Old Crow Mercantile brings eclectic style to Elkader

By Willis Patenaude | Times-Register

Across mythologies and folklore an enigmatic bird exists that either carries with it an omen of doom, or a world of complexity and intelligence—where it is the holder of universal wisdom and a transformative nature.

In the diverse folklores, the crow is adaptable, sociable, caring and a representation of change that encourages you to trust your instincts.  

Much like the crow, which Monica Rowden has been fascinated with since childhood, there came a time earlier this year when she trusted her instincts. Doing so transformed her life in the process.

She was living in Albuquerque, N.M., having relocated from Fort Dodge to help her sister and brother-in-law with their business, before they ultimately sold it. She found her way to Thompson Safety, but after two years, started thinking about what to do next. After spending the bulk of her life in the contract food service industry, Monica felt it was time to “do something” for herself. It was time for a change.

That change came spontaneously when Monica’s daughter, Maggie Sommers, who lives in Manchester and is the Delaware County Tourism Director, came upon a storefront for sale in Elkader. Like a crow with its creative problem-solving skills, Maggie reached out about the unoccupied building at 133 S. Main St., and set up a FaceTime walk through that opened up the possibilities it offered.

Monica found herself in a moment where she could stay in New Mexico, or trust her instincts in the spirit of the crow that seem to guide her. She decided it was time to relocate, and on a rainy April day, she closed on the property with the promise of amazing plans and bringing something new to Elkader.

Her instincts brought her to a place that appealed to her artsy sensibilities. The small community vibes and laid back nature of this tiny river town reminded her of time she’d spent in southwest communities like Taos, Santa Fe and Madrid. She found a welcoming community where you know your neighbors and form bonds. For Monica, who is currently living in Edgewood, she finds herself on a beautiful drive to and from work every day.

It was also about “getting back to family, getting something of my own, doing something for me, and it all just kind of worked,” Monica said.

She has turned a “mental reset” into a business venture that brings a sense of pride and allows her to be a service to the community, transforming any situation into something useful and valuable, all attributes of the crow. So are easygoing and helpful, which also describes Monica.

For instance, even though she wasn’t officially open until Oct. 4, Monica kept the doors unlocked in recent days as she prepped for opening. She never turned a customer away who decided to take the chance and turn the handle. Once inside, Monica engaged in conversation, talked about the products and the business and offered help where needed, navigating circumstances with the ease of a crow.

But before doors could even open and the custom sign went up, Monica had to create a vision. From a chicken scratch sketch on a ripped out piece of notebook paper, Old Crow Mercantile brought new life to the building.

Perhaps guided by the wisdom and insight of the crow, the remodel included removing the commercial kitchen that was installed by the previous tenant, with Monica not wanting to go back to an industry she spent nearly three decades in. During the process, she learned how to do sheetrock, replace flooring, add some wallpaper and redo the bathroom into an almost luxurious experience.

As for the name of the business, Old Crow Mercantile, the crow part stems, of course, from Monica’s love of the legends, and even living near some of the birds at one point. She witnessed the routines and inner workings of the crow, like how they raise their family and return to the same nests, how social they were and, apparently, the belief they can assist in navigation.

As the myth goes, “If you find a feather, you’re going in the right direction,” Monica said.

Mercantile is a sort of old-timey reference for a general store, and it’s also a place that can be as eclectic as it wants to be. The store isn’t tied down to any one product or offering. Instead, it can have a little bit of everything and be as diverse as the crow itself, which explains why the store has everything from clothes and books to belts, bags and luggage, and even handcrafted New Mexican products from Los Poblanos Historic Inn & Organic Farm.

“You know, the mercantile would have a little bit of everything, so that’s kind of what I’m shooting for. I’m trying to fill gaps within the community, as far as men’s stuff and the kid’s section. It’s a little bit of everything,” Monica explained.

That little bit of everything might include some future additions if everything goes according to plan, like going online and a potential speakeasy-type lounge in the back area serving craft beer and wine while records spin music—like what occurred during the soft opening.

“Our soft opening, we brought in these albums and people could come in and play an album and just kind of chill, and it was fun. It’s a very laid back atmosphere here. Nothing’s perfect at the Old Crow,” Monica said. This elicited a touch of fun laughter from a shopper admiring the store.

Until that point, though, Monica is just looking to make it through the holiday season, getting her feet wet in the community and eventually getting more involved over time, and most likely, “just going with the flow.”

Beyond the storefront, the crow and the mercantile, relocating to Elkader and doing this for herself wasn’t just about transforming a building; it was about giving Monica an outlet to share her “servant’s heart” and create a place that would bring people together.

More than that, the Old Crow is a place where she can “belong to something,” and Elkader is a place where she can put down roots.

“I guess, in search of a home, I decided this is it, and maybe that’s what this whole thing was all about,” Monica said.