Rooted in Retail
Running a store can be tough, but it doesn’t have to be lonely! Rooted in Retail is a show dedicated to helping independent retailers thrive in today's ever-evolving retail landscape. This show is made for Main Street retailers like gift shops, jewelers, pet stores, boutiques, florists, home decor and furnitures stores, hardware stores, toy stores, craft, quilting and sewing shops; tea and coffee shops, specialty retailers and more. Join your host Crystal Vilkaitis, The Wolf of Main Street, as she explores topics that are vital to the success of your store. From marketing to mindset, money to merchandising, sales to leadership, she'll cover it all. Each episode features interviews with industry experts and accomplished retailers who share their real-life insights and actionable advice. Get ready for a great conversation on how to build your dream business with Rooted in Retail. Also check out Crystal's other show, Crystal Uncorked.
Episodes
Connect with host Crystal Vilkaitis and join her newsletter at https://thisiscrystal.com.
Retailer? Visit https://indera.co for retail education, training, and community. Founded by Crystal Vilkaitis.
All good things must come to an end, and today marks the final episode of Rooted in Retail. After three incredible years of sharing stories, strategies, and successes, Crystal Vilkaitis is closing this chapter to make room for what&rsqu...
Connect with host Crystal Vilkaitis and join her newsletter at https://thisiscrystal.com.
Retailer? Visit https://indera.co for retail education, training, and community. Founded by Crystal Vilkaitis.
Crystal Vilkaitis is joined by the new owners of Indera, Patricia Norins and Michael Brielmann of Blue Butterfly. Together, they discuss the acquisition and the massive vision for the future of independent retail, focusing on leveling t...
Connect with host Crystal Vilkaitis and join her newsletter at https://thisiscrystal.com.
Retailer? Visit https://indera.co for retail education, training, and community. Founded by Crystal Vilkaitis.
In 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...
Connect with host Crystal Vilkaitis and join her newsletter at https://thisiscrystal.com.
Retailer? Visit https://indera.co for retail education, training, and community. Founded by Crystal Vilkaitis.
How do you stop being the "easy solution" and start building a team that thinks for themselves? Sarah LoBue, co-owner of Main Street Florist and an industry educator, joins the show to discuss her 15-year evolution from a "baptism by fi...
Connect with host Crystal Vilkaitis and join her newsletter at https://thisiscrystal.com.
Retailer? Visit https://indera.co for retail education, training, and community. Founded by Crystal Vilkaitis.
Are 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 d...
Connect with host Crystal Vilkaitis and join her newsletter at https://thisiscrystal.com.
Retailer? Visit https://indera.co for retail education, training, and community. Founded by Crystal Vilkaitis.
Is 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 s...
Connect with host Crystal Vilkaitis and join her newsletter at https://thisiscrystal.com.
Retailer? Visit https://indera.co for retail education, training, and community. Founded by Crystal Vilkaitis.
In 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 retai...
Connect with host Crystal Vilkaitis and join her newsletter at https://thisiscrystal.com.
Retailer? Visit https://indera.co for retail education, training, and community. Founded by Crystal Vilkaitis.
Are 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 irriga...
Connect with host Crystal Vilkaitis and join her newsletter at https://thisiscrystal.com.
Retailer? Visit https://indera.co for retail education, training, and community. Founded by Crystal Vilkaitis.
Are 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...
Connect with host Crystal Vilkaitis and join her newsletter at https://thisiscrystal.com.
Retailer? Visit https://indera.co for retail education, training, and community. Founded by Crystal Vilkaitis.
It’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 an...
Connect with host Crystal Vilkaitis and join her newsletter at https://thisiscrystal.com.
Retailer? Visit https://indera.co for retail education, training, and community. Founded by Crystal Vilkaitis.
AI 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 s...
Connect with host Crystal Vilkaitis and join her newsletter at https://thisiscrystal.com.
Retailer? Visit https://indera.co for retail education, training, and community. Founded by Crystal Vilkaitis.
In 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...
Connect with host Crystal Vilkaitis and join her newsletter at https://thisiscrystal.com.
Retailer? Visit https://indera.co for retail education, training, and community. Founded by Crystal Vilkaitis.
This 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 ...
Connect with host Crystal Vilkaitis and join her newsletter at https://thisiscrystal.com.
Retailer? Visit https://indera.co for retail education, training, and community. Founded by Crystal Vilkaitis.
In 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&...
Connect with host Crystal Vilkaitis and join her newsletter at https://thisiscrystal.com.
Retailer? Visit https://indera.co for retail education, training, and community. Founded by Crystal Vilkaitis.
How do you build a store customers love coming back to — not just for products, but for the feeling it gives them? Retailer and industry expert Ari Lowenstein, owner of Ari’s Pantry in Dallas, returns to the show to share hi...
Connect with host Crystal Vilkaitis and join her newsletter at https://thisiscrystal.com.
Retailer? Visit https://indera.co for retail education, training, and community. Founded by Crystal Vilkaitis.
Retail legend Matt Harris is back on Rooted in Retail — and this time, he’s revealing the sales framework he’s used for decades to land jobs, close high-ticket deals, and elevate customer experience. This is real sales...
Connect with host Crystal Vilkaitis and join her newsletter at https://thisiscrystal.com.
Retailer? Visit https://indera.co for retail education, training, and community. Founded by Crystal Vilkaitis.
Ready to make more money this holiday season?
In this episode of Rooted in Retail, Crystal sits down with brand strategist and copy consultant Nicole Prince to break down exactly what retailers should be emailing, posting, and saying...
Connect with host Crystal Vilkaitis and join her newsletter at https://thisiscrystal.com.
Retailer? Visit https://indera.co for retail education, training, and community. Founded by Crystal Vilkaitis.
What 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-s...
Connect with host Crystal Vilkaitis and join her newsletter at https://thisiscrystal.com.
Retailer? Visit https://indera.co for retail education, training, and community. Founded by Crystal Vilkaitis.
How 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 yo...
Connect with host Crystal Vilkaitis and join her newsletter at https://thisiscrystal.com.
Retailer? Visit https://indera.co for retail education, training, and community. Founded by Crystal Vilkaitis.
What 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 un...
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