The People…Er, Dogs I Meet

The Star of Trove in Portage


IMG_0092 (2)Zoie, a Bernese mountain dog, has become a celebrity of sorts. Many customers who enter TroVe, a unique home decor and accessories store in Portage, Michigan, seek out this four-legged icon before getting down to the business of shopping. Of all the wonderful things that fill the walls and halls and spaces of TroVe, Zoie garners the most likes on Facebook and Instagram. (1)

Photo Courtesy of Julie Ahlberg

Back in 2016, I sat down with Julie Ahlberg, the owner of TroVe, for a story in Encore Magazine. The year before, she had traded a 25-year financial career to purchase a building and open her own store. I checked in with her to see what was new.
MSH_troVe.JulieAhlberg.Owner-10 (1)

Photo Courtesy of Julie Ahlberg

Her goal remains the same. “To really make TroVe quaint,” she says. Julie does this by creating a light, bright, inviting atmosphere and bringing in local artisans and entrepreneurs. Recently, Julie added headbands from The Sassy Olive in Allegan, Michigan.


Even though most of her merchandise comes from local vendors, Julie has added a few unique brands from elsewhere – like Jelly Cats – from across the pond: London, England. She likes Jelly Cats for a few reasons. “They believe in brick and mortar and don’t sell on Amazon,” Julie says. “Jelly Cats is a fabulous line.  Plush stuffed animals with books to match.”




Julie has added other lines, such as Cherry Republic and Duke Cannon. “Duke Cannon is a U.S. based company and they make soap for men,” she says. “And their lip balm – oh my goodness – it’s the best. They support the military.  So that’s really cool.”


Julie now holds many classes for ladies nights, such as upcoming Easter Egg Workshops. She also teaches classes on Iron Orchid Designs. IOD, a company started by two creative sisters, has products that include decor transfers, decor stamps, and decor moulds. To see IOD click here.
But the majority of vendors inside the bright, airy, quaint walls of TroVe remain local vendors. Some of their merchandise is pictured below.









To read the original story about Julie Ahlberg and TroVe, click here.
If you want to visit Zoie, stop by TroVe – she is waiting with a smile. Otherwise keep track of her on TroVe’s Instagram.







































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