FILLING A VOID — It’s what NRHEG graduate Kellie Steele hopes to do with EJ’s Mercantile in Albert Lea.
Star Eagle photo by Melanie Piltingsrud
By MELANIE PILTINGSRUD
Staff Writer
EJ's Mercantile is that cute little shop you always wanted, where you can find the perfect gift for everyone on your shopping list. Located on 102 W. Clark St., Albert Lea, it is the brainchild of Kellie Steele, an area native who graduated from NRHEG in 1995.
Steele originally had a clothing boutique called Ellen and Jane Boutique, which borrowed the middle names of her daughters. That boutique closed due to covid in 2020, but Steele had learned a lot from that failed business about the kind of merchandise, and ultimately the kind of store, people wanted.
When Steele started seeing the demise of bigger chains, she began adding gift items to her clothing boutique. “The response was huge,” said Steele. “People wanted more and more of it, so when [Ellen and Jane Boutique] went out, we just decided that's primarily where people are wanting to spend their time – with those feel-good things: scone mixes and teas and coffees.”
After being forced to close one store, Steele said it took a lot of guts, but, being a go-getter, Steele opened EJ's Mercantile in September of 2020.
It was important for Steele to maintain a presence downtown. “There's just such a need in our community for gifts and goods,” said Steele, who sought to fulfill that need in both men's and women's lines. “With Albert Lea losing Herberger's and Shop-Ko, [there is] even more of a need.”
When the former Albert Lea Convention and Visitors Bureau became available, Steele snapped it up to house the new business, and, with it's big windows and corner location, it turned out to be the perfect spot for the shop. EJ's Mercantile benefits from being in downtown Albert Lea, which hosts events at various times throughout the year. “It is still a nice attraction where people can park downtown and walk through and visit different shops,” said Steele, “so that part has been really well received for us.”
Steele opened EJ's Mercantile in the midst of the covid pandemic, but she was still able to see what effect it had on her new business. “I feel like more people were wanting to shop local,” she said, observing also that people wanted to support small businesses. “We've done a lot of online orders, like curbside pick-up, but our primary business is still in-store shopping.”
Christmas shopping at EJ's Mercantile is already in full swing. “It's huge,” said Steele of the uptick in holiday shopping. Popular gifts this year are EJ's gourmet foods and mixes, like scones, dips, spreads and the ever-popular lingonberry jam, of which Steele says, “It sells as soon as we get it in.” The store also features a large line of Duke Cannon products, a Minneapolis-based men's bath and body line that supports veterans. The women's spa line at the Mercantile is popular, too. Steele describes the selection at her store as, “Just good, heart-felt kinds of gifts.”
Customers can find products at EJ's Mercantile that aren't available elsewhere in Albert Lea. “We attend market probably at least 5 – 6 times a year,” said Steele, who travels to places as far off as Dallas, Texas to find items that she thinks customers will respond to, items that she says, “you don't normally see unless you travel abroad or out-of-state.”
With all of the thought that goes into selecting the merchandise, Steele hopes to attract, “Anybody who's looking for a thoughtful gift.”
Steele says, “It's more important now than ever more just to stay in your communities and shop small and really support your small business owners. Even with an online presence out there – we do offer that – it's important for people just to still realize that they need to keep supporting us. Just keep us in business, because we want to be there.”
EJ's Mercantile is open Mon – Fri 10 – 5, and Sat. 10 – 4, and it's currently all decked out for Christmas, so, if you weren't already, it's sure to put you in a holiday mood.