Still time to shop local

SOUTH WOOD COUNTY – As Christmas approaches, gift shopping becomes more and more frantic. While big box stores may be out of stock with long lines, many local businesses still have unique, handpicked items for sale. Local shops offer more than just distinctive gifts, however. By shopping local, the money spent stays in the community and boosts the area economy, giving everyone a happier holiday.
The City Times spoke with a few local businesses to let the community know about holiday specials, operating hours and the importance of shopping local.
Rustic Redefined, a boutique owned by Jodi Parmeter, sells a wide variety of goods, including clothing and jewelry. Parmeter started her business in 2017, two years after she followed her husband back to Rapids, his home town.
“Unfortunately, we had that snowstorm on Shop Small Saturday, and that has definitely impacted our season sales,” Parmeter said. “We usually get a great response from local individuals wanting to come out and support and make a point of hitting local businesses that day.”
Rustic Redefined will be closed on Christmas Day, but will have shortened hours on Christmas Eve for last-minute shopping.

“We get a lot of men buying gift certificates that day,” Parmeter joked. “But the support that we receive and the people that repeatedly come in shop local is always appreciated. We notice every single one.”
The store is located at 4021 8th St. S, Wisconsin Rapids and on Facebook as Rustic Redefined.
Beaver’s Variety Dime Store, known for its hard-to-find items, has been a collector’s staple since its opening in 1980. The store carries everything from lights, figurines, decor, clothing, cards, candy and more. They also offer special order floral arrangements made to order and can make orders for items not on the shelf.
Beaver’s has extended its hours throughout December for holiday shoppers, now open until 6:30 p.m. Monday through Friday. The shop is located at 410 Market St., Nekoosa and their website is www.beaversvarietyssl.com/index.php.
Paul Gross Jewelers, which was founded in 1978, continues to sell classics like jewelry and diamonds for the holiday season, but now offers unique gift ideas as of this season, like real roses dipped in lacquer and trimmed in 24 karat gold. The jeweler is also featuring other local-made products, like beeswax lip balm, holiday cutting boards, festive wine stoppers and more, with free gift wrapping included.
The jeweler will have extended holiday hours — Monday through Wednesday, 9 a.m. to 5 p.m. Thursday and Friday, 9 a.m. to 7 p.m. Saturday, 9 a.m. to 4 p.m. and Sunday, noon to four p.m. The store is located at 241 Oak St., Wisconsin Rapids and their website is www.paulgrossjewelers.com.
The Olio Arts and Music Center, formerly known as the Central Wisconsin Cultural Center, has seen big changes this year, including a new name and overall rebrand. However, Executive Director Stephany Hartman said winter weather has affected local shoppers.
“Attendance for Shop Local Saturday has been down the past two years,” Hartman said. “Both years had inclement weather.”
Olio boasts a wide range of offerings, including original artwork, handmade gifts, holiday décor, jewelry, soaps, candles, ornaments, cards and more — all created by local and regional artists.
“It’s the perfect place to find unique treasures for everyone on your list while supporting the arts in our community,” Hartman said.
The center also sells gift certificates, which can be applied to classes, the pottery studio or to make purchases. Olio will have extended holiday hours for their Holiday Gifts and Art Fair. The center is open Tuesday, Wednesday and Thursday from 10 a.m. to 5 p.m., and Friday and Saturday, 10 a.m. to 1 p.m. The center will be closed Sunday, Dec. 21 through Monday, Jan. 5, 2026. Olio is located at 2651 8th St. S, Wisconsin Rapids, and their website is www.oliocenter.com.
While the weather may be frightful, there is still time to delight your friends and family with gifts that also support your neighbors. Take advantage while you can and shop local this holiday season.