| Awards |
| Tailings Country Store 235 W. Water Street Shullsburg, Wisconsin 53586 Tel: 608-965-3220 |
St. Charles, IL—Country Business magazine, a 32,000-circulation trade publication for the retail gift
industry has named Tailings Country Store in Shullsburg, Wisconsin, this year’s Retailer of the Year.
Tailings was chosen based on its beautifully arranged displays, its wide selection of outstanding primitive
merchandise, its top-of-the-line customer service, and, above all, owner Donna Shepherd’s never-ending
drive to build a business that will entice customers and benefit the entire town. “Donna Shepherd is an
amazing woman, and that is reflected in this gorgeous store,” says Country Business editor Susan
Wagner. “Donna continually puts the customers first.”
Tailings Country Store opened in 1991 in a restored 1840s Greek-revival clapboard building that through
the years had been home to the town saloon, a bathhouse, and doctors’ offices. Shullsburg had once been
a booming mining town, but with the closing of the last mine in the 1980s, the town lost much of its
economic base. Like many of the structures in Shullsburg at that time, the building that was to become
Tailings had deteriorated and was boarded shut. Dana Duppler of the Wisconsin Lead Region Historic
Trust restored the building and suggested that Shepherd, a native of the area, open a shop in the
building. Shepherd took the plunge with the forethought that in order for her business to succeed, she
would need to help revitalize the entire town. Shepherd worked tirelessly convincing other retailers to
open shops in Shullsburg, planning events that would draw traffic to the town, and forging partnerships
with local historians and other organizations to promote a new Shullsburg.
In 2003, Shepherd designed and constructed a second Greek-revival-style building to connect with the
original structure, more than doubling the square footage of the store. The second building was created
with the same historical details, such as wide plank flooring and beaded rafters, as the original building.
“Our charm lies in how the past is re-created here, blending old with new,” says Shepherd. “Customers
love the creaking floors, squeaky doors, the one-of-a-kind primitives, the seasonally decorated porch,
the cozy warmth of the fireplace, and the quaint setting of our small town.”
As this year’s winner, Tailings received a gold and black marble trophy and gifts and prizes from nearly
50 manufacturers that sponsored the award. An article on the business appears in the
November/December 2005 issue of Country Business.
Tailings Country Store is located at 235/237 W. Water Street in Shullsburg, Wisconsin. You can reach
the store via phone at 608-965-3220, or visit www.tailingscountrystore.com.
Country Business is published seven times a year in St. Charles, Illinois. The magazine is written for
independent retailers of gifts and home accents. For subscription information, call 800-448-0245.
Shullsburg Store Earns National Recognition
Published Thursday, November 17, 2005 10:12:43 AM Central Time
By Mary Glindinning---Monroe Times correspondent
SHULLSBURG -- A Shullsburg store that pioneered the city's shopping district resurgence has
been named retailer of the year by a national trade magazine. Tailings Country Store, owned by
Donna Shepherd, is Country Business' retailer of the year.
The photo shoot for the magazine took an afternoon and morning. And the resulting five-page spread
is "a lot about Shullsburg, which is the best part," Shepherd said. "I didn't want it all about me,
because it's about all of us. I think it puts Shullsburg on the map."
Tailings is about to celebrate its 15th year. When Shepherd opened her store, it was the lone gift
shop in town. There were days when no customers crossed the threshold. But she was determined and
stuck it out.
"You've got to have a goal," she said. "I think people watched to see if Tailings could survive."
When it did, she told other potential shopkeepers that they could survive on Shullsburg's Water
Street, too. She was less worried about competition than critical mass. The more shops and
restaurants there were to visit in Shullsburg, the more visitors it would draw.
"It's all of us together. We need each other. It's a group effort," she said.
Private investment brought on the renaissance. It was a personal risk, "but you know what, it's a
great ride," Shepherd said. And also a great motivator, because you have no choice but to make it
work, she said.
Shullsburg's downtown has grown into a tourist destination. Water Street was always a commercial
and social hub, and now it is again, with shops and restaurants in restored historic buildings.
Water Street buildings had suffered from neglect, and some were on the verge of falling in on
themselves. They were built in the mining boom, and in the bust that followed they became
dilapidated. Dana Duppler of the Wisconsin Lead Region Historic Trust offered her free rent for a
year in the Hempstead Building, an 1840s Greek revival building he had renovated.
One restoration prodded another, and the investment in preservation of history brings pride and
confidence in the future, Shepherd said. "We only had one way to go in Shullsburg," Shepherd said.
