Shows
Rooted in RetailA New Chapter: IndERA Acquired by Blue ButterflyIn this special bonus episode of Rooted in Retail, host Crystal Vilkaitis shares some major, exciting news: her company, IndERA (formerly Crystal Media), has been acquired by Blue Butterfly. Join Crystal as she introduces the new owners, Patricia Norenz and Michael Breelman, and discusses how this strategic partnership will combine their retail expertise to serve better and support independent retailers.[0:25] The big announcement: IndERA (the Independent Retailers Association) has been acquired by Blue Butterfly.[0:55] Introduction to the new owners, Patricia Norenz and Michael Breelman, and their 30 years of industry experience.[1:15] Crystal’s personal co...
2026-03-0506 min
Rooted in RetailBuilding a Resilient and Profitable Store with Patrick RetzerAre you stocking your store with only the items you like, or are you building a business that people actually want to shop? In this episode, Crystal Vilkaitis sits down with Patrick Retzer, Director of Sales at Streamline Imagined, to deliver "tell it like it is" advice for retailers navigating 2026. Patrick draws from over 20 years of experience in jewelry, fashion, and wholesale to explain how independent retailers can move past the "lonely" aspects of business and tap into the power of clienteling, staff empowerment, and community. This episode is a masterclass in shifting from a "survival" mindset t...
2026-02-1549 min
Rooted in RetailDisrupting the Resale Industry with Jessica RennardIs your inventory celebrating a birthday? In this episode, Crystal Vilkaitis is joined by Jessica Rennard, founder of NuSource and "The Fashion Disruptor," to discuss why retailers need to stop being emotional about their products and start treating them like widgets. Jessica shares her journey from monetizing non-profit donations to building a "mystery box" empire that helps retailers source quality secondary market goods. Whether you are a traditional boutique owner or a dedicated reseller, this conversation dives into the tactical side of inventory velocity, the rise of live selling platforms like Whatnot, and how to diversify your s...
2026-02-0818 min
Rooted in RetailInvesting in Relationships That Power Your Retail Business with Kathy RushingIn this episode of Rooted in Retail, Crystal Vilkaitis sits down with marriage and relationship counselor Kathy Rushing to explore why communication and intentional relationship-building are foundational (not optional) for healthy retail teams, strong leadership, and sustainable business growth.Drawing from over 30 years as a marriage and family therapist and 40+ years of marriage to a serial entrepreneur, Kathy shares practical frameworks and mindset shifts that help retailers strengthen relationships at work and at home. From nervous system regulation and burnout to simple daily rituals and the powerful CRAVE framework, this episode offers actionable tools retailers can implement...
2026-02-011h 01
Rooted in RetailMaster Meta Ads: How Independent Retailers Amplify Their Brand - Bonus EpisodeAre you tired of feeling like your store is the "best kept secret" in town? In this bonus episode, Crystal Vilkaitis, dives deep into the "hellscape" of Meta Ads Manager to show you why Facebook and Instagram ads are the ultimate irrigation system for your business. Crystal explains how to move beyond "hoping for rain" with organic posts and instead take control of your visibility, foot traffic, and sales through strategic amplification.This high-level guide provides the clarity you need to turn up the volume on your brand and become "15-mile famous."[1:45] The...
2026-01-2958 min
Rooted in RetailCreating a Retail Experience That Feels Like Home with Tori DahlAre you chasing trends or building a brand that feels like you? In this episode of Rooted in Retail, Crystal Vilkaitis chats with Tori Dahl, founder of The Dahl Farmhouse, about the power of staying true to your unique vision—even if that means breaking all the retail rules. Tori shares her incredible journey from working on the opening team of Anthropologie to launching her own lifestyle boutique and fragrance line. She reveals the serendipitous "Actor Story" that led to her storefront, her philosophy on why you should "sell the pink pants" if you love them (regardless of trends), an...
2026-01-2545 min
Rooted in Retail2026 Retail Trends Every Independent Store Must KnowIt’s the beginning of the year, and for independent retailers, knowing what consumers are buying is half the battle. In this episode of Rooted in Retail, Crystal Vilkaitis sits down with Anjarae Hamilton, Head of Retailer Sales and Account Management at FAIRE, to break down the highly anticipated 2026 Faire Forecast.Anjarae reveals the four major data-backed trends shaping consumer behavior this year, all centered around the theme of "self-expression". From the rise of "Well-Read" retreats to the maximalism of "More is More," this conversation provides a roadmap for what to stock to stay relevant. Beyond the tr...
2026-01-1830 min
Rooted in RetailHow Small Retailers Can Use AI to Compete Like Big BrandsAI is no longer just for big-box retailers with massive budgets. In this episode of Rooted in Retail, Crystal Vilkaitis sits down with AI entrepreneur RJ Talyor to unpack how small and independent retailers can realistically use AI to save time, boost sales, and stay competitive—without losing their brand soul.RJ shares his journey from Salesforce to launching and selling AI startups, and explains how tools like predictive AI, real-time marketing, and automated creative can help retailers move faster, test smarter, and respond to what’s happening right now. From email templates and photo generation to habi...
2026-01-1130 min
Rooted in RetailUsing an AI Prompt to Design Your Best Retail Year Yet - SoloIn this episode of Rooted in Retail, host Crystal Vilkaitis kicks off 2026 by sharing a powerful, systems-based AI prompt designed to help retailers clarify their goals, build smarter systems, and create a realistic roadmap for the year ahead.Inspired by Dan Martell’s six-step framework, this episode walks listeners through how to move beyond vague goal-setting and instead design a business — and life — rooted in systems, vision, and consistent weekly review. Whether you’re a detailed planner or feeling overwhelmed and unsure where to start, this episode offers a practical entry point to intentional growth.[00:00] Welcomin...
