A Decade of Heart & Home: The Story of Lulu Birds with Joy Ermert


“I feel excited about our future and renewed in my passion for all things old.”
Joy Ermert, owner of Lulu Birds

Lulu Birds is more than just a vintage and home furnishings shop—it’s a cozy, ever-evolving treasure trove filled with character, charm, and a whole lot of heart. For nearly a decade, owner Joy Ermert has poured her creativity, resilience, and passion into making Lulu Birds a destination where people come to find pieces that spark joy, stir memories, and make a house feel like home. In this interview, Joy reflects on the journey of Lulu Birds—from humble beginnings to a beautiful new storefront—and shares what keeps her inspired as she celebrates 10 years of business.

For those unfamiliar with Lulu Birds, how would you describe your shop, and what makes it stand out from other vintage and home furnishing stores?
Joy: What we hear from our customers is that they enjoy our displays and constant revolving inventory.

Now that Lulu Birds has been at its new home for several months, how has the transition been for you and your customers?
Joy: We love our new nest, and so do our customers! It’s been described as warm and inviting and cozy with great vibes. The new storefront fits us to a tee!

The building, constructed in 1912, has an “old world feel.” Now that you’ve settled in, how has this space enhanced the Lulu Birds experience?
Joy: I would say ABSOLUTELY!! From the beautiful front windows and old-world brick to the arched wall and tin ceiling—I couldn’t think of a more perfect match for an antique shop.

What unique features or offerings at this location have had the biggest impact on your business and customer experience?
Joy: I think the whole feeling or blend of our offerings housed inside this gorgeous historic building has elevated the entire Lulu Birds shopping experience.

Looking back on the move, what have been the biggest benefits of relocating to this space?
Joy: If you ask literally anyone—from our vendors to our patrons—the first thing most of them will say is the parking!!

With this being the permanent home for Lulu Birds, what are your long-term plans for the space and the future of the business?
Joy: We have some fun collaborations coming up soon! Keep an eye on our social media to be the first to know when that launches!

Now that you’ve had time to make the space your own, what’s been the most rewarding part of this new chapter?
Joy: I feel at peace, like I’ve finally found my home. I can’t explain it really, but after a few hard years, I feel excited about our future and renewed in my passion for all things old.

You’ve mentioned that running Lulu Birds is the hardest job you’ve ever had. What are some of the biggest lessons you’ve learned through the years?
Joy:

• Lesson number one: you can’t please everyone.
• Lesson number two: it’s ok to ask for and receive help.

The retail landscape continues to change. How have you adapted to keep Lulu Birds thriving?
Joy: We try to stay up to date with home decor trends. (Yes, even vintage and antique decor have trends!)

Looking back at your journey—from selling out of your garage to running a well-loved shop—what were some pivotal moments that shaped your business?
Joy:

• The shutdown was the first. I had to completely reimagine my business to keep it going.
• Then, the unrest—when our entire city showed up to support small businesses.

What do you believe keeps people drawn to vintage and antique items in a world dominated by mass production?
Joy: For people that love vintage and antiques, it’s about the quality of craftsmanship. Once you realize it’s about investing in our past to preserve our future—it’s a no brainer!

How do you curate Lulu Birds’ inventory to keep things fresh while staying true to your shop’s unique style?
Joy: With the help of 30 amazing vendors!

Your grandmother played a big role in inspiring your passion for vintage. How does her influence still show up in your work today?
Joy: I still love the hunt! Just like when she and I would hit the garage sales on Saturday mornings in the summer when I was little—I still get excited when I find something special.

With 10 years in business, what are some of your proudest moments with Lulu Birds?
Joy:

• The relationships I’ve built with my vendors, customers, and fellow business owners.
• When someone shares a photo of a piece in their home or says, “my house is full of Lulu Birds!”
• But most of all, overcoming the many challenges and never giving up—no matter how bleak things looked.

Downtown Kenosha is such a special place—what do you love most about being part of this community?
Joy: Watching our downtown continue to grow and thrive with front-row seats for the past 10 years has been a great privilege. It’s something that couldn’t happen without the hard-working and dedicated business owners, beloved folks like yourself, Donny, Laura, and the volunteers who help catapult us forward every day.

Lulu Birds is approaching its 10-year anniversary! How does it feel to reach this incredible milestone?
Joy: It feels surreal. Some days it feels like we just opened… and other days it feels like 100 years. lol!

Looking back over the past decade, what are some of the biggest lessons you’ve learned as a business owner?
Joy: Stay true to your authentic self.

Can you share any special events, promotions, or celebrations you have planned for Lulu Birds’ 10-year anniversary?
Joy: We’re hosting a fun event on April 12 from 10-4, filled with giveaways, a raffle, in-house specials, and complimentary refreshments!
(Click here for the Facebook event page)

Has reaching this milestone changed how you think about the future of Lulu Birds?
Joy: Who has time to think about that!? Ha!

What has been the most rewarding part of running Lulu Birds over the past 10 years?
Joy: Watching patrons walk around the shop with their friends saying, “Oh my Mom or Grandma used to have this…” Seeing those warm, fuzzy memories reignite in someone brings me great joy.

What do you think has contributed most to Lulu Birds’ success and longevity in Kenosha?
Joy: Our loyal and loving customers. We have the BEST!

Is there a particular moment or memory from the past 10 years that stands out as especially meaningful?
Joy: The people that showed up at our lowest and gave selflessly to keep us going. There are a few I can’t name, but I hope they know they hold a very deep and grateful place in my heart.

What would you like to say to the customers and community members who have supported Lulu Birds over the years?
Joy: THANK YOU THANK YOU THANK YOU! To anyone anywhere that ever stopped in, made a purchase, shared a post or wished us well—IT MATTERED.

If you could go back and give yourself advice 10 years ago when you were just starting out, what would it be?
Joy: Lead with your head a little more and your heart a little less.

As you celebrate this milestone, what excites you most about the next 10 years of Lulu Birds?
Joy: Just being blessed to continue to do what I love and call it a “job.”

Is there anything else you’d like to share about your journey, Lulu Birds, or what customers can expect in the future?
Joy: Keep coming in so we can keep going!
We love you!

Joy Ermert’s heart beats in every corner of Lulu Birds. It’s in the lovingly curated vintage treasures, the stories behind every piece, and the warmth felt the moment you walk through the door. Over the past 10 years, Lulu Birds has become more than a shop—it’s become a sanctuary of memory, creativity, and connection in Downtown Kenosha. As Joy and her flock look ahead to the next decade, one thing is clear: Lulu Birds is here to stay, continuing to inspire, delight, and remind us all of the beauty in things once loved.

Make sure to visit Lulu Birds at 5913 6th Avenue A and follow them on Instagram and Facebook to stay up to date on all the vintage magic yet to come.