MAIDEN ROCK – A place to gather, connect and celebrate community: That is what the Gerends brought to Maiden Rock with the opening of the Maiden Rock Mercantile in June.

The “Merc,” as its fondly called, serves hot and cold espresso drinks of all kinds, teas, smoothies and other natural fruit drinks. 

“On the food side we serve Jenny Lind fresh baked goods, Stockholm Pies and quiche, A&J cheesecakes from Hager City, fresh sandwiches and wraps, fresh fruit parfaits, and a variety of other delicious, clean foods,” Mike and Julie Gerend said.

The Merc is also dedicated to showcasing a variety of locally made, high quality goods in the store and online.

“From quilts and paintings, to produce woodworking and metal work, our selection highlights the incredible talent within our community,” the website states.

The Gerends, who have lived in Maiden Rock for more than 20 years, purchased the building at N497 County Road S in 2022. It was most recently used for storage. It was originally used as a place to store new vehicles next door to the car dealership that was in the former Maiden Rock Garage.

“We love restoring old buildings with history,” the Gerends said. “We removed and replaced the floor, installed electricity, plumbing, and HVAC. The entire inside and exterior of the building were restored, renovated and improved. Pictures inside the store tell the story.”

The Gerends both grew up in Wisconsin (Sheboygan and Brown Deer) and it and the Driftless Region are dear to their hearts. They feel at home in the historic little river town and raised their family there. It’s been their dream to create a place in town that would bring people together in a unique and meaningful way, according to their website.

“We love our neighbors and the businesses in the area and wanted to create a space that complemented what they provide and give talented local people a place to practice their passion,” the Gerends said. “In the physical store in the village, we have talented and friendly baristas waiting to serve you the best of local fare. We try and source everything we serve from local producers. On our website, and to a lesser extent in the store, we feature art, products and crafts from a carefully selected group of creative folks in Wisconsin. Oftentimes these artisans and producers do not have the funds, expertise, or time to invest in sales, marketing, etc. With the Mercantile they provide us with a simple set of information about themselves, their goods, and their passion and we do the rest. Helping them launch their business and succeed in a rural area gives us great joy.”

The community response has been amazing, the Gerends said. The number of people coming into the Merc grows and changes each day.

“We see a nice blend of neighbors and visitors coming to see the beauty of the area,” they said. “Each of these groups brings something special. Having a place where the local folks can gather with friends and family of all ages in a relaxing and cozy spot is what people like the most. For people visiting from far away, the store gives them a welcoming experience of great local foods and products that showcase some of the best of what we offer in the area.

“We want to create as many opportunities for people to pursue their passion in building the Mercantile business together. Our success is measured by how many people visit us and enjoy their time in the store and then spread the goodwill in their stories and purchases.”

The Merc is open 7 a.m. to 3 p.m. Mondays, Thursdays and Fridays, and 8 a.m. to 4 p.m. Saturdays and Sundays. Check out their new Bingo nights on Thursdays and a Euchre tournament kicking off in October. You can find out more at www.maidenrockmercantile.com or follow them on all social media platforms.