Enjoy the scenic root

Tackle your holiday red alerts at Ginger Roots in Lincoln City

By Linda Turner Griepentrog

For the TODAY

If you're into decorating and gift-giving, you’ll find your home away from home nestled on the north side of the Lincoln City Outlets. Ginger Roots, owned by Amber Taunton, is run with the help of her two daughters, Amanda Sawyer and Alicia Keller. The store is aptly named because all three of the women have beautiful red hair.

In fact, the auburn attraction is very real — some red-headed customers come by just because of the name, and frequently ask for photos with the trio. Others take their pics under the Ginger Roots sign gracing the front of the store. In homage to its name, the store offers a two-percent discount to redheaded customers, as redheads make up two percent of the world's population.

Taunton was helping a friend with the set-up of Flourish boutique, also located in the outlets, when a key appeared to a vacant space along with loads of encouragement to make a store of her own. Taunton and the two girls worked on conceptualizing the business for about a year before they actually opened it in March, 2022 — just after the COVID mask mandate ended.

With a varied background in home design and decorating, kitchen cabinet sales, electrical and plumbing work and construction, Taunton was also a house flipper. She’s also an “avid fabric collector,” with a 26’ x 19’ sewing room awaiting, “when the time is right.”

Most of Taunton’s retail experience has been on-the-job training, but according to Sawyer, “My mother doesn’t have any trouble jumping into something new with both feet—that’s how she was raised!” Sawyer worked in the furniture industry for five years, so that background has been helpful for staging and sourcing for the store. She also handles all the social media presence for Ginger Roots. Keller works in a human resource role for the store, helps train employees and does a lot of the back stocking in addition to her working on the sales floor.

With a vintage feel throughout the shop, some of the furniture pieces have been redone after acquisition at estate sales and flea markets. Taunton is seriously into refinishing and repurposing items, though admits she has little time to do that with the day-to-day store operations. Sawyer describes herself as a “furniture collector.”

With trips to wholesale markets in Atlanta, Dallas and Las Vegas, the trio gets along well during their merchandise searches and Taunton said they’re “really in sync” as they look at thousands of items spread over multiple floors in some market venues.

Keeping a store inventory as large as Ginger Roots’ stock is no small task.

“With over 200 suppliers, it’s a constant battle to find the right things,” Taunton said.

The eclectic mix at Ginger Roots provides something for everyone, from visitors to local residents looking for unique items. The 5,100-square-foot store is filled with temptation — from funny cards and sticky notes to mugs, gourmet foods, unique toys, candles, pillows and pet products, among many others vignettes. It’s a perfect place to find stocking stuffers of all kinds.

When asked what items are best sellers, Taunton said, “warming slippers, candles, gourmet foods and pet items, but the best sellers of all are cards and stickers, which go out in droves.”

In addition to items purchased at various markets, Taunton likes to feature items made by local companies and regional artisans to help support small businesses.

Besides all the fun products in the store, the redheaded group also offers staging for homes and a personal decorating service, both live and virtual. You can send them pictures of your home and they’ll make recommendations from the store’s inventory. Plans for expansion include an Instagram store and more online shopping options.

The key message from the Ginger Roots trio is, “Come visit us — we’ll surprise you!”

Ginger Roots is located at the Lincoln City Outlets, 1500 SE East Devils Lake Road, Suite 107. Hours are Sunday through Thursday from 10 am to 6 pm and Friday and Saturday from 10 am to 7 pm. On December 16 and 17, Outlet stores open at 9 am.  For more information, go to gingerrootshome.com or call 541-614-4230.