Chelsey Dequaine-Jerabek

Madison’s Green Life Trading Company is doing its part to stop single-use products and provide helpful alternatives. The business is moving from online-only to a brick-and-mortar this spring. Read more

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Mike and Corrine Carson of Paw Friendly Cat Furniture of Cross Plains are as close to cat tree gurus as possible. They’ve improved design and use mostly natural and locally sourced materials. Read more



The Book Deal

The Book Deal is a used bookstore with heart. With a mission of fostering literacy, it gives away books to schools and other organizations, as well as maintains a brick-and-mortar store off the Beltline. Read more

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Kevin McIlwaine

Slow Roll Cycles opened in May in the Lake Edge Shopping Center. While it specializes in mountain bikes, it’s a full-service shop. Read more


Green thumbs are made, not born. Kate Holl of Wildewood, a new plant shop, will help your houseplants thrive. Read more


Madison designer Hailee Von Haden has a creative way of extending the viability of clothes. Her embroidery skills join her concern over fashion waste. Read more


Madison knifemaker Isaiah Schroeder discusses the process of hand-making his Japanese-style knives. The knives are so popular, he can barely keep up with demand. Read more



Nikolai Hagen

August brings world streetwear to State Street. Plus owner Rob Bowhan brings local artists into the shop for an unconventional performance venue. Read more



Linda Falkenstein

Knitters just want to touch yarn. And if you want to touch some really great yarn, consider a trip to Beaver Dam’s Firefly Fibers. Read more

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Dune Gift + Home adds vitality to Stoughton’s main street. The store mixes handcrafted items from North American craftspeople with curated vintage items. Read more



Carolyn Fath

BoxLunch serves every pop culture need. The California-based, pop culture retailer BoxLunch has opened at West Towne just in time for the holidays. Read more


Warby Parker’s State Street storefront brings reality to virtual eyewear. Gone are the days of the pressure of the optometrist’s office. Read more


Momentum Art Tech is the resource for Madison graffiti artists. The art shop also hosts specialized classes. Read more



Beth Skogen

A three-woman pop-up holiday shop covers the bases from plants to U.S. apparel to knitting fun. The Good Day Collective is on the Square through the holidays. Read more


It’s better to know your jewelry is not exploitative, says Soha Javaherian of Soha Diamond Company. The new Madison startup “clicks and mortar” business uses only lab-grown gems and recycled metals. Read more



Paul Sirianni

One of Madison’s oldest retail destinations, Hilldale Shopping Center has undergone a major facelift in the last few years. Now, new restaurants and coffee shops are flocking to the updated space. Read more


Need a haircut? A really good-fitting men’s dress shirt? Want to play Nintendo at the same time? R. Westbrook Mercantile in Middleton has your number. Read more


Even the president has dissed African countries. A new global goods shop on the west side aims to prove that Africa produces arts and goods of value. Read more

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Latasia Dhami

34-year-old Mimosa Books finds a new home on State Street. The new space features the store’s hallmark resources for alternative spiritual paths. And now: more plants. Read more



Dave Rogers

Dave’s Guitar Shop is a legend in La Crosse. Now the shop has opened its third location in Fitchburg. Read more

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