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 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 immediately to improve culture, retention, and connection.

[02:10] — Why communication and connection are culture-shaping forces in retail, not just “soft skills.”

[05:01] — Kathy shares her personal story of hitting relational burnout after years of entrepreneurial pressure.

[08:38] — Understanding fight-or-flight, irritability, and why prolonged stress changes how we show up at work and at home.

[12:38] — Small moments of connection that radically shift team morale and customer experience.

[14:46] — The danger of assuming “we’re fine” and how slow relational drift happens unnoticed.

[17:00] — You’re either moving toward connection or slowly drifting apart — at work and in life.

[19:57] — Relationships as long-term assets, not emergencies
Why proactive maintenance prevents burnout, turnover, and even divorce.

[22:10] — Why people don’t leave jobs, they leave relationships, and how leadership directly affects retention.

[25:40] — How understanding communication styles improves leadership, hiring, and teamwork.

[27:05] — Introducing the CRAVE framework
A five-pillar system for maintaining strong relationships:

• C — Communication
• R — Rhythms & rituals that connect
• A — Appreciation & affirmation
• V — Vision
• E — Energy

[28:17] — A simple but transformative communication tool that reduces defensiveness and builds trust.

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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 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 Hamilton Metaphor: Why ads are the "lighting and sound" of your retail stage.

[5:10] The 1-7% Rule: The harsh reality of organic reach and why you can't rely on "rain."

[8:30] Success Metrics: Why looking for sales alone is tunnel vision and what else to track.

[12:15] The Power of the Pivot: How ads grow your email list and drive event attendance.

[16:40] 15-Mile Famous: Leveraging local awareness to become a community legend.

[20:10] Old School vs. New School: Why targeting is dead and "Creative" is the new algorithm driver.

[24:35] The Importance of Clean Data: Why Meta needs good signals to optimize your spend.

[27:15] AI in Ads: Why you still need a human in the loop to avoid "lazy" brand damage.

[28:50] Ad Strategies for Brick-and-Mortar vs. E-commerce.

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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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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 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 trends, Anjarae shares crucial strategies for staying profitable amidst economic uncertainty, the importance of agility in buying, and how FAIRE is leveraging AI to simplify the search process.

This episode is your ultimate guide to a successful year.

[2:19] Anjarae’s journey from small-town Tennessee to leading sales at FAIRE

[4:43] The 2026 Forecast theme: Investing in the truest self

[5:56] Trend 1: Well-Read—Why books and reading retreats are booming

[6:00] Trend 2: Fanfare—Preparing for the Olympics and World Cup watch parties

[7:08] Trend 3: More is More—The return of maximalism and bold prints

[8:50] Trend 4: Witching Hour—Magic, manifestation, and astrology

[14:53] How successful retailers are adjusting buying habits to stay profitable

[18:08] Using AI and Natural Language Search to find the perfect inventory

[22:25] The "iTunes model" of wholesale: Testing consolidated shipping

[23:44] FAIRE Direct: How to get commission-free orders with existing brand relationships

[26:12] "Point of Slay": Saving time with POS integrations

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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 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 habit-building and ethical AI use, this conversation breaks down what matters—and what doesn’t—when it comes to AI in retail.

If you’re a retailer feeling overwhelmed by AI but know you can’t ignore it anymore, this episode will help you cut through the noise and start using AI with confidence.

[2:34] RJ’s background and entry into retail tech

[4:18] Non-obvious ways small retailers can use AI today

[5:41] Using AI to create email and website templates faster

[7:37] How predictive AI works and why testing isn’t enough anymore

[11:07] How much time retailers should realistically spend on AI

[13:40] Should retailers become AI experts—or rely on vendors?

[17:00] How AI gives small retailers a real competitive edge

[19:19] Transparency, ethics, and being honest about AI use

[21:18] Using AI to respond to real-time events and local moments

[24:21] What retailers should start doing now to prepare for the future of AI

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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 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] Welcoming 2026 & setting the tone.

[03:49] Introducing the Dan Martell–inspired AI prompt

[06:12] Turning goals into a “day in the life” vision

[11:25] Identifying current constraints.

[16:37] Vision casting & storytelling for motivation.

[23:40] Automations, systems & weekly review loops.

[26:22] Crystal’s personal example: writing her first book. How a 90-day TikTok accountability challenge helped her build consistency and redefine success metrics.

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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 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

[9:04] - Organic reach isn’t enough; strategic ads grow visibility, foot traffic, and email lists.

[17:21] - A fast-growing retail channel; plan ahead with product themes, pre-ads, and post-event marketing.

[19:20] - Posting imperfect content builds trust, connection, and consistency.

[24:46] - AI is here to stay—tools for automation, customer insights, and efficiency.

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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’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

[21:50] — Community involvement & partnerships

[27:40] — Omnichannel selling in 2026

[33:15] — New channels: Podcasts, YouTube & local shows

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