2026-01-0439 min
Rooted in RetailRetail Trends 2026: What Indie Stores Must Do to Grow - SoloThis is the final episode of Rooted in Retail 2025, where Crystal Vilkaitis, the Wolf of Main Street, reflects on the year and shares exactly what retailers should bring into 2026—and what to leave behind. From elevating in-store experiences to mastering live selling, paid ads, and AI, this episode is packed with actionable insights to help your retail business thrive in the new year.Crystal breaks down practical strategies to make 2026 your most successful year yet![2:18] - Events are exploding as people crave connection.[5:28] - Consistency in customer experience starts with employee support & training...
2025-12-1442 min
Rooted in RetailMarket Magic: 7 Ways to Build a Resilient Retail Store in 2026 - SoloIn this episode of Rooted in Retail, host Crystal Vilkaitis breaks down the Market Magic framework—seven must-have elements every independent retailer should check off to stay resilient, profitable, and top-of-mind in 2026.If you’re closing out a busy holiday season or planning for the new year, this episode gives you actionable ideas you can start using today to boost visibility, strengthen your brand, and elevate your customer experience.[00:00] — Market Magic overview[02:10] — Adaptability & quick pivots[05:45] — Using mystery boxes & FOMO marketing[11:20] — Branding consistency & audits[16:35] — Leveraging customer data + email segmentation
2025-12-0727 min
Rooted in RetailCreating Holiday Magic in Retail with Santa ClausWhat better way to kick off the holidays than learning from the master of Christmas cheer himself? In this special throwback episode, Santa Claus joins host Crystal Vilkaitis to share timeless tips for retailers on creating magical in-store experiences, boosting team morale, and surprising customers with moments of delight.From setting up a North Pole nook to hosting Elf Happy Hour and adding personalized touches that make customers feel special, this episode is packed with festive ideas to help retailers make the most of the season. [2:05] How retailers can manage the holiday rush and stay o...
2025-11-0924 min
Rooted in RetailCreating Joyful Customer Experiences in Retail - SoloHow do you turn an angry or sad customer into a loyal one? In this solo episode, Crystal Vilkaitis explores the emotional side of retail—how optimism, playfulness, and genuine human connection can transform every interaction in your store.From simple yet powerful gestures like smiling to encouraging your team to show up with energy and joy, Crystal shares practical insights to help retailers create memorable customer experiences that go beyond transactions. If you’re ready to inspire positivity in your store and strengthen customer relationships, this episode is a must-listen![0:44] Sending out surveys to frie...
2025-11-0408 min
Rooted in RetailHow to Build a Resilient Store and Stronger Brand Partnerships with Jessica BarileWhat makes a store truly stand out in today’s changing retail landscape? In this inspiring episode of Rooted in Retail, host Crystal Vilkaitis sits down with Jessica Barile, Head of Specialty Sales at DesignWorks Collective, to unpack nearly 30 years of wisdom from the gift and retail industry.Jess shares the timeless truth that drives every successful store—connection—and breaks down how to build meaningful relationships with your team, reps, vendors, and customers. You’ll learn how to create an inviting retail space, leverage overlooked vendor resources, and form partnerships that make your business more resilient.Thi...
2025-11-0246 min
Rooted in RetailThe Magic of Disney: Retail Lessons from the Happiest Place on Earth - SoloIn this solo episode, host Crystal Vilkaitis takes us behind the scenes of a truly magical experience — a private Disney World event with 29 retailers designed to spark inspiration, connection, and creativity. From fireworks and fine dining to learning Disney’s framework for building world-class culture and consistency, Crystal uncovers how independent retailers can bring that same magic into their stores.Discover how attention to detail, strong systems, and unforgettable customer experiences create loyal fans — not just customers. Plus, learn the power of “plussing” your ideas and why your team’s creativity might just be your next big dif...
2025-10-2817 min
Rooted in RetailHow Museum Store Sunday Creates Meaningful Retail MomentsWhat if retail could do more than sell—it could inspire, educate, and connect communities? In this special episode of Rooted in Retail, host Crystal Vilkaitis gathers four incredible guests—Susan Tudor, Chacho Herman, Stuart Hata, and Jonathan Ochart—to dive into Museum Store Sunday, the cultural counterpart to Small Business Saturday.They share how this nationwide movement helps museum stores (and indie retailers everywhere) turn a single shopping day into a year-round celebration of purpose, connection, and creativity. If you’re a museum store professio...
2025-10-2636 min
Rooted in RetailSmall Business Saturday: How to Turn a National Event Into a Local Movement - Solo EpisodeIn this solo “After the Show (but not really After the Show)” episode, host Crystal Vilkaitis dives deep into how independent retailers can make the most of Small Business Saturday—a national event that’s not just about sales, but about creating experiences and community connections. Crystal shares both tried-and-true tactics and out-of-the-box ideas to help retailers attract loyal customers, drive traffic, and make holiday shopping magical.From bundles and VIP events to scavenger hunts, local collaborations, and even alpacas (yes, alpacas!), this episode is full of creative inspiration to make your store the place to be this sea...
2025-10-2134 min
Rooted in Retail200 Episodes Later - Burnout, Slowing Down, and Redefining SuccessWe made it—episode 200! What a journey it’s been, and we’re so excited to celebrate this milestone with YOU.In today’s special episode, Crystal Vilkaitis reflects on the highs and lows of her retail journey and shares a deeper, more personal conversation about what it really means to feel successful. From burnout and hustle culture to the power of taking a pause, Crystal opens up about finding contentment, freedom, and clarity—without losing ambition.If you're feeling the pressure to do more or questioning what success should look like, this episode offers the perspe...
