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For 26 years, Suzi Curtis thrived as a sales rep in the outdoor industry, running her own sales agency. “But I dreamed of having my own store since I was a kid,” she says. Visiting retailers over the years, she noticed they would express frustration about sales, blaming the economy, weather, or other external factors. Suzi saw the real issue: “They weren’t romancing the industry,” she says, observing missed opportunities in store design and customer engagement. “You walk in and there’s a fireplace filled with Crocs. Why not light the fire? Why not host events?”
Suzi’s dream turned into reality in 2020 when she opened her store, Woody’s Mercantile in Woodstock, Vermont. “Itching to get out of their houses, New Yorkers and Bostonians came to our town. It was like a carnival,” she says. Even though access was limited to just eight people at a time due to the pandemic, the store thrived, proving that passion and vision could spark success even in uncertain times.
“Woody’s is named after my late friend Woody Wider,” says Suzi. “He was the guy who always had the coolest gear—the best mountain bike, the latest gadgets. When he passed, I knew I had to honor him by naming the store after him.” And she certainly did him proud. Read on for a few insights from Suzi on how she uses Faire to keep her assortment varied, nurture a community of like-minded retailers, and more.
Different customers for different times of the year
With a charming triangle of shops that draws visitors from 30 minutes to two hours away, Woodstock is a special town. “Woody’s even pulled people from Hanover, New Hampshire, an Ivy League–college town without a robust downtown,” says Suzi. “Visitors come to Woodstock for the full New England experience: coffee, unique shops, and a quaint, walkable vibe that’s never overwhelming.”
A mix of tourists visit Woodstock throughout the year, and as the seasons change, so do the customers. November and December bring locals doing holiday shopping, and by January, it’s 30-somethings on ski trips. With Faire, Suzi finds items that suit every kind of customer. “It’s funny: I always use candles as an example,” she says. “In September, Marge from Michigan wants a $20 pumpkin-scented candle. By January, I’m selling $50 to $60 candles, and the cooler the brand, like Boy Smells or D.S. & Durga, the better it sells.”
When Suzi first discovered Faire, she couldn’t believe how simple and efficient it was to find what she wanted. “Coming from the rep world, I always thought, ‘These poor buyers have to juggle so many different platforms!’ There are so many interfaces to learn.” The outdoor industry, in particular, had its own maze of systems, each with its own password and navigation quirks. “It was so cumbersome,” she says.
So when Faire came along, Suzi saw its potential immediately. “I thought, ‘Faire is going to take the world by storm.’ One-stop shopping? It was only a matter of time.”
Keeping the product selection focused but fresh
The vibe at Woody’s is a reflection of Suzi’s unique vision: She combines timeless antiques with thoughtful, small-scale updates, creating a space that’s both inviting and ever-evolving. “I use all old furniture—pharmacy cubbies, antique tables—and it adds so much character.”
Aside from the atmosphere, locals love to come to Woody’s because there’s always something new. “I’m always changing things up,” she says. “Being in a tourist town, I get visitors by default, but it’s the locals who keep coming back weekly or biweekly because there’s new items to discover.”
Merchandising has always been a passion, but modern platforms like Faire have revolutionized her approach. “Faire has really changed things for me,” she says. “In the past, finding that perfect piece meant tracking down reps, filling out credit apps, and jumping through hoops. Now, I can add finishing touches with ease.”
To stay nimble, Suzi leverages Faire to keep her store feeling fresh without overcommitting. “Even when it’s slow, I can place a $300 order on Faire here and there. It keeps things looking new and exciting without breaking the bank.”
Suzi loves that she can sort products on Faire to help her find items no one else has. “I can sort by European or British brands on Faire: It makes finding unique items so much easier,” she says. To help in her search, she’s also teamed up with other like-minded store owners who shop on Faire, from Bozeman to New Hampshire. “We share ideas and discoveries from Faire, and it’s become a fun little community where we help each other.”
Suzi has always drawn energy for her store by connecting with others: “My favorite thing was going to sales meetings—getting flown to these cool, bougie places, sitting down with other reps and swapping stories. I always got so much out of those conversations.” She realized that store owners also feel isolated—but connecting over Faire helps.
“Faire has given us small store owners access to things we wouldn’t have time or energy for, allowing us to curate our spaces in the way we want,” she says. “It also gives me access to things I wouldn’t even know existed that are outside my bubble, like really cool pottery from out west. It allows me to change my offerings so much.”
Favorable terms, deep discounts, and ever-evolving inventory
When considering what to buy for Woody’s, Suzi aims to turn everything over within 30 to 60 days. “You only make money in this business if things are constantly moving,” she says. “Faire makes it easier, letting me place smaller, more frequent orders so I can quickly gauge whether an item is a hit or not.”
For example, she recently tapped into the appeal of elevated hobbies that resonate with adults seeking creative escapes. “I travel and shop a lot, and last March, I went to Waco, Texas, with my mom to visit Chip and Joanna Gaines’ stores,” she says. It’s there where she first saw watercolor workbooks by Emily Lex. She knew her Woodstock customers would love the workbooks and started placing small orders through Faire. “They were flying off the shelves—25 a day! I was ordering hundreds at a time, to the point that the supplier wondered what was up,” she says. “We always joke that we’re going to rename the store Woody’s Watercolor Workbooks.”
Faire’s 60-day terms enable businesses like Suzi’s to stock with less risk, offering more opportunities to experiment. “If Faire didn’t exist, my margins would be worse, and my store wouldn’t be as creative or colorful,” she says. “I credit Faire for a lot of my success.”
Though she does attend a few in-person trade shows, Suzi never misses a Faire Market, when tens of thousands of brands and retailers come together virtually to shop and build relationships. “I love the Faire Market and always take advantage of the deep discounts,” she says.
As Suzi looks toward the future, she’s excited to use Faire to continue to hone her selection at Woody’s and lean into the “less is more” consumer mindset. “When I’m unsure about a product, I ask myself, ‘Would I want this?’ If the answer is no, I don’t buy it.”
Owning a retail store can feel incredibly challenging, especially when you’re juggling a million things. “It gets really lonely sometimes,” Suzi admits. “You wake up in the middle of the night, worrying about cash flow, inventory, how you’re going to pay the bills—and then there’s always the pressure to come up with something new and different.” Thankfully, she can rely on Faire to keep her inventory engaging and meet other like-minded colleagues along the way. “It’s a lot to manage, but Faire really helps, and it’s all part of a retailer’s life.”
