A Decade of Lessons from Rooted's Co-Founder

Growing in Confidence & Community

When you step inside Rooted, it’s easy to get lost in the details of the thoughtfully created displays. Seasonal vignettes. A warm, welcoming atmosphere. Unique goods from hundreds of local and U.S.-based makers. What you don’t always see is the story behind it all—the determination, the risk-taking, and the heart that built this space. For co-founder Ashley Rector, Rooted has always been more than a store. It’s a dream grounded in community and grown with resilience. As Rooted celebrates its 10th year and Ashley marks her 40th birthday, she fondly reflects on the journey—the team effort that turned a little shop into a community favorite and the ways it has shaped her both personally and professionally.

Ashley still remembers the moment it all began. “My favorite memory to this day still, when we were shown this building, we were standing in the pretty room,” She refers to the front fireplace room in the 200 year old colonial building that is Rooted’s original New London location, “I opened the door of the corner built-in, and Betsy’s Dad’s book was in there. We all looked at each other like I think that’s a sign that we should do something here.”

That book, New London Through the Years, felt like fate. It was a reminder of the community they hoped to serve and celebrate.

Humble Beginnings, Big Dreams

When Rooted first opened, it was something completely new for the area. In Lincoln University, there wasn’t anywhere quite like it—no local spot where you could find unique gifts, home décor, and that extra personal touch. Ashley and Betsy believed shopping should feel meaningful.

They wanted to create an alternative to the big-box stores, a place that celebrated small makers and craftsmanship. Before Rooted became the go-to destination it is today, though, things were much simpler.

“We all took turns on the register,” Ashley says. “So I felt like the first year was nice because we got to see and meet people who were coming in.” The community showed up for them. “For a new business, that was only working on consignment, a big square footage, I feel like it was doing pretty well. I could see how it was really a novelty to the people of this community.” 

Back then, Ashley was also doing weddings with a friend and used one side of the building for floral and event rental meetings. The space we know today looked very different. Where the register now sits was the main retail section, and the current food and barn area didn’t even exist.

Over the years, everything expanded—both in size and in selection. “When we first started, there might have been 20 artists and now we are at almost 300,” Ashley shares. “Our square footage kept expanding, we’ve moved into other rooms filling every nook and crannie.” But one thing hasn’t changed: “Our mission has always been community.”

Lessons in Leadership and Growth

Ashley wasn’t always the confident leader we know today. In the beginning, leading others felt overwhelming. Delegating, empowering, and making decisions—these are big responsibilities, especially when your business is just starting out. “If you asked me 10 years ago… I’d probably say people following my lead? Are you crazy? I have no idea what I am doing,” Ashley laughs. Back then, confidence didn’t come naturally. But over time, she learned that leadership is a process of growth.

She credits Betsy for helping her along the way. “If I didn’t notice and recognize people’s talents, we wouldn’t be able to grow,” Ashley says. Learning to loosen her grip on every detail and trust her team was a turning point.

Confidence came with experience. “Having this place, I’ve definitely built confidence,” she says. Her advice to anyone starting out? “Experience is the best education. You’ve just got to throw yourself out there. You have to give yourself time to be successful.”

Taking the Leap Without Looking Back

When asked how she knew starting Rooted was worth the risk, Ashley didn’t hesitate. “I didn’t think twice about it… I was head over heels about having a store.” She trusted her intuition and believed in the mission, the passion, and the courage that she and Betsy shared.

Her advice to anyone standing at the edge of a big decision? Don’t overthink it. “Because you’ll talk yourself out of it. Ducks are never going to be in a row, money is never going to be right.”

Ashley admits that part of her boldness came from faith. “Maybe I think this way because I put complete faith in God,” she says. When they ran the numbers and weighed the risks, they knew opening Rooted wasn’t a guarantee. Even with a short-term lease, they were stepping into the unknown—what could have been a giant flop. But the community rallied behind them, and the mission to shop small resonated deeply with locals.

Her favorite quote about entrepreneurship says it best: “An entrepreneur is someone who jumps out of a plane and builds their own parachute on the way down.”

Defining Success on Her Own Terms

Ashley’s definition of success hasn’t changed since opening Rooted’s doors. “Success is happiness and fulfillment. Rooted has always made me happy.” she says. 

She explains: “Most people think money is supposed to be what makes you successful… I think success is that we have been able to invest in the business. I don’t care about getting paid more. I’d rather keep building her.”

Rooted was never about making its owners rich. It was about supporting small artists and makers and giving them a platform. “What makes me feel successful, and Rooted successful, is that we have brought something to the community. I love seeing what comes back to the consignors. To me that is putting money back in the community. Being able to keep investing [is what makes us successful].”

Not Just A Store

From the early days in an empty room to a thriving shop filled with creativity, Rooted has grown into a space that now brings together nearly 300 makers and an entire community. Ashley’s story proves that taking risks, trusting your instincts, and leading with faith and heart can create something truly special.

As she says, “Give yourself time. You’re not going to get it all right the first time, but that’s how you grow.”

Rooted isn’t just a store—it’s a community. And through all its growth, it has stayed true to  being a place for everyone. “This is a place for all ages, everybody, it has always been that way.” For Ashley, the greatest joy comes from creating an experience that feels refreshing and welcoming. It fills her heart knowing people can feel at home at Rooted, connect with their community, and simply enjoy the experience without any pressure to buy.

To those who have supported Rooted from day one—thank you for believing in this dream and making it what it is today. And to anyone who’s new here, we invite you to come see what we’re all about. Stop in, take a lap, and experience a space built on connection, creativity, and community.