In this episode, Michelle Sherrier and Susan Esayian catch up after a busy market season and dive into what they’re seeing on showroom floors, in merchandising, and across the retail industry. From traveling showrooms and sourcing props to staying relevant as trends shift, they unpack what’s really happening behind the scenes—and what retailers need to be paying attention to next.

Ask Michelle and Susan for Shelf Talk! Michelle and Susan will be co-hosting an episode every month! We’re diving into all things design, display, and merchandising—and we want to hear from you! Got a question? Submit it by going to theretailwhorepodcast.com, clicking on SHELF TALK, and we’ll answer it in an upcoming episode. Let’s talk shop and bring your ideas to life!

What’s Inside

• How showroom merchandising is evolving (and what’s not working anymore)
• Why staying relevant creatively matters more than ever in retail
• The future of merchandising, legacy brands, and where the next generation fits in

Mentioned In This Episode:

susan@ruepatois.com
Ruepatois.com
Rue Patois on Instagram
MC Design Collaboration on Instagram

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In this episode, Michelle closes out 2025 with a reflective solo episode about change, resilience, and retail. She shares her move from California to Oregon, joining her local Downtown Business Association, lessons from closing stores, strategies for surviving tariffs and fast-forward retail changes, and plans for 2026 including writing a book and possibly opening a new store. Honest, practical advice for retailers facing hard choices—and encouragement to lean into new opportunities.

We are doing our first-ever open call! You can submit your store or favorite store to be on the podcast because every store has a story behind it! Go to theretailwhorepodcast.com, click on SUBMIT YOUR STORE, fill out an easy form and we’ll see you on the mic!

What's inside:

• Why community involvement and small-town retail revitalization can be a meaningful next step (and how Michelle is getting involved in Medford’s Downtown Business Association).
• Practical survival tactics for retailers: high/low buying, extending show time, cutting costs, pricing strategy amid tariffs, and where to find higher-margin merchandise.
• Personal stories and mindset: lessons from store closures, managing ego, protecting mental health, and embracing change (plus plans to write a book).

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Sean Jimenez is a former retailer turned wholesaler with over 25 years in the industry. He currently manages more than 40 sales reps for a multi-million-dollar novelty sock and design company based in Santa Cruz, California. Over the course of his career, Sean has built apparel programs for Fortune 500 companies, managed full design teams for large private-label programs, worked in off-price, and sold everything from Hawaiian shirts to $50,000 stereo systems. He’s met more than a few characters along the way, made as many friends as possible, and lives by the rule: never say no — there’s always a way; try to be kind to everyone you meet, because you never know when you might need them, and you can never have too many friends. When he’s not working (which isn’t often), Sean works on the house, spends time with his wife and kids, occasionally drinks and smokes too many cigars (apparently), and has been playing in a band for about 12 years. Rock and roll, baby.

Rachel Blackwell has been with Socksmith for six years, leading the company’s marketing efforts with a focus on building meaningful partnerships and standout brand experiences. Originally from the UK, she began her career with Volkswagen before trading British drizzle for California sunshine — thanks to a fateful trip to Las Vegas and one tall, dark, and handsome Californian. At Socksmith, Rachel oversees everything from social campaigns to retail support programs, including the brand-new Retailer of the Year (ROTY) initiative. Whether she’s crafting engaging content or finding fresh ways to support stockists, Rachel brings a creative, strategic, and fun approach to everything she does.

In this episode, Sean and Rachel pull back the curtain on what it really takes to build a values-driven brand in today’s retail landscape. From decades of relationship-first selling to modern marketing strategies that actually support independent retailers, this conversation dives deep into leadership, loyalty, and long-game thinking in wholesale, marketing, and brand building.

We are incredibly grateful for everyone who listens to and shares this podcast! If you’ve found value in our episodes and want to help us keep creating, we’ve made it easy through Buy Me a Coffee. Any contributions from $5 up to $200 help cover the real costs of podcasting—editing, hosting fees, and everything else that goes into bringing you quality content. It's a way for you to invest in the conversations and topics that matter to you. Head to buymeacoffee.com/retailwhorb, and as always, thank you for your continued support!

What’s Inside

• How Socksmith supports independent retailers beyond discounts — from marketing assets to community-first initiatives
• Why relationships, consistency, and showing up still matter more than ever in wholesale and sales leadership
• A behind-the-scenes look at Socksmith’s new Retailer of the Year (ROTY) program and how it celebrates creativity, merchandising, and community impact

ROTY Blog and Info Page

Become a Socksmith Retailer Here

Socksmith Website

Instagram

Facebook

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