Rooted in Retail · 2026-03-05 · 7 min
Connect with host Crystal Vilkaitis and join her newsletter at . Retailer? Visit for retail education, training, and community. Founded by Crystal Vilkaitis. In this special bonus episode of Rooted in Retail , host Crystal Vilkaitis shares some major, exciting news: her company, IndERA (formerly Crystal Media), has been acquired by Blue Butterfly. Join Crystal as she introduces the new owners, Patricia Norins and Michael Brielmann, and discusses how this strategic partnership will combine their retail expertise to serve better and support independent retailers. [0:25] The big announcement: IndERA (the Independent Retailers Association) has been acquired by Blue Butterfly. [0:55] Introduction to the new owners, Patricia Norins and Michael Brielmann, and their 30 years of industry experience. [1:15] Crystal’s personal connection: How her mentor, Patricia Norins, has been a guiding force since 2012. [1:41] Why this acquisition creates a perfect synergy for the future of independent retail. [2:22] How Blue Butterfly’s retail strategic consultancy services, ranging from marketing to deal negotiations, will expand the resources available to Indera members.
A Heartfelt Farewell: Reflecting on 3 Years of Rooted in Retail with Crystal Vilkaitis30 / 100
Scaling Success in the Modern Retail Economy with Patricia Norins and Michael Brielmann
From Store Bottleneck to Retail Visionary
Building a Resilient and Profitable Store with Patrick Retzer
Disrupting the Resale Industry with Jessica Rennard