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 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), and how to create a sensory experience that makes customers feel right at home.

If you’re a retailer feeling the pressure to do it all or look like everyone else, this episode will inspire you to set boundaries, trust your instincts, and grow with intention.

[0:40] Tori’s background: From the airport gift shop to the opening team of Anthropologie

[2:15] The "Pink Pants" Philosophy: Why you should sell what you love, regardless of trends

[4:30] The origin of the fragrance line and the problem with candles

[6:45] The "Actor Story": A chance gym encounter that led to a storefront

[11:15] Grow with Intention, Not Imitation: Why you shouldn't worry about trends

[15:00] Authenticity in action: Refusing to carry popular items (like patchouli or leopard print) because they don't align with the brand

[18:00] Learning to "color outside the lines" and building self-trust

[22:30] Battling burnout: Why The Dahl Farmhouse is only open 4 days a week

[28:00] Sensory retail tips: How lighting changes the emotional experience of a shop

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