A Store Full of Personalities
I enjoy shopping… but what I really love is discovering. Unearthing that perfect item. Finding the thing that quietly says, “I get you.”
Owning a small retail shop means constantly stepping into someone else’s shoes. The twist is that “someone else” isn’t just one person — it’s a kaleidoscope of hundreds of personalities, tastes, and stories.
And honestly? That’s the fun part.
What do we buy to fill the shelves, bins, and candy jars in a way that truly delights our Merrill Mischief customers? Our philosophy is simple: sell what you like. It’s a solid starting point, with the obvious understanding that not everyone likes exactly what we like. So we add the second rule: buy what you know.
Craig and I are lucky to have an incredible blended family — five vibrant, opinionated (in the best way), passionate, fully grown kids. Instant focus group! Add four equally amazing partners and significant others, and our test panel jumps to nine. Friends, family, in-laws, ex-in-laws, neighbors, former classmates… suddenly the circle widens. Together they shape our formula: sell what they like informs buy what you know.
A perfect example is our Merrill Mischief Sweet & Sassy Wall of Flavor. We asked each of the kids and their partners to send us their favorite step-it-up-a-notch hot sauces. They took the assignment seriously. New Jersey, Oregon, North Carolina, Upstate New York, and Vermont all reported in. We tracked down wholesale sources for nearly all of their picks, and just like that, our family-powered selection was born.
Every time I walk past that wall, it feels like the family is right there with me. Pop-art portraits of each of them hang beside their sauce of choice. They’re all true foodies, and it’s amazing how perfectly their recommendations match their personalities.
Our little store is full of personality — to be precise, personalities. Hot sauces chosen by the kids. Imported candy picked by our globe-trotting friends. Vermont cheese and maple syrup from childhood neighbors. Gifts celebrating favorites like Harry Potter and Peanuts. Candles that smell incredible. Items that make you laugh out loud because they remind you of good times and the people you love most.
I say it often: I love going to the shop each day. I look forward to seeing who will walk in for the first time and which favorite regulars will stop by for their weekly treat. Now I realize that a big part of that joy comes from sharing what we like and what we know — passed from our family and friends to yours