The Retail Whisperer

Polly Helm was born and raised in Kentucky. She has a BA from Eastern Kentucky University and a Masters in Organizational Communications from Miami of Ohio. In 1994 she left corporate sales and moved from KY to Wisconsin to start two small businesses with her husband—a retail store and a construction company. They did both for about 10 years and then decided to join efforts and focus on the retail store.

They have expanded 3 times and today have a 5000 square foot store in a refurbished barn (parts are new) and a 3000 sq. foot design center next door in an old granary building. Located in a tourist area, their business is very seasonal, so they’ve faced the challenge of making it a year-round success. Currently, they employ 14 people—5 full time. Polly and her husband have survived the challenges of 2008, the pandemic, and even a six-month highway closure.

They also raised their two daughters in the business. In 2017, their oldest daughter Ellie was tragically killed in an ATV accident. Since then, they have started a foundation in her name and dedicated a section of their store where 100% of the profits go to supporting mental health programs in their community. Both Polly and her husband are deeply involved locally, serving on several boards and continually finding ways to give back.

In this episode, Polly Helm shares the story of building and growing a thriving seasonal retail business, the resilience it takes to weather tough challenges, and the joy of combining community involvement with entrepreneurship.

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 Polly and her husband grew their barn-turned-store into a 5000 sq. ft. retail space and a 3000 sq. ft. design center.
• The realities of running a highly seasonal business and the creative strategies they use to generate year-round revenue.
• The personal and professional resilience needed to survive economic downturns, a pandemic, and personal tragedy while still giving back to their community.

Mentioned In This Episode:
Instagram
Facebook
Door County Nature Works Website

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Born in June 1969 and raised in Southwest Washington state, Reshell Douglas grew up surrounded by entrepreneurship, learning the ropes of retail in her family’s bridal salon where she worked in sales, buying, and merchandising. By age 14, she was already attending trade shows as a buyer, and throughout the 1980s she gained hands-on experience in retail sales at Nordstrom, JC Penney’s, and Hickory Farms. In 1990, she married her husband Scott, with whom she recently celebrated 35 years, and in 2003 they welcomed their beloved daughter, Ellery. In 2000, Reshell opened her brick-and-mortar store, Not Too Shabby Boutique, which continues to thrive today. With over two decades in business, she embraces her role as a creative and passionate small business owner, living her best entrepreneurial life—and dreaming of one day continuing her story on a beach.

In this episode, Reshell “Shelly” Douglas shares her inspiring 25-year journey of owning and evolving Not Too Shabby Boutique in Vancouver, Washington. From her early beginnings in the bridal industry to navigating economic downturns, shifting trends, and the challenges of COVID, Shelly reveals how adaptability, creativity, and strong customer relationships have been the key to her long-term success.

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:

• Shelly’s evolution from working in her family’s bridal salon to running her own boutique for 25 years
• How she pivoted her business through changing times, from shabby chic to gift baskets, and thrived even during economic downturns and COVID
• The importance of building customer and employee relationships, working the sales floor, and staying inspired as a small business owner

Mentioned In This Episode:
Instagram
Facebook
Not Too Shabby Boutique Website

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Amber Baker is the creative force behind Sandy Bottom Candle Co., a coastal-inspired candle brand she launched five years ago with a mission to bottle up the essence of coastal living in a cleaner burning soy candle. What began as a hobby at home quickly turned into a full blown business. Known for its signature layer of beach sand in each jar, it is a nod to its breezy, ocean-born roots.

In 2023, Amber expanded her vision by opening up Boho Bungalow, a brick-and-mortar shop that brings together her hand-poured candles and carefully curated, locally made goods. Boho Bungalow is more than a store—it's an experience.

Amber is a passionate student of the retail world, often turning to podcasts to deepen her understanding of the industry. She believes in the power of emotional connection in retail and curates her space with that in mind—every display, scent, and shelf tells a story. Her work celebrates community, craftsmanship, and a life well-scented.

In this episode, Amber Baker shares her journey from a hobbyist candle maker to a wholesale and retail business owner. Amber dives into the challenges of balancing wholesale and retail operations, creating a unique and welcoming store experience, and supporting local artisans in a seasonal market.

