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 really mean to be part of a thriving business community that understands the retail grind? In this bonus episode, Crystal Vilkaitis reveals the perks members get when they join IndERA—and it’s so much more than just another business mastermind.

From staying ahead in the ever-evolving retail landscape to unlocking exclusive access to tools, resources, and strategy, Crystal walks you through the six foundational pillars that set Indera apart from other business groups.

If you’re craving real-time business support, a strong network, and tangible growth in your digital presence—this episode is your first step.

[5:05] - You need more than just social media training, you need to be profitable

[6:56] - Making sure to keep up with the changes of the retail world

[13:34] - Growing your digital footprint and online presence

[21:05] - A big part of your membership at Indera is the word access

[21:51] - Six pillars that are foundational to the success of your business

[28:48] How IndERA differs from other business masterminds?

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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.

What does it take to build a successful independent retail business—and keep it thriving for decades? Carol Schroeder, co-owner of Orange Tree Imports, joins us to share her journey as a retailer and local business leader. From launching a gift and gourmet shop to navigating the shift to e-commerce, Carol offers grounded insights on team leadership, community-driven business, and how to stay relevant in a changing retail landscape.

In this episode, you’ll learn how collaborative management can transform your store culture, why thinking of your online shop as a second storefront matters, and how independent retailers can thrive by tapping into local connections.

[5:42] How Carol started Orange Tree Imports and built long-term success

[8:02] What “participative democracy” looks like in a retail team setting

[19:38] The power of community and collaboration in independent retail

[24:42] Why your e-commerce store should be treated like a second physical location

[25:04] Tips to connect with your local audience and build partnerships with community groups

[29:03] Carol’s biggest challenge as a retailer—and how she works through it

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.

How are tariffs shaping sourcing decisions and inventory management in retail? In this episode of Rooted in Retail, Nathan Sheth from Management-One breaks down the real impact of tariff changes on margins, supply chains, and operational efficiency.

Discover how to build a resilient sourcing strategy, evaluate new vendor partnerships, and optimize inventory to maintain cash flow and avoid costly overstock or stockouts. Nathan also shares insights on consumer behavior trends and practical habits that help retailers protect profitability.

If you want to strengthen your retail business against global disruptions, this episode is packed with actionable advice!

[2:25] The journey in building Management One 
[6:37] How the tariff’s temporary relief impacts retailers’ sourcing strategies
[8:56] Concerns regarding margin impact
[12:20] Advice on evaluating new partners and building a more resilient supply chain
[15:02] Implementing inventory strategies to maintain cash flow while avoiding overstock or stockouts
[22:30] Trends in consumer behavior
[29:23] Operational changes that protect cash flow and improve profitability

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.

What makes great packaging more than just a pretty box? Julie Rotuno—a self-proclaimed “packaging nerd” and retail expert—joins us to break down the overlooked power of thoughtful packaging. From low-budget strategies to major industry trends, Julie shares how packaging shapes brand perception, impacts sustainability, and elevates customer experience.

In this episode, you'll learn how to approach packaging even on a tight budget, why materials matter more than ever, and what future-facing brands are doing to stand out on the shelf and in the hearts of consumers.

If you're building a product-based brand or just want to deepen your understanding of design and consumer psychology, this one’s for you.

[2:52] Julie’s journey into the retail world

[5:16] How to start building packaging on a small budget

[9:14] Creating packaging that elevates the customer experience

[13:55] How packaging influences buyer intent and perception

[24:00] Breaking down plastic vs paper packaging choices

[30:28] The biggest packaging trends shaping the industry today

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.

A strong brand is more than just a logo—it’s a feeling, a story, and sometimes… one powerful word.

In this episode, we follow Lucy’s incredible journey from retail to design school and into the future of interior design. She shares her insights on how branding becomes unstoppable when people catch on fast, why setting “unreasonable” rules might just be the best thing for your brand, and how to ride the waves of trends without losing your identity. Whether you're in retail, branding, or interior design, this conversation is packed with insights that will level up how you think about your business.

