Today, I’m thrilled to chat with Kat and Mary Grace, the incredible sisters behind Willrett Flower Company, a full-service flower and gift shop in DeKalb, IL. Their store is often described by customers as a "ray of sunshine," and they’ve worked hard to create a vibrant, inclusive, and welcoming space in the heart of downtown.

In this episode, we dive into their journey of building a thriving retail shop while navigating personal challenges. We cover everything from their approach to hospitality and attention to detail to how they engage with the community and make the most of social media.

Kat and Mary Grace also share the tough lessons they’ve learned and what it truly means to offer exceptional customer service. Plus, get the scoop on their exciting store expansion and rebranding! This conversation is packed with inspiration and fun—don’t miss it!

[05:17] Unique ways to make sure every customer feels special

[09:15] The little details that define the customer experience

[13:47] Ways that Kat and Mary Grace get involved with the community

[17:06] Episode Sponsor: SCALE with Crystal Media

[23:08] How facing major life obstacles and balancing motherhood has influenced their business approach

[31:38] Social media strategies that helped Willrett Flower Co. drive more engagement and sales

[37:50] Their goals for expanding the store to a new location

[39:18] Kat and Mary Grace's resilience round

[39:22] Best business book

[39:36] Best retail technology

Get all of the details on our website at https://www.crystalmediaco.com/episodes/the-magic-of-attention-to-detail-and-hospitality-with-willrett-flower-co/

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Welcome 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 the future of independent retail looks like? You’ll hear insights from ten amazing guests, all packed into this episode.

Plus, I’ll be sharing what’s next for Rooted in Retail. We’ve got some exciting new projects lined up, and I’m confident they’ll make a big impact on you and your store.

Before we dive in, I just want to say thank you—for listening, for being part of this community, and for making this journey so rewarding. It means the world to me. So, without further ado, let’s jump into episode 100 of Rooted in Retail!

[01:37] Rooted in Retail Merch Winners

[02:25] Celebrating 100 episodes of Rooted in Retai

[05:00] Why independent retailers need this key strategy to outperform big box chains

[06:14] Crystal's call to action for retailers

[08:3]7 Stay Tuned: A new Rooted in Retail segment you won't want to miss

[11:45] How Crystal plans to bring Rooted to Retail to life with in-person experiences

[13:47] Special Announcement: After the Show returns in September

[16:43] What makes independent retailers special with Dane Cohen

[17:57] How retailers can stay relevant with Jacqueline Snyder

[18:50] Why there's never been a better time to own a business with Wade Tonkin

[19:48] The biggest advantages independent retailers have over big box stores with Susan Negen

[20:51] Embrace the mindset of "I don't know what I don't know" with Paul Erickson

[22:31] The demand for independent shops is increasing with Karen Walsh

[23:51] The power of automation in the future of retail with Thad Price

[25:14] What will keep customers coming back to small business retail with Beth Rich

[25:49] Why retailers should take care of their regulars with Matt Harris

[27:32] How can we engage with customers in a different way with Kelly Bennett

[28:43] Episode Sponsor: Crystal Media Co. Ads Management Services

[29:56] Crystal Vilkaitis' Resilience Round

Get links to all the episodes and resources on our website at https://www.crystalmediaco.com/episodes/the-future-of-independent-retail-with-crystal-vilkaitis/

Join the Rooted in Retail Facebook Group to continue the conversation - https://www.facebook.com/groups/rootedinretail

Join our Rise and Shine newsletter for all the latest marketing news for retailers - https://www.crystalmediaco.com/

Show off your super fandom by getting your Rooted in Retail Merch! https://www.bystadium.com/us/en/stores/rooted-in-retail-30474/S820473454

Holy guacamole! Today's episode is packed with so many actionable tips for social media and holiday marketing, you’ll need to listen twice. We’re diving deep into open house planning and Pinterest strategy, so grab your pen and paper!

Today, I’m joined by the incredible Steph Bechard. While she’s no longer on the Crystal Media team, she remains a forever friend of ours. I’m so excited that we could come together for this special Episode 99 to answer three burning questions from retailers just like you.

In this episode, we’re taking on call-in questions from our listeners and we cover it all. They called in, asked a specific question, and we're giving a lot of strategies and ideas and tactics to answer those questions today.

Whether you’re looking for tips on promoting events through social media or want inspiration for your Q4 marketing plan, we cover a ton in this episode. Let’s dive in!

[02:34] Question 1: How can I start using and leveraging Pinterest for my crafters who often go there for crafty ideas?

[04:19] Why retailers need to be verified merchants on Pinterest

[05:22] What’s the best percentage split between inspirational and sales-driven posts?

[10:04] How to use keywords on Pinterest

[15:49] Question 2: How can I come up with a new creative format for our annual holiday event in November?

[15:53] Crystal brainstorms a Christmas Wonderland carnival event for Q4

[22:46] Episode Sponsor: EVOLVE 2025

[23:30] What retailers should consider when creating social media content to promote events

[28:54] Three quick tactics for event promotion on social media

[34:23] Question 3: How retailers can use social media to bring shoppers into their holiday events

[37:35] How to leverage live rooms on Facebook and Instagram with other shops

[40:43] Why you should talk about your past events in your content

[41:33] The power of creating buzz outside the store to bring customers in

[43:12] How staggered sales can help maintain steady foot traffic throughout an event

[47:23] Crystal's ideas for a holiday giveaway

Get all of the details on our website at: https://www.crystalmediaco.com/episodes/social-media-tactics-to-shine-this-holiday-season/

Join the Rooted in Retail Facebook Group to continue the conversation - https://www.facebook.com/groups/rootedinretail

Join our Rise and Shine newsletter for all the latest marketing news for retailers - https://www.crystalmediaco.com/

Show off your super fandom by getting your Rooted in Retail Merch! https://www.bystadium.com/us/en/stores/rooted-in-retail-30474/S820473454