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:

• Amber’s transition from the restaurant industry to launching a successful candle line and expanding into a retail storefront
• How she strategically balances wholesale accounts alongside her brick-and-mortar store and local market engagement
• Tips for finding and curating locally made goods to create a compelling and community-focused retail space

Mentioned In This Episode:
Instagram
Facebook
Sand Bottom Candle Website

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Susan and Michelle reconnect for another insightful episode of Shelf Talk! They start by sharing their experiences from recent gift shows in Vegas and New York, and how they both took the time to decompress and recharge at home. Susan reveals the challenges and excitement of managing holiday decor for new stores, including dealing with inventory mishaps.

The duo dives deep into merchandising strategies, emphasizing the importance of sales reports in driving successful displays and the value of consistent visual storytelling. They share their favorite fall display elements such as faux fur, wrapped boxes, books, wood boxes, and natural items like corn stalks and pine needles — all perfect for creating inviting and cohesive displays.

Susan and Michelle then answer listener questions, covering topics like maintaining high-end jewelry displays in busy boutiques, balancing decor without overshadowing products, when and how often to refresh displays, tips on folding clothing for consistency, introducing higher price-point lines, and creative ways to pull together vignettes for add-on sales.

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:

• Managing holiday inventory and overcoming shipping challenges
• Favorite fall display props and natural elements for store ambiance
• Creative vignette ideas for increased add-on sales and storytelling

Mentioned In This Episode:

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

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In this episode I’m bringing you behind the scenes of what life and business have looked like lately — from the whirlwind of travel and shows, to returning home, resetting, and preparing for an exciting fourth quarter. I open up about lessons learned, new projects, and the power of trusting your gut when things no longer align.

What’s inside

• Lessons from show season and why walking away from misaligned opportunities was the best decision
• A behind-the-scenes look at working with a new retail client and creating concepts that truly drive business
• My step-by-step process for tackling floor shifts, preparing for fall, and setting up for a successful holiday season

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Gauge and his wife opened their business just over two years ago with a simple idea: support local makers and small businesses while crafting a few products of their own. That 'few' quickly turned into more… a lot more. Today, they make and sell over 300 different items—everything from all-natural cleaning solutions to DIY kits. As you can probably tell, Gauge has a bit of an ADD approach to creating, constantly dreaming up new ideas! In January 2024, they took a leap of faith and expanded into wholesale, and now their products are on the shelves of nearly 170 retail stores across the country.

Here's a fun fact: last year, Gauge got one of his favorite quotes, “Do it afraid,” tattooed on his side—a reminder that sometimes the best things come from diving in, even when it’s scary. This mindset has been with them every step of the way, and Gauge can't wait to see what’s next in their journey.

 In this episode, Gauge Bailey shares the journey of growing a retail and wholesale business from the ground up. Gauge dives into the challenges and rewards of supporting local makers, expanding into wholesale, and the risks they’ve taken to build a successful brand.

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:

• Gauge’s journey from a hobbyist to creating over 300 handmade products
• How they expanded into wholesale and now serve 170 retail stores
• The key to balancing a full-time job, retail business, and creativity

Mentioned In This Episode:
Instagram
Facebook
Still Magnolia Website

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Cass is a luxury line of leather goods designed and made in California by Debra Szidon. A Jersey girl who now calls California home, Debra blends East Coast sophistication with West Coast ease in every design she creates—from leather handbags to interior spaces and botanical elements.

The idea for Cass began with a vintage handbag Debra had held onto for years. Its shape, structure, and simplicity always seemed to work, always seemed to get people talking. When she decided to restore the bag and make it accessible to others, it felt only right to name the line after her father, Cass. Growing up, she spent weekends in his autobody shop, watching him restore vintage cars. His entrepreneurial spirit and love for craftsmanship inspired Debra to build something of her own with that same attention to detail.

With a background in interior design (her work is both award-winning and published), a degree in horticulture, and a passion for thrifting, Debra’s work combines natural elements, timeless style, and unexpected details that feel both new and classic; free-spirited and refined. Each Cass piece is designed with intention—built to last and meant to be passed down.

In this episode, Debra shares how her passion for craftsmanship and design led her to create Cass, a luxury leather goods brand that celebrates legacy and quality. She talks about the inspiration behind her handbags, the lessons learned from her father, and the challenges and rewards of maintaining local production in California.

