I first met Crystal Vikaitis some 15 years ago, when she was bringing her enthusiasm and expertise about social medial to the gift industry through popular trade shows lectures. She has since launched the company Crystal Media, built a successful marketing brand called Rooted in Retail, and acquired the nickname – based on the meaning of her Lithuanian last name – The Wolf of Main Street.  

It’s big news that The Wolf is launching yet another business, this one called IndERA, short for the Independent Retailers Association. “We’re launching with one clear message,” according to Crystal: “Main Street isn’t dead. It’s evolving.”

“With tariffs in the spotlight, independent retailers are once again at risk of being left behind. IndERA gives them a fighting chance, with the strategy, community, and tech they need to stay competitive. Backed by a powerful AI platform, expert-led strategy, and a real retailer-to-retailer community, IndERA is helping indie stores fight back and reclaim their future.”

IndERA is membership based, with monthly subscriptions for retailers starting at $25.  This entitles retailers to monthly social media kits, a bi-weekly newsletter, and access to AI tools and retail tech training.  In an era in which many small business owners are feeling anxious and isolated, IndERA’s private retailer community – described as “a judgment-free zone for real connection and support” – could be one of its greatest benefits. The online community will be hosted on circle.so, a platform designed for this type of program.

Membership is open to all independent retailers, whether brick and mortar or online, single location or multiple-store chains. The goal of IndERA is by 2030 to have “helped build 50,000+ thriving retailers, who are resilient and ready for anything.” If you want to be part of this new association for the independent retailers of the future, check out Crystal’s latest vision.  

Happy Retailing,
Carol “Orange” Schroeder

Please note that there will not be a Specialty Shop Retailing blog post next week.