Joan Wissert, the creative force behind Middleburgh Mercantile, has crafted more than just a small business—she’s built a home in the heart of Middleburgh, one that’s rooted in deep passion for community, sustainability, and artisanal craftsmanship. Supporting small and local businesses is a motto Joan lives by, “If someone has that entrepreneurial spirit, I’m going to support them.”

Middleburgh Mercantile specializes in locally made, handcrafted goods that highlight the region’s creative talent—a business model born from Joan’s (and her family’s) own love of making and crafting. At the Mercantile, small-batch artisanal jams mingle with hand-blended granola and trail mixes, botanical candles light up cozy corners, and gorgeous vintage and ‘pre-loved’ clothing, sourced by Joan’s daughter Kellen, layer the back wall, a store within a store named “Mercantile Market”. Natural home and personal care items, made by Joan herself, sit on reclaimed wood furniture restored by her husband, Rusty—standing as a testament to the art of thoughtful living.

Born and raised in Olean, Western New York, Joan’s journey began with a degree in Floriculture Merchandising from Alfred State, focusing on plants, flowers, and business management, followed by advanced degrees in Education. For 23 years, she taught in the Horticulture Department at Alfred State, immersing herself in the floral industry and gaining the retail insight that would later shape her business ventures.

In 2017, Joan made a life-changing decision.

After decades in Western New York and her husband Rusty’s return to his hometown of Middleburgh to assist in the post-flood restoration efforts, Joan retired, packed her bags, and joined him. The only people she knew were a handful of Rusty’s high school friends, and for the first time, Joan found herself without work. But as someone who thrives on community engagement, she quickly found ways to get involved and put her extensive skill set to use.

Immediately becoming a member of the Middleburgh Rotary (and eventually last year’s President), Joan spearheaded the beloved silly scarecrow’s lining Main Street each fall. Joan is also the Shop Small Neighborhood Champion for American Express, using her platform to uplift local businesses. Giving back to the community is central to Joan’s business philosophy, “if you’re not invested in your community, how can you expect others to be?” she says.

Both Rusty and Joan are the sole employees of their respective businesses, American Heritage Restoration and Middleburgh Mercantile.

“We’ve always created things,” Joan reflects reminiscing on the navy-blue bell bottom pantsuit she sewed in 5th grade. So, when she opened Middleburgh Mercantile, it felt like a natural progression.

Tired of the demands of the show circuit but eager to support local artisans, Joan set out to create a permanent home where they could showcase their work without constantly being on the move. “It was a logical move, but I didn’t know the makers in the area,” she admits. Through word of mouth, social media, and time, she built a network of local artisans who now contribute to the shop’s ever-evolving inventory.

With the help of a Digital Marketing Grant from SEEC, Middleburgh Mercantile will be launching a website in 2025, complete with an online store and direct shipping options—a move that Joan says wouldn’t have been possible without the grant. This evolution is part of Joan’s continued vision for the shop.

The store’s rustic-chic charm owes much to the large, beautifully restored cabinets, cupboards, and armoires that her husband salvages from homes set for demolition. One piece, particularly a hutch housing the shop’s selection of goat milk products, originally belonged to Harry Belafonte’s dining room in Chatham, NY. “The new owners were tearing everything out,” Joan shares, “so my daughter Kellen and husband went down and got the kitchen cabinets, too. We’ll build them into our daughter’s home.”

Outside of work, Joan finds solace by the water “Water is soothing, and good for your mental health,” she shares, reflecting her belief in the importance of balance and well-being. In her free time, she enjoys exploring New England with her family, seeking out dilapidated houses to restore and trying new restaurants with friends.

Middleburgh Mercantile is not only a hub for unique local goods but also a gathering place for the community and a destination where visitors can learn more about what is available in Schoharie County.

Joan’s warmth and welcoming nature have turned customers into friends. “We have a lot of customers, and it’s as though they’ve become friends,” Joan reveals. “It’s been such a positive experience.” The Mercantile regularly hosts community events, with recent popups including a rings-to-order day by a local jeweler and a new Saturday pickup location for the loaves of delicious sourdough offerings from local baker, Bread Too! Joan invites you to register your kids for the Christmas ornament pottery day with local artisan Lara Kelly, where kids can get hands-on with creativity this November 10.

For Joan, Middleburgh is more than a place—it’s home. “This feels more like home than where we lived,” she reflects. “Here, I feel part of the community. You do things, you get to know people. It wasn’t a goal—it just happened. It’s a good fit—it’s home.”

As a businesswoman who deeply values community and sustainability, Joan’s advice to aspiring entrepreneurs is simple: “Learn about the communities and learn your resources. You can’t take advantage of opportunities if you don’t do your homework!” Middleburgh Mercantile stands as a testament to that philosophy, offering a shopping experience that’s as heartwarming and unique as the town itself.

And as Joan would quote from Gandhi, “Be the change you wish to see in the world.”

ROOTED

Interviewed and Authored by SEEC Associates, October 2024
Photos taken by SEEC Associates