Humble Roots Boutique owner Tiffany Downing (left) and general manager, Jennifer Francis (right). Photos: Humble Roots Boutique
The artisan-led shop puts down roots in downtown White Bear Lake.
Tiffany Downing didn’t initially plan to open a boutique. The crafter, originally from Hugo, simply found joy in creating anything that sparked her interest. “I had no idea at the time where it would lead,” she says. A family friend and business owner shifted Downing’s trajectory. “[Laurel McGinnity] owned a boutique and offered me the chance to bring some of my handmade items into her store,” she says. “That opportunity changed everything.”
McGinnity saw Downing’s potential and took her under her wing. “[McGinnity] recognized my drive, my creativity, and my natural love for retail, especially the charm and personal touch of a small boutique,” Downing says. The seasoned businesswoman taught her the ins and outs of displays and merchandising. In July 2023, Downing opened Humble Roots Boutique in Centerville. “To me, Humble Roots means remembering where I started, honoring the people who helped me along the way and staying connected to the community that has always felt like home,” she says.
In light of the flagship store’s third anniversary and the opening of its second location in White Bear Lake this spring, we asked Downing to share more about Humble Roots Boutique’s journey.
When considering the location of your second storefront, what drew you to downtown White Bear Lake?
Honestly, I wasn’t even thinking about opening a second storefront. We had just wrapped up a busy holiday season, and I was enjoying the slower pace. Then Todd [Kendall], the owner of Oak & Iron, walked through my doors with an opportunity I couldn’t pass up. I’ve always loved downtown White Bear Lake—it’s a place I go to shop, dine and wander through local businesses. I’ve window-shopped there so many times, thinking, “This would be the dream spot for a store someday.”
When [Kendall] offered the chance to share a space and collaborate alongside his furniture business, my first reaction was hesitation—because it all happened before I was even looking. But that hesitation faded pretty quickly when I realized this dream location was suddenly becoming a real opportunity. Downtown White Bear Lake has the charm, community and energy that felt like the perfect fit for Humble Roots.
What’s the story behind your partnership with custom furniture shop Oak & Iron, with whom you share the retail space?
The partnership with Oak & Iron really came from [Kendall’s] vision. He has been part of downtown White Bear Lake for years and always felt his storefront had room for more of a retail feel. At the time, it was mostly wood slats—a lot of wood slats—with a few example furniture pieces. Todd found Humble Roots online and felt our brand, style and look would complement Oak & Iron beautifully. His vision made sense right away: handcrafted furniture paired with our boutique style creates a warm, unique shopping experience.
How does the new location differentiate itself from the original?
It was important to me that each Humble Roots location have its own personality. I wanted customers to be able to visit both stores on the same day and not feel like they are walking through the same boutique twice. The products will vary between locations, and the overall feel is different, too. Each store is still very much Humble Roots, but with its own unique mix, style and atmosphere. It is something you really need to experience in person. Which, of course, is the perfect excuse to visit both.
What has been the community reception so far?
The community reception has been incredibly warm and encouraging. We have felt so much excitement from the White Bear Lake community, and it has been wonderful seeing both familiar faces and new customers come through the doors. People have been so kind, curious and supportive, which means a lot to us. It already feels like we are right where we are supposed to be.
Humble Roots Boutique
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