The combination of lake love and gift-giving — the joy of watching someone special open just the right find — fueled the launch of Erie & Anchor in Vermilion, Ohio, where proprietor Micah Roberts opened a nautical-classic shop along the Lake Erie shores.
Of course, there’s no perfect time to start a storefront business. But there are life experiences that nudge you — or shove you all in, as was the case with Roberts. Having worked in sales for 24 years, she began dabbling in apparel and decor, creating an Erie & Anchor brand that started picking up locally.
The unexpected passing of her brother triggered a sense of urgency. “It’s now or never,” she says. When an ideal location became available on the quaint town’s main drag, Liberty Road, the time was definitely “now.”
Erie & Anchor opened for a “sneak peek” in February 2020. Then, the pandemic rolled in like a tidal wave with shutdowns. “We learned that year from our loyal fan base of customers and super-supportive community that if we can make it through this, we’re good,” says Roberts.
The lifestyle brand Erie & Anchor offers classic, well-designed nautical products for women, men, children and the home. Every purchase is anchored to a cause. Five percent of sales go toward research and initiatives that protect and save the lake from damage and improve water quality through the Lake Erie Foundation.
Offering classic nautical pieces gives customers products they can wear and use through the ages.
Photos: David Paul
“We want to make sure people know they are shopping for a cause,” Roberts says of the win-win for customers, who give back and get to take home nautical gifts such as popular totes, drinkware, soft tees and ultra lightweight ChappyWrap blankets that are ideal for beach, boat or staking out at kids’ soccer games.
“Super soft fabrics with simple designs is what we gravitate toward,” Roberts says. “We want people to pull out a crew they got from our store years from now and it’s never out of style. It’s really important to us to offer items that feel truly lived in and loved.”
A great lake look
Roberts grew up on Lake Erie boating, fishing and hanging out on the beach. In her teens, she worked in retail on Put-in-Bay, one of the lake’s islands. “I spent quite a bit of time in the shop and loved helping people find gift ideas and souvenirs,” she says.
“This experience fueled my fire for retail,” Roberts says.
Following a number of other retail jobs, along with coastal vacations, she gravitated toward classic styles made from quality materials. Travel inspires the shop’s inventory as Roberts combines Erie & Anchor branded products with other lines such as Old Whaling Company’s soaps and lotions. “Our customers love them just as much as we do,” Roberts says.
“We want people to pull out a crew they got from our
store years from now and it’s never out of style. It’s really important to us to offer items that feel truly lived in and loved.” — Micah Roberts
While visiting Rhode Island boutiques, Roberts’ eyes glued to block prints as a “unique and different” approach that many stores in northeast Ohio do not carry. “We slowly tried to integrate these prints into our storefront with other collections,” she says.
Aesthetic is the litmus test for introducing another brand into the shop.
“It has to offer something unique because we do not want to compete for attention with other businesses in town,” says Roberts, a longtime and involved Vermilion resident whose family is ingrained in the community.
Still, Erie & Anchor is “constantly looking to mix up our product” to keep the store windows fresh, locals returning and customers across the country checking out what’s new.
Displays at Erie & Anchor are simple and bright to help the merchandise stand out..
Every week, the shop launches a new jewelry piece, tote bag or wearable. Initially centered on unisex designs, Roberts says the inventory is expanding with ideas from highly invested team members Regan Maki and Kendra Shimrock. Roberts relies on them to oversee the shop and encourages them to take ownership over selecting new lines and looks. “I’m letting the staff have some autonomy to be creative,” she says.
Case in point: stepping outside the foundational unisex inventory and introducing tank tops, shorts sets, patterned dresses and skirts to mix and match with core Erie & Anchor designs.
“I trust and embrace the team and their ideas, and I never thought I’d bring in a cropped shirt!” she relates. “But the team said, ‘There’s a need for it.’ And they were a huge hit.”
Crisp, classy presentation
Erie & Anchor makes sure everyone knows the brand is tethered to a cause. Plus, the shop finds ways to introduce lake-minded initiatives such as a “skip the straw” campaign. Customers who spend $100 received a free stainless- steel straw to reduce plastics that harm the lake.
“We’re thinking about ways to make an impact,” says Roberts, adding that the brand is always looking to contribute to local organizations with raffle items or donations. “But we want to make sure our impact is long-term.”
Meanwhile, with weekly product launches, an evolving storefront and a focus on maintaining crystal clear displays — much like a mission to keep the lake water clean — Roberts says timeless, uncluttered presentation sells the brand.
“We are one of the few businesses that stays open year-round, and we are open seven days a week,”
Roberts adds. The exception is a two-week closing period in winter at the end of January to repaint, refresh and take on projects like this year’s updated lighting to spruce up the store.
Erie & Anchor offers lake-themed decor, such as lumbar pillows, wall art and more.
After the brief hiatus, the shop opens in time for Ice-A-Fair, a Main Street Vermilion event. “We usually introduce a special collection of items that can build excitement,” she says.
They carefully watch the shop to find out where customers gravitate and where they drift.
A feature wall Roberts’ husband constructed protects products from the UV light that can flood through the shop windows, which is equally an asset and a factor to consider.
“Know how products respond to your windows and sunlight, and constantly be changing them to protect the material,” Roberts advises.
Frequent display change-up charges up sales.
“We’ve had things in the store for months and a customer comes in for the fifth time and says, ‘I haven’t seen this before,’” explains Roberts.
Simple and clean is the display rule at Erie & Anchor, much like its brand and mission. Think white walls and shiplap. “We want our products to shine when customers come in,” Roberts says.
Returning to the trust and collaboration with her team, Roberts says openness to being pushed in different directions keeps the store exciting for shoppers of all ages and stages. And for Erie & Anchor, the clientele coming in to shop ranges from grandparents buying gifts to lake-loving families as well as small children, teens and out-of-towners.
Roberts says, absently rewinding to pandemic “pivot” talk, that indeed the shop does exactly that.
“We continue to pivot based on the season, our tourist population coming in to enjoy Vermilion and community members who support us.”
