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. 

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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

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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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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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