newsletter at https://thisiscrystal.com.

Retailer? Visit https://indera.co for retail education, training, and community. Founded by Crystal Vilkaitis.

We made it—episode 200! What a journey it’s been, and we’re so excited to celebrate this milestone with YOU.

In today’s special episode, Crystal Vilkaitis reflects on the highs and lows of her retail journey and shares a deeper, more personal conversation about what it really means to feel successful. From burnout and hustle culture to the power of taking a pause, Crystal opens up about finding contentment, freedom, and clarity—without losing ambition.

If you're feeling the pressure to do more or questioning what success should look like, this episode offers the perspective shift you didn’t know you needed.

[5:40] - What burnout really feels like—and how to come out stronger
[7:45] - The clarity that comes when you finally slow down
[11:23] - Why we keep pushing (even when it's exhausting)
[12:53] - The fear of being left behind
[14:18] - “What I want more than success is to feel ___”
[15:00] - The myth that effort always equals results
[17:37] - Rethinking what success truly means
[20:55] - Gratitude over grind: learning to appreciate the now

Join the Rooted in Retail Facebook Group to continue the conversation

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Show off your super fandom by getting your Rooted in Retail Merch! 

Go to http://indera.co/prompt to access the prompt