The Retail Whisperer

In this episode, Michelle Sherrier and Susan Esayian catch up after a busy market season and dive into what they’re seeing on showroom floors, in merchandising, and across the retail industry. From traveling showrooms and sourcing props to staying relevant as trends shift, they unpack what’s really happening behind the scenes—and what retailers need to be paying attention to next.

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

• How showroom merchandising is evolving (and what’s not working anymore)
• Why staying relevant creatively matters more than ever in retail
• The future of merchandising, legacy brands, and where the next generation fits in

Mentioned In This Episode:

[email protected]
Ruepatois.com
Rue Patois on Instagram
MC Design Collaboration on Instagram

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In this episode, Michelle closes out 2025 with a reflective solo episode about change, resilience, and retail. She shares her move from California to Oregon, joining her local Downtown Business Association, lessons from closing stores, strategies for surviving tariffs and fast-forward retail changes, and plans for 2026 including writing a book and possibly opening a new store. Honest, practical advice for retailers facing hard choices—and encouragement to lean into new opportunities.

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 community involvement and small-town retail revitalization can be a meaningful next step (and how Michelle is getting involved in Medford’s Downtown Business Association).
• Practical survival tactics for retailers: high/low buying, extending show time, cutting costs, pricing strategy amid tariffs, and where to find higher-margin merchandise.
• Personal stories and mindset: lessons from store closures, managing ego, protecting mental health, and embracing change (plus plans to write a book).

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Sean Jimenez is a former retailer turned wholesaler with over 25 years in the industry. He currently manages more than 40 sales reps for a multi-million-dollar novelty sock and design company based in Santa Cruz, California. Over the course of his career, Sean has built apparel programs for Fortune 500 companies, managed full design teams for large private-label programs, worked in off-price, and sold everything from Hawaiian shirts to $50,000 stereo systems. He’s met more than a few characters along the way, made as many friends as possible, and lives by the rule: never say no — there’s always a way; try to be kind to everyone you meet, because you never know when you might need them, and you can never have too many friends. When he’s not working (which isn’t often), Sean works on the house, spends time with his wife and kids, occasionally drinks and smokes too many cigars (apparently), and has been playing in a band for about 12 years. Rock and roll, baby.

Rachel Blackwell has been with Socksmith for six years, leading the company’s marketing efforts with a focus on building meaningful partnerships and standout brand experiences. Originally from the UK, she began her career with Volkswagen before trading British drizzle for California sunshine — thanks to a fateful trip to Las Vegas and one tall, dark, and handsome Californian. At Socksmith, Rachel oversees everything from social campaigns to retail support programs, including the brand-new Retailer of the Year (ROTY) initiative. Whether she’s crafting engaging content or finding fresh ways to support stockists, Rachel brings a creative, strategic, and fun approach to everything she does.

In this episode, Sean and Rachel pull back the curtain on what it really takes to build a values-driven brand in today’s retail landscape. From decades of relationship-first selling to modern marketing strategies that actually support independent retailers, this conversation dives deep into leadership, loyalty, and long-game thinking in wholesale, marketing, and brand building.

We are incredibly grateful for everyone who listens to and shares this podcast! If you’ve found value in our episodes and want to help us keep creating, we’ve made it easy through Buy Me a Coffee. Any contributions from $5 up to $200 help cover the real costs of podcasting—editing, hosting fees, and everything else that goes into bringing you quality content. It's a way for you to invest in the conversations and topics that matter to you. Head to buymeacoffee.com/retailwhorb, and as always, thank you for your continued support! 

What’s Inside

• How Socksmith supports independent retailers beyond discounts — from marketing assets to community-first initiatives
• Why relationships, consistency, and showing up still matter more than ever in wholesale and sales leadership
• A behind-the-scenes look at Socksmith’s new Retailer of the Year (ROTY) program and how it celebrates creativity, merchandising, and community impact

ROTY Blog and Info Page

Become a Socksmith Retailer Here

Socksmith Website

Instagram

Facebook

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This week’s guest is Nathan Waldon, Founder of Everything for Nathan & Co. After a bazillion plus years of product development for the big guys, nothing ever scratched his retail itch like opening his own eponymous shops. He doesn’t really know how to describe the satisfaction he gets, but he can tell you it's true and beyond satisfying. His advice to young entrepreneurs is to do it, but do it smartly. In April they celebrate 16 years of sweetness - OR is that sweet sixteen?  We were so thrilled to interview Nathan and we are sure you will feel the same once you listen to this episode!

In the words of Nathan...Whichever way of saying it - being a retail whore is ok. Be proud. But, be smart. There's nothing like retailing through a pandemic (or a financial collapse in 2008) to give you some wits about your business. Be grateful for tough times. Learn. Savor. Make a plan.

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!

Mentioned In This Episode:
Nathan & Co.

