Magpie & Tiger

06/18/2026

I cried a little during the interview. 🫶🏼

When Elena Gustavson opened magpieandtigervt she thought her background in business and finance would prepare her for retail.

It didn't.

Over the last 18 months, she's learned merchandising, inventory management, customer education, pricing, and cash flow while building a profitable stationery and gift shop in a town of fewer than 8,000 people.

Along the way, she leaned into feedback, implemented ideas shared by fellow Master Shopkeepers members, uncovered new revenue opportunities hiding in plain sight, and grew her business by more than 110%.

Her story is a reminder that successful retailers aren't born knowing everything. They stay curious, keep learning, and take action one step at a time.

I can't wait for you to hear Elena's story. It's an episode I genuinely think all store owners would want to listen to!

Catch the episode here: https://savvyshopkeeper.com/retail-store-growth-shopkeeper-story

06/18/2026

If you are interested in brick-and-mortar retail (whether you have a business already or thinking about opening one up), or if you are at all curious about what I have learned the last couple of years as a retailer in a small town, check out my conversation with Kathy Cruz of that aired this morning.

Kathy and the Master Shopkeepers group that I am a member of, has been deeply important to my journey as a retailer these last two years. Magpie & Tiger is such a joyful part of my life and so much of that is because of Savvy Shopkeepers. Link in bio, stories and Facebook comments. 😘



Savvy Shopkeeper

06/18/2026

I do love to find new-to-me Vermont products, and Saltbox & Company, a small studio in Dorset, stopped me in my tracks when I came across their gorgeous, original watercolor illustrations.

Besides the boxed mini cards, we also have their beautifully packaged tea towels of New England flowers, and full size boxed cards with envelopes.

06/09/2026

We have thoughts about teacher gifts.

There is nothing wrong with a mug. But sometimes you want to do something a little extra. Something that doesn’t feel like last-minute grab or afterthought.

Everything here is under $35. 😘

We are here at 15 State Street, seven days a week.

06/08/2026

Montpelier is the smallest state capital in the country and we are a 700 sq foot shop on State Street. The fact that we made it as a 2026 Seven Daysies Finalist as “Best Place to Buy a Unique Gift Outside Chittenden County”, is because of our customers. ❤️

THANK YOU for coming in, sending friends, buying subscriptions, reading our newsletter and telling someone “you have to go to Magpie & Tiger”. We appreciate all of it.

Voting is open through June 15 until 5pm in case you want to make a shop owner’s week. 😉

Link in comments.

06/06/2026

Magpie & Tiger is a specialty stationery, gift and goods shop in Montpelier, Vermont.

Open Mon-Fri, 11-6
Open Thu, 11-7
Open Sat 10-5 and Sun 11-4

Shop online 24/7 🔗 in bio