2025-08-0330 min
Rooted in RetailNot Just Another Mastermind: What Makes IndERA So PowerfulWhat does it really mean to be part of a thriving business community that understands the retail grind? In this bonus episode, Crystal Vilkaitis reveals the perks members get when they join IndERA—and it’s so much more than just another business mastermind.From staying ahead in the ever-evolving retail landscape to unlocking exclusive access to tools, resources, and strategy, Crystal walks you through the six foundational pillars that set Indera apart from other business groups.If you’re craving real-time business support, a strong network, and tangible growth in your digital presence—this episode...
2025-06-0542 min
Rooted in RetailTransforming Your Retail Strategy This 2025Join the Rooted in Retail Mastermind: Resilient Together--Are you spending your time and energy on what really matters for your retail business? In this solo episode, Crystal Vilkaitis dives deep into the essentials of modern retail marketing, customer connection, and creating unforgettable in-store experiences. Crystal also shares inspiration from attending the National Retail Federation, offering fresh perspectives on customer service, team adaptability, and creating demand for your store through meaningful connections. If you're ready to show up for your customers and your business, this episode is for you! [2:26] Why “show...
2025-01-2655 min
Rooted in RetailBusiness Lessons I’ll Take Into 2025 with Crystal VilkaitisJoin the Rooted in Retail Mastermind: Resilient Together--Welcome to the final episode of Rooted in Retail for 2024! It’s just me, Crystal, flying solo today, and we’re closing out the year with a bit of reflection and a look ahead to 2025. This episode is all about recapping the highs and lows of a year that many of us, myself included, can only describe as weird. We’ll pull back the curtain on some major changes I’ve experienced both personally and professionally, dive into what’s next for Rooted in Retail, and explore...
2024-12-2220 min
Rooted in RetailTransforming Our Brand: From Crystal Media to Rooted in RetailWelcome to this special bonus episode. I wanted to film this because we had some really big news this week. We are now operating as Rooted in Retail, not Crystal Media. We have been undergoing this transformation for some months now behind the scenes and I wanted to take you though the decision process because I think there is a lot you can learn about branding and messaging in your business. I am also sharing with you the plans have have for the future and what you can expect!I'm really excited about what...
2024-11-1417 min
Rooted in RetailSilencing the Inner Critic - Retail Therapy Session with Michelle Smith of Piccolo Mondo ToysIs self-doubt keeping you from showing up the way you want in your business? In this episode, we explore how to move past those mental roadblocks. Welcome to Retail Therapy, a special segment of Rooted in Retail! Today, I’m excited to have Michelle Smith from Piccolo Mondo Toys with us. I've been lucky to know Michelle for years. She not only creates a fun experience for kids but also inspires global awareness through her unique selection of toys and books. In this episode, Michelle is opening up about challenges I know many retailers face. If y...
2024-10-1743 min
Rooted in RetailThe Future of Retail with Crystal VilkaitisWelcome to a milestone episode of Rooted in Retail—episode 100! I’m thrilled to have you here for this special celebration.In today’s episode, we’re doing things a bit differently. My COO, Pauline Blasetti, will be turning the tables on me as I take on the Resilience Round—the rapid-fire Q&A I usually ask my guests. You’ll get to hear my answers at the end of the episode.But I’ve also gathered some of my favorite responses from past guests to the question: What do you think t...
2024-08-2538 min
Rooted in RetailHow Retailers Can Use AI to Save Time and Money with Crystal Vilkaitis and Patrick KeiserIf you're part of the Rooted in Retail community, you already know how much I love using AI to supercharge your business. The world of AI is evolving so quickly, and today, I’m thrilled to share an exclusive webinar replay hosted by Patrick Keiser!Patrick is from Heart on Main Street, an incredible nonprofit dedicated to helping independent retailers thrive in their local communities. Heart on Main Street hosts a monthly webinar series that brings together independent retailers and community organizations with top industry experts to share insights and strategies for business growth....
2024-06-301h 02
Rooted in RetailThe Art of Delegating: Finding the Who, Not How, to Grow Your Business (After the Show)In this episode of 'After the Show,' host Crystal Vilkaitis discusses key takeaways from a previous episode featuring guest Miranda Heslip, co-owner of Cloud Nine Pajamas. The conversation touches on the importance of social media, email marketing, and ways to earn money passively. Despite the interest in passive income strategies, Crystal shifts the focus to the power of determining 'Who, Not How' in business, emphasizing delegation, strategic outsourcing, and utilizing resources like the book by Dan Sullivan and Benjamin Hardy. She shares personal experiences and insights on how letting go of specific tasks can fuel business growth and...
2024-04-0316 min
Rooted in RetailWhat retailers can learn from Coffee Shops: After the ShowIn this episode of 'After the Show', host Crystal Vilkaitis discusses various topics related to retail growth and challenges, focusing on insights drawn from a conversation with Andrew and Claire Bowen, authors of the bestselling book 'The Daily Grind'. Through exploring the importance of being famous for something in your retail business, tips on checking profits weekly, and strategies for driving foot traffic, the episode offers actionable advice for retail store owners. Also covered are ideas for adding a coffee element or a popup shop to enhance customer experience and foot traffic, hiring for both culture and skill, and...
2024-02-2927 min
Rooted in RetailGenerational Shopping: Insights and Inspirations - After the Show with Crystal VilkaitisIn today’s after-the-show we are diving deeper into some of the ideas that I discussed with Nicole Linebach in episode 52 of Rooted in Retail. I emphasize the importance of using data to understand consumers and share ideas for keeping up with changing buying behaviors, such as surveying audiences, getting the right information, and creating unique in-store experiences that will allow you to connect with your customer. I also offer advice on finding inspiration in unexpected places like galleries, travel, street fashion, photography, and food trends, and I encourage listeners to step outside their industries for fresh ideas....
