YB Urban? Ellsworth

YB Urban? expands local wellness offerings

Initially launching online in 2013 as a home-based business, YB Urban? focused on handcrafted soap and skincare, selling at local markets to build word of mouth. When Ellsworth’s local chamber opened a holiday pop-up shop in 2019, owner Angie Wheland applied, was accepted, and expanded into a storefront shop. It was an instant success with its focus on wellness and aromatherapy, and the shop signed a permanent lease after the pop-up program ended.

YB Urban? offers a wide selection of wellness items, with more than 50 different proprietary formulas of personal care items and cleaning products. After a period of early success, Whelan looked for ways to further increase foot traffic and decided the shop would benefit from a more appealing storefront and additional or reformatted space to accommodate classes and demonstrations. The business had knowledge to share based on research and life lessons from living a rural lifestyle, but Whelan wondered how best to communicate it. She found the Main Street Makeover contest, part of the Wisconsin Main Street Program, and entered.

Whelan’s proposal was named as one of the winners, an honor that came with a grant of $10,000 and marketing, design, and merchandising assistance from WEDC’s downtown development team and Milwaukee-based branding and design company Retailworks Inc.

A space built for experiences that enrich

As the project began, one of Whelan’s main goals was to rearrange the space to better use available space and maximize retail opportunities, including offering space for classes and events that would draw attention to the business’s unique niche and educate visitors on sustainability, aromatherapy, and wellness. The makeover would bring improved visibility to YB Urban? within the emerging retail district near the Ellsworth Creamery.

The redesigned space uses an open-concept interior with improved signage and enhanced product displays to better highlight the store’s unique offerings. Motorists now often stop in on their way to or from Ellsworth Creamery or other nearby locations, bringing in the foot traffic that Whelan sensed was missing.

The updated interior floor plan adds versatility, enabling event and class hosting, DIY experiences, and creative activities. The events and experiences at YB Urban offer a vibrant addition to downtown life, with options such as creating their own custom herbal facial oil or simply stopping by to make magic happen at the DIY Bar, with no need to sign up or come at a specific time.

The sweet smell of success

With the inviting exterior and the open interior, YB Urban?’s transformation has helped the business thrive. The welcoming atmosphere matches the energy of its customers and cultivates feelings of well-being.

The grant was instrumental in helping the business find its best expression. As Whelan said, “Like so many small businesses, we make just enough money to keep our doors open, offer the products our customers love, and make a modest living. Extra money for large projects just doesn’t happen, so having the strength of WEDC behind us, and having them believe in us, is priceless.”