Mama Knows Best: The Moms of Dune Retail

There is something unmistakable about a mother’s influence.

The way she shows up. The way she remembers. The way she gives, often without ever being asked.

At Dune, so many of the stories we help tell begin with her.

This Mother’s Day, we’re celebrating a few of the incredible women behind our retail partners—mothers who are not only building businesses, but building something lasting alongside their families. Through their stories, you’ll find what makes Dune so meaningful: connection, memory, and the places that shape us.

The Mermaid’s Tale

Amherst, Ohio
Owner & Mom: Judy Recknagel
Daughter: Stacey Recknagel

Tell us about your store and your role in the business.
The Mermaid’s Tale is a fashion-savvy boutique specializing in jewelry, clothing, handbags, and shoes. We’ve been in business for 24 years and are the anchor store in our downtown. I am the owner. I do the buying with my daughter Stacey, take care of the finances, and handle all floor sets and most of the display.

Who do you work with, and what does sharing the business with family mean to you?
I work with my daughter, Stacey. She has been with me since she was a little girl. My hope is that one day the business will continue with her at the helm.

What inspires you about your daughter?
Stacey is amazing with customer service and problem-solving.

What draws you to Dune Jewelry?
I fell in love with Dune Jewelry the moment I saw it years ago. I’ve created many special pieces for friends and family. Customers love it because it’s so personal. You can commemorate vacations, weddings, and so many meaningful occasions.

What advice would you give to other mothers?
Spend time with your children. Listen to them and have patience.

Can you share a meaningful Dune moment?
I travel with eight girlfriends. When the first of us turned 70, we designed a bracelet with sand from all the places we had traveled together. She cried when she received it, and so did the rest of us.

From Stacey

What does working in the business mean to you?
I am the Inventory Manager and Buyer. We also have an outstanding team of employees who have truly become family.

What did your mom teach you?
My own mom taught me the importance of friendship, loyalty, ethics, and hard work.

Why do customers connect with Dune?
The experience and the ability to customize. Even when customers choose the same design, it becomes completely different because of the story behind it.

What do you recommend for Mother’s Day?
Anything from the Wave Collection. As Holly says, “Happiness comes in waves.”

What memory would you capture?
Sanibel Island. My family has been going there since 1989. I collect small shells and would love to turn them into designs for my mom and others who shared those memories.

A favorite customer moment?
A customer came in after a trip to Italy and showed me photos of the grottos. The water was the most incredible blue. We immediately created a design to capture that moment for her.

Visit the Mermaid’s Tale.

Yes! Gallery / JW Graham

North Kingstown, Rhode Island
Owner & Mom: Julie Beebe

Tell us about your store.
I’m the “Mom” of our “Mom & Pop” shop, originally opened in 1980. I focus on what I love most—finding and curating unique products, merchandising, working with customers, and building our team.

Who do you work with?
My husband handles the bookkeeping and tech. Our strengths are very different, and that balance works beautifully.

What did your mother teach you?
Work hard, but put family first. Sitting down together every night mattered. It still does.

What inspires you about your daughter?
When she works with us, I’m always struck by how calm and steady she is, even when we’re busy. It’s a perfect balance to my energy.

Why Dune?
The customization. We love sending in sands and even cremains to create something deeply meaningful.

What sells for Mother’s Day?
Anything nautical—especially waves. Our customers love capturing their favorite local beaches.

A memory you’ve captured?
We brought home red sand from Red Rocks, and also turned sands from Italy and Greece into keepsakes for our family. Those pieces will be cherished forever.

A meaningful customer moment?
When customers bring in cremains, it becomes something more than jewelry. It’s about honoring someone they love.

Advice for moms?
Find time for yourself. Be with people who make you laugh. And give yourself grace.

Your motherhood element?
Sand. Sometimes smooth, sometimes sharp. Always grounding.

Discover Yes! Gallery / JW Graham.

O’Connor’s

East Tawas, Michigan
Owner & Mom: Aimee O’Connor

Tell us about your store.
We are a third-generation store founded in 1948. My husband and I took over in 2019. Many of our customers have shopped with us for generations.

What does working with family mean to you?
My daughter started working with me last year. Watching her step into the business has brought me so much joy.

What did your mother teach you?
Consistency. Always showing up. Supporting without trying to change someone.

What inspires you about your daughter?
Her confidence and ability to connect with customers so naturally.

Why Dune?
Each design tells a story. It gives customers a way to carry their memories with them every day.

Check out O’Connor’s.

The Brass Alligator

Bonita Springs, Florida
Owner & Mom: Brenda Atkinson

Tell us about your store.
I opened The Brass Alligator to create something I could do with my daughters. It’s become an incredible adventure.

What does working together mean to you?
We love working together—most of the time. Each of us brings a different perspective, which makes the store feel dynamic and fun.

What inspires you about your daughters?
Their ideas and how naturally they understand social media LOL (I wish).

Why Mi Tesoro?
The quality, the price point, and the ease of working with all the ladies at the company, which makes everything such an easy process!