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WHO: |
Kelli and Paul Kaufer of Smith + Trade Mercantile |
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| BUSINESS TYPE: | Artisan Store | ||
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SIGNATURE PRODUCTS: |
Driftwood sculptures, Minnesota authors, Custom Belts, Fishing Lures, Gourmet Foods and Seasonings |
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WHERE: IN-PERSON: WEBSITE: SOCIALS: |
229 Main Street South, Stillwater; 26 Main Street, Crosby; 417 W. Main Street, Red Wing Visit the stores in Stillwater, Crosby, and Red Wing. Shopping, in-person classes, markets and demos. |
Smith + Trade Mercantile stores showcase local artists and artisans in a space that feels like a cross between a welcoming spa retreat and an interactive museum.
Smith + Trade curates distinctive products, some practical and some fantastical, made by real people whose stories are celebrated throughout the store. Each maker, from the kid program through their energetic retirees, have their own headline that makes their unique flair visible.
Kelli Kaufer of Smith+Trade Mercantile exudes an infectious energy. Her Stillwater roots and passion for healthy local communities run deep. Her ability to recognize quality craftsmanship is instinctual.
Building a Solution
Kelli and her husband Paul have lived in Stillwater for more than 25 years. Stillwater became their forever home after living throughout the United States. They are art 
lovers and energetic DIYers.
They are problem solvers.
When they noticed an increase in empty storefronts in their beloved Stillwater, they became part of the solution by founding a retail location that also serves as a community hub for live demos, summer markets, and in-person classes.
This solution worked so well that Smith + Trade now has three brick and mortar storefronts connecting local makers, growers and doers with community locals and curious tourists. The original Stillwater store celebrates its connection to the St. Croix River from its Main Street perch. The northern Crosby store has a more rustic feel that fits in with the relaxed north woods cabin vibes. The Red Wing store celebrates its river influence with a modern vintage feel.
Shop Local is More Than a Slogan
“Supporting local has an urgency that it hadn’t had before COVID. Minnesota Made became more important,” explains Kelli. “People are really aware of what they’re buying and where it’s from. Consumers are making more of an effort to see where things are made. We’re here to support these conscientious, quality-seeking customers.”
Kelli and Paul founded Smith+Trade Mercantile in the spring of 2019. With her experience as an interior designer and contributor to HGTV, Kelli established a 
community oasis for local designers and craftspeople that’s an experience-based shopping immersion. “All the displays that we use are repurposed items that Paul and I find and tweak to bring our vision of the stores’ vibe to life,” explains Kelli. This penchant for road trips that spur “What Are We Doing” videos shared to the stores’ social media means that each location boasts a unique shopping experience that elevates that local goodness awaiting visiting customers.
Every item for sale in Smith+Trade has been crafted locally, with contributions by dozens of unique artisans. The curated collection ranges from organic pancake mix to kinetic sand tables. Handcrafted stationery and wrapping paper, leather goods, acrylic paintings, driftwood sculptures, 3-D maps, and self-care products are among the multitude of options in between.
In-Store Experience
Kelli and her husband Paul moved the Stillwater store to its current location at 229 Main Street South in downtown Stillwater in 2021. They completed the buildouts themselves including the striking Shou Sugi Ban wall near the store entrance. This welcoming space, recently named the Star Tribune’s “Best of Home Furnishings” Store, showcases the work of over 120 different artisans from Minnesota.
The store beckons shoppers to tour the possibilities of what local artisans can create.“We love reading the comments in our guest book. Our visitors love this space and are often surprised by what they’re able to get here,” shares Kelli. “Often they find something that they’ve never seen anywhere else before. We love that.”
Team Effort
Kelli credits the stores’ success and popularity to their dynamic team and dedicated Smiths. “Our Smiths rarely leave the store unless they outgrow us, which is an exciting moment for all of us,” shares Kelli. “We 
have a lot of Smiths who are just getting started. We help to get the word out and love creating a demo space for the makers to come in store.”
The depth of the Smith + Trade team really shone as Kelli and Paul navigated Paul’s recovery from a major health event. Kelli marveled how her team and their Smiths kept the stores running smoothly and thriving during the couple’s absence from the store. “This has brought me back to our roots with the importance of being an active force in our community,” states Kelli. “I want to do even more to increase awareness of the artisans who make our work possible.”
When Kelli and Paul aren’t in their storefronts or spending time with their grandchildren, you’ll find them collaborating with Pathways, a local high school trade program, supporting student artists from Stillwater High School, or organizing their new summer outdoor market series. “I thrive on challenges and how to make this store and its place in the community better,” says Kelli. “We’re focused on building connections that strengthen our local networks.”
Get In Touch
Visit https://smithandtrade.com for event calendars and to join their newsletter list (Stillwater).
Follow @smithtrademn, (Stillwater Location) @smith_trade_crosby_mn, (Crosby Location) @redwingsmith (Red Wing Location) to be the first to know what’s new in store.
Visit meettheminnesotamakers.com or follow @meettheminnesotamakers on Facebook and Instagram to discover the small business owners leading Minnesota on a tasty sustainable path forward. Meet the Minnesota Makers is a news site that connects you to the local food, farms, artists and artisans that make Minnesota thrive.
