New Richland Craft Mall capitalizing on new location

Enhanced visibility.

New Richland Craft Mall owners Jeff and Jennie Johnson have no trouble naming the strongest attribute of their new location at the former car dealership located east of New Richland at the intersection of highways 30 and 13.

The Craft Mall moved from its former location along Broadway Avenue in October and has enjoyed increased customer traffic ever since. Of the main street store, Jennie says, “I felt like passersby didn’t know we existed, but out here people see us as they’re driving through town and sooner or later they stop by to shop.

“Traffic at Christmastime was huge out here compared to the year before in the other building.”

Since moving into the new location, the Johnsons have been mindful about providing additional reasons for customers to pull into their parking lot. An area nursery had Christmas trees for sale in December. A Blooming Prairie nursery plans to put an “honor system” farmers market stand on the property when the season comes.

Jennie describes having recently acquired a fleet of 20 or so small-sized, battery-powered, animal-shaped vehicles of the type frequently seen in shopping malls. When the weather is consistently warm enough to make it appealing, she and Jeff plan to make the “pay-as-you-go” cars available in a space outdoors. “That way adults can shop and children can enjoy themselves too,” says Jennie.

Also planned are occasional food trucks which will “give people a chance to try a variety of new cuisine.” The Johnsons had suitable wiring for the large vehicles installed already last fall as the “mall” was moving to its new location.

Along with the coming additions, the business makes a point of providing noticeable outdoor  decorations suited to the season–the open layout of the parking lot and the overhead awning help make the trimmings noticeable.

The Johnsons work with about 45 different vendors who either create crafts or find suitable items and display them for resale. Nearly all are located within 20 miles of New Richland.

Jennie names locally produced honey from Jason Casey’s “Sun Honey” company, homemade maple syrup from Kent Joecks of Wilton River Maple Syrup, and coffee-scented candles as being among the best-selling items, while pointing out her customers frequently say how surprised and pleased they are with the variety of crafts being offered.

“We change out our products as the seasons change,” Jennie notes. “There are new items being put out on display almost constantly.” She also mentions nearly all craft vendors are willing to create custom pieces. She offers the example of a wooden plaque shaped like the state of Minnesota which shows the location of all state parks. At a customer’s request, the supplier also began producing similar maps for the state of Wisconsin. She invites people to contact the business through Facebook if they have questions or requests.

“If people want a name added to something or some other type of personalization, they should feel free to ask,” says Jennie.

The Craft Mall business began in 2020, when Johnson and local craft show planner Sarah Jo Vulcan set up the shop on New Richland’s main street in response to pandemic-era restrictions. “We set people’s crafts out in one location, so we could have a kind of constant show with only one person needed to supervise it. That way crafters had at least one outlet for their work,” recalls Jennie.

“It got to be known as the place to go if you need a gift.” But while the Johnsons were grateful for consistent support from locals, they knew the business would benefit from greater visibility. “When we learned this place might be available, we checked into it right away,” she says of the intersection location.

Open hours at the Craft Mall are Wednesday and Thursday from 1 to 6 p.m., Saturdays from 9 a.m. to 2 p.m., and Sundays from 11 a.m. to 4 p.m. Jennie, teenage daughters Olivia and Paige, and three vendors staff the store. Jennie suggests people keep an eye on the company Facebook page, since store hours are likely to change as warmer weather takes hold.