All About Dayton’s Heart Mercantile

Heart Mercantile opened its doors in 2015 offering the snarky, silly, and often Dayton-themed merchandise we love to gift and get. I had a chance to learn more about this iconic Dayton gift shop in the Oregon District chatting with Heart co-owner Brittany Smith.

How Heart Works

Girl About Dayton: How do you decide on t-shirt designs? Where does the inspiration come from?

Brittany Smith: A lot of our inspiration comes directly from our patrons. We love asking for ideas and feedback, especially when it comes to our throwback designs, which typically consist of long gone but beloved Dayton businesses. People often DM us with their suggestions, and we do our best to bring those ideas to life. It’s a collaborative process that makes our designs feel even more personal and connected to the community.

GAD: Is that the same with the sandwich board sayings in front of your store?

BS: A lot of our ideas come from our patrons and the funny things we stumble upon online. People love sending us memes or tagging us in outrageous posts, and we’re here for it. We love memes. It’s cathartic. It’s the best feeling knowing that when someone sees something wild and totally on-brand, we’re the first ones they think of. We love sharing the humor and making it part of what we do.

GAD: What are your favorite Heart products?

BS: I absolutely love our hoodies—they’re my go-to year-round because I’m always cold. Our tees and designs, too, hold a special place in our hearts. Even after all this time, seeing people wearing them out in the wild still gets us excited. Some have even traveled to incredible places around the world, snapped selfies in our tees, and sent them back to us. It’s true what they say: Dayton is everywhere you go—there’s no escaping it. And honestly, we wouldn’t have it any other way.

Three Moves in the Oregon District

GAD: Heart has moved 3 times (I think), but always in the Oregon District. Can you reflect on nearly 10 years and all the different vantage points of the Oregon District that you’ve had? When I think back to the mid 2010s, it’s a pretty different place than it is now!

BS: We started out with a vintage and mom-focused vibe—cutesy shirts that said things like “Mom Life,” “Big Brother,” and “Bride.” It was fine, and it did okay, but we were curious to see what else might resonate. So, we started experimenting with different products. Our first test? Greeting cards. I was skeptical at first, but they sold. Then we tried snarkier, funnier cards—some might call them inappropriate or even offensive—and they sold really well.

We were honestly surprised. We liked those products, but we didn’t expect them to appeal to so many people. Soon, we expanded into cards with swear words, cheeky soaps, and candles. Then came what was probably our first real controversy: vagina- and penis-shaped ornaments. When the news covered our unusual ornament collection, some locals were outraged—but way more people were delighted. They sold out almost immediately.

Over time, we evolved into a store that reflects both what sells and what makes people smile. We’ve always listened to feedback, which led us to focus more on designing Dayton-themed tees. It turns out, Dayton really loves Dayton—people here are proud to rep their city, and we love being part of that pride. What started as an experiment turned into something that truly reflects our customers and our community.

Every time we’ve moved, it’s been because we needed a little more space and storage—not because we didn’t love where we were. We’ve genuinely appreciated every block we’ve been on and have always tried to leave each space better than we found it. Whether it’s improving the interiors, sprucing up the exteriors, or creating curb appeal, we’ve taken it upon ourselves to make each property more beautiful—on our own dime.

It’s important to us that the spaces we occupy reflect the care and pride we feel for our business and the community. We’ve also been lucky to have amazing neighbors along the way. The businesses around us have been a huge part of what makes every location feel like home, and we’ve loved being part of such great neighborhoods.

The Holidays at Heart

GAD: For people shopping for white elephant gifts this year, what are your picks from Heart that you would suggest?

BS: Our ornaments are hands-down the best white elephant gift you’ll find this holiday season. Thoughtfully chosen by our manager Jo—who has an incredible eye for fun and unique finds—they’re guaranteed to be the hit of any gift exchange. She absolutely nailed it with this year’s selection. We’ve got a little something for everyone, from quirky favorites like ramen bowls, Taco Bell Mexican pizzas, to iconic PBR cans and ornaments featuring celebrities. There’s a perfect mix of humor, 90’s nostalgia, and personality in every piece. Whether you’re shopping for a party or looking to add some personality to your own tree, these ornaments are sure to stand out.

GAD: What should people know about shopping local this season? Especially what’s in it for them?

BS: Shopping local this holiday season makes a big impact. It supports small businesses, creates jobs, and keeps money in your community. Local shops often offer unique, one-of-a-kind gifts and personal service you won’t get at big chains. With small businesses facing rising costs, every purchase helps them keep their doors open. By shopping local, you’re investing in your community and helping it thrive.

Dayton Strong

GAD: Can you tell us any reflections you have on nearly 10 years in business in Dayton?

BS: Celebrating 9ish years of owning a small retail store in Dayton, Ohio, brings a mix of gratitude and hard-earned lessons. The support of loyal customers, neighbors, and fellow small business owners has been the backbone of staying afloat. Dayton’s sense of community is unmatched, and seeing familiar faces who choose to shop small never gets old. Over the years, there have been plenty of ups and downs—unpredictable trends, economic shifts, tornadoes, a mass shooting, a global pandemic.

The retail landscape has changed drastically, especially with the rise of e-commerce and shifts in how people shop. Learning to pivot—whether through social media, events, or collaborations—has been essential. We are trying.

Dayton itself has been a constant source of inspiration. The city is full of creativity, grit, and people who care deeply about keeping it vibrant. The last decade has shown that this work is a team effort, with employees, co-owners, family, and friends all playing huge roles in making the store and the district what it is today. Reaching this milestone is also a moment to reflect on the immense gratitude for everyone who has been part of the journey. From day-one supporters to new customers walking in for the first time, every purchase, kind word, and social media shoutout has made a difference.

Almost 10 years in small retail is no small feat, and it’s a testament to hard work, adaptability, and the Dayton community’s incredible spirit. We hope we can overcome this rough patch. We would love to make it to 10 officially, 20, 40 years like our OG Janet of Feathers. Time will tell.

GAD: What should people know about small businesses in Dayton right now?

BS: Small businesses in Dayton are struggling with rising costs, tighter margins, and challenges like reduced visibility on social media. Unlike big corporations, they rely on community support to survive. Shopping small helps sustain local jobs, support families, and keep neighborhoods vibrant. Even small actions—like writing reviews, sharing posts, or spreading the word can make a big difference.

Visit Heart Mercantile at 601 E 5th St, Dayton, Ohio 45402.