Editor’s note:  This is a guest post by Laura Heller, Friend of Diva, Beverly Shores resident and former Chicago journalist who specialized in retail much of her career. 

Three Oaks has several destination businesses—Journeyman Distillery, The Acorn, Froehlich’s, Drier’s. But the ever-expanding Goods & Heroes has helped establish the town as a mecca for design-savvy shoppers.

What began nearly 10 years ago in a small storefront on Three Oaks’ main street has, after two moves, now settled into its third location having grown from just 450 square feet in its original spot to a now 8,000-square-foot former Chevy dealership and garage sprawled over three lots around the corner on Maple.

Goods & Heroes sprang from the mind of Suzanna Bierwirth, who channels her background as an artist, photographer and ad agency creative director in Detroit and Chicago into a merchandise mix as eclectic and creative as she. 

Bierwirth came to the U.S. from Germany to study art and photography and ultimately fell in love with Three Oaks, transitioning from a part-time resident to full-time business owner and champion for the area’s artists, designers and small businesses. It’s a place reminiscent of her native small town in Germany, and she’s quick to sing its virtues and those of its inhabitants by recommending neighboring shops, dining establishments and sights.

Conversation is part of the Goods & Heroes experience. The shop has a comfortable seating area inside and benches and a fire pit in front. “It’s not [just] a store anymore,” she says, “it’s also a gallery, a meeting place.” Goods & Heroes regularly hosts meet and greets with the artists, designers and authors featured in the shop.

There’s a mix of apparel and footwear for men and women with an emphasis on easy-wearing, accessories, jewelry, home goods and gift items. Visitors will find well-made garments, leather goods, hand-dyed knits, painted scarves and jewelry – each designer a known entity to the shopkeepers. 

This is slow, not fast, fashion; pieces that will last for years at surprisingly accessible prices – “not too expensive, not too cheap,” Bierwirth says. Comfortable, well-designed footwear is a real passion, shoes range from known brands such as Cydwoq and Birkenstock to lesser-known names sourced from Europe.

On the front parking lot and brand new is Zoe Gottstein’s pet boutique, “Good Catch,” which operates out of a vintage Shasta camper Zoe remodeled herself. If features small-batch treats for cats and dogs and all sorts of cool pet stuff.  

Over the years, I’ve bought enough pieces from Goods & Heroes to wear at least one item from the shop on any given day – always garnering compliments. It’s a testament to the staff that they remember previous purchases and suggest items tailored to a shopper’s taste and budget. There are also gift items, greeting cards and coffee table books. Bierwirth makes a point of carrying merchandise not found elsewhere in Southwest Michigan. New inventory is added almost daily, joining staple items from favored brands.

Bierwirth is quick to give a recommendation for where to go next and inside information on a new local spot. “It’s important that everyone feels welcome, this is hospitality,” Bierwirth says. To that end, she’s building out a fenced space in the side yard to host visiting dogs and events). 

Goods & Heroes is a must stop—along with Stockholm Objects, Sojourn and Window Shopping in nearby Sawyer—for those looking for inspiration and distinctive items (more on those shops later). 

Goods & Heroes is open six days a week in the summer season and three days in the winter. Bierwirth will, on request, open up on her off days for customers. On the day we spoke, the store had a visit from a group who had driven up from Indianapolis just for a shopping trip. If you ask nicely, she may even bring out one-of-a-kind pieces from the back room. The kind that you’ll keep forever. 

Good & Heroes, 7 Maple Street, Three Oaks, 269-340-0346

Heading to Goods & Heroes? Check out a new wine tasting room, Driehart, also in Three Oaks, get coffee at Alan Ray’s, or grab dinner at Long Story (post coming soon).