The Retail Whisperer

Andrew Fegler is the brains and beauty behind That’s So Andrew, the sassy gift brand for the girls, gays, and theys. He’s been sailing the entrepreneurial seas for over a decade and has gone from manufacturing to having a brick & mortar to creating an exclusive wholesale brand. Now, he’s full-circling back to open the doors of a pop-up gift shop!

In this conversation, Andrew brings us up to speed on an eventful, busy season and his plans to turn his holiday pop-up shop into a year-round venture. He’s a champion of bringing pay transparency to the world of retail and here, Andrew dives into why it’s important for the industry. Andrew also spills all the tea on his holiday pop-up shop experience, plans for expansion, a full budgeting and inventory breakdown, and more.

MC Design Academy is designed to be a space where I get to share my expertise with you, where you'll get to learn all about visual merchandising, design, display, retail, and everything in between. Come along as I practice my craft and be sure to like, subscribe, and follow our socials to keep updated. See you in the merchandising land of MC Design Academy!


What’s Inside: 

• A recap of Andrew’s holiday pop-up shop and his upcoming plans
• Why pay transparency is so important for the retail industry
• Andrew’s budget breakdown

Mentioned In This Episode:
That's So Andrew on Instagram
That’s So Andrew on TikTok
thatssoandrew.com

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Welcome to Shelf Talk: a brand new, add-on segment inside the Retail Whore Podcast! 

In this new once-a-month segment, Michelle and co-host Susan Esayian dive into all things merchandising and design. Both Michelle and Susan have strong backgrounds as buyers and merchandisers in retail and wholesale gifts. On Shelf Talk, you’ll have the chance to submit your burning merchandising questions and get answers straight from the experts!

A native of the Pacific Northwest, Susan Esayian has been working in the gift industry professionally for 26 years in a variety of roles. From merchandising Kitchen-Aid mixers, buying fine tableware and even carrying a four-poster bed up a mountainside for a catalog photoshoot, Susan’s done it all—and that was just in the first 10 years!

Since then, Susan’s kept herself immersed in the gift industry as a buyer for a hospital gift shop and merchandiser for several wholesale showrooms and retailers. For Susan, retail isn’t just a job. It’s a career that she’s inspired by and passionate about more every day.

Here, Michelle and Susan catch up and share details on home reno projects and adjusting to life after the CMA show. They dive into Susan’s new side hustle, the highs and lows of owning a retail store, making use of reclaimed materials, inspiring displays, and more.

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: 

• An introduction to Shelf Talk
• Post-CMA life updates
• Details on Susan’s new side hustle
  
  

Mentioned In This Episode:
[email protected]
Ruepatois.com
theretailwhorepodcast.com
Rue Patois on Instagram
MC Design Collaboration on Instagram

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Dan Jablons heads up Retail Smart Guys, a premier consulting company for independent retail. Dan studied at the Ohio State University, where he graduated with a Bachelor of Science in Marketing and Production. Throughout his career, he’s worked with big-name retailers like Walmart, Target, JC Penney, American Apparel, Betsey Johnson, Donna Karan, Jimmy Choo, and many others.

Dan also worked for a clothing manufacturer where he piloted vendor-managed inventory programs, a leading point-of-sale provider (where he installed systems and provided merchandising help to retailers large and small) and internet marketing (where he helped retailers establish a presence on the web.)

In addition to his vast retail background, Dan also has a background in improvisational theater. He recently appeared on Curb Your Enthusiasm (he played Larry David’s lawyer) and is often seen in national commercials. Dan combines his extensive knowledge of retail with his comedy skills to become one of the industry's most popular speakers. He has spoken at Magic, Surf Expo, at local municipal and trade show events, and many other venues.

In this conversation, Dan provides insights into the concept of open to buy (OTB) and how his company helps stores become more profitable. He shares the strategies he uses to get inventory moving and how to tell a story with your merchandise. Dan also shares his two cents on what’s going on with tariffs, why email marketing is so important, and what it’s like to work with the Retail Smart Guys.