[3:08] Lucy’s start in retail and the lessons that shaped her
[6:23] How a scholarship shifted her design career path
[11:18] A sneak peek into design school and personal branding
[14:22] Why the strongest brands catch on fast
[15:52] What’s the one word that defines your brand?
[26:25] Why great brands set “unreasonable” rules
[34:49] How Lucy navigates trends in a noisy space
[38:06] The evolving future of interior design

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.

Scaling isn’t the only path to growth—sometimes, the real magic lies in simply improving what’s already there.

In this After the Show segment, we dive into the powerful mindset shift from obsessing over scale to focusing on refinement. From optimizing just one customer touchpoint to enhancing your existing systems, this episode will inspire you to grow by getting better—not just bigger.

[2:21] Focusing on improving vs. the constant scale and growth

[2:39] Why improving can organically lead to business growth

[3:25] How to deliver incredible experiences using a simple framework

[4:53] The value of refining what already works

[6:42] Making a big impact by improving just one touchpoint

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.

There’s retail—and then there’s retail with heart. In this episode, we explore how one shop owner built a thriving business by listening closely, staying intentional, and showing up authentically both in-store and online. This is your go-to guide for making your brand not just seen, but felt.

Ever walked into a store and felt the difference? That’s what Jan has created with Stocks Culinary Goods. Since 2012, she’s been flipping the script on traditional retail—curating local products with care, crafting content that hits home, and staying in step with trends without losing her brand’s voice. In this episode, Jan shares how she built a retail space that’s not just about selling, but connecting! 

[3:00] Jan’s journey from dream to brick-and-mortar
[6:01] How she curates a product mix that feels personal
[7:52] The power of speaking your audience’s language
[14:33] Real-talk content: showing up online without the fluff
[23:35] Staying ahead of trends—but never a trend chaser
[26:09] Why listening to customers keeps her brand evolving

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.

What happens when you lose a business partner who was also your closest collaborator and friend? 

In this powerful episode, Michelle shares her journey through the retail world, her deep partnership, and how she’s navigating growth and grief after losing her business partner.

From building lasting rep-retailer relationships to finding strength in memory, this conversation is a tribute to purpose-driven business and human connection.

If you're a brand founder, rep, or retailer looking to deepen your partnerships and build a resilient business, Michelle’s story and insight will guide you with authenticity and heart.

[3:25] Michelle’s retail journey
[5:02] What is a go-to-market (GTM) strategy?
[6:41] The unique relationship between reps and retailers
[9:03] Top tips to help strengthen rep and retailer partnerships
[14:26] Talking about Barbie (her partner)
[19:04] After Michelle’s loss and moving forward
[21:24] Honoring Barbie’s memory

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.

Running a retail business isn’t just about products—it’s about people.

In this After the Show segment, we dive into why connections matter and how you can start building and working your network with intention. From asking for help to putting yourself out there, today’s conversation is all about turning relationships into opportunities.

[1:30] How you can build a connection and work your connection
[6:20] You never know what kind of opportunity can show up in one connection
[7:15] Work your network and build them
[9:40] Reach out and ask for help
[10:16] Leverage your network
[11:21] Put yourself out there

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.

What does it take to build a brand that stands out in the wholesale space? In this episode, Robin Kramer of Red Boot Consulting shares how she went from retail beginnings to helping product-based businesses grow with clarity, confidence, and heart. She opens up about honoring your unique skillset, making the most of trade shows, and why nurturing relationships is the key to long-term success.

If you're an indie brand, retailer, or creative entrepreneur looking to level up your wholesale game, Robin brings the wisdom you need.

 [3:02] Robin’s start in retail

 [4:32] Building Red Boots from scratch

 [5:55] Why empowering brands matters

 [7:40] Honoring your skillset in business

 [10:17] Must-know strategies for product-based brands

 [12:49] How to get the best ROI at trade shows

 [19:25] Common wholesale mistakes retailers make

 [25:38] The power of diversifying your revenue streams

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