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Main Street: Season 1

Episode 6: Thriftalicious

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Tracy and Aaron Griffith are grade school sweethearts who have had to just “figure it out” a lot in life. Co-owners of Thriftalicious, a vintage resale shop in Wabash, they started the business by selling garage and estate sale finds out of their home. Today, the business occupies a downtown storefront.

As Amanda Brinkman and Robert Herjavec get to know the Griffiths better, they learn that they have four young children and that the family lives in the space above their store. In episode six, we see the uphill battles they’ve faced after leaving home and having children at a young age. Their business struggles with cash flow to support a strong inventory as well as just getting customers through the door. But with Deluxe’s help, and the Griffiths’ ever-present perseverance, we show the Griffiths how an articulate curation strategy, a sharp website and thoughtful retail design can increase their customer base and bring sales to the next level.

Learn more about the marketing strategy that helped Thriftalicious fine tune their vision to make “old school” cool again. >

Resources from this episode


Get to know the people featured in this episode and learn more about how Deluxe helped them overcome some of their marketing challenges. The timestamps below make it easy to explore specific moments from the show more in depth.

2:01

Meet Aaron & Tracy Griffith

How did these grade-school sweethearts end up in the resale business? A series of happy accidents, you might say.

Learn more about their journey.

17:05

"What makes you different?"

This is one of the most important questions a business owner can ask themselves. And it one of the areas Deluxe worked with Thriftalicious the most – helping them define who they want to be as a business – and how we landed on the catchy phrase “Old School Cool.”

Learn more about how to define your brand position.

21:15

"We want to bring customers on the right journey"

The first step of designing an effective website is thinking through the customer journey, especially for Thriftalicious, since they have a few very distinct paths a customer could take. But also critically important? Calling them to action. After all, the purpose of a website is to help make a sale.

Learn how to create effective calls to action.

21:23

Real photography makes a real difference

One of the key components that took Thriftalicious’ website from nonexistent to ultra cool? Real photography. Their photography just happens to be a custom-designed 8-bit likeness because it fit their brand position perfectly. People come to your site to experience your brand and understand who you are, and real photos make a big impact.

Learn why and how to capture real photos that make a big impact on your site.

Next Episode

Episode 7: Eclectic Shoppe

Meet Maria and Mike Smyth, co-owners of Eclectic Shoppe, a décor, art and gift store in Wabash that features distinct art by local artisans.

In episode seven, we see how this startup’s pricing strategy challenges threaten the life of the business. The Deluxe team helps them create a branding strategy that can support healthier pricing, allowing them to carry out their passion and keep their doors open for years to come.

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