Rooted in Retail · 2026-03-15 · 39 min
Connect with host Crystal Vilkaitis and join her newsletter at . Retailer? Visit for retail education, training, and community. Founded by Crystal Vilkaitis. Crystal Vilkaitis is joined by the new owners of Indera, Patricia Norins and Michael Brielmann of Blue Butterfly. Together, they discuss the acquisition and the massive vision for the future of independent retail, focusing on leveling the playing field through data science, community, and sophisticated business intelligence. Patricia shares her journey as a fourth-generation retailer and the spokesperson for Small Business Saturday, while Michael dives into his experience scaling vertically integrated retail empires. If you're looking for insights on lease negotiations or how to use AI to find hidden profit, this conversation is a masterclass in modern retail strategy! [2:15] Patricia’s background - From unpacking boxes in seasonal stores to launching global trade. [4:25] Michael’s journey - Scaling a Christmas store concept to 77 company-owned and 230 licensed locations. [8:49] How Patricia helped American Express launch the holiday.
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