The Retail Whisperer

Do you ever wonder who makes those chalkboard signs at Trader Joe's? Well, that's how Benjamin Soto got started—drawing Trader Joe's signs by day and designing band merch at night for Fearless Records.

In 1998, Ben was recruited by Paul Frank to help kick off the massive millennial pop-culture brand Paul Frank Industries. Ben managed the brand creative for about 10 years, which meant involvement with character designs, the tee and fleece program, pajama prints, photoshoots, trade show booths, retail spaces, collaborations/licensed products. They even let him voice Julius the Monkey on the pilot show of Yo-Gabba-Gabba.

In 2008, Disney Animation called and gave Ben the job of helping to create and Art Direct a cartoon based on Evel Knievel's daredevil culture. The Emmy nominated show Kick Buttowski had 52 episodes and aired between 2010-2012. Ben eventually left Disney to partner up with some other entrepreneurs to start the next creative adventure: C-Preme. They had captured "lightning in a bottle" with their 3-D youth bicycle helmet brand, Raskullz. Within three years, they had sold over 3 million helmets and countless other outdoor products. C-Preme sold to Bell Helmets (Easton Bell Sports) in 2014.

Ben stayed on working for Bell Helmets until the next idea hit: a colorful cooler manufactured like a bicycle helmet. Target accepted a huge order; patents were in the works, and before the dust settled, they sold their company to Igloo Products Corp. in 2016. Ben is still at Igloo, managing creative for the cooler brand. You might've seen a little bit of Ben in the VW Playmate bus, retro coolers, eco coolers, licensed coolers, and the packaging and marketing of the brand. Igloo sold to Dometic in 2021 for a lot more money than anyone ever dreamed of.

Michelle and Ben dive into Ben’s amazing career, from Paul Frank to Igloo, and his extensive experience with graphic design. Ben shares stories from past trade shows (before the days of social media) and the wild ride that was Paul Frank in the early days. Michelle and Ben also discuss his transition to Disney, then Igloo, living in Hong Kong, and where Ben looks for inspiration.

What’s Inside:

• How Ben got started at Paul Frank and stories from the early days.
• Ben’s experience working at Disney and Igloo.
• How Ben finds his inspiration.

Mentioned In This Episode:
Benjamin Soto portfolio
Paul Frank
Kick Buttowski
Raskullz
Igloo

Support the show

In this episode, Michelle shares how thoughtful retail architecture can completely transform a store by maximizing space, improving flow, and creating displays that feel abundant without becoming cluttered. She dives into practical merchandising techniques, creative tabletop styling, and the importance of layering products to create visually engaging and shoppable spaces. 

We are doing our first-ever open call! You can submit your store or favorite store to be on the podcast because every store has a story behind it! Go to theretailwhorepodcast.com, click on SUBMIT YOUR STORE, fill out an easy form and we’ll see you on the mic!

What’s Inside:

•  How to use retail “architecture” to create more sellable space 
•  Tips for styling tabletops, shelves, and round displays without clutter 
•  Simple merchandising tricks to create balance, storytelling, and flow 

Support the show

In this episode, Michelle and Susan dive into the creative chaos behind preparing showroom displays for upcoming gift shows, including their process for brainstorming concepts, sourcing inspiration, and creating memorable retail experiences. They also explore the growing importance of in-store events, community-driven shopping experiences, and how retailers can use social media to stay connected and relevant in today’s retail landscape.

What’s Inside:

•  Behind-the-scenes of designing showroom displays for Atlanta Market 
•  Why in-store events and community experiences are transforming retail 
•  How retailers can use social media to drive traffic and customer connection

Support the show

Jon Dario is an author, speaker, and retail management expert. His latest book, titled AIM: How Managers Get Radically Reliable Results, is a how-to guide that helps retail organizations instill a culture of action item management and drive consistent execution, even in the dynamic world of retail. The principles behind AIM were built over the course of Jon's career with some of the top retailers in the world, including Macy's, Gap, Bank of America, and Travelex. Jon is currently the CEO of a NYC metro real estate company that manages different retail businesses, he is the professor of retail marketing at Seton Hall University, and he is the founder of The Retail Management Formula, a company that provides consulting services to retailers of all sizes and types.

In this episode, we dive deep into what truly separates average managers from exceptional leaders in retail, and how consistent execution, clear communication, and strong team culture can completely transform store performance.

Drawing on decades of real-world experience, Jon shares practical, field-tested strategies that help managers drive results, motivate teams, and eliminate the common breakdowns that happen inside retail businesses.