2024-01-2635 min
Rooted in RetailIncreasing E-commerce Success: After the Show with Crystal VilkitisIn our second episode of 'After the Show' for 'Rooted in Retail', I am sharing insightful tips for increasing the success of your e-commerce stores, drawing from this week’s conversation with Josh Orr of Capital Commerce. We dive deeper into website design, brand messaging, product photography, and return policies. Join the conversation in our Facebook Group ‘Rooted In Retail”[00:00] Welcome to After the Show[03:22] Grab the Transformational challenge before the end of January[04:15] This week on Rooted in Retail[05:31] Don't shy away from ph...
2024-01-1831 min
Crystal UncorkedMaking A Difficult Decision About Crystal UncorkedIt’s episode 100!I remember starting this podcast like it was yesterday. I was so excited. I had been wanting to do it for years and we finally did it. And then people gave me feedback and they loved it and they were tuning in and it was just so fun. And then it got challenging and I took a couple of breaks. And recently I have been thinking about where we going with this show and what are we doing. I've had a lot of people ask me what does success look like for CU...
2024-01-1007 min
Rooted in RetailFuture-Proof Your Store: From TikTok Trends, Holiday Marketing Tips and AI in Retail*Originally Aired on The Retail Whore Podcast* Get ready for a dynamic conversation with Michelle Sherrier owner of MC Design Collaboration and The Retail Whore Podcast Host, and social media expert and host of Rooted in Retail, Crystal Vilkaitis, as they unpack the intricacies of retail in the digital age. They explore the influence of social media and AI on the industry, share holiday marketing strategies, and discuss the balance of work and personal life. So much is discussed, you're going to get a lot of value from this episode!You'll...
2023-12-101h 07Rooted in RetailLakeFront Property, Speed Bumps, and Other Merchandising Need To Knows with Georganne BenderLakefront property—yep, every retail location has some. Along with speed bumps, these are some of the most powerful, money making spots in your store.Georganne Bender of Kizer and Bender is a consumer anthropologist, keynote speaker, author, and consultant who has helped tens of thousands of businesses in retail and countless other industries since 1990. During our conversation, Georganne explains how the store transformations she has been a part of have been all about layout, often not changing more than the first 12 feet. You have to hear advice for checkout counter location and a great ti...
2023-11-261h 02Rooted in RetailStaying True to the Authentic You with Russ JonesFirst things first, if you aren’t watching this episode, head over to YouTube so you can see Russ’s amazing suit!You can tell by looking at him that former retailer and long-time home and gift rep Russ Jones nails personal branding. Russ’s flair for Broadway, his dazzling suit, and his passion for retailers are part of his authentic story. In this episode, we’re in person at the Las Vegas Market, where Russ gives retailers a tip on how to walk the market to build THEIR story.Straight from the mouth of...
2023-11-1934 minCrystal UncorkedDreams, Regrets, and Taking Your ShotIn this episode of Crystal Uncorked, I’m sharing a recent experience I had on stage at Build Your Brand - Live! Out of the 300 super connector mastermind members, I was one of 10 who was asked to be on stage to share my experience in the program.And while I shared about how much my life has changed since I made the decision to invest in myself through the program, I also seized the moment and shared with a room of 600+ people that my biggest dream was to host my own studio talk show. Th...
2023-11-1523 minRooted in RetailBehind The Scenes Of A Dream with Kristin Lenz of White Arrows HomeBefore opening White Arrows Home in August 2020, Kristin Lenz had no retail or business experience. Instead, she refers to herself as an innately creative dreamer. As you listen in, you will see just how true that is! Kristin shares the behind the scenes story of how her Instagram blog and lifestyle brand became the store it is today, just three years later.When you’re opening a retail store for the first time, it can be hard to know when to hire and who to hire. White Arrows Home was open for three weeks before Kr...
2023-11-1257 minRooted in RetailIt’s Time To Be Seen with Jen GottliebWhat if you stopped hiding behind the YOU, you think everyone wants to see and show the world who you really are? This is what speaker, author, and friend Jen Gottlieb says it means to be seen. BE SEEN is her new book, available now and full of resources, tools, and tips for anyone. But today we’re taking Jen’s incredibly transformative advice and applying it to you, retailers!I know that many retailers hold themselves back because they don’t feel perfect. Jen shares something that is so true and will put a stop to...
2023-11-0557 minRooted in RetailSustainable Sensory Awareness For Wellness This Holiday Season with Dr. Nicole VillegasOkay, before we get going... let out a big sigh! Notice how you feel? In this episode, Dr. Nicole Villegas is explaining Sensory Awareness and how something as simple as a sigh can impact your vagus nerve and bring you to a calm and collected state.As retailers, you are creative beings. Likely aware of how your products affect the senses of your customers. But what about you? By supporting your sensory awareness and your sensory experience and using the tools Nicole shares today, you can move yourself through the stress cycle. Reducing y...
2023-10-2953 minRooted in RetailWalking Through The Fire with Patricia NorinsIf you are feeling stressed, burned out, overwhelmed, or in just general disarray, this one’s for you!As we head into the holiday season, things might be challenging. My mentor, friend, and returning guest, Patricia Norins is sharing her story of burnout, how she overcame it, and tools you can actually use to support yourself. So how do you walk through the fire and get to the other side? Take a step back. This is something we come back to over and over in the episode. Just really take time to pause, fa...
