Number 371 April 10, 2026 St. Louis
The Roots are deep | Give STL Day | Elevator STL
The Whispering Roots: Where History Finds a New Home
Toni Crockett has turned an old schoolroom in Alton, Illinois, into a charming haven called The Whispering Roots. This isn’t just any shop; it’s a delightful mix of vintage finds and upcycled treasures, all within the walls where her dad once taught second graders.
Photo courtesy of The Alton Telegraph
Toni’s passion for upcycling really shines through her carefully curated space, where customers might come for a unique piece and leave with a cozy candle—and a bit of inspiration!
Thanks to the local love for her creations, Toni is happily facing the dilemma of needing more space for her thriving business. She turned to Justine PETERSEN for a small business loan, feeling grateful for the friendly support that made the whole process a breeze.
Overall, The Whispering Roots is a heartwarming example of blending history with creativity, making it a place where everyone feels at home as soon as they step inside!
Want to know more about Whispering Roots? Read the full story here!
Give STL Day: Start the Next Success Story This Give STL Day!
What Give STL Day Means to Justine PETERSEN
Give STL Day is more than a day of giving; it’s a powerful reminder of what we can accomplish together as a community.
At Justine PETERSEN and Great Rivers Community Capital, our mission is rooted in creating access—access to credit, access to capital, and access to opportunity. Every day, we work alongside individuals and entrepreneurs who are building better futures for themselves and their families. Give STL Day allows us to expand that impact.
This year, Give STL Day is especially meaningful as we focus on welcoming first-time donors into our community. Every first gift represents more than a donation—it represents someone choosing to believe in the power of financial stability, small business growth, and equitable opportunity.
Whether it’s helping someone improve their credit, supporting a small business owner in launching their dream, or providing resources that strengthen entire neighborhoods, every contribution moves this work forward.
Give STL Day reminds us that lasting change doesn’t happen alone. It happens when individuals come together—each gift, each share, and each new supporter building momentum toward a stronger, more inclusive community.
At Justine PETERSEN, we are grateful for every donor, especially those taking that first step. Because when one person gives, it opens the door for another to thrive.
Providing a Platform for Growth: Elevator St. Louis
Like many entrepreneurs, Shannon and Emiliano Lerda started their business from home—balancing family life with inventory, shipping, and the challenges of growth. When they couldn’t find flexible, affordable space designed for small businesses, they created their own solution: a warehouse model that works like coworking, scalable, accessible, and built for entrepreneurs.
In 2022, that idea became Elevator in Omaha, transforming a historic building into a hub where e-commerce brands, creatives, and small businesses can thrive. With a mix of warehouse space, offices, coworking, and business resources, Elevator quickly evolved into more than a workspace; it became a community.
Elevator is helping businesses grow, create jobs, and strengthen local economies—all while staying rooted in its mission to support entrepreneurs.
Photo courtesy of elevatorspaces.com: Elevator event space and kitchen
We are excited to announce that our first in-person Lunch & Learn of the year will take place at Elevator St. Louis on May 14, 2026. This event is an opportunity to bring together members of our community and the broader public to share insights, build connections, and foster learning in an environment designed for growth.
At Elevator, success isn’t built alone. It is built in the community. To learn more, go to Elevator Spaces St. Louis
If you have any questions, contact Yolanda Nelson: ynelson@justinepetersen.org
To register, go to bit.ly/47UqgEZ
Grow Your Business This Year!
Join the free Lunch-and-Learn Series brought to you by efactory and Missouri State University
We’re excited to share that the Show-Me Network, in partnership with Justine PETERSEN, is launching a yearlong series of FREE virtual Lunch-and-Learns for entrepreneurs and small business owners across Missouri.
These no-cost sessions will provide practical guidance on funding, credit, financial management, and business growth—designed to meet entrepreneurs where they are and help them move forward with confidence.
⏰ All sessions are held online from Noon–1 p.m. (CT)
💻 Open to all Missouri entrepreneurs at no cost
Register Today!
All sessions are free and open to the public.
View the full calendar and register here:
Don’t miss this opportunity to gain practical tools, expert insight, and connections that support your business growth in 2026.
Lunch and Learn with Desiree Friedman
Scan the QR Code or click HERE to register today!
April Reset: A Fresh Start for Your Credit
April is here, and with it comes a fresh start.
As we open the windows and clear out the clutter in our homes, it’s also a great time to take a look at our financial habits. Just like spring cleaning, improving your credit doesn’t have to happen all at once. Small, intentional steps can make a big difference.
Start simple:
• Check your credit report for accuracy
• Make on-time payments a priority
• Pay down balances when you can
• Avoid taking on unnecessary new debt
These small actions can help create more financial flexibility, open doors to new opportunities, and bring greater peace of mind.
This season is all about renewal—and your financial future deserves that same fresh start.
Ready to take the next step?
Enroll in My Credit Compass to start building healthier financial habits, and schedule an appointment with our team for personalized guidance.
Ignite Illinois: Empowering Small Business Owners in Southern Illinois!