What's Inside:

•  How to create a culture of accountability without micromanaging
•  Why sharing numbers with your team is the key to performance
•  The “bad apple effect” and how to protect your team culture

Mentioned In This Episode:

Website
Instagram
Youtube
X/Twitter

Support the show

Jacque Leonard is the founder and CEO of Roux Collective, a boutique salon, spa, and retail destination in Paso Robles, California. With more than 30 years of experience in the beauty industry spanning sales, marketing, retail, and behind-the-chair culture, she has built a business rooted in both connection and curation. Jacque believes retail is deeply personal — it is not just about what people buy, but how they feel when they walk through the door. Through Roux Collective, she brings together beauty, wellness, fashion, and heartfelt hospitality to create an experience that genuinely impacts people’s lives.

In this episode, Jacque shares the real story behind building a multi-dimensional business that blends salon, spa, and retail into one powerful customer experience. From taking risks and backing herself when funding wasn’t guaranteed, to navigating growth, hiring, and redefining what retail looks like—this is a masterclass in intuition-led business and staying true to your vision.

We are doing our first-ever open call! You can submit your store or favorite store to be on the podcast because every store has a story behind it! Go to theretailwhorepodcast.com, click on SUBMIT YOUR STORE, fill out an easy form and we’ll see you on the mic!

What’s inside:

•  How Jacque transitioned from sales rep to salon + retail owner—and why backing yourself matters 
•  The power of experience-driven retail (and why connection will always outperform transactions) 
•  Lessons in hiring, culture, and protecting your business vision at all costs 

Mentioned In This Episode:

Website
Instagram

Support the show

After over a decade working in advertising agencies on both Madison Avenue in NYC and in Los Angeles, Meredith turned her passion for marketing to retail marketing and merchandising when she and her husband Michael purchased the historic Fair Oaks Pharmacy in 1990. Together they restored it and added the iconic soda fountain which became an instant success along Route 66 and the site of a host of numerous television and movie shoots.

After selling the Pharmacy in 2005, she created her own jewelry line, Pokerchip Girl, which was a smash success in many Las Vegas casinos and nationwide. She also spent a few years working as a Strategic Marketing Consultant to the California Gift Show.

In 2010 Meredith and Michael bought Webster’s Community Pharmacy in Altadena, CA. As with The Fair Oaks Pharmacy, the goal was to restore and revitalize this neighborhood independent pharmacy to its former glory days by adding a versatile gift and fashion accessory boutique, along with updating the pharmacy to include state of the art technology.

In 2014, Meredith Miller expanded her footprint and opened Meredith M, a trend-friendly women’s apparel and fashion accessories boutique. The business received numerous accolades, but Meredith made the decision to close the doors in 2019 due to the changing landscape of the apparel industry.

Meredith Miller is committed to filling a void in the community marketplace, contributing to the local economy and to the revitalization of the North Lake Avenue Corridor in Altadena, CA. Meredith has created multiple community programs including Fancy Food Truck Fridays and is a regular promotional donor to Altadena organizations such as Altadena Heritage, Altadena Historical Society, Altadena Chamber, Altadena Guild, Pasadena Humane, Young & Healthy and more.

Giving back to the community with her time and talent is of equal importance to her. Meredith has been a board member of the Pasadena Humane Society as well as the Vice President and President of the Altadena Chamber of Commerce. Meredith recently served as a Board Member at Young & Healthy, Pasadena; and currently as a Marketing Committee Member at Pasadena Humane. Meredith also gives back to her profession by writing magazine articles, giving seminars and serving on advisory boards in the Gift Industry.

In this episode, you’ll hear how Meredith built, scaled, and rebuilt retail businesses through strategic merchandising, storytelling, and community leadership — including navigating crisis and turning retail into a powerful hub for connection and economic recovery. 

What’s inside:

•  How to transform a traditional retail space into a destination that drives traffic and sales 
•  The role of community in sustaining and rebuilding retail businesses during crisis 
•  Why experiential merchandising is the key to long-term retail success

Mentioned In This Episode:

Website
Instagram
Twitter
Facebook

Support the show

In this episode, we dive into the real, raw challenges of retail floor planning—from frustrating “dead spots” that refuse to convert, to the strategic shifts required to improve store flow, increase visibility, and ultimately drive sales. You’ll hear a behind-the-scenes breakdown of what actually works (and what doesn’t), including real-life examples from the floor, how customer movement impacts buying behaviour, and why your store layout should always be evolving.

We are doing our first-ever open call! You can submit your store or favorite store to be on the podcast because every store has a story behind it! Go to theretailwhorepodcast.com, click on SUBMIT YOUR STORE, fill out an easy form and we’ll see you on the mic!

What’s Inside:

• Why “dead spaces” happen—and how to identify them using your sales data
• The psychology of customer movement (and how poor flow kills conversions)
• Practical floor planning strategies to increase visibility, traffic, and sales

Support the show

Margo Kopman lives, eats, and breathes all things retail. With over 15 years of retail consulting experience as the President of Project Retail, Margo is extremely passionate about inspiring clients with her vision and authenticity when tackling the complex business of the independent retailer. She believes that you can achieve the highest levels of success if you work hard, believe in your dreams, and stay focused on results.