MC Design Academy is designed to be a space where I get to share my expertise with you, where you'll get to learn all about visual merchandising, design, display, retail, and everything in between. Come along as I practice my craft and be sure to like, subscribe, and follow our socials to keep updated. See you in the merchandising land of MC Design Academy!

What’s Inside: 

• How Retail Smart Guys helps stores become more profitable
• Dan’s thoughts on how tariffs will impact retailers
• Why you need an email marketing strategy

Mentioned In This Episode:
Retail Smart Guys on Instagram
Retail Smart Guys on Facebook
Dan Jablons on LinkedIn

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Mary Bligh and Jessica Giancotti are lifelong friends and passionate designers with over 20 years of combined experience. Together, they founded Lily & Marigold Home + Design on a shared belief: women can thrive in their careers, embrace motherhood, and create beautiful, functional spaces that truly feel like home.

Mary and Jessica believe a beautiful home should be accessible to everyone. Their first brick-and-mortar store is located in Eastdale Village in Poughkeepsie, NY, where they offer a curated selection of home décor accessories. From candles, pillows, and throws to kitchen essentials and lighting, their unique products are designed to transform your home into a place for gathering, celebrating, resting, and recharging—all without breaking the bank.

In addition to retail offerings, Mary and Jessica provide comprehensive interior design services for both residential and commercial spaces. They see design as a collaborative journey and work closely with each client to create spaces that are both distinctive and meaningful.

As people’s needs at home continue to evolve, they design with these shifts in mind, ensuring that each space is as adaptable as it is stunning. Your home is your sanctuary, and everything in it should be a reflection of your story—where you’ve been, where you are, and where you’re going.

Here, Mary and Jessica return to the podcast and catch us up on everything that’s happened since the last chat, including a chaotic holiday season. They share their strategy of competing with expensive brands and offering products at a lower price point and how they stay authentic and unique on social media. Mary and Jessica also share details on moving their retail store, how they’re managing inventory and re-merchandising, and where they find inspiration.

What’s Inside: 

• A recap of Mary and Jessica’s chaotic holiday season
• How Lily & Marigold competes with higher-end brands
• Details on Mary and Jessica’s upcoming store move

Mentioned In This Episode:
Lily & Marigold on Instagram
Lily & Marigold on Facebook

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Liz Ferreira’s mom Beth started floral and gift shop Sweetbay out of her home when her two children were small. Over the years, her business has taken her to several brick-and-mortar shops, retail cooperatives and studio design. Her creative vision is the backbone of Sweetbay, as her merchandising inspires clients and shoppers across the Massachusetts north shore.

Liz joined forces with her mom after the birth of her second child. Not only was she raised in the school of Sweetbay, she brings many years of retail and customer service management to the shop. Liz loves collaboration with other creatives as well as working with clients to bring their visions to life. She looks forward to bringing in the next generation of Sweetbay clientele through exciting workshops, networking, and encouraging new trends in buying.

Community is the heart of the Sweetbay business. Both graduates of Wakefield High School and lifelong Wakefieldians, Liz and Beth, are passionate about owning and operating their business in their hometown. 

Here, Liz shares her journey from working for one of Boston’s premier floral design and event companies to working alongside mom at Sweetbay. She shares the experiences that shaped her customer service philosophy and how she selects products for their retail space. Liz also talks about incorporating vintage pieces into her inventory, how she lures shoppers onto the second floor of her space, her strategy for buying at shows, and more.

