PILGRIM ANTIQUE MALL

nerdy obsession for factoids. Meeting so many amazing people makes the day fly by. What are some of the common myths you come across in your business?

There are many. One that stands out is that young people are not interested in, or do not appreciate antiquities. This is simply not true. My first-hand experience is that the younger generation is more sustainability conscience-recycle, upcycle is more than a trend; it’s a lifestyle. Growing up with fast fashion, fast food, and fast furniture, the younger generations appreciate quality craftmanship. (Joinery is in- cam lock nuts out.) They get excited about the stories behind a piece. It’s these stories and their own that make their home unique.

What message would you most like to share with people?

Purchase what you love and you cannot go wrong. Use your “good dishes” every day or at the very least more than those once in the blue moon occasions. Coffee or tea enjoyed from a beautiful cup is a great way to remind yourself that you are special. Every day.

What would you like people to know about your business?

The store is more of an antique-boutique.

In addition to antiques, candles, soap, plants are also available. Supporting local is important to me, therefore it’s not unusual to see contemporary or upcycled artwork from local artisans.

It’s my labor of love. I personally curate each item frequently from outside of the state and country. Ironstone transferware from the mid-19th and early 20th centuries are my soft spot. Selecting items with unique beauty that move me and in hopes that it moves the customer as well. It’s inspiring to work with a customer to provide direction juxtaposing their varied interests to create a look that tells their story.

What is the biggest compliment customers give you?

Repeating clientele and their referrals. Customers often remark how wonderful the store smells. I make my own candles and reed diffusers, so this makes my heart happy. Other feedback is that customers love how the styled uniques demonstrate how they may be used differently than intended. Many customers have remarked that it has a very homey feel.

It beams me to the moon when customers love the music, the dialogue, the personalized level-up service, for which they extend the compliment “You are so real.” “This store has the most amazing vibe!”

You know you’re on the right track when you’re hitting all the senses, favorably.

That’s what it’s all about.

What are you most proud of?

That I am doing it!

Seriously, 30 years ago I had this wild hare to open my own craft store with antiques. What I know now, that I didn’t know then: everything has its time.

Having had a long career in the financial sector prepared me well for the business and accounting aspect of this venture. (The thrill of the hunt is natural.) With a heavy emphasis on home décor with antiques and art, the business model isn’t the same, but it’s the right business model for me now.

How many employees/Family work with you?

My husband, John encouraged me to go fullin and has been so supportive with build-outs, heavy-lifting, “picking partner”, assisting with shop events, and being my sounding board. There’s so much. I really wouldn’t be this far ahead without his help. Several of our kids offer their help with staging, photography, and social media.

What are you most grateful for?

As it relates to my shop, being able to achieve my long-held dream. I am quite blessed to finally spend time creating for myself, and others. It is a work in progress to ultimately cultivate what I envision.

Who/what can you credit your success?

It truly does take a village. Aside from family, our friends have jumped in to helped during events. The city of West Allis and the Downtown West Allis Business Improvement District has been very supportive and generous with property improvement grants and promotional opportunities. The state of Wisconsin Economic Development Corporation by way of the Mainstreet Bounceback program really assisted with updating the storefront.

As mentioned before, repeating customers and their referrals are the life-blood of any business, without them, Amy Renee’s Kreative Touch would not survive. ~

Amy Renee’s Kreative Touch

7219 W. Greenfield Ave., West Allis, WI 414-763-4487

@amyreneecraig