2023-10-2249 minRooted in Retail5 Steps to Beat Holiday Induced Stress and Burnout with Dr. Michelle WolfordHow are you supporting yourself and your health as you dive into the busy holiday season? Too often retailers find themselves burned, drained, and stressed in the midst of the happiest time of the year.My personal doctor of nearly a decade, Dr. Michelle Wolford, is with me to share 5 steps you can put into action to change your health to not only support you in Q4 but the rest of your life.Techniques - Dr. Wolford shares a great morning routine to get your days started off right: Wake up, Organize your...
2023-10-1540 minRooted in RetailSell More in the Holidays and Beyond with Dawn Grooters of Broken Vessel SalesAs retail heads into a busy holiday season, live from Las Vegas Market, Dawn Grooters of Broken Vessel Sales joins me to help you prepare.There is a common theme in our discussion today: relationships and connection = MORE sales. Dawn shares tips to reach customers by standing out with events, gift wrapping, open houses, and the lost art of phone calls.You can use phone calls to personally invite your loyal customers to events, check on abandoned carts, and get to know their needs. The more you know your customers, the more you know how...
2023-10-0822 minCrystal UncorkedWhat does the future hold? Taking You Behind the Scenes of Crystal UncorkedI have a confession to make. I love it when podcasters show us behind the curtain. I think it's very relatable when we can hear what businesses are going through, their thought process and what led them to make certain decisions. And so that's what we're going to be doing in today’s episode.So let's cheers and dive in![2:49] What is happening with Crystal Uncorked - hint we are going to be sharing more stories![5:12] At Crystal Media we are looking at our operations through the lens of “10X is...
2023-10-0436 minRooted in RetailSocial Media Transformation: Overcoming Fear and Resistance for Your Business with Michelle SmithWhen I first saw Piccolo Mondo on social media, you would rarely, if ever, see the face of owner Michelle Smith. Now that she has done the work, changed her mindset, and is doing it afraid, and she has seen the results.Michelle felt nervous, vulnerable, and afraid to show up on a livestream for her customers. But she took the leap. With advice, research, and the support of her friend, she started filming Toy Talk Tuesdays. These lives have become wildly successful, with the replays reaching more than Michelle ever thought possible. Now, with t...
2023-10-0144 minRooted in RetailFrom Hobby to 6 Figures with Kelly Gunn of Part-Time PickersVintage lovers, hobbyists, retailers... Listen in!Kelly Gunn is the owner of Part-Time Pickers, an online vintage retailer! What started out as a fun hobby transformed into a 6 figure business. Kelly’s success didn’t happen by accident; she has a course teaching exactly how she did it, and in today’s episode, she is dropping some of her secrets!You know I am all about the power of social media, and that is exactly where Part-Time Pickers grew into what it is. Kelly shares how to get off the content creation struggle bus an...
2023-09-2445 minRooted in RetailHow to Get a Waitlist with Beth Rich of Mix it Up Home & GiftWhen you finish this episode, I think you’ll agree with Beth Rich’s new nickname “Brilliant Beth”. Five years ago, Beth bought Mix It Up Home & Gift; now she has TRIPLED sales in the last four years. Another shocking key to her success... averaging 70 store events a year!Beth is fortunate to have two stores that thrive in a resort downtown area that participate in dozens of events yearly, which add to her sales, but she has a super unique take on a private event…laundry night.These nights are actually called ‘Holiday After...
2023-09-1743 minRooted in RetailEvolve Replay: “The Most Human Brand Wins” with Mark SchaeferIt’s your lucky day. Today, my Rooted in Retail listeners get an Evolve Exclusive. Mark Schaefer of Schaefer Marketing Solutions shares business stories, branding examples, and insight that will help you attain that human touch you need to succeed in today’s business landscape.It’s time to look at your customers as more than just the people buying your product; they are the heroes and the marketers. Mark shares that ⅔ of marketing actually occurs without the business owner but instead through customers via social media, influencers, testimonials, reviews, and word of mouth. The...
2023-09-101h 18Rooted in RetailRetail and Family: Advice, Tips, and Smart Ideas with Jen Komaromi of Jenny K GiftsNestled into a neighborhood shopping center in El Cerrito, CA, are Jenny K. Gift Shop and Well Grounded Tea & Coffee, both owned by Jen Komaromi and her husband.I got the chance to chat with Jen in person at the Las Vegas Market, and having been in business for 20 years, she has some great tips to share.Retailing with your family is a full commitment, but Jen wouldn’t have it any other way. When it comes to ordering products, creating training, menu development, running the books, and all the roles in between, Jen and he...
2023-09-0327 minRooted in RetailPlanning for Holiday: Strong Concepts, Storytelling, and WOW MomentsIn this special episode, we recorded Live at the Las Vegas Market. It may be August when this is airing, but as retailers, you know the is coming!The holidays are a big time of year for retailers across nearly all niches, from decorating to gifts.Returning from episode 4 (if you haven't listened to this one yet, be sure to you don’t want to miss it) is Michelle Sherrier from The Retail Whore Podcast. She is sharing her design, planning, and merchandising expertise when it comes to all things holiday. Do I hav...
2023-08-2732 minRooted in RetailTaking the Leap to Multiple Store Locations with AdreAnne TeseneToying around with the idea of opening another location? This is the crash course you need.In just 30 minutes, AdreAnne Tesene and I cover an insane amount of resources, tips, and advice.As the owner of Two Bostons with 7 locations, AdreAnne shares that 7 stores is nothing compared to that first leap of 1 to 2. What factors should you consider when you're opening a second store?Location, Operations, Inventory, Staffing, and Marketing... Don’t forget to get your notes out because you don’t want to miss the resources and wisdom for these key f...