What’s Inside:

• Liz’s career journey and what led her to Sweetbay
• How Liz incorporates vintage into her merchandise
• Liz’s strategy for buying at shows

Mentioned In This Episode:

The Sweetbay Shop on Instagram
The Sweetbay Shop on Facebook

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Ronald Carter likes to think of creative styling as an art form: a masterpiece, carefully crafted by imagination and passion. He fell into his career by accident as a struggling actor in need of a side hustle. Ronald was living in Seattle at the time and recalls asking a friend if she knew of anyone who was hiring, and she kindly suggested checking out Eddie Bauer. From there, his retail career took off. 

At Eddie Bauer, Ronald started as a greeter, and in the three years that followed, he worked his way up to designing floor plans for the corporate office and training new visual managers. He then went on to work for Nordstrom, Anthropologie and Porch. 

A native of the Pacific Northwest, Susan Esayian has been working in the gift industry professionally for 26 years in a variety of roles. From merchandising Kitchen-Aid mixers to buying fine tableware and even carrying a four-poster bed up a mountainside for a catalog photoshoot, Susan has done it all…and that was just in the first 10 years!

Since then, Susan’s kept herself immersed in the gift industry as a buyer for a hospital gift shop and merchandiser for several wholesale showrooms and retailers. For Susan, retail isn’t just a job; it’s a career that she’s inspired by and passionate about more every day.

Jessica Young has been in retail since 1993. She started out working at The Gap in college, met Michelle at Anthropologie around 20 years ago, and the rest is history. From LA to Atlanta and to Vegas, Jessica has collaborated on tons of different projects. Coming to work on the CMA project with everyone was truly a full-circle moment for Jessica. 

Dave Sherrier, my super supportive husband, started out in retail when he was a kid but ventured off into construction. Fast forward to today; Dave works most of our gift show setups and wholesale show rooms and does a lot of the buildouts for the retailers we work with, such as Sales Producers, Fine Lines, CMA and many more. 

In this recap episode, the merchandising team dives into the creative side of the CMA show, including the process and how everything came together. The CMA project came up late in the season in October, and everyone brought along their expertise as strong merchandisers to pull it all off. The group discusses the details of the displays, all the moving parts, twists and turns, and reflections on the completed project.

This episode is sponsored by CMA. CMA is a leading professional sales representation group operating throughout California, Arizona, Nevada, New Mexico, Washington, Oregon, Colorado, Utah, Wyoming, Idaho, Montana, Hawaii, and Alaska. CMA understands the retail world is constantly evolving and welcomes changing trends as opportunities to bring new and exciting products, as well as tried-and-true best sellers, to retailers and their shoppers. Their professional and knowledgeable sales team confidently navigates the complexities of the gift industry to drive success for their vendors, retailers, and their business. Visit their website at CMAGifts.com.

What’s Inside: 

• A recap on the creative side of the CMA project

Mentioned In This Episode:
Ronald Carter on Instagram
Jessica Young on Instagram
Rue Patois on Instagram
Ruepatois.com
CMAGifts.com 

Support the show

Many of you were interested in hearing about how the CMA job came to be, my planning process, and how everything turned out. This week, I’m recapping it all here on the podcast! Starting from the beginning, I talk about how Emily Hoffman (VP of Sales for CMA) reached out to me for some rework projects, then get into the challenges we faced, all the unique design elements, and how it ultimately came together.

If you want to check out some of the maps we used, make sure to watch this episode on YouTube. Also, stay tuned for an upcoming episode where the team and I breakdown more of the juicy details of this incredible project!

What’s Inside: 

•  A recap of the CMA project

Mentioned In This Episode:
MC Design Collaboration on Instagram
The Retail Whore Podcast on Instagram

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Larisa Olson grew up in Chicago, the daughter of an entrepreneur who purchased a failing framing and furniture business and revitalized it. After many crazy adventures, Larisa studied set and costume design in the UCLA master’s program. Over the years, she also spent much time immersed in her father's framing showroom as the showroom coordinator (she had to organize a very chaotic business!) 