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:

• The inspiration behind Cass and how a vintage handbag sparked the brand's creation.
• How Debra’s father’s craftsmanship influenced her design philosophy and entrepreneurial journey.
• The process of keeping production local in California and designing products that are built to last.

Mentioned In This Episode:
Instagram
Facebook
The Cass Clutch Website
Cocoon Home Website

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Meghan Wagner is the owner of The Go Girl Shoppe, a unique retail store located in Mebane, NC. She began her entrepreneurial journey in 2012 with a mobile shop on wheels, offering a curated selection of home décor and gifts. In 2014, she opened a brick-and-mortar location in Raleigh, NC, and after 8 successful years, relocated to a larger store in Mebane in 2019. As a local to Mebane, Megan wanted to bring a little happiness to the corner of downtown, with a shop that constantly evolves with new décor and seasonal items. 

The Go Girl Shoppe prides itself on offering one-of-a-kind pieces that bring a smile to customers’ faces and foster a sense of community. Megan believes in the importance of relationships and connections, ensuring that every customer feels like they are walking into a place where they belong. Whether you're entering as a stranger or a longtime customer, Megan and her team are dedicated to making everyone feel like family.

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 This Episode:

• The Origin Story of The Go Girl Shop: From a mobile shop on wheels to a thriving brick-and-mortar business.
• Building Relationships with Customers: Megan shares how her family-focused approach fosters long-term connections.
• Merchandising Magic: Insights into curating unique shopping experiences and evolving the store with new products.

Mentioned In This Episode:
Instagram
Facebook
Go Girl Shoppe

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Linnaea is the passionate owner of a beloved Santa Cruz institution that has evolved into a creative hub for American-made art, design, and feel-good goods. She first joined the store as a 16-year-old seasonal hire in 1993 and, 16 years later, celebrated her anniversary by buying the business. Since then, Linnaea has honored its legacy while transforming it into Artisans & Agency, a space that champions craftsmanship, community, and connection.

With a degree in art history, Linnaea brings a curator’s eye and a community builder’s heart to everything she does—from spotlighting emerging makers to introducing Denmark’s Christiania Bikes to the U.S. Together with her husband, Peter, Linnaea continues to shape the store’s future, keeping it fresh and relevant as it nears its 50th anniversary in 2026.

In this episode, Linnaea joins Michelle to share her inspiring journey of buying and evolving the store. They discuss how she transformed the business while staying true to its roots, her passion for community-building, and how she curates a unique shopping experience by introducing new brands and supporting local artists.

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:

• Linnaea’s journey from seasonal hire to business owner and the transformation of the store
• The importance of curating American-made art and design while maintaining community connections
• How Linnaea became the U.S. distributor for Denmark’s Christiania Bikes and expanded her offerings

Mentioned In This Episode:
Instagram
Facebook
Artisans & Agency Website

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Andrea Hoffer is an experienced Talent Acquisition & Management strategist and entrepreneur, passionate about building exceptional teams. As the founder of aha! Talent Experts, she has helped businesses across the country improve recruitment processes, align hiring with company culture, and develop employer brands that attract top talent.

With over 30 years of experience in recruitment and nearly two decades as a successful business owner, Andrea understands firsthand how great hires drive long-term success. A Certified AI Consultant, she blends technology with human insight to streamline hiring, optimize talent acquisition, and create customized onboarding experiences.

Andrea is also a sought-after keynote speaker and the author of Hire Higher. With a mission to empower both companies and candidates, she specializes in crafting hiring strategies that not only fill positions—but build cohesive, high-performing teams.

In this episode, Andrea joins Michelle to talk about why your hiring strategy might be broken—and how to fix it. They dive into the hiring mistakes most retailers make, the power of an authentic employer brand, and how to leverage simple tools like AI, one-way video interviews, and social media to build an all-star team.

 Andrea also introduces her Dream Hire framework and shares tips for creating effective job postings that attract the right people from the start.

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 write job descriptions and job postings that actually attract the right candidates
• Why “you made an impression” cards help turn great customer service into great hires
• The role of pre-hire assessments, one-way video interviews, and AI in modern retail hiring

Mentioned In This Episode:
Instagram
Facebook
Linkedin
aha! Talent Experts Website

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