She grew up in a family that instilled a strong work ethic and a character built on integrity. Soon after graduating from Southern Methodist University, she followed her dreams and opened Byrd, a contemporary women’s boutique in her hometown of St. Louis, Missouri. As an owner & buyer of an independent retail store, she understands the ins and outs of the business, having experienced it firsthand.

Margo’s passion for the science of retail-led her down the path of consulting independent retailers like herself. Because of her ability to simplify complex data & analytics paired with her strong critical thinking skills, she coaches her clients to maximize the opportunities while facing the challenges head-on. Margo embodies the skill set and the drive for success needed in the independent retail world of today.

In her free time, you can find her soaking up the Los Angeles, CA sunshine. She loves being outdoors, surfing, cooking, traveling, and spending time with family & friends. Margo is committed to the pet rescue movement through animal rescues and shares her loving home with her little white dog, Bubbie.

In this episode, we dive deep into the numbers behind retail success—breaking down open-to-buy, inventory strategy, and the real reason many stores struggle with cash flow and profitability.

What’s Inside:

•  Why open-to-buy is the key to controlling cash flow and inventory
•  How overbuying, underbuying, and over-assorting are quietly killing your sales 
•  The truth about reports, sell-through, and making smarter buying decisions

Mentioned In This Episode:

The Project Retail
Instagram
Facebook
Twitter

Support the show

In this episode, Michelle and Susan recap their experience at the ASD Las Vegas trade show, sharing what makes it different from traditional markets and why it can be a valuable supplemental resource for retailers. They also explore creativity beyond the store through The Artist’s Way, and dive into a mix of thoughtful and unexpected questions that reveal real merchandising lessons, personal stories, and behind-the-scenes retail insights. 

Ask Michelle and Susan for Shelf Talk! Michelle and Susan will be co-hosting an episode every month! We’re diving into all things design, display, and merchandising—and we want to hear from you! Got a question? Submit it by going to theretailwhorepodcast.com, clicking on SHELF TALK, and we’ll answer it in an upcoming episode. Let’s talk shop and bring your ideas to life!

What's Inside:

1. 1. Key insights from the ASD Las Vegas trade show and how it fits into a retail buying strategy 
2.  2. A conversation on creativity in retail inspired by The Artist’s Way 
3.  3. Honest merchandising lessons, mistakes, and real behind-the-scenes stories

Support the show

Jamie Carl is the Owner + Founder of Serge + Jane in Mpls, MN, a Lifestyle Boutique featuring Men's, Women's, Kids, Pets, Vinyl, Home + Gifts in a 3 story shop (4 including an open air rooftop where they host fashion shows, trunk shows, pop-ups + always a DJ + dance party). She spent 15 years at Target Corporation across Merchandising, Buying, and Marketing before leading the Internal Events Team, producing everything from Board Meetings to 10,000 person National Team Meetings with guest speakers, musicians, and fashion shows. She later stepped away to focus on family while fine-tuning her vision for the shop. In this episode, Jamie shares how she translated large-scale event expertise into immersive in-store experiences.

Misty Stachel is the founder and owner of 85 Local, a boutique that blends locally made goods with unique, high-quality finds while supporting small businesses. With a strong focus on curation, merchandising, and community, she creates an elevated and inspiring shopping experience through events, vendor partnerships, and thoughtful displays. In this episode, Misty shares how she leverages local makers and trends to drive engagement and customer loyalty.

Emily Butler is the co-Founder and Chief Creative Officer of Karson Butler Hospitality Co. and the visionary behind the historic Ah Louis Store in San Luis Obispo. She has reimagined the 150+ year old shop into a hospitality-driven retail experience, blending curated gifting with community initiatives like The Bell Society and Mahjong Social Club. With nearly two decades in event design and brand strategy, she brings a unique lens to modern retail. In this episode, Emily shares how hospitality and storytelling can transform retail into a space for connection.

In this episode, Jamie, Misty, and Emily break down how modern retailers are evolving beyond traditional selling into experience-driven spaces that build community, increase foot traffic, and create long-term customer loyalty through events, merchandising, and intentional in-store strategy.

What’s Inside:

•  How retailers are using Mahjong and events to drive foot traffic, community, and repeat visits 
•  The real economics behind workshops, classes, and in-store experiences (and where profit actually comes from) 
•  Practical ways to start small with experiential retail—from setup and staffing to product strategy and partnerships 

Mentioned In This Episode:

Oh My Mahjong
Mini Mahr
Bo & Mei

Jamie Carl 

Facebook
Sergeandjane.com
Serge and Jane on Instagram

Mahjong Montage - wholesale tiles + gaming pieces, decor, apparel and more
Gumball Poodle - socks
Soiree Sisters - napkins + gifts 

Misty Stachel

85 Local on Instagram
85 Local on Facebook

Emily Butler 

Instagram
Ah Louis Store
Karson Butler Hospitality Co.

Support the show