Crystal Vilkaitis
Welcome,
I’m thrilled you’re here!
I’m Crystal Vilkaitis, aka The Wolf of Main Street. I’m a founder, speaker, and author, and I’ve been helping Main Street businesses succeed since 2010. My Lithuanian last name means Wolf, so I’m here to lead the pack with passion and purpose.
New friend or old, join my newsletter to stay connected with my latest in-person meetups, behind the scenes content and book updates. Let’s begin this journey together and build something amazing!
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About Me
I’m curious, optimistic, and I love thinking big and challenging myself. Whether I’m journaling, going on walks, or having deep conversations, I believe in people and their potential. I’ve built a 7-figure business, I’m a 40 under 40 recipient, I’ve spoken on over 100 stages in 6 countries, and I’m the producer of the EVOLVE conference.
I’m the host of Rooted in Retail, a fast-growing podcast that retailers love, where I dive into retail education, inspiration, and community.
I started my first social media agency in 2008, focused exclusively on independent retailers starting in 2010, founded Crystal Media in 2012, and founded the Independent Retailers Association (IndERA) in 2025. I have learned a lot. In fact, I’ve taken many of those lessons and I’m writing a book, which I’ll be self-publishing in 2026.
Today, you can find me at local coffee shops writing, traveling the world, playing games (like Catan! 🧱🌲🌾⛰️🐑) with friends and family and spending quality time with my husband and our two French Bulldogs. I’ve been focusing on following my heart and living a life that’s fully aligned to me and what I love.
Besides my monthly newsletter, Instagram or TikTok are the best places to connect and follow along as I write my next chapter (literally and figuratively 🥰).
Let’s connect there too!!
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