In her free time, Robin Moser, co-owner of Virginia Mercantile in Clifton, loves getting outdoors and spending time on the water. But, often, her serene trips paddling through the state’s waterways were interrupted by plastic pollution floating in the areas that should have been rich in nature.
Her frustration with the impact of litter and pollution inspired her to look at her own habits, including how she shopped. The best place to start making a difference is at home, and she wanted to find ways to reduce her own plastic consumption. Less plastic in the world means less plastic in the water.
“I personally wanted to shop more sustainably but could only find options online. It didn’t seem like there were any good places to go to see and feel the products, and then the packaging that it came in seemed to defeat the whole purpose,” Moser says.
She didn’t have experience running a store, but she believed the need was there and that others were looking for the same sustainable shopping experience.
“I had zero experience in retail beyond wrapping presents in Belk during the holidays when I was in high school,” she says.
Bringing a Sustainable Shopping to Clifton
In 2021, Moser and her husband opened their vision of a sustainable concept, Virginia Mercantile, in downtown Clifton This charming town seemed like the perfect setting for a community-driven shop that would bring like-minded shoppers into a space where they could not only support a small business, but also shop with the greater good in mind.
“Clifton is such a unique town, and I’ve loved its vibe since the first time I visited. I practiced Pilates in town at Wheelhouse long before I opened the shop, so I’ve felt inexplicably connected to the community for years. Business owners support other businesses,” says Moser.
She recalls last holiday season when she received a Christmas cactus from the owner of Belle Jar Designs, which is just across the train tracks from Virginia Mercantile.
“It was just such a thoughtful gesture, yet one of so many that add up to feeling completely connected to the people here. It’s a town focused on wellness, the planet, and family. It’s hard to beat that,” she says, adding that people should check out Naturally Clifton on Facebook.
Curating a Modern Mercantile
Moser has curated a selection of items that speak to her sustainable vision while also representing local makers and bringing in beautifully crafted items.
“I basically filled a shop with the items I needed for my home but couldn’t find locally,” says Moser. “I knew there must be plenty of other people who want to shop sustainably and support local makers, but don’t always have time to get out to farmers’ markets.”
She explains that many of her vendors sell at markets, but the shop allows them to expand their reach, and it gives their customer base access to the products year-round.
Part of her sustainability mission includes promoting a refill and reuse culture that discourages all plastic packaging.
“Every small town needs at least one refill shop! We offer freebie second-hand bottles that you can use just to transport between the shop and home, or you can buy a container,” says Moser.
She also partners with the Resource Recovery Project, which was founded by Ed Ehlers. Moser explains that the organization collects unused items to give them a second life through another use. “When necessary, Ed and his team ensure these objects make it into the correct recycling stream. They’ve been a huge part of our efforts.”
Gifting Locally This Holiday Season
In addition to functional goods, Virginia Mercantile has an incredible selection of beautiful items that are perfect for holiday gifting.
For the perfect hostess gift, Moser recommends the Corinthian Bells wind chimes by Wind River. “They’re made in Virginia, sourced from all U.S. produced components, hold up well outdoors, and make for the most serene environment,” she says.
Her own personal must-haves include the shampoo bars. “I started using them years ago, and loved the way they cut through build up and produced a rich lather. They also look far better in the shower than the bulky bottles, just make sure to let them dry in between uses,” she says.
She also recommends the cream deodorant from Little Seed Farm in Tennessee and the goat’s milk soap from Tasha’s Own.
You can visit Virginia Mercantile in downtown Clifton Tuesdays through Sundays. The shop opens at 10 a.m. each day. There’s also a shop in Richmond that’s open weekends.
12644 Chapel Rd., Ste. F, Clifton
Feature image courtesy Virginia Mercantile
For more stories like this, subscribe to Northern Virginia Magazine’s Shopping newsletter.
