On a recent trip to Alaska, my daughter and I noticed a full-sized green bus with wooden window boxes filled with white flowers and ivy in the back of a parking lot in Seward, Alaska. With the backdrop of the mountains behind it, it looked inviting. As we got closer, we noticed the name painted on it, “Rustic Roots,” and we figured out it was a gift shop.
We entered the bus and looked at the displays, all items featuring nature found in Alaska. A friendly young woman greeted us, but we were in a hurry to get to the Aquarium, so I didn’t take time to chat. I quickly tried on a couple of hoodies and chose one with a scenic view of Resurrection Bay with a whale. This design caught my eye because we had taken a tour boat tour from Resurrection Bay on the Kenai Peninsula, and I was fascinated by the three species of whales we saw—fin whales, orcas, and humpbacks.
It wasn’t until I got home to New York and looked up the website for Rustic Roots that I learned Genevieve’s inspiring story. I was impressed by this young woman who had the vision and guts to dive in as an entrepreneur at such a young age. I sent her a message and we have been corresponding by email ever since.
Genevieve DeRoos lived most of her life in Western Michigan where her view consisted of cornfields, lots of cornfields. In 2020 she and her family went on a great adventure and moved to Seward, Alaska.
Genevieve immediately fell in love with her new home. “Everywhere I turn there's something different, and every season brings something new to look at. New animals, new landscapes, new scenery, and new memories,” Genevieve shared in an email.
In 2022 when Genevieve graduated from high school, she decided to start a business that would promote the home she loves. She purchased an old Denali Transportation bus and spent the next several months, with the help of her father, a former construction worker, renovating the bus and making it into a mobile gift shop. She learned valuable lessons about construction and how to use power tools.
Genevieve points out that her mother was also involved in her project. “My mom was the person I leaned on when I was struggling to make decisions, a second eye to help finalize the designs, and she cheered me on the entire way.”
Genevieve’s parents are not the only family members who supported her endeavor. Her grandmother, an avid shopper who had dreamed of opening a boutique, was her greatest fan. Genevieve cherishes the memories of her grandmother signing her out of school early so the two could shop together. “She was the first to text me on opening day to wish me luck and say a prayer,” Genevieve said. Sadly, Genevieve’s grandmother passed away this past June before she had a chance to see her granddaughter’s bus boutique in person.
Before Genevieve opened her doors, she settled on a name for her business—Rustic Roots. “The inspiration behind my company, Rustic Roots, comes from every unique individual I have the pleasure of meeting each summer,” Genevieve said.
Then she created a line of products using her own designs. She started with five designs; the whale, otter, puffin, moose, and bear, which she features on her apparel with Resurrection Bay and Mount Alice, two scenic landmarks in her hometown of Seward. “I love that I create keepsake items that will remind my customers of their time in Alaska,” she said.
In November of 2022, she conducted a “soft launch” by sending an order form featuring her products to family and friends. This allowed her to test out her products and see what would sell. “Fortunately, my family and friends loved them,” Genevieve said.
“In the beginning, I self-funded everything, which was such an amazing, but scary, journey. I bought the bus, all the materials, shelving, display pieces, and my first soft launch order all by myself.”
When it came time to stock her store, she began looking for funding which was a challenge because she was so young. She created a business plan and submitted it to the Alaska Small Business Development Center in her hometown of Seward. They forwarded it to various loan companies for review.
While waiting to hear back, Genevieve prayed that someone would believe in her dream. Finally, she got a call from the Kenai Peninsula Economic Development District (KPEDD), and Genevieve was thrilled to learn they approved her loan. “They not only helped me with funding, but they helped the fears that I had vanish. They believed in me, and my company Rustic Roots. I am extremely grateful for everything they have done for my small business,” she said.
Rustic Roots opened its doors in May of 2023 when Genevieve was nineteen years old.
Genevieve added to her apparel line for the 2024 season. In addition to her original designs, she now offers Cooper Landing and Upper Trail Lake Moose Pass Train, two more of her favorite scenic locations in Alaska. In addition, she added images of Sitka Spruce trees, the state tree of Alaska.
Genevieve plans to travel around Alaska on her bus and share her brand. She also plans to open a brick-and-mortar store in Seward to have more space to expand her product line. “I know when the time is right for a permanent location, God will guide me in the right direction,” she said.
To those who dream of starting their own business, Genevieve says, “Just go for it! I was beyond terrified to embark on this journey of uncertainty, but I am so happy I didn’t listen to the negative thoughts that were running through my head.” She points out that unless you go for it, you will never know what you might accomplish.
“Also, do not be afraid to seek help. It’s a confidence booster when you have people in your corner that believe in you.”
In addition, Genevieve encourages you not to become discouraged when you face losses. “What is important is that you live and grow from them.” Her recent loss of her grandmother has strengthened her resolve to follow her dreams and to live each day as if it were her last.
Genevieve’s enthusiasm is admirable. “I absolutely love what I do; I love the people I get to meet, the stories I get to hear from the individuals that walk inside my bus,” she said, “and I am beyond proud that I can say without a doubt that I am extremely happy with the career I have created for myself.”
Genevieve invites you to find her on Instagram by clicking here and to check out her website by clicking here. She would love to hear from you at rusticrootsgirl@gmail.com
*Headshot by Katelyn
**Bus photo by Matt Johnson