"I think history sells. It makes you different. The history here is so rich."
And for Shepherd, history is personal. The space where she built a matching Greek revival that
doubled her space in 2003 was once a saloon operated by her great-grandmother's brother.
The name of her store reflects the area's history, too -- the crushed rock left over after the ore is
extracted is called tailings.
Tailings features primitives, folk art, and custom made pieces.
"I only sell what I love, and I love what I do," Shepherd said. "Old farm tools or a bucket that was
used a long time ago, it represents hard work and your appreciation for people that came before us.
It reflects a deep sense of roots and a deep sense of community. And you're also helping your
community."
Her new building has a wide front porch with rocking chairs, and inside, a fireplace.
"Our charm lies in how the past is recreated here, how the store blends the old with new so the mix
is subtle," Shepherd said in the magazine article. "Customers love the creaking floors and squeaky
doors."
The honor brings a trophy and prizes from more than 40 manufacturers. The magazine is a 32,000
circulation trade publication for retailers and wholesalers. Stores must be nominated to be
considered, and Tailings had several nominations.
The Web site is www.tailingscountrystore.com and the phone number is (608) 965-3220.
Published Thursday, November 17, 2005 10:12:43 AM Central Time
By Mary Glindinning---Monroe Times correspondent
SHULLSBURG -- A Shullsburg store that pioneered the city's shopping district resurgence has
been named retailer of the year by a national trade magazine. Tailings Country Store, owned by
Donna Shepherd, is Country Business' retailer of the year.
The photo shoot for the magazine took an afternoon and morning. And the resulting five-page spread
is "a lot about Shullsburg, which is the best part," Shepherd said. "I didn't want it all about me,
because it's about all of us. I think it puts Shullsburg on the map."
Tailings is about to celebrate its 15th year. When Shepherd opened her store, it was the lone gift
shop in town. There were days when no customers crossed the threshold. But she was determined and
stuck it out.
"You've got to have a goal," she said. "I think people watched to see if Tailings could survive."
When it did, she told other potential shopkeepers that they could survive on Shullsburg's Water
Street, too. She was less worried about competition than critical mass. The more shops and
restaurants there were to visit in Shullsburg, the more visitors it would draw.
"It's all of us together. We need each other. It's a group effort," she said.
Private investment brought on the renaissance. It was a personal risk, "but you know what, it's a
great ride," Shepherd said. And also a great motivator, because you have no choice but to make it
work, she said.
Shullsburg's downtown has grown into a tourist destination. Water Street was always a commercial
and social hub, and now it is again, with shops and restaurants in restored historic buildings.
Water Street buildings had suffered from neglect, and some were on the verge of falling in on
themselves. They were built in the mining boom, and in the bust that followed they became
dilapidated. Dana Duppler of the Wisconsin Lead Region Historic Trust offered her free rent for a
year in the Hempstead Building, an 1840s Greek revival building he had renovated.
One restoration prodded another, and the investment in preservation of history brings pride and
confidence in the future, Shepherd said. "We only had one way to go in Shullsburg," Shepherd said.
"I think history sells. It makes you different. The history here is so rich."
And for Shepherd, history is personal. The space where she built a matching Greek revival that
doubled her space in 2003 was once a saloon operated by her great-grandmother's brother.
The name of her store reflects the area's history, too -- the crushed rock left over after the ore is
extracted is called tailings.
Tailings features primitives, folk art, and custom made pieces.
"I only sell what I love, and I love what I do," Shepherd said. "Old farm tools or a bucket that was
used a long time ago, it represents hard work and your appreciation for people that came before us.
It reflects a deep sense of roots and a deep sense of community. And you're also helping your
community."
Her new building has a wide front porch with rocking chairs, and inside, a fireplace.
"Our charm lies in how the past is recreated here, how the store blends the old with new so the mix
is subtle," Shepherd said in the magazine article. "Customers love the creaking floors and squeaky
doors."
The honor brings a trophy and prizes from more than 40 manufacturers. The magazine is a 32,000
circulation trade publication for retailers and wholesalers. Stores must be nominated to be
considered, and Tailings had several nominations.
The Web site is www.tailingscountrystore.com and the phone number is (608) 965-3220.
Designed Exclusively for Tailings Country Store by Miner Web Design
| Shullsburg Wins Cool Community Award |
| Tailings Country Store in Historic Shullsburg, Wisconsin, Named Country Business Magazine’s 2005 Retailer of the Year |