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Laci Hewett is the founder and CEO of Saltwater Boys Company, a premium coastal-inspired boys’ clothing brand based on Saint Simons Island, Georgia. What started as one crab tee sold in a Facebook mom group has grown into a thriving lifestyle brand carried by hundreds of boutiques, Ron Jon Surf Shop, and two flagship retail stores.

In this episode, Laci shares the real story behind her rapid rise from accidental entrepreneur to leading a beloved national brand—while juggling motherhood, marriage, and massive growth.

We are incredibly grateful for everyone who listens to and shares this podcast! If you’ve found value in our episodes and want to help us keep creating, we’ve made it easy through Buy Me a Coffee. Any contributions from $5 up to $200 help cover the real costs of podcasting—editing, hosting fees, and everything else that goes into bringing you quality content. It's a way for you to invest in the conversations and topics that matter to you. Head to buymeacoffee.com/retailwhorb, and as always, thank you for your continued support! 

What’s Inside

• How one simple idea turned into a booming wholesale and retail business
• The realities of scaling quickly—cash flow, trade shows, growth pains, and boundaries
• Why authenticity, community, and showing up as yourself still win in retail today

Facebook
Saltwater Boys Co. Website
Instagram

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Lana Trantham runs Grace and Grit, a small-town emporium-style business selling unique kitchen and bath goods, organic pantry staples and handmade personal-care items. Lana learned retail and pottery merchandising from her mother while homeschooling four children; she now helps local makers sell through booth-style retail and community events.

Janet Calhoun is a sixth-generation potter and co-owner of Traditions Pottery in Blowing Rock, North Carolina. She learned pottery at her family’s production pottery and built a retail presence over decades—hosting twice-yearly wood-fired kiln openings, selling both wholesale and retail, and blending generational artisan techniques with modern retail strategies.

In this episode: Lana and Janet discuss multi-generational craft traditions, building and merchandising small-town retail, collaborating with local makers, staging kiln openings and seasonal planning, and strategies for keeping community retail alive.

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!

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:

1. How family legacy and signature glazes/shapes create a collectible pottery brand and customer loyalty.

2. Practical retail tactics for small-town shops: booth-style emporiums, cross-merchandising, monthly events, and partnering with local government for rent support.

3. The logistics behind seasonal planning for handmade goods: kiln timing, wholesale collaborations, and balancing online sales with in-person tourist seasons.

Bolick and Traditions Pottery Instagram
Bolick and Traditions Pottery Website
The Local Exchange Instagram

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S+J is a Lifestyle Boutique featuring Men's, Women's, Kids, Pets, Vinyl, Home + Gifts in our 3 story shop, (4 including their open-air rooftop where they host fashion shows, trunk shows, pop-ups + always a DJ + dance party)!

 Jamie spent the first 15 years of her career in Retail at Target Corporation.  She started there in Merchandising in Girls Toys, then was promoted to a Buyer position in School Supplies and Home Office.  She then moved into the Marketing Team, first in a Licensing role and then into Advertising for Apparel & Accessories. She spent her last 9 years there working on and leading the Internal Events Team. She was responsible for Board Meetings all the way up to 10,000 person National Team Meetings with guest speakers, musicians, fashion shows and more! 

She left her role at Target when she couldn't balance two big jobs within retail in one family and took the opportunity to stay home with her two young boys for several years.  She was Room Parent, co-chaired school fundraisers and cheered my boys on from the sidelines at all their soccer, basketball and lacrosse matches, all while fine-tuning her vision for the shop and "visually re-merchandising" her house for each holiday!

Michelle & Jamie jump right into it discussing her career at Target, meeting her now-husband, also at Target and how her passion for fashion and her husband’s passion for music ultimately inspired them to open Serge + Jane.

We are incredibly grateful for everyone who listens to and shares this podcast! If you’ve found value in our episodes and want to help us keep creating, we’ve made it easy through Buy Me a Coffee. Any contributions from $5 up to $200 help cover the real costs of podcasting—editing, hosting fees, and everything else that goes into bringing you quality content. It's a way for you to invest in the conversations and topics that matter to you. Head to buymeacoffee.com/retailwhorb, and as always, thank you for your continued support! 

 What’s inside:

• How Jamie climbed the ranks at Target — and why she walked away from her dream job.
• The creation of Serge & Jane — inspired by fashion, music, and meaningful design.
• The behind-the-scenes story of how she and her husband built one of the most beautiful lifestyle stores in the country. 

Facebook
Sergeandjane.com
Serge and Jane on Instagram

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Julie Schwarz is an East Coast native with over 30 years of experience in the service and retail industries. She’s run a catering company, built a farmers market business from the ground up, and now owns The Mom-Up Shop—a curated vintage store in Long Beach that helps fund her nonprofit, Project WomanGood, which supports survivors of domestic violence. After spending 15 years living in Boston, where she attended Simmons University, Julie began her career in the retail management program with dreams of becoming a buyer and eventually earned her B.A. in Creative Writing. During that time, she immersed herself in the city’s retail culture, often exploring the original Filene’s Basement, where she discovered her lifelong love of the hunt and the thrill of a great deal.

