My Racine County – Opening of a high-end boutique for men in Waterford

If opening a new business during a global pandemic seems like a risky thing to do, then opening a second business during a global pandemic seems downright bold.

But according to residents of Waterford, Vana and Ward Lyon, opening their second gift shop in town is a way to continue to meet the ever-changing needs of a community that has continued to support them.

The Lyonnais recently opened Rusty’s Dry Goods, an upscale gift shop for men, at 307 E. Main Street.

Their first store, Main Street Mercantile, opened at 316 E. Main Street in Waterford in September 2020. The gift shop offers a select assortment of homewares and gifts – all in small batches and made by American small businesses.

The boutique offers a variety of home decor items, jewelry, bath products, candles, plants, planters and more. What it lacks, however, is a product for men.

After hearing customer feedback for more than a year, the Lyonnais made the decision to branch out and open the “sister” store at Main Street Mercantile right across from their original store, according to the statement from hurry.

Rusty’s Dry Goods will follow the same carefully selected product guidelines and feature unique items sourced entirely from small American businesses. With a variety of toiletries, accessories, apparel, barware and more, Rusty’s is positioned to be the one-stop-shop for men’s gifts, according to the owners.

“We’ve had so many men come into Main Street Mercantile and comment that they wish there was more for them,” Vana Lyon said. “So after much thought and multiple revisions to our business plan, we decided to open a separate space specifically for those who prefer more masculine products.”

Online shopping is currently available at

Comments are closed.