2023-08-2033 minRooted in RetailUnderstanding The Mystery of Google Ads with Vi Wickam (Part 2)We’re welcoming Vi Wickam back this week, this time to talk all about Google Ads.How do they work? Where should you be showing up? A little secret… The first 3 results in each section of a google search result is a paid ad. You are not going to get those spots if someone else is willing to pay and you aren't. Vi breaks down the landing page of a search results into types of ads: Standard Text Ads (these are your text based ads, strongly related to key words) and Display Ads (thes...
2023-08-131h 00Rooted in RetailBranding for Success with Kaila Piepkow of Dox DesignFirst things first, branding is WAY more than designing a logo. It’s the colors, the fonts, the visuals, and the icons, and at Dox Design, it's the textures and custom patterns too!Kaila Piepkow is the Founder of Dox Design. She is a go to branding professional, creative, and hype gal, and she shares some incredible tips for retailers in this episode.Creating a brand means creating a visual story that resonates with your PCG. These visuals should be able to tell your audience who you are without having to read any accompanying text!! Th...
2023-07-3035 minRooted in RetailInventory Management and Planning with Dane Cohen of Management One52% of your business’s cash goes to inventory, making it the most important aspect for success.Creating an Inventory Management plan or an Open to Buy plan is going to not only help you stop winging it at market, but it can also help you understand your customer, your inventory patterns, and start making you more money with maybe even less inventory.Dane Cohen is the Director of Sales and Business Management at Management One, and he is sharing some serious tips and advice for retailers who might be weak when it comes to inventory an...
2023-07-2351 minRooted in RetailBranding for Success with Kaila Piepkow of Dox DesignFirst things first, branding is WAY more than designing a logo. It’s the colors, the fonts, the visuals, the icons, and at Dox Design it's the textures and custom patterns too!Kaila Piepkow is the Founder of Dox Design. She is a go to branding professional, creative, and hype gal and she shares some incredible tips for retailers in this episode.Creating a brand is creating a visual story that resonates with your PCG. These visuals should be able to tell your audience who you are without having to read any accompanying text!! This vi...
2023-07-1335 minCrystal UncorkedThe EVOLVE Experience: Trials, Triumphs, and TransformationIn this episode, your host Crystal Vilkaitis walks you through her journey of hosting her first-ever EVOLVE business conference.Crystal navigates the ups and downs of event planning, discussing everything from unexpected logistical hurdles to the pursuit of ticket sales. Despite the challenges, she managed to successfully host the conference at the Gaylord in Denver, Colorado. Crystal shares the joy of reaching the milestone of selling over 100 tickets, affirming that every challenge faced was indeed a stepping stone to this accomplishment.Next, Crystal takes you into the heart of the EVOLVE conference, an event marked...
2023-07-1237 minCrystal UncorkedWine and Wisdom: Embracing the 'Why Not Me?' MantraPodcast Launches, Past Lives, and Personal Growth…oh my!!Hey there, welcome back to Crystal Uncorked! In this episode, Crystal chats about her inspiring trip to a Dallas conference, her struggles and successes, and her surprising interests in past lives and numerology—all over a glass of 2022 Sonoma County Sauvignon Blanc.Crystal shares the journey of launching her top-rated podcasts, overcoming self-doubt with the empowering mantra ‘why not me?’, and rediscovering her drive after the challenging 2020 lockdowns. Her reflections on personal growth and success, especially her experience becoming a millionaire at 38, truly show that amazing things h...
2023-07-0530 minRooted in RetailInsider Tips to Rock Social Media with Steph Bechard of Crystal MediaHow lucky are you!? As a retailer, you get to do social media and connect with your customers.Steph Bechard runs our Crystal Media Insider group, and a lot of our chat today focuses on the reframing of your mind. Social media is not something you HAVE to do; it’s something you GET to do.When it comes to creating engaging content, Steph’s tip is to keep it fun, casual, and human. Just be YOU. Small businesses have this incredible opportunity to get personal in a way that big box stores don’t.
2023-07-0241 minCrystal UncorkedFear, Urgency, and Being Multi-Passionate - Catching Up on Crystal UncorkedJoin me, Crystal Vilkaitis, on this thrilling journey of self-discovery in my podcast, Crystal Uncorked. In this episode, we're exploring some crucial themes like fear, urgency, the beauty of being multi-passionate, and above all, the power of consistency and accountability in achieving our goals. I'll be sharing some exciting updates and a peek into how I'm navigating my own journey. Oh, and did I mention a big commitment? You'll have to listen in to find out what it is. I am thrilled to have you accompany me on this exciting path towards growth and authenticity. So hit play, and...
2023-06-2831 minRooted in RetailStructuring and Planning for Social Media: Find Your FaceInstagram, TikTok, Facebook... wherever your business is showing up, you need to be leveraging video content and a real human face to represent your store! Humanity is what sets you apart from your big box counterparts.Who that face is, is up to you. It can be just the owner, the team, a combo of the two, or even customers and influencers.In this episode, I get into the pros and cons of each type of social face and how YOU can figure out what is right.One of my favorite “Case Studies”, if y...
2023-06-1126 minRooted in RetailBalance and BurnoutHey Retailers!It’s my birthday week! I’m showing up today with a minisode and a little riff on what’s on my mind AND what I've been hearing in my conversations with retailers and entrepreneurs.Balance. The sweet divide between work, play, and rest.Why is it SO hard to find the balance? And when you do, are you feeling chronic guilt when you aren't working?Here's my golden tip: Get clear on what’s important.What matters...
2023-06-0412 minRooted in RetailAI for Retailers: An Unexpected Yet Invaluable Silent EmployeeI’ve said it before, and I’ll say it again, you need to be leveraging Chat GPT for your retail store.Google CEO, Sundar Pichai said, “AI is one of the most important things humanity is working on. It is more profound than, I dunno, electricity or fire”. So I’m telling you, this is BIG.As an independent retailer, you might be wondering how Artificial Intelligence is relevant to your retail store. So I’m getting into it: What is Chat GPT? Why is it important? And how do you use it? You can...
