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Vana, Left, and her husband Ward are the owners of Rusty's Dry Goods in Waterford.
WATERFORD — Vana and Ward Lyon love boxers. When a friend from Woof Gang Rescue in Racine informed them that they had a new boxer in the foster system come in, they were hesitant to own another one.
They already had the very sassy Dixie Rose. They adopted the second boxer anyway.
When they took Rusty into their home in February 2021, they never expected that the loveable pup would become the face of their next venture, Rusty’s Dry Goods.
Rusty’s Dry Goods is an upscale men’s gift shop set to open Saturday, July 23, in Waterford, 307 E. Main St. The location is a former dental office located conveniently across the street from the Lyons’ other store, Main Street Mercantile, a similar style store to Rusty’s that features more female-oriented gifts.
The Lyons opened Main Street Mercantile in September 2020. Vana has 15 years of corporate experience, having worked for Harley-Davidson, Kohler and Kohl’s on the corporate level. After the death of her father in 2019 put things into perspective for her, Vana grew tired of corporate life. That’s when the Lyons decided to go into business for themselves.
“Life is too short,” Vana said. “I really don’t want to be waking up and following someone else’s dreams and putting more money in their wallet and not being happy with myself and what I was doing.”
Vana wrote her business plan in two weeks and everything started coming together for Main Street Mercantile after finding the location, not to mention the business partners to help fund the endeavor. Vana says the reception to Mercantile has been overwhelming, with repeat customers coming in every week.
Rusty serves as the namesake and mascot of Rusty's Dry Goods. He is a 5½-year-old purebred boxer rescue from Georgia.
While the aim of Rusty’s is to cater to a male demographic, Vana considers all the different products sold at the store to be gender neutral. Even though the store is a “Men’s Store,” the Lyons aim to have something for everyone. Vana herself prefers more masculine scents when it comes to candles anyway.
Rusty’s was created to scratch the shopping itch the men of Waterford, and beyond, have and don’t often scratch. While Mercantile would sell lavender scented bath products and other items of the sort, you can find scents like beer and cigarettes at Rusty’s.
“We’re positioning this as brother and sister stores,” Vana said.
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Main Street Mercantile opens in Downtown Waterford
Vana tried to bring men’s products to Mercantile in the past, which did very well. But with her marketing background, she found the masculine energy just wasn’t jiving with Mercantile’s aesthetic. Instead of continuing to shoehorn the product into the already established store, the Lyons decided to break off and do something for the men specifically, especially after a fantastic holiday season in sales at Mercantile.
Along with products like candles and reed diffusers, another aspect of the products sold at Rusty’s is the bar products — focusing more on beverages like beer and whiskey.
Rusty’s is partnering with Brooklyn Brew Shop to sell make-your-own beer kits, which include 11 different beer options, and also bottle and capper sets. The store will also sell smoke boards, which are used to add a smoky flavor to drinks, especially whiskey. Also for sale will be accessories like bottle openers, whiskey stones and bullet-shaped drink coolers.
Rusty’s also has apparel for men of many different age groups, and a selection of grooming products such as straight razors and “bar-scented” bar soap.
“It’s a lot of different things,” Vana said, “gifts for people you can’t just go to Target or other big box retailers and find.”
Rusty inspects a painting of a boxer that will be hung up in the store.
Many of the products you can find at Rusty’s are military themed, this comes from the business itself being veteran owned. Ward is a master sergeant in the Air Force and will be retiring in February after 21 years of service.
All the products sold at Rusty’s are small business crafted, with Vana doing her research into all products being sold there.
To honor Vana’s very best friend, the hair products including the pomades sold at Rusty’s are all vegan; typical pomade usually uses some animal products.
Aspen Connor, left, 2, is joined by her father, Brad Connor, both of Waterford, in the petting zoo Saturday during the Celebrate Waterford festival in Downtown Waterford.
Pete Skorstad, left, of Muskego, watches as his grandson, Levi Skorstad, tries his hand at cornhole/bags during the Celebrate Waterford festival Saturday in Downtown Waterford.
Leslie Babcox of Waterford walks her dog, Sadie, a terrier mix, through the Celebrate Waterford street festival Saturday in Downtown Waterford.
Sisters Charlie Cade, 9, left, and Joey Cade, 5, enjoy their cotton candy, accompanied by their father, Matthew Cade, all of Waterford, at the Celebrate Waterford festival Saturday in Downtown Waterford.
Bonnie Vermiglio, from left, checks on her two grandchildren, Teddy Derrow and Bralie Derrow, who are riding in style in a jumbo-sized stroller Saturday at the Celebrate Waterford festival in Downtown Waterford.
Three-wheeled bicycle racers Brodie Sheptone, left, and Aubrey McGaughy, right, prepare to race Saturday during the Celebrate Waterford street festival, an event marking its third year in Downtown Waterford.
A row of U.S flags line the sidewalk Saturday in Downtown Waterford during the Celebrate Waterford festival, now in its third year.
Teacher Elizabeth Wellner, a science tutor available for hire, waits to greet patrons Saturday at the Celebrate Waterford festival, an event that combines food, games, music and a variety of vendors.
Vincent Balzrina, left, 11, catches a breather Saturday with his grandfather, Joe Balzrina, both of Burlington, during the Celebrate Waterford street festival in Downtown Waterford.
Grilled cheese sandwich vendor Rilynn Dlobik, left, serves up a plate of gooey goodness Saturday during the Celebrate Waterford street festival in Downtown Waterford.
With a stuffing dispenser seen on the right, Doretta Stahl, left, finishes assembling a stuffed-animal dragon Saturday for Oskar Aussem, left, 8, of the Town of Burlington, at a build-a-critter attraction at the Celebrate Waterford festival.
Cotton candy vendor Paula Heinz spins her magic Saturday during the Celebrate Waterford street festival in Downtown Waterford.
Enjoying a couple of cold beverages, Michael Robinson, left, of Waterford, joins his mother, Celene Robinson of Wind Lake, at the Celebrate Waterford festival in Downtown Waterford.
Gina Sottile, left, of Dover, helps her infant grandson, Jordan, get a close-up look Saturday at donkeys in the petting zoo at the Celebrate Waterford festival in Downtown Waterford.
Aubrey McGaughy, a Burlington business owner, gets ready to race in a three-wheeled bicycle race Saturday during the Celebrate Waterford street festival in Downtown Waterford.
Easton Tennessen, 2, of Big Bend, takes a turn on a miniature tractor Saturday during the third annual Celebrate Waterford street festival in Downtown Waterford.
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Rusty serves as the namesake and mascot of Rusty's Dry Goods. He is a 5½-year-old purebred boxer rescue from Georgia.
Vana, Left, and her husband Ward are the owners of Rusty's Dry Goods in Waterford.
Rusty inspects a painting of a boxer that will be hung up in the store.
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