A single mom and passionate community advocate, Julie believes that true customer service can transform any experience—because it’s not about price, it’s about connection. Whether she’s curating treasures in her shop, guiding women through her nonprofit, or simply showing up for her community, Julie’s mission is to create spaces that are warm, welcoming, and empowering. Her story is one of grit, heart, and purpose—proof that resilience can be beautifully reinvented.

Fun fact: for her 12th birthday, Julie chose a shopping trip to White Flint Mall with her girlfriends—home to Lord & Taylor, the second Bloomingdale’s in the D.C. area, and the only East Coast I. Magnin. Retail, it seems, has been in her soul ever since.

In this episode, Julie shares how she transformed decades in the service industry into a purpose-driven mission that blends vintage style with social impact.

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:

•  The evolution from retail to advocacy—how experience shaped her purpose.
•  The story behind Project WomanGood and creating safe spaces for survivors.
•  The art of resilience and turning personal struggle into community strength.

Mentioned In This Episode:
Instagram
Facebook
Website

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Mary Liz Curtin is passionate about independent retail. With over 35 years of hands-on experience in the gift, craft, and home industries, her deep understanding of retailers, vendors, and sales representatives gives her a one-of-a-kind perspective. Known for her “Sales and Marketing Therapy,” Mary Liz is an internationally recognized expert who advises manufacturers on marketing, sales, and management issues. A lively and humorous speaker, she captivates audiences at trade shows and conventions with insights on building a brand, running a business, and staying sane in retail. She is also the owner of Leon and Lulu, a 15,000-square-foot destination lifestyle store located just outside Detroit in a vintage roller-skating rink, known for its eclectic installations, a greeting card shop, and a restaurant in a former movie theater.

Michael Schultz is the co-owner and creative visionary behind Cursive New York, a brand rooted in cultivating joy. Together with his husband, Douglas Duncan, he operates two West Village stores offering curated gifts, stationery, and home products. After over a decade in Grand Central Terminal and 15 years within ABC Carpet & Home, Michael and Douglas reimagined Cursive’s future post-pandemic, reopening with renewed purpose and expanding into home goods.

Andrew Gawdun, along with his partner Bryce, runs curious… in Hermosa Beach, California. Andrew’s journey began in photography before transitioning into retail when he met Bryce at the store in 2012. Together, they expanded curious… to Kauai, only to face setbacks when a truck crashed into their new location shortly after opening. Undeterred, they rebuilt, adopted their daughter Willow, and navigated the challenges of retail during the pandemic—eventually deciding to focus on their Hermosa Beach store while maintaining a love for Kauai and hopes to return one day. 

In this episode, these three beloved independent retailers return for a lively, laughter-filled roundtable conversation about the realities of retail today. From navigating tariffs and shipping nightmares to creative merchandising and keeping customers inspired, they offer a candid, behind-the-scenes look at what it takes to thrive in an unpredictable industry.

We are incredibly grateful for everyone who listens to and shares this podcast! If you’ve found value in our episodes and want to help us keep creating, we’ve made it easy through Buy Me a Coffee. Any contributions from $5 up to $200 help cover the real costs of podcasting—editing, hosting fees, and everything else that goes into bringing you quality content. It's a way for you to invest in the conversations and topics that matter to you. Head to buymeacoffee.com/retailwhorb, and as always, thank you for your continued support! 

What’s inside:

1. Tariffs, Shipping and Survival — Hidden costs, customs chaos and how small retailers stay afloat.
2. Holiday Merchandising and Magic — Planning, execution and connecting customers to seasonal stories.
3. Future of Independent Retail — Pricing pressures, vendor struggles and why authenticity still wins in 2025.

Mentioned In This Episode:

Mary Liz
Leonandlulu.com
Leon and Lulu on Instagram

Michael
Cursivenewyork.com
Cursive New York on Instagram

Andrew
www.curiousworkshop.com
Curious on Instagram
Curious on Facebook

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In this episode, Michelle Sherrier opens up about her hands-on experience transforming Lucy’s store and reflects on the deeper role merchandising plays in retail success. From buying strategies to storytelling through displays, she highlights why embracing change is essential when working with a consultant. Michelle also unveils her new monthly Zoom consulting option, designed to bring expert insights to retailers at an accessible price point.

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:

• Behind-the-scenes of Lucy’s and Southwest Reflections renovations—and what made them successful.
• Why merchandising is more than displays—it drives sales, customer experience, and brand storytelling.
• How Michelle’s new Zoom consulting can support retailers who need fresh eyes without breaking the bank.
  
  

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