Years later, after more adventures, including some time in real estate, her father encouraged her to purchase a business: Chantilly Lace, a tiny rundown lingerie shop in the middle of one percent, white bread America. She has since revamped the business and turned it into one of this country’s lingerie powerhouses. Chantilly Lace is estimated to be one of the top five largest lingerie and swim shops in the nation.

Here, Larisa tells the amazing story of how she brought Chantilly Lace from its humble beginnings to monumental retail success. She shares how the store evolved over the years, from window displays to major renovations, and how she broke the rules of retail. Larisa also shares her customer service strategies for driving more lingerie and swim sales, how she flipped the script on merchandising, details of her customer newsletter and employee referral program, and more.

What’s Inside: 

• How Larisa transformed Chantilly Lace and grew a lingerie empire
• Larisa’s unique customer service strategy 
• How Larisa flipped the script on lingerie and swim merchandising

Mentioned In This Episode:
Chantilly Lace on Instagram
Chantillyfavorites.com

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Jason Soejoto is the National Account Manager for Specialty and Independent Business at Duke Cannon Supply Company. Duke Cannon is a one-stop shop for premium men’s grooming goods, and the brand occupies a really unique space within the gifts industry. Hailing from a simpler time, Duke Cannon values things like hard work, family, community, and... bacon!

Prior to joining Duke Cannon, Jason was a bit of a jack of all trades, but he’s always remained in the retail and customer service world. He’s done everything from account management, inside sales, and e-commerce management all the way down to retail store management and in-store execution. Jason also has a strong background in merchandising. If it happens within four walls and involves somebody buying something, chances are he’s done something similar.

Here, Jason discusses how he started his career in retail and went from working at a local record store and playing guitar on the side to the twists and turns that led him to Duke Cannon. He shares insights into selling to male consumers and keeping them hooked; the dad jokes behind Duke Cannon’s merchandise; how the product line is evolving; and how Duke Cannon gives back to America’s veterans.

What’s Inside: 

• Stories from Jason’s career journey
• Duke Cannon’s unique approach to men’s grooming goods
• How Duke Cannon gives back to veterans

Mentioned In This Episode:
Duke Cannon Supply Co on Instagram
Duke Cannon Supply Co on Facebook
dukecannon.com

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Sam Chapman started his career as a hairdresser, working for some of the biggest names in the UK. Eventually, he decided it was time to work for himself and opened his own salon. He got a crash course in running a business and learned how to stand out in front of the right customers and encourage them to come back.

At one point, Sam’s business was failing to the point where he was on the brink of losing his home. It was in that moment that he decided to invest in a mentor. His mentor helped him break down his business and build it back up with the correct systems and processes he needed to succeed. Sam was also able to discover how profitable products could be and started up his very own line. Once he finally attracted a solid customer base, he began working on how to give them bigger and better results. Within two years, Sam went from drowning in debt to opening an online shop and bringing in over $600K!

Today, Sam’s drive to help others comes from not wanting anyone to feel how he did at his lowest. As a product-based business coach, his specialty is helping clients build their brand, attract their perfect customer base, and turn them into raving fans. His signature four-pillar method has helped many small businesses double their income in just a few short months.

Here, Sam shares stories from his exciting career journey from hairdresser to salon owner to starting his own product line. He dives into how he works with clients and shares his valuable wisdom on his podcast. Sam also talks about tackling imposter syndrome, how to use social media to connect with customers, and what it’s like to work with Sam as a coach.

MC Design Academy is designed to be a space where I get to share my expertise with you, where you'll get to learn all about visual merchandising, design, display, retail, and everything in between. Come along as I practice my craft and be sure to like, subscribe, and follow our socials to keep updated. See you in the merchandising land of MC Design Academy!  

What’s Inside:

• How Sam started up his own product line
• How Sam helps clients through his product-based business coaching
• How to connect with customers through social media

Mentioned In This Episode:
https://www.samuelchapman.com
Sam Chapman on Instagram
Sam Chapman on YouTube

Support the show