2023-05-2837 minRooted in RetailSocial Media Made SimpleWelcome to the first episode of Rooted in Retail, where I, Crystal Vilkaitis of Crystal Media, am sharing all my experiences, tips, and tricks to guide retailers to success! We’re wasting no time and diving into my favorite topic, something I’ve been working with since 2007…Social Media. During my time working with retailers over the last decade, I’ve seen a lot of resistance when it comes to social media. This resistance comes from the ever-changing landscape of the industry, the learning time for each new app and its features, and the fear retailers have of putti...
2023-03-0541 minCrystal UncorkedMy Decision Making FormulaGet ready for a super exciting announcement! But, before I get into that I want to back up and share some behind the scenes on how it all came to be and my formula and process for making decisions, like this.Recently I was taking part in a mastermind call, and the speaker was a producer of a ton of popular TV shows. And if you’re a listener, you know I have a dream to have my own show. After getting my chance to ask some questions, the speaker really dialed in on what it means to...
2023-02-2226 minCrystal UncorkedTrust the Process and Trust YourselfLet’s get real…I haven’t been trusting myself. This year I’ve invested a lot in myself, $57,000 to be honest…no small chunk of change for me. I’ve joined masterminds, professional development, programs, live events, you name it. And time and time again…I’m hearing the same information. And I know that I’ve learned things that are priceless and things that I might not see a return on right away. But when I’m hearing things I already know, I have to ask: What am I doing with this? How am I using this knowledge?
2022-11-1618 minCrystal UncorkedCreating a Business and a Life You Love with Susan NegenSusan Negen is the other half of WhizBang! Retail Training and my dear friend and industry partner. I previously had her other half Bob Negen on the show for episode 43. As WhizBang! Celebrating 23 years, Susan shares some great tips and lessons on creating both a business and a life that you love. Not only does Susan run an incredible business, but she also does it with her spouse! She shares how they don’t just make it work, they thrive together. For partners working together, it’s important that they be aligned with their thinking and plan to gr...
2022-11-0955 minCrystal UncorkedHumor and Heart from Paul de la GarzaPaul de la Garza brings with him over 25 years of leadership experience. He is a dear family friend, my "adopted" father, and my business coach. He has a wealth of knowledge and a great sense of humor, both of which he lets shine in this episode.Paul and I discuss this great analogy for your various journeys, whether it be in life, business, relationships or all of the above. So often you find yourself needing to know the end goal or the final destination that you're not even on your way. For me, I was stuck in...
2022-11-0243 minCrystal UncorkedEmbracing What Makes You "YOU"I love talking about authenticity and people’s superpowers and their importance whether we’re marketing online or just simply showing up. I value creativity and I have never been the kind to stick to what everyone else is doing. Quick story: back in college, I went to a Halloween party with a friend of mine and everybody was in costumes. My friend dressed up as a cute sexy cat – there were a lot of sexy cats, nurses, and teachers at that party by the way - and there I was as a bag of jellybeans, covered in bri...
2022-10-2624 minCrystal UncorkedAnything Is Possible with Vi WickamVi Wickam has been my web guy for over a decade. He is a digital expert, an incredible fiddler, and a dear friend to me. Every time I have a crazy idea or question when it comes to my website, Vi is right behind it saying anything is possible. He believes you truly CAN do anything, as long as you are willing to put the time, effort, (and money) into it.Are you worried your website isn't getting the traffic you need to be successful? Vi explains that the majority of websites get a shockingly low rate...
2022-10-1955 minCrystal UncorkedEvoking True Freedom in Today’s Busy WorldI’ve recently shared about my therapy journey and how helpful it has been and continues to be for me. In a session, my therapist asked me, “What does it feel like to feel free”? Closing my eyes I was instantly taken back to a childhood memory of riding my bike. Alone or with friends, happy, no weight of the adult world on my shoulders, completely detached from the world. A memory that brought me to tears; Will I ever have this true feeling of freedom again?Now as an adult my brain is rewired. I have adult...
2022-10-1217 minCrystal UncorkedPart 2: Thank You for Being VulnerableOh my gosh! The shock of last week's episode!! Cheers! *decaf coffee in hand*.If you missed last week go back and check it out because I’m engaged!!!Leaving off from talking about my tearful company meeting and the appreciation of vulnerability I got from one of my employees. I’m just so thankful for the feedback I got from multiple employees in the subsequent hours and days after that meeting; so much support, appreciation, and meaningful connections. Personally, I don’t like the fluff, I’m a cut-to-the-chase open, honest, meaningful kinda girl. Wh...
2022-10-0522 minCrystal UncorkedPart 1: Thank You for Being VulnerableVulnerability is such an important quality but can be so challenging to reach. I'm at a place in my life and my business where it’s happening a lot more organically and I'm finding myself sharing and crying and opening up in a way that isn’t really typical of me. The feedback I'm getting for that….Thank you! Each time I'm vulnerable those listening have really truly listened and then thanked me for being vulnerable. Being vulnerable in a position of leadership is particularly difficult, especially because you can have this fear that it makes you look w...
2022-09-2815 minCrystal UncorkedPart 1: 10 Years in Business, Lessons LearnedCan I get a WOOHOO!? *Pops Champagne* While I’m not drinking on today’s episode, I am certainly celebrating. We have reached 10 years in business at Crystal Media!! I am so proud and honored to reach this milestone along with my team. In honor of this exciting milestone, I am sharing my top ten tips and lessons learned in my last 10 years of business.Tip 1: MentorshipI wouldn't be where I am today without a mentor. In episode 4 I talk about mentorship and my personal mentor, Patricia Norins. I recommend a 1 on 1 mentor for sure as we...
