In the era of name brands and straight to your door delivery services, finding local, bespoke shops feels like a safe haven. For many, the best way to avoid mass produced goods is by turning to small businesses. At Folklore Mercantile (W282N7220 Main St., Merton, WI 53056), shoppers are faced with a mixture of antique and new products that are passionately selected and carefully crafted.

Folklore is located right next to the Wisco Joe Coffee Co., its neighbor and close friend. The two both overlook the beautiful Merton Mill Pond 26, which is covered in blooming water Lillies this time of year. Folklore invites customers in with its large windows, wide open doors, and the sound of great music pumping through the speakers.

Inside, there is so much to explore.

Folklore stands out because it has an old world charm. The owners have put together a carefully chosen array of fabulous vintage pieces that are totally unique and deeply inspired. The walls are filled with vintage paintings, posters, and artwork that is jaw dropping, and in some cases, is even museum quality. There are shelves filled with small trinkets, like vintage belt buckles and ash trays, alongside retro fishing poles that manage to look glamorous.

There is also a memorable mixture of new items as well. Ladies will enjoy their pick of well priced costume jewelry, seasonally inspired clothing, and accessories like claw hair clips and leather bags. There are brand new kitchenware items, like ice scoops and hand towels. Near the front entrance, there is a large shelf filled with dozens of choices for natural, organic cleaning supplies, soaps, and skin care items.

Kids can rejoice, too, as there are fun retro-themed toys for kids to look at. Classic Lincoln Log sets, toy horses, kazoos and kaleidoscopes reign supreme here.

Best of all, Folklore never stops short of its General Store theme. Near the register, there is an entire wall of both non-perishable and refrigerated food supplies. There are local meats, cheeses, and drinks. There are tallow cooked potato chips, sourdough graham crackers, and all natural marshmallows.

For those looking to try out a new store that is oozing with personality, Folklore Mercantile is a must-stop.