2022-09-1427 minCrystal UncorkedPhotography Insights with Christina GressianuIf you're a listener or a follower of mine, you have probably had the chance to see some of Christina Gressianu’s work. Christina is a dear friend of mine, whom I met on Twitter nearly 15 years ago! Today, she is joining me on the show from her photography studio in Loveland, Colorado. I am so happy to finally be close by and continue to work with her often. In this episode she shares some insights she has on photography, being a photographer, and even being photographed.Christina makes this really beautiful statement, “A photograph is just a sl...
2022-07-1333 minCrystal UncorkedInnovation in the Pet Industry with Sarah GoldbergerMy guest Sarah Goldberger, CEO and Founder of Lord Jameson: Organic Dog Treats, joins me today with some really great advice for those in the pet industry but also for business owners in general. We talk about the importance of mentorship, embracing failure and uncertainty, and SuperZoo, an incredible conference for pet retailers and others in the pet industry.Sarah so eloquently phrases her Zone of Genius, as the ability to “find the inner center”. When it comes to products, market voids, and even employees Sarah has a unique talent to guide with intuition. I know personally, I go...
2022-07-0625 minCrystal UncorkedTrusting your Inner Knowing with Jennifer ConnI recently had the pleasure of meeting Jennifer Conn and our souls just connected. Jennifer is a spiritual educator and offers mediumship and clarity readings, retreats, and other amazing spirit work through her business, The Medium Experience. As Jennifer has come into her space as a Medium, she comes from a place of urging both herself and others to trust themselves. Spirit is all about energy, frequency, and your inner work. She shares some beautiful insight into choosing yourself as you heal yourself and dig into the deep work. When constantly pouring into others in...
2022-06-1542 minCrystal UncorkedFinding Freedom for Entrepreneurs with Pete MohrThe episode is jam-packed full of tips and good content for entrepreneurs and their businesses. Pete Mohr is an experienced entrepreneur, coach, and business expert. With Simplifying Entrepreneurship, he helps business owners understand the process and systems needed in their business to turn their frustrations into freedom and stop letting their business own them.Pete is in the process of writing a book on the “5 Ps”, a premise on which he guides all his entrepreneurs as they create needed systems and processes. PromiseProduct ProcessPeopleProfitT...
2022-05-2533 minCrystal UncorkedInspiration from the Reservoir BenchIf you’ve been a listener, you know that just before the end of season one, Dustin and I moved from California to our new home here in Colorado. Today in the midst of a gorgeous morning walk I am reflecting on the why behind our movement and want to share that with you.During the pandemic, I became really strong in the habits of journaling and taking walks. Dustin and I would walk our California neighborhood, sometimes multiple times a day, on one of those walks I told him I was feeling pulled to move back to...
2022-05-1808 minCrystal UncorkedBe More Efficient in Your BusinessAre you looking to achieve success without the stress? Today, I am so excited to share 5 efficiencies I have integrated into my business and why they are so important.Besides the obvious, efficiency is better, these new systems I have set up have brought me so much value. Utilizing new efficiencies has allowed us to plan ahead, we are ahead of the game instead of struggling to keep our heads above water. Planning ahead also allows room for unplanned events or emergencies. These things that inevitably pop up no longer lead to overwhelm and failure. We're also...
2022-04-2727 minCrystal UncorkedNew Fantastical Technology with Stacey MurphyIf you have been wondering about NFTs, how you can get involved, and what they can do for your business, or even if you are totally new to this, this episode is mind-blowing. In this interview with one of my favorite people ever, Stacey Murphy, we talk all about this insane new technology and what it's all about. Stacey is an award-winning serial entrepreneur, author, speaker, imaginative thinker, and founder of Rainbow Spiderwebs.Zone of GeniusStacey’s zone of genius is just amazing, she has the unique power of believing in YOU. She de...
2022-04-2052 minCrystal UncorkedA Business Designed to Turn Autism AroundIn celebration of Autism Awareness Month, I am featuring my friend and colleague, Mary Barbera in today’s interview. Mary is a Board Certified Behavior Analyst, Best-Selling Author, and an award-winning online marketer. Turn Autism Around is Mary’s latest book published in 2021, as well as the name of her podcast. Mary fell into the autism world when her two-year-old son was diagnosed with autism in 1999. She tells her story as a mother dealing with a new diagnosis, and how denial turned to determination. On a mission to educate herself and get her son the therapy and inte...
2022-04-0655 minCrystal UncorkedBuilding a Business From PassionMichelle Smith is the owner of Piccolo Mondo Toys, an Oregon-based toy store, with three locations and a website. Michelle built her business from her unique passions of travel, cultural awareness, children in developing countries, play, and education. Piccolo Mondo is the Italian phrase for "Small World", a perfect match for Michelle's message of play and connection around the world for her store.Michelle's Three Tips and LessonsPay really close attention to who you surround yourself with. Surround yourself with the people you want to be more like.Try new things, don't be afraid to...
2022-03-2347 minCrystal UncorkedBridging the Gap with Laura BrandenburgLaura Brandenburg is a great friend of mine and a member of my mastermind group. She is the founder and CEO of, Bridging the Gap, an online training and certification company for business analysts.Not only is Laura incredibly successful in her business but she discusses her success in real estate as well. For Laura her "Made it Moment" in business was the first sale of her ebook one year after beginning her blog. She also shares a really special "Made it Moment" after she arrived in North Carolina in their new investment home. She speaks on...
2022-03-1638 min